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Cross-national studies emphasized that female entrepreneurs have experienced a major decrease in income, and there was a decline in market demand as well. The pandemic crisis increased the workload of women, and mainly those who raise small children did not have much choice: they had to invest time and energy in the family. The success of the strategy that could be used during this period lays on the success of balancing the family–work conflict. The following research is based on an online questionnaire that collected responses and data between 2 April and 20 May 2020. Our questions focused on the situation caused by the pandemic, so that through this online survey we aimed to determine how women entrepreneurs in Transylvania coped with the difficulties caused by the COVID-19 pandemic. We wanted to get information regarding the financial reserves of the firms owned by female entrepreneurs, but also regarding the human resource reserves of these firms. We also aimed at learning if the pandemic period had an impact on the promoting and marketing practice of the firms and on their sale activities as well as whether there were any changes occurred due to the pandemic.

“Either We Start from Scratch, or We Close It”. The Effects of the COVID-19 Pandemic on Female Entrepreneurs in Transylvania, Romania