CHAPTER 4. Analysis of the data
4. Overview of the chapter Through the analysis of the interviews, the following chapter uncovers and illustrates: the key orientation points of the firms’ development before the pandemic; their preliminary attitude an actions towards the pandemic depending on the region; their strategic adaptation with regard to the effectual and causal logic; and their current state with the actual struggles and plans for the further development.  The data is being analyzed with the thematic analysis, as by various scholars it was argued to be efficient for retrieving, organizing and representing the key characteristics outlined within the data set in a meaningful and reliable manner. (Braun, V. & Clarke, V., 2012) With its flexible format, thematic analysis is of a true benefit with respect to summarization of detailed data within qualitative studies in various fields. (Nowell, L.S., et al., 2017) The analysis held through the stages of familiarization with the data, highlighting interesting features and systemizing them into patterns and themes. Firstly, there are defined the similar elements within the interviews, starting from the generalized characteristics of the firms’ development before the pandemic, then underlining causal and effectual features as the decision-making instruments for hedging the pandemic challenges, etc. The outlined characteristics were grouped in accordance to the themes for a better meaningful systematization of the retrieved data. (Nowell, L.S., et al., 2017; Braun, V. & Clarke, V., 2012)
The following chapter discusses the key orientation points of the firms’ development before the pandemic, their preliminary attitude an actions towards the pandemic depending on the region, their strategic adaptation with regard to the effectual and causal Logic, and their current state with the actual struggles and plans for the further development. The data was analyzed with the thematic analysis, as by various scholars it was argued to be efficient for retrieving, organizing and representing the key characteristics outlined within the data set in a meaningful and reliable manner.