Innovation Strategies of Mature Resilient Businesses during the Covid-19 crisis

The current sanitary crisis all over the world is unprecedented and affects all areas of activities. While companies have been investing in innovation strategies for years, crisis periods are very often conducive to downscaling R&D investment and realizing incremental innovations. However, the COVID-19 crisis caused the emergence of new multidimensional stakes summarize in the “Monde d’ Après” movement. This exploratory study proposes to analyze the innovation strategy of mature companies applied during the COVID-19 sanitary crisis in order to understand if they apply specific strategies according to the “unprecedented” aspect of this crisis. The results based on the analysis of collected lessons learned show that most of companies mainly focus on incremental innovation strategies during this crisis.