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Embracing Covid-19 pandemic: Entrepreneurship within the Indigenous context

Author

Listed:
  • Dr Bendangienla Aier

    (Utkal University)

  • Prabodha Kumar Hota

    (Utkal University)

  • Niharika Singh

Abstract

The purpose of this paper is to elucidate the coping strategies of indigenous entrepreneurs during the Covid-19 crisis. The study profiles a group of indigenous entrepreneurs in India who are called the Nagas, a marginalized group of people. Taking on the classical coping strategy developed by Lazarus and Folkman (1984), results of interviews from seven indigenous entrepreneurs were evaluated. The findings suggest entrepreneurs adapting both the coping strategies simultaneously following a chronological trend. The pandemic also brought about certain positive changes in the form of entrepreneurs moving closer to community, religion, embracing technology, digital selling and buying. The study expands the scope of our current understanding on indigenous entrepreneurs. Past researches on indigenous entrepreneurs have been focused mostly on the western countries while poorly understood in India. The paper made a notable contribution to research an unrepresented group of entrepreneurs in India for the first time.

Suggested Citation

  • Dr Bendangienla Aier & Prabodha Kumar Hota & Niharika Singh, 2022. "Embracing Covid-19 pandemic: Entrepreneurship within the Indigenous context," Review of Applied Socio-Economic Research, Pro Global Science Association, vol. 24(2), pages 05-17, December.
    • Handle: RePEc:rse:wpaper:v:24:y:2022:i:2:p:05-17
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    More about this item

    Keywords

    Covid-19; India; Indigenous entrepreneurs; Resilience; Marginalised communities;
    All these keywords.

    JEL classification:

    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General

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