The COVID-19 pandemic has put business continuity around the world to the test. Small-to-medium enterprises (SMEs) experience greater susceptibility and vulnerability to such crisis environments than larger enterprises. This study investigates the influence of Entrepreneurial Marketing (EM) on SME business continuity during the COVID-19 pandemic. This study adapts and extends Morrish and Jones’ (2020) EM Post-disaster Business Recovery Framework to create a business continuity centred framework. The conceptual framework is the theoretical centrepiece of this thesis. The study follows a qualitative methodology, conducting semi-structured in-depth interviews with New Zealand SME founding entrepreneurs who were able to continue business operations during the pandemic. Data was analysed following a deductive thematic analysis approach, in which the findings offer significant insights into business continuity during the pandemic. The findings are related to the pandemic environmental impacts, the entrepreneurial factors influencing the decision-making, the alternative actions that were taken to achieve business continuity and the EM behavioural traits that led to business continuity. The results identify the key factors influencing business continuity during a pandemic, as well as evaluate how the utilisation of EM contributes to business continuity in such a crisis. As a theoretical contribution, this study offers a new business continuity model: The Entrepreneurial Marketing Pandemic Crisis Business Continuity (EMPCBC) Model (Figure 5.). The model is designed to be adopted by SMEs as a means of achieving business continuity in a crisis environment.