STRATEGIES AND CHALLENGES OF ENTREPRENEURS IN THE FACE OF THE COVID-19 CONFINEMENT IN THE CITY OF JUAREZ, MEXICO

Abstract

The research aimed to determine the strategies and challenges of entrepreneurs in Ciudad Juárez, Mexico in the face of the Covid-19 confinement. The study followed a cross-sectional and
exploratory qualitative approach using the method of grounded theory with structured interview technique. The theoretical sample based on a constant comparative analysis was determined by ten entrepreneurs who started their business project during the confinement, with this number the theoretical saturation was obtained. The recruitment of participants was done by voluntary invitation and snowball technique. From the extracts of the interviews, categories of analysis were obtained which were interpreted and then generated an axial categorization, and finally, the central category of research. As a result, it was obtained that the challenge faced by entrepreneurs was confinement, as it limited the exit of people, which affected the way in which products and servicesare acquired at points of sale. Likewise, entrepreneurs had to adapt to the context of Covid-19 restrictions through strategies such as the use of social networks for home sales and the advertising of their products and services.