Entrepreneurship as a strategy in times of crisis

Abstract

The innovation and entrepreneurship are two factors that Mexico needs to face the crisis, so it is necessary to understand the importance of the role of the entrepreneur to accelerate the economic recovery. This research, due to its design, is descriptive and exploratory and its objective is to analyze, based on the appreciation of entrepreneurs commerce sector of the city of Hermosillo, Sonora, what is the current situation that generated the crisis caused by COVID-19 and what are the future challenges that allow defining the importance of promoting entrepreneurship as a strategy for change to face the current economic crisis. The results obtained in the research show how entrepreneurs have had to adapt to the current circumstances caused by the crisis, and low these new circumstances they have had to face challenges in order to survive, such as the need to adapt to the use of new technologies and platforms with virtual spaces, the lack of financing, the decrease in their human capital or the perception of changes in their business strategies that generated new opportunities for their businesses that today become viable businesses. In conclusion, the new management modality for entrepreneurship must start from the innovation of strategies based on the initiative to reinvent or create businesses with a vision of the future with the possibility of facing any crisis that arises.