Finding opportunity in COVID-19: A narrative study of women artisan microentrepreneurs

ABSTRACT As the COVID-19 pandemic and its impact on the United States and global economies unfolded, the sewing industry was one of many that faced widespread uncertainty. A narrative research study examined how artisan microentrepreneurs in the sewing space experienced entrepreneurial opportunity alertness as they navigated the early months of the pandemic. Findings indicate that participation in multistage artisan entrepreneur communities provided the greatest benefits for members with no perceptible disadvantages. Entrepreneurs with diverse coping strategies were more resilient to challenges. The COVID-19 pandemic accelerated consumer adoption of digital technology in the United States, which facilitated growth for microbusinesses that have digital fluency or are ready to adopt new technologies. Policy recommendations are to restore net neutrality and implement federal funding for nonemployer firms impacted by disaster so artisan microbusinesses can thrive in the digital space.