Background: Crisis management has become a highly relevant topic due to the Covid-19 pandemic. As a result, restaurants have been forced to implement new business strategies and tactics to mitigate its impact. For restaurants, it quickly became important to adapt and apply the right strategy to survive which created a unique opportunity to form an understanding of what actual strategic choices restaurants have applied during a pandemic. Purpose: The purpose of this study aims at creating an understanding of how Swedish restaurants in the city of Jönköping have been able to survive the pandemic, more specifically, identify what crisis strategies and tactics restaurant owners have utilized. Method: The aim of this paper was pursued by a qualitative research method with an inductive approach. In order to investigate the research question, a multiple case study has been conducted. Data have been collected through semi-structured interviews from seven different restaurant owners that form the basis of the empirical data. Conclusions: The conclusions revealed that the Covid-19 pandemic had a negative effect on the restaurants and that they had to make changes in their activities in order to stay in business. The empirical findings demonstrated these changes as three core strategies utilized through different tactics in order to cope with the pandemic. Given that unexpected events can happen in the future at any time, it is crucial for managers to learn from the past and implement different strategies in their business and thereby successfully adjust to the diverse external environment.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hj-56875 |
| Date | January 2022 |
| Creators | Abusamra, Bayan, Lassooy, Lauriina |
| Publisher | Jönköping University, Internationella Handelshögskolan |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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