Innovation is a popular topic in many fields, but it holds a special significance when it
comes to family businesses due to their unique decision-making processes. Additionally, there is
a lack of research on how family-owned companies can use innovation to overcome economic
crises This paper presents a case study of a family-owned jew-ellery retail business and how they
navigated the COVID-19 crisis through innovation. This is an understudied sector in the literature
and the results obtained by the business will serve as a basis for further research.
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