Outstanding Paper: study of COVID-19 crisis and business processes wins international award

The study contributes to the literature on marketing responses to COVID-19 by examining the cash flow effects of various marketing measures.
Administration
04 October 2022
Outstanding Paper: study of COVID-19 crisis and business processes wins international award

A study titled “Marketing responses to COVID-19 crisis: a business process perspective” was declared an “Outstanding Paper” in the 2022 Emerald Awards and it has so far been downloaded more than 7,000 times.

The paper, written by Professor Marco Tulio Zanini of Fundação Getulio Vargas’ Brazilian School of Public and Business Administration (FGV EBAPE) in partnership with researchers Jun Kang and Zihe Diao, sought to identify appropriate strategies and measures taken by business-to-business enterprises to tackle the COVID-19 crisis.

The study contributes to the literature on marketing responses to COVID-19 by examining the cash flow effects of various marketing measures. It also looks at business processes based on a marketing strategy framework, extending it to the context of crisis management. A review of business-to-business marketing responses to the COVID-19 crisis in China was also conducted.

The article was published by Emerald Publishing Limited, a publisher of academic journals and books in the fields of management, business, education, library studies, health care and engineering.

Findings
 

Nine marketing responses built on key business processes were classified into three categories:

1- Incorporated into the product development management process (stretching product lines to meet urgent needs, expanding product lines to meet urgent needs, and proactively adjusting products to emerging needs);

2- Built in the supply chain management process (coordinating suppliers to meet growing demand, migrating to digital distribution channels and showing solidarity with supply chain members);

3- Related to the customer relationship management process (investing in advertising and promotion, cross-selling to existing customers and customer support).

To see the article, click here.

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