Profusion and Connectivity of Coffee Farming Entrepreneurship in the COVID-19 Pandemic

ABSTRACT

In the Covid-19 era, entrepreneurship has been the response of public and private sectors to the health and economic crisis caused by the pandemic. The objective of this study was to analyze the relationships among the dimensions of entrepreneurship in a coffee-growing locality in central Mexico. Based on a virtual ethnography, the demands and resources of coffee growers' associations were examined, considering their opportunities, challenges and challenges in the face of the pandemic. The results show that the 45 entrepreneurial associations revolve around relational capital in the face of challenges, opportunities and resources. It is recommended that the study be extended to the analysis of strategic alliances among the micro, small and medium-sized enterprises that group the coffee growing organizations.