Adaptation of small and medium-sized enterprises in the food sector during the pandemic: Position the brand as part of the community

This study explains how small and medium-sized enterprises (SMEs) in the food sector adapted during pandemic. In-depth, semi-structured, hybrid interviews were conducted with fifteen SME owners Bandung, Indonesia. The describes five business adaptation strategies using service-dominant logic (S-DL) structural-functionalism theory: (a) relationship suppliers landlords, (b) employee adaptation, (c) product sales (d) operations (e) promotion adaptation. Findings show a holistic view of actor involvement process linked to altruism, which all actors (i.e., suppliers, customers, employees, government, online delivery man, society, etc.) act respond conjointly as form collective survival. ecosystem covers both transactional relationships emotional relationships. contributes literature practice SMEs finding effective when facing