How do Agri-Startups Perceive the COVID-19 Pandemic: A Thematic Analysis

Abstract

This study has primarily featured the challenges faced by the Agri-Startups during the pandemic and their coping strategies. The theoretical framework was established based on the theory of dynamic capability, expectancy theory, and the Janusian thinking approach. Nvivo-13 software was used to do thematic analysis, which involved classifying the data by codes. Subsequently, themes were identified to better understand the factors that impact Agri-startups during COVID-19. Transportation and communication problems, a lack of cash, low sales, changes in customer habits and needs, a lack of workers, and competition from new businesses were all problems. As a way to deal with the situation, they used new digital technologies, cut down on operational and administrative costs, stopped doing business during the lockdown time, and put a few investment choices on hold. The study strongly suggests that Agri-Startups use the same tools and policies as other businesses in order to stay in business.