The outbreak of coronavirus disease (COVID-19) has severely affected the global and Pakistani economy. Major victims of … survive through the crisis. We adopted an exploratory methodology with comprehensively reviewing the available literature … not be sufficient to help MSMEs go through the ongoing crisis, these measures will help them weather the storm. …

impact of the COVID-19 crisis. We test six strategies (namely, entrepreneurial, market penetration, market development … lead to performance during the current pandemic crisis. Research Design & Methods: This is a quantitative study that uses … three market conditions; namely, non-crisis, the initial phase of the crisis, and the advanced phase of the crisis. The …