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This study aims to explore the strategies adopted by incubated small business startups in creative industries during the COVID-19 pandemic. To conduct the analysis, the conceptualization of Miles and Snow’s strategic typology was used. The findings of this study could help small business startups deal strategically with future crises.

This study used a qualitative approach, and data were obtained through interviews with 15 fashion-related incubated startup founders in Indonesia.

The results of this study showed that business strategies implemented by most owners were centered on calculated risk-taking. The main choices comprised the “wait and see” and “seeking new opportunities” approaches. Regarding foresight capabilities of participants of this study, there are some interesting findings that may capture the essence of their capabilities in dealing with future crises.

The findings cannot be generalized across all creative industries but offer additional perspectives possibly unnoticed by stakeholders. In this regard, the findings could help startups in creative industries take different strategies in specific contexts.

Small business startups in creative industries are expected to provide different responses to ensure survival because of their chosen business strategies. However, limited information is available regarding how these business entities adapt to a new normal during pandemic crises.

This research aimed to examine entrepreneurial fear of failure and entrepreneurial well-being from the perspectives of incubated and nonincubated startups during crises.

Data were collected by distributing online questionnaires to 152 respondents comprising 43 incubated and 109 nonincubated startups in Indonesia. A multivariate discriminant analysis procedure was used to examine the interrelationships between both groups at the discovery, validation, customer creation and construction stages.

The result showed a significant difference between these startups at various stages, which was analyzed to provide insights into the relevant dimensions of fear of failure for startups. The essence of entrepreneurial well-being during crises is in accordance with the role of business incubators in an emerging market economy.

Startups need to innovate in order to grow while considering other factors such as work-life balance and financial resource availability. This is important to ensure they have sufficient motivating dosage of fear of failure.

The present study evaluates incubated and nonincubated startups in an emerging market economy by using both the entrepreneurial fear of failure and well-being to capture possible differences between groups. The context of pandemic crises helps us formulate appropriate approaches taken by incubators and startups in the future crises.