Business Continuity During Adversity and Strategies to Revive Certain Sectors

The study investigates the factors influencing business continuity during adversities like COVID-19. It further sheds light on priorities for preparedness measures that need to be taken to ensure continuity during these adversities. Exploratory research was conducted in the form of focussed interviews with 20 senior management industry professionals, and these were analyzed using N-Vivo, and four important determinants of business continuity were identified based on which a research model was conceptualized using business continuity as dependent variable and others as independent variables. The model was further tested using quantitative research. For this purpose, a questionnaire was prepared, and a total of 200 responses were collected representing 26 sectors. These responses were analyzed using factor and variance analysis, and a multiple regression analysis was performed to test the role of these variables on business continuity. It was further concluded that the factors that ensure business continuity differ according to the industry in which the business is operating.