PTI: Coping with the COVID-19 crisis from a resource-based view

ABSTRACT

Small and medium-sized enterprises (SMEs) are suffering heavily from the Covid-19 pandemic. Pincode Telenet International (PTI) is a small company providing software solutions to the utility sector in the Netherlands. Its revenue depends entirely on outsourcing contracts given by utility providers. When the market environment is disrupted by the Covid-19 outbreak and its lasting impact, PTI is confronted with a 35% drop in revenue and many uncertainties. This case illustrates how PTI copes with uncertainties by focusing on one certainty the available resources. The resource-based coping strategy presented in this case engages students to reflect on how different resources can be used to strengthen collaborations and expand a customer base. It thus advances our understanding of opportunity recognition and entrepreneurial behaviour in times of crisis.