ИСТИНА

The purpose of the research is to study the approaches of Russian small and medium-sized enterprises (SMEs) facing COVID-19 challenges, to identify their survival strategies and changes in their business models. Our research model bases on Wang’s typology of marketing innovation strategies in COVID-19. Empirical data obtained by means of semi-structured interviews with SME managers from at least 50 companies will be analyzed using the content analysis method, which will allow identifying strategies used by SMEs. At the moment, we have revealed such strategies as 1) partnership with large Russian or foreign companies, focusing the offered services on their needs; 2) changes in the range of provided services, e.g. add new services or products thanks to the government support investing programs; 3) switch to online business models. The research is of primary interest to SME managers and to academics in the field of anti-crisis research.