Estratégias de enfrentamento e inovações adotadas por uma microempresa de Mauriti-CE durante a pandemia da Covid-19

Abstract

The Covid-19 pandemic caused significant impacts on the global economy, particularly affecting small businesses, which tend to have greater financial and operational vulnerability. In this context, this study analyzes the coping strategies and innovations adopted by a microenterprise located in the municipality of Mauriti, Ceará, Brazil, during the pandemic period. The research has a qualitative approach with exploratory and descriptive characteristics, using a case study as the methodological procedure. Data were collected through a semi-structured interview with the business manager in order to identify the main challenges faced, the strategies adopted to maintain business activities, and the impacts observed in the post-crisis period. The results indicate that the company implemented adaptation measures such as sanitary adjustments, reorganization of operational activities, and the use of digital tools, including Pix payments, social media communication, and online check-in. Greater financial control and an increase in the number of employees were also observed after the critical period. The study concludes that the adopted strategies contributed to business continuity and strengthened managerial practices.