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Abstract Unpredictable events like Covid-19 lead to exceptional situations and make innovation projects and growth strategies obsolete. Conventional management concepts no longer work in a business paradigm that calls for quick reactions and business model innovations. For those who are open to novel approaches, the concept of frugal innovation creates new opportunities: targeted and cost-efficient satisfaction of client expectation, reduced to what the user needs at the moment. Creating customer added value with fewer resources is the first step towards responsible corporate management.