Abstract:
This study using an inductive approach to examines how an automotive component
company effectively navigated the challenges of the global pandemic. Based on
interviews with three high level management members, this study shows that early
detection from declining vehicle sales prompted the company to respond swiftly to
disruptions across financial, operational, human resource, and marketing sectors. Short-
term measures focused on cost reduction and operational efficiency, while long-term
strategies emphasized innovation, particularly in electric vehicles and medical
equipment. The company also shifted from a purely business-to-Business (B2B) model
to a Business-to-Consumer (B2C) approach, launching products like EV charging
stations and 12V batteries. These efforts, supported by cultural and structural changes,
enabled the company to stabilize financially and position itself for sustainable growth,
demonstrating resilience and adaptability in the face of crisis.
