Leveraging Technology to Improve Business during and after the Pandemic


  • Wouroud ElFarmawi University of Phoenix




The entire world came to a halt in 2020 because of Covid 19 pandemic. Businesses were closed and people from all over the world were quarantined. Some businesses, however, were able to continue operations through an existing pickup online program. Businesses that closed or were fearful of reopening may find that shifting to online marketing is the best solution. Understanding the significance of transitioning businesses from a physical location to an online one is an important goal to strive for. There are numerous short- and long-term benefits to moving businesses online through. Businesses can improve process efficiency, performance, and productivity by leveraging technological tools such as project management software (PMS), customer relationship management (CRM), task management tools (TMT), email marketing, Salesforce, and others. This article investigated how small businesses in the United States (US) benefited from technological tools and added value through their performance during the pandemic. It also aimed to educate business owners who still do not believe that technology can be used to automate their operations for effective performance and long-term customer relationships. The article seeks to encourage small-business owners to use their talents, competencies, and technology tools for the betterment of their organizations.


Keywords: Technological Tools, Business Processes, COVID-19 pandemic, E-commerce


Download data is not yet available.


Afshar Jahanshahi, A., &Brem, A. (2018). Antecedents of Corporate Environmental Commitments: The Role of Customers. International Journal of Environmental Research and Public Health, 15(6), 191. https://doi:10.3390/ijerph15061191

AstriGhina, & Ina Sinaryanti. (2021). The Learning Evaluation of Business Incubator’s

Role in Developing Technology-Based Startups at Technology Business Incubator. Asian Journal of Technology Management, 14(1), 35–56. https://doi:10.12695/ajtm.2021.14.1.3

Bajdor, P. (2021). Simulations of the relationship between the experience level of e-commerce customers and the adopted variables - implications for management in the area of online shopping. Procedia Computer Science, 192, 2576–2585. https://doi:10.1016/j.procs.2021.09.027

Bortoluzzi, G., Chiarvesio, M., Romanello, R., Tabacco, R., & Veglio, V. (2022). Servitisation and performance in the business-to-business context: the moderating role of Industry 4.0 technologies. Journal of Manufacturing Technology Management, 33(9), 108–128. https://doi.org/10.1108/JMTM-08-2021-0317

Brussevich, M., Dabla-Norris, E., & Khalid, S. (2022). Who Bears the Brunt of Lockdown Policies? Evidence from Tele-workability Measures Across Countries. IMF Economic Review, 70(3), 560–589. https://doi.org/10.1057/s41308-022-00165-9

Ceylan, R. F., Ozkan, B., &Mulazimogullari, E. (2020). Historical Evidence for Economic Effects of COVID-19. European Journal of Health Economics, 21(6), 817–823. https://doi:10.1007/s10198-020-01206-8

Chetty, R., Friedman, J.N., Hendren, N. and Stepner, M. (2020), Real-time economics: a new platform to track the impacts of Covid-19 on people, businesses, and communities using private sector data. NBER Working Paper, 27431. https://doi.10.3386/w27431

Claire Salles. (2021). Immediacy and Its Hidden Infrastructure: When Amazon Extends Its Deli-very Times During the Covid-19 Pandemic. Img Journal, 3, 380–395. https://doi:10.6092/issn.2724-2463/12265

CONON, V., & SEMENESCU, A. (2021). Interactions between the Participants of a Business Model in the Retail Market of Optical Medical Devices in Romania. Review of Management & Economic Engineering, l0(3), 238–250.

Doyle, R., & Conboy, K. (2020). The role of IS in the covid-19 pandemic: A liquid-modern perspective. International Journal of Information Management, 55, N.PAG. https://doi.org/10.1016/j.ijinfomgt.2020.10218l

Dwivedi, Y. K., Hughes, D. L., Coombs, C., Constantiou, I., Duan, Y., Edwards, J. S., Gupta, B., Lal, B., Misra, S., Prashant, P., Ramal, R., Rana, N. P., Sharma, S. K., & Upadhyay, N. (2020). Impact of COVID-19 pandemic on information management research and practice: Transforming education, work and life. International Journal of Information Management, 55. https://doi.org/10.1016/j.ijinfomgt.2020.102211

Dymitrowski, A., &Mielcarek P., (2021). Business Model Innovation Based on New Technologies and Its Influence on a Company’s Competitive Advantage. Journal of Theoretical and Applied Electronic Commerce Research, 16(118), 2110–2128. https://doi:10.3390/jtaer16060118

Fletcher, G., & Griffiths, M. (2020). Digital transformation during a lockdown. International Journal of Information Management, 55. doi.org/10.1016/j.ijinfomgt.2020.10218l

Glasenapp, T. S., Rohden, S. F., Dorneles, L. B., & Pizzutti, C. (2022). Service provision during the Covid-19 pandemic: Impact on customer well-being and repurchase intention. Revista de Administração Mackenzie, 23(3), 1–27. https://doi.org/10.1590/1678-6971/eRAMG220401.en

GokhanKirbac, & Berna Tektas. (2021). The Role of Blockchain Technology in Ensuring Digital Transformation for Businesses: Advantages, Challenges and Application Steps. Proceedings, 74(17), 17. https://doi:10.3390/proceedings2021074017

Gössling, S., Scott, D., & Hall, C. M. (2020). Pandemics, tourism and global change: a rapid assessment of COVID-19. Jounal of sustainable tourisim 1-20. https://doi.org/10.1080/09669582.2020.1758708

Guercini, S., Ll Rocca, A., & Snehota, I. (2022). Decisions when interacting in customer-supplier relationships. Industrial Marketing Management, 105, 380–387. https://doi.org/10.1016/j.indmarman.2022.06.019

Jiang, Y., & Zhang, J. (2019). Interaction between company Manager’s and Driver’s decisions on expressway routes for truck transport. Transport Policy, 76, 1–12. https://doi.org/10.1016/j.tranpol.2019.01.011

Johnston, C. D., & Chen, R. (2020). The COVID-19 Pandemic and its Impact on the Southern United States. Journal of Comparative Family Studies, 51(3/4), 314–323. https://doi:10.3138/jcfs.51.3-4.007

Kapucu, H. (2021). Business Leaders’ Perception of Digital Transformation in Emerging Economies: On Leader and Technology Interplay. International Journal of Advanced Corporate Learning, 14(1), 43–56. https://doi:10.3991/ijac.v14i1.21959

Keskinocak, P., Oruc, B. E., Baxter, A., Asplund, J., &Serban, N. (2020). The impact of social distancing on COVID19 spread: State of Georgia case study. PLOS ONE, 15(10), e0239798. https://doi:10.1371/journal.pone.0239798

Kitukutha, N. M., Vasa, L., Olah, J., (2021). The Impact of Covid-19 on the Economy and Sustainable E-Commerce. Forum Scientiae Oeconomia, 9(2), 47–72. https://doi:10.23762/FSO_VOL9_NO2_3

Klepek, M., &Bauerová. R., (2020). Why do retail customers hesitate for shopping grocery online? Technological and Economic Development of Economy, 26(6),1444–1462. https://doi:10.3846/tede.2020.13970

Leuta, S., & Pretorius, M. (2019). An Analysis of the Use of Technology Management Activities for Technology Optimisation: A Case in the Banking Industry. South African Journal of Industrial Engineering, 30(4), 30–43. https://doi:10.7166/30-4-1994

Liritzis, I. (2020). Pandemics - from Ancient Times to Covid19. Some Thoughts. Mediterranean Archaeology and Archaeometry, 20(1), i. https://doi:10.5281/zenodo.3724821

Martinez, M., Yang, K., Constantinescu, A., &Stiefelhagen, R. (2020). Helping the Blind to Get through COVID-19: Social Distancing Assistant Using Real-Time Semantic Segmentation on RGB-D Video. Sensors (Basel, Switzerland), 20(18), 5202. https://doi:10.3390/s20185202

Mason, A., Narcum, J., & Mason, K. (2020). Changes in consumer decision-making resulting from the COVID-19 pandemic. Journal of Customer Behaviour, 19(4), 299–321. https://doi: 10.1362/147539220X16003502334181

Ngwe, D., Ferreira, K. J., & Teixeira, T. (2019). The Impact of Increasing Search Frictions on Online Shopping Behavior: Evidence from a Field Experiment. Journal of Marketing Research (JMR), 56(6), 944–959. https://doi:10.1177/0022243719865516

Ratnasari, I., Siregar, S., & Maulana, A. (2021). How to build consumer trust towards e-satisfaction in e-commerce sites in the covid-19 pandemic time?. International Journal of Data and Network Science, 5(2), 127-134. https://doi:10.5267/j.ijdns.2021.2.001

Ruiz Estrada, M. A., Koutronas, E., & Lee, M. (2021). Stagpression: The Economic and Financial Impact of the COVID-19 Pandemic. Contemporary Economics, 15(1), 19–33. https://doi:10.5709/ce.1897-9254.433

Salam, M., &Bajaba. S., (2021). The role of transformative healthcare technology on quality of life during the COVID-19 pandemic. Journal of Enabling Technologies, 15(2), 87–107. https://doi:10.1108/JET-12-2020-0054

Salazar, A. (2020, March 29). Amazon hires more workers during COVID-19 scare. UWIRE Text,1.

Song, L., & Zhou, Y. (2020). The COVID-19 Pandemic and Its Impact on the Global Economy: What Does It Take to Turn Crisis into Opportunity?. China and World Economy, 28(4), 1–25. https://doi.org/10.1111/cwe.12349

Steinhoff, L., Arli, D., Weaven, S., Kozlenkova, I., (2019). Online relationship marketing. Journal of the Academy of Marketing Science. 47(3), 369–393. https://doi:10.1007/s11747-018-0621-6

Thorbecke, W. (2020). The Impact of the COVID-19 Pandemic on the U.S. Economy: Evidence from the Stock Market. Journal of Risk and Financial Management, 13(10), 1–32. https://doi.org/http://www.mdpi.com/journal/jrfm

Troisi, O., Fenza, G., Grimaldi, M., &Loia, F. (2022). Covid-19 sentiments in smart cities: The role of technology anxiety before and during the pandemic. Computers in Human Behavior, 126. https://doi.org/10.1016/j.chb.2021.106986




How to Cite

ElFarmawi, W. (2023). Leveraging Technology to Improve Business during and after the Pandemic. International Journal of Business, Technology and Organizational Behavior (IJBTOB), 3(1), 40–50. https://doi.org/10.52218/ijbtob.v3i1.258