Opportunity recognition during the COVID-19 pandemic: a case study of Ghanaian women entrepreneurs in the beauty industry
Continuity & Resilience Review
ISSN: 2516-7502
Article publication date: 4 April 2023
Issue publication date: 13 June 2023
Abstract
Purpose
This paper aims to develop insight into the impact the coronavirus disease 2019 (COVID-19) crisis had on female entrepreneurs in Ghana’s beauty industry and their ability to recognize opportunities. The authors also ascertained characteristics of the women that seemed to have influenced opportunity recognition.
Design/methodology/approach
Using the case study approach, the authors collected data via in-depth interviews and open-ended questionnaires from sixteen women entrepreneurs in the beauty industry. The data were analyzed using a thematic analysis.
Findings
The data show that women entrepreneurs encountered challenges during the pandemic; however, some of the women were able to identify opportunities. Creativity and social media inclination were perceived to have influenced opportunity recognition. It was also observed from the demographic data that women who identified opportunities and women who could not differ in the level of education, age and firm age.
Practical implications
Women entrepreneurs are encouraged to capitalize on social media and virtual platforms to enhance their marketing, services and operations. COVID-19 aid for businesses must be distributed equitably to all entrepreneurs in need.
Originality/value
The findings from this study provide novel insights into opportunity recognition during a crisis, focusing on a specific industry in a developing country.
Keywords
Acknowledgements
The authors would like to show their profound gratitude to Professor Henry Boateng for comments that greatly improved the manuscript.
Citation
Tetteh, S., Mawutor, J.K.M., Aboagye-Darko, N.O. and Boye-Doe, Z. (2023), "Opportunity recognition during the COVID-19 pandemic: a case study of Ghanaian women entrepreneurs in the beauty industry", Continuity & Resilience Review, Vol. 5 No. 2, pp. 158-184. https://doi.org/10.1108/CRR-07-2022-0011
Publisher
:Emerald Publishing Limited
Copyright © 2023, Emerald Publishing Limited