Abstract

GARCIA-MADURGA, Miguel Ángel; GRILLO-MENDEZ, Ana Julia  and  MORTE-NADAL, Tamara. The adaptation of companies to the COVID reality: a systematic review. Retos [online]. 2021, vol.11, n.21, pp.55-70. ISSN 1390-8618.  https://doi.org/10.17163/ret.n21.2021.04.

The sudden emergence of the COVID-19 pandemic has led to profound social and economic changes. Companies have been forced to pivot their business models to ensure their continuity. This study delves into the trends observed in the changes in business models during this crisis. The objective of this research has been to identify the factors behind the initiatives they have taken, as they will presumably be consolidated and will be the basis for disruptions unthinkable before the pandemic. A rapid systematic review has allowed to recover and summarize the results of the most relevant research in this field. Twenty-eight articles have been selected from the main scientific databases, Scopus and Web of Science, using the inclusion decision flowchart proposed by PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analysis). The main findings of qualitative analysis that has been carried out highlight the importance of technology, with the generalization of digital marketing and sales channels in companies, teleworking and consumption of technological products such as Artificial Intelligence; the adoption of innovations related to the value proposition, in most cases in the form of new products and services, as a more common form of consumer experimentation; and the generalization of collaborative initiatives among all actors in the business ecosystem.

Keywords : Review; PRISMA; business model; business environment; inter-firm cooperation; innovation; technology; COVID-19.

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