Turning the COVID-19 crisis into entrepreneurial success: an exploratory study on women innovators of Pakistan

The COVID-19 pandemic has not only created significant havoc in the world but has also opened doors to new opportunities for women entrepreneurs. The objective of this study is to examine case studies of women entrepreneurs to determine how they have taken advantage of the circumstances offered by COVID-19 to expand their businesses. To gain deeper insights about lived experiences of women entrepreneurs, the study uses semi-structured interviews to identify the strategies women entrepreneurs have adopted during times of social and economic upheaval. The findings indicate that women entrepreneurs responded to this crisis by accessing finance and using their innovative and creative skills to leverage e-commerce, often in the face of economic hardship. This study aims to contribute to policymakers’ and practitioners’ development of appropriate response strategies that focus on strengthening women entrepreneurs in Pakistan.