Learning to Live with Covid-19: MSMEs Perception and Strategies on Business Promotions, Uva region-Sri Lanka

P.I.N. Fernando, K.W.S.N. Kumari


Within the dynamic external environment, the external shocks might create either opportunities or challenges to business. The Pandemic of COVID –19 also an unpredicted, and highly vulnerable, and highly affecting external shock to the business segments. Therefore, this study would focus on the promotional tools and the perception of Micro, Small, and Medium scale Enterprises (MSMEs) during the Pandemic. Data gathered from Uva region MSME’s, via interview method, whereas the qualitative analysis-Thematic analysis method has been adopted. The findings highlight four parental themes; (a) Formal marketing Strategies, (b) Informal marketing Strategies, (c) Virtual Marketing Platform, and (d) Patriotic Marketing. As recommendations, strategies for MSME sector have been proposed.

Keywords: business promotions, Covid-19 pandemic, marketing, perception, Small and Medium Enterprises

DOI: 10.7176/EJBM/13-10-03

Publication date:May 31st 2021

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ISSN (Paper)2222-1905 ISSN (Online)2222-2839

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