Exploring key factors sustaining micro and small food, wine and hospitality firms through the COVID-19 crisis

Purpose The purpose of this study is to contribute to the understanding of how micro and small firm owners/managers cope with an extreme event, as this has implications on how firms make decisions. The study considers self-efficacy and stakeholder theory as tools to gain more in-depth knowledge. Design/methodology/approach The perspectives of owners/managers of 308 micro and small firms operating in the food, wine and hospitality industries in Italy, one of the most affected nations, were drawn through an online questionnaire. Findings The importance of determination, passion, family support and a sense of responsibility towards internal and external stakeholders emerged as fundamental factors helping firms confront the crisis. Five theoretical dimensions that help explain how firm owners/managers make decisions to safeguard their firms during the COVID-19 crisis are identified. Three of these, "motivational", "stepping up" and "firm-based", are directly associated with tenets of self-efficacy theory, and two, "human-moral" and "entity-based", with stakeholder theory. Further complementing this second contribution, a theoretical framework underlining conceptual and practical implications is proposed. Originality/value The study delves into the challenges and survival of a key group of firms facing an extreme crisis. The identified dimensions provide useful conceptual depth and practical insights that, together, form part of a proposed framework. For instance, the "human-moral" dimension reflects upon aspects that have wider implications, notably, for firms' employees and the wider society.