Crisis as a Catalyst of Market Shaping: The Role of Leadership at Different Stages of Business

Purpose -The objective of this research study is to examine how businesses navigate crises by leveraging market shaping and embracing transformational and transactional leadership.Specifically, the study aims at investigating the behavioral responses of companies during the COVID-19 crisis, exploring their market-shaping practices, the challenges encountered, and the leadership styles employed.Design/Methodology/Approach -Qualitative research is employed in this study, using in-depth, semi-structured interviews conducted with managers of large companies and SMEs.Vol. 36, No. 1, 2024, pp.43-58 Limitations -The study is limited to the perceptions of 11 managers from the Central Europe region.Further investigation using quantitative research methods would provide a more comprehensive understanding of the topic.Originality -The study highlights how companies engage in market shaping at different business stages.It emphasizes the role of crises as catalysts for market shaping.The study underscores how companies embrace transformational leadership and foster a culture of change during crises to adapt to new market conditions.