Strategic Adaptive Leadership and Emerging Approaches to Online Marketing of a US Small Business Real Estate Firm in Response to COVID-19

Abstract

The COVID-19 pandemic has changed the business dynamics for many organizations globally. This paper examines the demonstration of adaptable strategic leadership and marketing towards online and digital marketing approaches of a newly developed waterfront high rise condominium complex. As a result of COVID-19, business sales projections are off by 85%. This paper explores organizational development intervention practitioner-based applied qualitative action research that makes recommendations on the most resourceful options in which small businesses can attract customers and boost sales even with the pandemic. For this case study, the name Moreso, a fictitious name, will be used to respect the organization that provided the data used and approved the ability to publish these findings' privacy and intellectual capital. This research approach's value in this instance is built on the reality that many similar small businesses in the real estate industry experience these same dynamics because of COVID-19 but have no starting framework on how to respond.