Survival of the Fittest: Business Owners Lived Experiences in the New Normal

The study explores the lived experiences of small and medium-sized enterprise (SME) business owners in Barangay Mayapa, Calamba City, Philippines, during the COVID-19 pandemic. The study aims to understand the challenges, difficulties, and coping strategies employed by these business owners in navigating the "new normal" brought about by the pandemic. It is anchored in the Strategic Management Theory and the Theory of Reasoned Action, highlighting the importance of adaptability, resourcefulness, and social support in business survival. The study uses qualitative research methods, including in-depth interviews with 15 SME owners, to uncover key themes and propose an action plan for businesses to thrive in the face of future unexpected events. Discussed the challenges, strategies, and adaptations made by business owners to thrive in the ever-changing business landscape brought about by the 'new normal.' It may explore how business owners navigate uncertainties, implement innovative practices, and adapt their business models to ensure survival and success in the face of unprecedented challenges.