Our ongoing longitudinal research on entrepreneurship examines how firms in the Dutch floriculture sector—the third-largest exporter in the Netherlands, generating 9.2 billion euros in revenue in 2018—strategically respond to the implications of Covid-19. We aim for a contribution to the strategic entrepreneurship literature, examining how personal value systems shape strategic decision-making in times of crisis. To date, we have examined 14 Dutch floriculture wholesale companies, and we expect that the next 6 to 8 months will provide critical opportunities for additional data collection. We plan to have a comprehensive working paper available in June 2021, incorporating the views of 45 director-level informants.