Building Resilience Through Sustainable Crisis Marketing – A study of Micro-enterprises

In today’s dynamic, crisis-driven business environment, small business owners need to adopt long-lasting, sustainable methods to run their businesses. However, they may lack the skills and knowledge to manage crises and link marketing concepts to disruptive conditions. This research aims to evaluate how micro-enterprises integrate crisis and marketing strategies. Data was collected from 146 samples using purposive sampling. Exploratory Factor Analysis was conducted to identify the factors that constitute sustainable crisis marketing strategies. This was done to build a scale that was previously missing in the literature. The findings indicated that three factors can be identified, namely, the sustainability and crisis management with marketing factor, the building business resilience factor, and the business existence and continuity factor. This research is topical in nature, as every sector is affected by various types of crises in the ongoing disruptive market conditions.