Partnership marketing for prevention

Ryuki Nakahara

Journal of Global Scholars of Marketing Science, 2014, vol. 24, issue 2, 160-171

Abstract: There is no place in the world that has never suffered a disaster. We cannot escape from disaster in our daily life because we exist in a global setting. Disaster can happen to an individual or an organization on any day and anywhere, at any time. Thus, what we do is consider not how to escape disaster, but how to make an effort to overcome it. We usually consider how to reduce the losses caused by damage, how to reduce the degree of damage, and/or how to increase the speed of recovery after a disaster. This article will not discuss the constitution, the factors, or the causes of disaster. It will discuss the efficiency and effectiveness of avoiding disaster and recovering from disasters as quickly as possible through cases close to us in daily life in the view of partnership marketing. And we will argue the possibility and importance of preventing the occurrence of disaster finally. We believe the best way to overcome disasters is to create a multidimensional partnership network with strategic planning to fundamentally prevent the occurrence of disaster.

Date: 2014
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DOI: 10.1080/21639159.2014.881113

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