This study explores the responses of manufacturing and service provision companies in Santiago de Cali to stimuli during the COVID-19 pandemic. The responses included changes in demand, absenteeism, and the development of new products, which affected the supply chain (SC). The qualitative methodology of the multiple-case study was used. The evidence for the multiple-case studies was collected through semi-structured interviews, where the interviewees were SC experts from four manufacturing companies and one service company. The data analysis was performed in two phases. In phase one, the case study protocol was completed, and in phase two, thematic analysis was used to identify supply chain response (SCR) patterns. The results revealed two aspects of the SCR. First, to respond to a stimulus, SC adapted activities other than those of suppliers and manufacturers, such as product design and development, human resources, budgeting, and logistics. Second, the SCs used several alternatives to respond to the stimuli. This study contributes to two aspects of the SCR literature: (1) it documents the identification, detection, planning, and evaluation of SCR in response to a stimulus, and (2) it proposes the concept of the response alternatives. The response alternatives concept facilitates decision-making and resource management in SCR.