Transformação digital e COVID-19: estudo de casos múltiplos em micro e pequenas empresas alimentícias

Abstract

Objective of the study: To analyze the pandemic context in food micro and small enterprises (MSEs) and the digital transformations resulting from adopting new communication and sales channels. We aimed to assess how the COVID-19 pandemic affected these companies, describing its financial consequences and the digital transformations they implemented.Methodology/Approach: Multiple descriptive case studies, qualitative approach, and content analysis. Data collection consisted of semi-structured interviews, employing the snowball sampling technique and theoretical saturation.Originality/Relevance: This study describes and disseminates the practices and actions adopted by MSEs to face the COVID-19 pandemic.Main results: The results revealed the impact of the pandemic on MSEs in the food industry and how this new context promoted and accelerated digital transformation. These companies implemented multiple digital communication and sales channels in their business models and strategies in response to the pandemic, and they are most likely to keep expanding to meet the shift in customer behavior.Theoretical /management contributions: Analyzing the impacts and challenges for MSEs in the food industry during the pandemic and describing the actions implemented to face and overcome this new scenario may help other companies with similar challenges.