A week is a long time in a pandemic: learning strategy and survival insights from a micro-enterprise owner

Purpose: This article explores the value of engaging a hybrid learning strategy in a micro-enterprise setting when responding to a global pandemic. The research question asks: “Does a hybrid learning strategy enhance a micro-enterprise's response to extreme events?”. Design/methodology/approach: A micro-enterprise owner–manager (OM) reflects on their experience running a business during the coronavirus disease 2019 (COVID-19) pandemic, which resulted in the complete decimation of the organization’s revenue stream in early 2020. Captured in conversation with an academic peer, these practitioner insights provide valuable case evidence relating to micro-enterprise response to extreme commercial events, such as a global pandemic. Findings: The journey from initial survival-mode to emergent market opportunity recognition and subsequent growth is recorded. The paper contributes to the limited research on the impact of learning strategy plans on micro-enterprise crisis response strategies and provides insights into the value of engaging a hybrid learning strategy when responding to a significant external business shock. Originality/value: Drawing from these insights, the authors offer a literature-informed framework from which to consider the dynamics of an adaptive strategic response in a micro-enterprise setting, offering a means through which micro-enterprises can plan for and respond to extreme events in the future.