Pandemic survival for companies : how did Marimekko survive the COVID-19 pandemic?

The major impact of the COVID-19 pandemic on the world forced many businesses to change how they operate. As the world becomes more globalized and linked together it is more likely that any big crisis is going to disrupt business all around the world. Because of this, it is important to understand how a company can prepare for a crisis. Crisis preparations are better done in advance and the earlier a company starts preparing the better the results are. This thesis explains how companies can prepare for a crisis and then gives some suggestions on how to implement these preparations. The thesis includes some suggestions for future research into the subject as well. This thesis uses a deductive research approach and qualitative research methodology. The empirical research is based on secondary data gathered from reputable sources. Sources for the secondary data include articles, books, online sources, and the target company’s or its competitor’s annual reports. The last chapters of this thesis layout a development plan that contains tips on how to implement crisis survival strategies learned during the research