Exploring the Role of Chip Shortage with the Perception of Management Strategies and Digitalization to the Operational Business Performance of Geely Philippines in the Post-Pandemic Situation

The semiconductor chip shortage significantly impacted the automotive industry, which affected business operations. The automotive sector is one of the businesses that the aforementioned problem has directly impacted. Therefore, the research sought to address the general problem: “How does the chip shortage play a role in the operational business performance of Geely, with management strategies and digitalization as responses in a post-pandemic situation?” A case study research methodology was utilized in selecting respondents for the study, which enabled the researchers to gather two upper-management employees, one branch manager, and one service head. 3 service employees from Geely Quezon Avenue were also included in the said interview. The researchers moderately altered Yin's (1994) case study design because of the unique nature of the research study. The findings of this research indicated that management strategies aided in the improvement of the operational business performance of the company. It is further strengthened by digitalization as acknowledged new possibilities in coping with the effects of the pandemic and chip shortage. Furthermore, the recommendations suggest that other companies hold workshops on how they would respond to and conduct business during the aforementioned crises since it can help the business run efficiently while avoiding significant challenges.