The contemporary maritime industry is undergoing a digital transformation while simultaneously adapting its business strategy to the changes in a highly turbulent, even crisis-prone environment. The recent COVID-19 crisis has particularly impacted small and medium-sized enterprises (SMEs) in the maritime sector. This paper analyses the business transformation of marinas as examples of small and medium-sized enterprises shifting their focus from gaining competitive advantage to achieving organizational resilience in crisis conditions. The paper provides evidence of the existence of a new so-called hybrid model, highlighting the necessity of all organizational changes in anticipation of the development of the new maritime 4.0 industry. It has been demonstrated that there is a pursuit of cost optimization, the utilization of modern technology to provide high-quality services, and the development of digital media channels for maintaining customer relationships. The originality of this work lies in tracking the dynamics of generic business strategies that change their key characteristics in different business conditions to maintain operational levels and gain resilience to challenges. The paper has theoretical implications as it significantly contributes to reducing the literature gap in maritime industry research while simultaneously aiding managers in proactively dealing with future circumstances brought about by the new 4.0 industry.