Business sustainability for female entrepreneurs pivoting in response to an entrepreneurial orientation during Covid-19 in South Africa

Abstract

The research study investigated the various pivoting methods used by the female entrepreneur during the pandemic and assessed the influence of innovation driven by an entrepreneurial orientation. The purpose of the research study was to understand whether pivoting is essential for business sustainability and to investigate the innovation levels in female entrepreneurs. The impact of the pandemic caused an unstable environment in which decision-making abilities affect the survival of the business. Quantitative research was conducted via an online survey to target female entrepreneurs operating within South Africa and extended to a wide range of industries to further aid in the understanding of the effect of the pandemic. The researcher proposed the horizontal diversification and strategic change models for the investigation of pivoting whereas the vertical diversification models were linked to perseverance during the pandemic. The outcome of the research study highlighted that a combination of the pivoting models are the driver for business sustainability. Further to this, innovation influences the choice of pivoting however the short-term survival from the pandemic was established through this research study.