ABSTRACT
The resilience of business entities is tested during crisis since the market’s high volatility forces entrepreneurs to implement the right business strategy. Furthermore, it requires adaptability and the application of shaping strategies. Market shaping is considered to be the right strategy in every critical period. Based on this framework, every business entity is required to quickly evaluate the value proposition offered and should be compared with rapidly and significantly changing market conditions. The perspective of the crisis is not tied to the scale of the obstacles or threats but as a turning point in opening up new opportunities. Collectively, each entity should succeed in market-shaping as a strategy designed to and enable growth in the market.
