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Marketing innovations during a global crisis: A study of China firms’ response to COVID-19

Wang, Yonggui ; Hong, Aoran ; Li, Xia ; Gao, Jia

Journal of business research, 2020-08, Vol.116, p.214-220 [同儕審閱期刊]

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題名:
Marketing innovations during a global crisis: A study of China firms’ response to COVID-19
著者: Wang, Yonggui ; Hong, Aoran ; Li, Xia ; Gao, Jia
主題: COVID-19 crisis ; Dynamic capabilities ; Firms in China ; Marketing innovation strategies ; Resource dependence ; Typology
所屬期刊: Journal of business research, 2020-08, Vol.116, p.214-220
描述: 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.
出版者: Elsevier Inc
語言: 英文
識別號: ISSN: 0148-2963
EISSN: 1873-7978
DOI: 10.1016/j.jbusres.2020.05.029
PMID: 32501308
資源來源: Elsevier ScienceDirect Journals Complete

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