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Organizational Toughness in Clothing Industry during Covid-19 Pandemic

Today, the existence of natural (earthquakes, pandemics, etc.) and human (large strikes, revolutions, etc.) events that can lead to economic paralysis are more and more frequent. Thus, it is not surprising that researchers try to develop new concepts and theories to explain the phenomena' reality. It is the case of a new conceptual approach - organisational toughness - that can give us insights into an organisation's capacity to survive in turbulent environmental contexts, like this of the Covid-19 pandemic. This study aimed at analysing the survival capability of the Portuguese clothing sector, in the context of the Covid-19 pandemic, through a new tool to measure organisational toughness. A sample of 106 organisations was studied using a questionnaire, leading to the conclusion that the measurement tool is effective, reliable and valid for that purpose, contributing to helping entrepreneurs to be able to assess crucial management variables to face this type of crisis. Theoretical and practical implications were taken, highlighting the importance of other concepts like organisational plasticity and organisational strength as the main factors to face new market threats and opportunities, impacting companies' economic and social sustainability.