Resumen

GARCIA ALVAREZ, Aída Dinorah. Business strategies in times of crisis: gh corporate case. Investigación y Negocios [online]. 2021, vol.14, n.24, pp.77-86.  Epub 31-Oct-2021. ISSN 2521-2737.  https://doi.org/10.38147/invneg.v14i24.149.

The purpose of this article of study is to analyze business strategies as part of a compilation of various investigations of companies that have submitted. Different changes and have adapted to new schemes as a result of the COVID-19 pandemic. The case study of the Corporativo GH Ortopédicos, a company dedicated to the manufacture and commercialization of hospital, orthopedic and wellness products, is of interest in decision-making, stemming from the global health crisis and the urgency to survive in the face of a scenario devastating. The methodology used is non-experimental, transectional, exploratory. The approach is qualitative, exploratory and with information from books and specialized magazines. The instrument used as a means of collecting information is a questionnaire and interview with the founder of the company. The results favor in Gh the strategy, innovation, creativity and differentiation, shows to migrate to the scheme of virtuality in the business.

Palabras clave : Business strategies; economic crisis..

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