 Marketing innovations during a global crisis: A study of China firms’ response to COVID-19Yonggui Wang, Aoran Hong, Xia Li and Jia Gao Journal of Business Research, 2020, vol. 116, issue C, 214-220 Abstract: As a worldwide disaster, the COVID-19 crisis is profoundly affecting the development of the global economy and threatening the survival of firms worldwide. It seems unavoidable that this natural disruption has hit the global economy and produced a huge crisis for firms. This study explores how firms in China are innovating their marketing strategies by critically identifying the typology of firms’ marketing innovations using two dimensions, namely, motivation for innovations and the level of collaborative innovations. This research also explores the influence of the external environment, internal advantages (e.g., dynamic capabilities and resource dependence), and characteristics of firms on Chinese firms’ choice and implementation of marketing innovation strategies. It provides valuable insights for firms to respond successfully to similar crisis events in the future. Keywords: COVID-19 crisis; Firms in China; Typology; Marketing innovation strategies; Dynamic capabilities; Resource dependence (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:116:y:2020:i:c:p:214-220 DOI: 10.1016/j.jbusres.2020.05.029 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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