Version 1
: Received: 3 November 2023 / Approved: 3 November 2023 / Online: 3 November 2023 (14:34:23 CET)
How to cite:
Gbadamosi, A.; Madichie, N.O.; Mogaji, E. Innovation and Sustainability in Business Turbulence: Navigating the ‘Now Normal’ through Value Co-creation. Preprints2023, 2023110255. https://doi.org/10.20944/preprints202311.0255.v1
Gbadamosi, A.; Madichie, N.O.; Mogaji, E. Innovation and Sustainability in Business Turbulence: Navigating the ‘Now Normal’ through Value Co-creation. Preprints 2023, 2023110255. https://doi.org/10.20944/preprints202311.0255.v1
Gbadamosi, A.; Madichie, N.O.; Mogaji, E. Innovation and Sustainability in Business Turbulence: Navigating the ‘Now Normal’ through Value Co-creation. Preprints2023, 2023110255. https://doi.org/10.20944/preprints202311.0255.v1
APA Style
Gbadamosi, A., Madichie, N.O., & Mogaji, E. (2023). Innovation and Sustainability in Business Turbulence: Navigating the ‘Now Normal’ through Value Co-creation. Preprints. https://doi.org/10.20944/preprints202311.0255.v1
Chicago/Turabian Style
Gbadamosi, A., Nnamdi O Madichie and Emmanuel Mogaji. 2023 "Innovation and Sustainability in Business Turbulence: Navigating the ‘Now Normal’ through Value Co-creation" Preprints. https://doi.org/10.20944/preprints202311.0255.v1
Abstract
The devastating effects of COVID-19 permeates virtually all aspects of life across geographic boundaries. As the lockdown is eased, and reinstated, across many parts of the world, attention is now shifting towards how to navigate the ‘now normal’ rather than the ‘next normal,’ of doing business with a view to achieving sustainable development. This study highlights some of the challenges and opportunities for micro, small, and medium enterprises (MSMEs) in times of crisis such as COVID-19. Conceptual by orientation, the study provides a broad overview of trends in crises times, drawing upon a range of qualitative accounts. The overarching message is the current direction of travel for MSMEs in sustaining their bottom-line, not after the crisis, but at this particular moment in time. The study highlights some implications for ‘pivoting,’ in order to cushion the impact of the pandemic on efforts to capacitate MSMEs in leveraging value co-creation with the consumers. The implications of the here and now are discussed.
Copyright:
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
