Title: Effect and Survival Strategy for firms in Covid-19 Pandemic

Dear Sir/Madam,

We are researching survival strategy for firms in Covid-19 pandemic. We are pleased to
inform you that you have been chosen as a key resource person to participate in a survey
asking for your valuable opinions on the research.

Considering the current situation and understanding the effects of pandemic on firm’s
survival strategy are essential to sustain through the crisis. The survey will take 10-15
minutes to complete and the data collected from it, will be used for academic purposes only.
Also, the survey will not ask your personal identification hence making your response
anonymous. We appreciate your valuable time and effort in completing the survey.

In appreciation of your supports, we will be happy to share with you the summary results of
this research. Please inform us if you would be interested to receive a copy of the research
findings in future.

Thank you in advance for your help and assistance provided.

Sincerely,

Encl. Questionnaire

1
Please tick the most appropriate box based on your valuable experience and professional
judgment.

SECTION 1: Firms Information

(a) Type of Firms (b) Approximate total number of sales staffs
 Ownership of the organization  Less than 100
 Public  101 to 200
 Private  201 to 300
 301 to 400
 Type of organization  401 to 500
 Local  More than 500
 Foreign (c) Industry Subsector
 Multinational
 Financial Institutions
 Telecommunication
 Type Firm
 Readymade Garments
 Micro
 Furniture
 Small
 Leather
 Medium
 IT firms
 Large
 Health Care
 Tourism
 Type of Ownership
 Hospitality
 Sole Proprietorship
 Rice Mills
 Partnership
 Bakery
 Online shops
 Type Business
 Flour Mills
 Manufacturing
 Light Engineering Works
 Services
 Printing & Publishing
 Both
 Saw Mills
 Soaps
 Plastic Products
 Automobile Servicing & Repairing
 Food Service

2
Please rate your agreement to the following statements relating to Firm’s “Business Agility”

SECTION 2: Firm’s Business Agility

CODE Items Strongly Agree Neutral Disagree Strongly
Agree 4 3 2 Disagree
5 1
FBA1 Firm has the ability to produce a
variety of quality products/services     
on a small scale with no extra cost.
FBA2 Firm has the capability to take
preventative measures to reduce
operational vulnerability to adapt to     
the pandemic impact, and learn from
a crisis.
FBA3 Firm has the capability to think and
act strategically about alternative
    
routes for attracting new business
opportunity.
FBA4 Firm should have the capability of
openness to changes and accepting
    
them based on current pandemic
situation.
FBA5 Firm should have the capability of
managing processes, tools,     
employees.
SECTION 3: Marketing Operational Effectiveness

Please rate your agreement to the following statements relating to firm’s “Marketing
Operational effectiveness”
CODE Items Strongly Agree Neutral Disagree Strongly
Agree 4 3 2 Disagree
5 1
MOE1 Firm should have the capability to
reach the most remote parts of the     
country especially in rural markets.
MOE3 Firm needs to develop awareness
campaigns and persuading
    
customers to purchase the product or
service.
MOE4 During the coronavirus crisis firm
should have the capability to use of
    
technology between the sales
executives and customers.
MOE5 Firm has the capability to adopt
marketing strategy by considering     
recent shifts to at-home activities
MOE6 Firm has the capability to actively
engage in various CSR initiatives     
during the crisis.
©

3
 Please rate your agreement to the following statements relating to “Optimization of Innovation
capability”

SECTION 4: Optimization of Innovation Capability

CODE Items Strongly Agree Neutral Disagree Strongly
Agree 4 3 2 Disagree
5 1
OIC1 Firm has the ability and asset to
effectively empower their staff for     
innovation.
OIC2 Firm has the ability to introduce
new service delivery processes to     
add value.
OIC3 Firm has the ability to develop
new ideas to provide innovative
    
solutions to customers’ current
problems
OIC4 Firm has the ability to deliver
cutting-edge services/products
    
that are not delivered by
competitors
OIC5 Firm has the ability to handle
    
varied customer/market needs

Please rate your agreement to the following statements relating to “Managing Employees
Satisfaction”

SECTION 5: Managing Employees Satisfaction

Code Items Strongly Agree Neutral Disagree Strongly
Agree 4 3 2 Disagree
5 1
EMS1 Firm arranges flexible type of work
processes through online mediated     
platform.
EMS2 Firm needs to reduce workload by
    
implementing a shift-system.
EMS3 Firm needs to advise the use of
personal protective equipment and
    
adherence to practical guidelines
and standards.
EMS4 Firm needs to manage mental health
of staff through psychological
counseling, group meeting sessions,     
and management of stress caused by
infectious disease pandemics
EMS5 Firm should manage and distribute
    
personal protective equipment to the

4
 staff to ensure their safety on the
frontline. (eg, protective gowns,
goggles, N95 masks, latex gloves,
and isolation gowns) would
safeguard security, confidence, and
motivation among the employees

Please rate your agreement to the following statements relating to Re-think customer’s Experience

SECTION 6: Re-think Customer Experience

Items Strongly Agree Neutral Disagree Strongly
Agree 4 3 2 Disagree
5 1
RCE1 Firm needs to deliver feedback in
online platform to increase positive     
perceptions among the customers.
RCE2 Firm needs to provide education and
training (for customers or
    
employees) to be leveraged in these
pandemic situations
RCE3 Firm requires resources necessary to
co-create superior customer     
experiences
RCE4 Firm has the capability to understand
customers’ preferences in these     
situations
RCE5 Firm encourages customers to
participate in service experiences to     
their respective online platform

5
 Please rate your agreement to the following statements relating to “Re-think customer’s
Experience”

SECTION 7: Firm Survival Strategy

Items Strongly Agree Neutral Disagree Strongly
Agree 4 3 2 Disagree
5 1
FSS1 Firm has taken cost-cutting
measures that potentially reduce     
the scope of business activities.
FSS2 Firm operate business as usual in
times of crisis, e.g., through debt     
financing.
FSS3 Firm has strong external
institutions ties to mitigate the     
disruptive effect of a shock
FSS4 Firm sense our customers' needs
even before they are aware of     
them.
FSS5 Firm respond rapidly if something
important happens with regard to     
our customers.
FSS6 When we diagnose a crisis
symptoms customer need, we are     
quick to respond to it.

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 SECTION 8: DEMOGRAPHIC INFORMATION
This section covers some of your personal details. The information is vital for making descriptive
analysis of the responses, and we would appreciate your sincere & complete responses.
All these information will be kept strictly confidential and no individual information could be
identified, as only aggregate response scores will be used in our analysis.
(a) Level of (b) Area of Expertise: (f) Total working experience:
employment: (pls. specify):
Operation 5 year(s) 12 month(s)
 Senior Manager
 Manager (c) Gender: (g) Length of stay with present
 Male Organization:
 Executive  Female
Others (pls. 1 year(s) 12 month(s)
specify): (d) Age:
 Less than 25 years
 25 to less than 35
 35 to less than 45 (i) Highest level of formal
 45 to less than 55 education attained:
 55 to less than 65  Post Graduate diploma
 More than 65 years  Masters
 Graduate
 Others (pls. specify)::

Thanks for your contribution to our research. Your participation is greatly appreciated.