ABSTRACT
Amid the gloomy picture of economies, posed due to the pandemic, survival has become a challenge not only for large firms operating in multiple countries, but also for the smaller firms having their operations and reach up to the boundaries of the domestic markets only. The existing body of literature offers to understanding of the role of “entrepreneurial orientation” and “market innovation” on the “firm survival” of small-sized firms. Data has been collected from 400 small-sized firms and empirically tested using multivariate analysis. The present chapter found that market innovation positively influences the firm survival, and among the dimensions of entrepreneurial orientation, innovativeness and proactiveness have a positive impact on firm survival. However, no impact of risk-taking behaviour has been seen on the firm survival of these small firms in economic slowdowns. Some practical implications have been given to both entrepreneurs and managers at the end of this chapter.
