Adaptation of Companies to the Reality of COVID: Criteria Impact and Measures

The COVID-19 pandemic has led to a global economic crisis, prompting unprecedented measures to support economies, entrepreneurship, and businesses. This article explores entrepreneurs' perceptions and actions in the face of this challenging situation. A field survey was conducted among 49 businessmen in the Rabat-Salé-Kénitra region of Morocco, impacted by the pandemic. Data were collected using questionnaires and analyzed with the "Nvivo" qualitative analysis tool. Results reveal that entrepreneurs are primarily concerned about the crisis's economic impact on their businesses. The study emphasizes the crucial role of government actions and the necessary measures for entrepreneurs to overcome this situation. The article's purpose is to support analysts in comprehending how companies have responded to the challenges posed by the COVID-19 pandemic, marked by operational hurdles and substantial shifts in consumer behavior. Subsequent research should delve into the effects of these trends and their connection to potential disruptions. Received: 18 July 2023 / Accepted: 24 October 2023 / Published: 5 November 2023