Innovating Through Crisis: How Albanian Businesses and Entrepreneurs Have Survived and Thrived Despite COVID-19

Albania was significantly affected by the COVID-19 pandemic, and businesses had to adapt to the changes brought about by this crisis. Research sofar on the Albanian context has focused on entrepreneurs’ challenges and problems due to COVID-19. However, it is also essential to highlight the opportunities created by this pandemic. This study investigates Albanian businesses’ strategies and business model changes in response to COVID-19, providing insight into how to navigate through such crises effectively.