A capacidade de resiliência durante a pandemia em um setor especializado na área da beleza: um estudo de caso de uma empresa na Zona Leste na cidade de Manaus

Abstract

The purpose of this scientific research is to offer a basis to understand how a business adapted when responding to difficulties during the COVID-19 pandemic, aiming to present a case study of a company in the east zone of the city of Manaus. To this end, we sought to explain the importance of entrepreneurship, present the growth process of a MEI during a global crisis and extract information from this business in order to study business resilience in this context. Given the relevance of entrepreneurship in the services sector, this research brings together various compiled information and an analysis of a case in order to resolve the following question: How could the pandemic contribute to the resilience capacity of a sector specialized in the beauty area? The research approach used semi-structured interviews and qualitative data analysis. The results highlight four strategies as notable examples of resilience, allowing the subject of study to not only survive the pandemic but also stand out as an example of competitive advantage