Track: Entrepreneurship and Innovation

Abstract

Building a new business amidst a pandemic is a challenge, where business conditions in various sectors are weakening with limited access. This condition is not an easy thing for anyone also for the entrepreneur. The business and ideas have to be built and realized into a business with good performance and prospects. Starting from building ideas to realizing the idea into a product that suits consumer needs, it must adapt to current environmental conditions. The food business can continue to run in a global pandemic situation because it needs to be fulfilled by the business. This paper aims to examine the Italian fusion food business's product development strategy during the pandemic to provide a descriptive overview of business opportunities for new business development. This study examines the product development strategy of Le Misure as a new business venture to analyze performance and business projections. A qualitative descriptive approach is used in this study with a case study on the Italian fusion food business in Indonesia (Le Misure). This study indicates that product development for new businesses can be developed according to consumers' needs during a pandemic-taking into account various conditions- there is an opportunity to develop new businesses during this pandemic. Based on the performance analysis and business projections at Le Misure during the pandemic, this business can be a case example where product development and new businesses can develop and have the opportunity to grow with reasonable projections. This study focuses on analyzing cases of business performance and growth as a new business during a pandemic. This research has a significant contribution to business and entrepreneurship, where the results of this study are something new and have never been done before in similar businesses. This study's results can be used as recommendations for entrepreneurs and small businesses to stay positive in developing their business in a pandemic condition.