STRATEGIC FLEXIBILITY AND RESILIENCE: A STUDY OF SMALL AND MEDIUM ENTERPRISES (SMEs) IN TURBULENT MARKETS, GLENVIEW AREA 8, HARARE, ZIMBABWE

This paper examines the strategic flexibility and resilience of SMEs in turbulent markets, using Glenview Area 8, Harare, Zimbabwe as a case study. The paper reviewed literature on strategic flexibility, resilience and their relationship. Employing a mixed methods approach, this research investigates how SMEs perceive and respond to market turbulences and identifies effective strategies. A sample of 30 SMEs was drawn from the target population using purposive sampling method. The findings reveal that SMEs in Glenview area 8 employ adaptive strategies, leveraging dynamic capabilities and resource-based view theory. Key factors influencing strategy effectiveness include entrepreneurial orientation, innovation and networking were found to play a vital role in making the SMEs stay afloat. This study contributes to the understanding of SME resilience and strategic flexibility in turbulent markets, informing policy and practice for SME growth and economic development in Zimbabwe.