This paper aims to explore the challenges faced by start-ups during COVID-19 and highlight solutions for catering to the new-normal consumer behaviour. The study accounts for 15 deep-tech start-ups sailing through the pandemic and their responsiveness. This study brings forth insights and experiences from the Indian start-up founders and CEOs during COVID-19.
This study uses a qualitative approach and is exploratory and phenomenological. A purposive sample of 15 young start-ups founded between the years 2013–2020 by founders aged between 24 and 41 was selected for the study. The recorded telephonic interview was collected from the founders from April 2021 to September 2021. The thematic analysis of the study evolves from Braun and Clarke (2006) using the MAXQDA 2020.
The study emphasizes upon challenges faced by start-ups, crisis management of start-ups and the relevance of technology-based start-ups during challenging times. This research provides a qualitative framework to establish the role of the technology acceptance model (TAM) towards the adaptability, responsiveness and resilience demonstrated by the start-ups. The findings also highlight the solutions to address challenges faced by start-ups and road to recovery.
The study has great relevance and lessons for budding entrepreneurs during crisis management. The study has implications for corporations and governments in terms of setting up incubators and accelerators to support budding entrepreneurs.
The study is unique in highlighting the relevance and importance of TAM for start-ups during crisis management like COVID-19. The study thrusts upon the need of technology acceptance for better crisis management.
