ABSTRACT
Certainly, the current pandemic situation provides a lot of evidence of the need for non-technological innovations, in the areas of both company organization and marketing. Socio-cultural innovations are not less important. This chapter discusses the role of non-technological innovation during the COVID-19 pandemic. Innovations supported by digital solutions have become a silent hero for many companies as they struggle with the consequences of the pandemic. New distribution and promotion channels allowed for the continuation of sales during the lockdown. Organizational changes in the functioning of enterprises also played an important role, primarily in the area of work that was transferred to homes. Entrepreneurs, forced to use ICT technologies, have rapidly accelerated their digital transformation. The chapter cites the results of the latest research and reports on the functioning of enterprises during the pandemic, as well as literature relating to crisis management and resilience.
