Crises and large-scale disruptions can challenge even the strongest business models. The COVID-19 pandemic demonstrated this at a scale previously unseen. Businesses large and small had to pivot, restructuring and redefining themselves to adapt to the conditions created by the pandemic.
Adopting a new business model requires leadership, agility, organizational change and a great deal of innovation. And crises in one form or another are inevitable. Courses in the online Master of Business Administration (MBA) with a Concentration in Entrepreneurship program at Southeastern Oklahoma State University emphasize agility and innovation as well as advanced knowledge of business models, new venture management and leadership — all invaluable skills needed for crisis response in business.
Is Pivoting Unique to Modern Business?
The ability to adapt a business model drives innovation, especially when companies recognize that their talent, assets and resources could better address a different market need or potential niche. This change can be a shift from a product to a service inspired by external factors. For example, advancements in technology and internet speeds allowed entertainment companies to move from selling CDs, DVDs or downloads to subscription-based streaming services. Pivoting can also involve transitioning to cloud-based software as a service (SaaS), focusing not on changing the product itself but on new delivery and monetization methods.
Many startup business models are also well-suited to pivoting because they allow for agility and rapid evolution. Some of today’s most recognizable companies achieved success by moving away from an early, unsuccessful business model. Twitter and Facebook are prime examples of businesses that leveraged pivoting to find a stronger market fit.
How Did Businesses Adapt to the COVID-19 Crisis?
When the COVID-19 pandemic first hit, many businesses quickly adapted their operations to survive. Clothing manufacturers shifted to producing masks and personal protective equipment, restaurants implemented curbside pickup and delivery, and alcohol distilleries began making hand sanitizer. Companies also expanded their online presence, moving away from traditional wholesale models to reach customers directly.
Now in 2025, many of these adaptations have become permanent strategies. Restaurants continue offering delivery subscriptions and digital ordering, manufacturers maintain diversified production lines, and e-commerce and direct-to-consumer models are standard across industries. By learning from these earlier pivots, business leaders continue to innovate and build resilience, ensuring they are prepared for future disruptions.
Recent Successful Business Pivots
In recent years, social media platforms have reshaped how businesses reach and engage customers, turning browsing into direct sales with features like TikTok Shop that integrate commerce into short‑form video content. TikTok Shop’s e‑commerce capabilities have rapidly grown, driving billions in gross merchandise value and changing the traditional marketing funnel by blending discovery and purchase in one interaction. These shifts illustrate how companies must rethink marketing, sales, and customer engagement to remain relevant in a digital marketplace.
Brands and legacy consumer goods companies are also pivoting toward “social‑first” strategies, allocating more resources to influencer partnerships and real‑time engagement to meet changing consumer behaviors. Large corporations like Unilever report that social insights and AI‑driven content strategies are increasingly central to growth, reflecting how data and community conversations now shape product visibility and demand. This evolution shows that a company’s ability to adapt its marketing structure and media spend can significantly influence its competitive positioning.
For students in Southeastern Oklahoma State University’s online MBA program with a Concentration in Entrepreneurship, understanding these real‑world transformations is essential to leading in today’s business environment. The curriculum emphasizes strategic thinking, digital agility, and innovation, equipping graduates with the skills to interpret market signals and guide organizations through technological and cultural shifts.
Learn more about Southeastern Oklahoma State University’s MBA with a Concentration in Entrepreneurship online program.