Change strategies during a crisis : A qualitative study of how independent small-town shops manage their business for economic survival during a global crisis

Introduction: Independent stores in small towns have long been at the center of different external factors that have affected them in various ways. For a year now, they have had to endure the problem of surviving in a crisis where people are urged not to stay in shops. Purpose: The purpose of the study was to analyze how independent small-town shops work with a change strategy for economic survival during the Covid-19 crisis. Method: The study was conducted with a qualitative research method, through a abductive approach based on semi-structured interviews. A selection was made with five interviews where four respondents were either CEOs or owners of the enterprises and one interview with Karlskrona city association. Answers to the question regarding how they should act for economic survival were sought by studying theories about how SME previously used change strategy in crisis situations combined with the study's empirical material. Conclusion: The conclusion of the study was that small-town shops have implemented some form of change strategy for economic survival in the crisis, despite the fact that they previously did not have a clear strategy to start from. This is mainly through a focus on cost reductions and adaptation to consumers' wishes in relation to restrictions. The results of the study also show that all companies have absorbed lessons, which makes them more equipped for the future, not only for a potentially new global health crisis but also awareness that consumption behaviors can fluctuate sharply and how to deal with such phenomena.