National response strategies and marketing innovations during the COVID-19 pandemic

Amy Wenxuan Ding and Shibo Li

Business Horizons, 2021, vol. 64, issue 2, 295-306

Abstract: During the COVID-19 pandemic, different nations have adopted a variety of response strategies to fight and contain the new coronavirus. Such national response strategies can be classified into three categories based on their underlying philosophy: strict control with unlimited resources, relentless contribution with limited resources, and rough rationality with limited resources. We discuss the philosophies, characteristics, and performances of the three response strategies and when they should be adopted. We also examine what marketing innovation strategies enterprises should adopt to survive and grow their businesses in both the short and long term. This study provides important strategic implications for national policymakers and enterprises on the use of response strategies as well as marketing innovation tactics and strategies to be used both during and after the pandemic.

Keywords: COVID-19; Pandemic response; Marketing innovation; Business resilience (search for similar items in EconPapers)
Date: 2021
References: View complete reference list from CitEc
Citations: View citations in EconPapers (8)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0007681320301579
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:bushor:v:64:y:2021:i:2:p:295-306

DOI: 10.1016/j.bushor.2020.12.005

Access Statistics for this article

Business Horizons is currently edited by C. M. Dalton

More articles in Business Horizons from Elsevier
Bibliographic data for series maintained by Catherine Liu ().