ABSTRACT
This paper aims to provide a better understanding of how entrepreneurs with diverse profiles and located in Quebec go through the Covid-19 crisis. We suggest a qualitative case study (30 interviews) and adopt a processual lens. As a result of the analysis, a sequence of three phases emerges. This sequence describes the evolution of the entrepreneurs' time perception which we call the elasticity effect. The findings of this study then identify the dominant themes which characterize each phase which entrepreneurs experience. Hence, this study suggests several contributions. First and foremost, it shows that time perception plays an important role when going through a crisis which also highlights the human factor. Moreover, through the identification of three successive phases, the study leads to the assumption that despite certain individual and contextual variations which tinge the entrepreneurial process, there is a synchronicity of time perception after the outbreak of the crisis. These findings lead to an important practical contribution: the recognition and anticipation of the "elasticity effect" could allow a better preparation and management of future major external crises. Finally, the identified contextual factors can become a part of knowledge which is transferred by entrepreneurial supporters in order to better support entrepreneurs in times of crisis.