IDEAS home Printed from https://ideas.repec.org/a/blg/reveco/v72y2020i2p27-35.html
   My bibliography  Save this article

Changes In The Organization'S Marketing Activity In Light Of The Sars-Cov-2 Pandemic

Author

Listed:
  • FUCIU Mircea

    (Lucian Blaga University of Sibiu)

Abstract

The SARS-COV-2 pandemic has uprooted and changed our lives in an almost irrevocable manner. The current pandemic has changed our behaviour, our consumption, our way of life, but most of all it has affected the business environment. The current paper aims to underline some changes that have occurred in the lives of the organizations and of their marketing activities due to the SARS-COV-2 pandemic. The pandemic has led to some changes in the way we think about marketing and how we implement the marketing activity. The ideas of self-isolation, individualism, self-centrism are terms that created new marketing and advertising strategies that the companies must adopt if they want to survive. The paper points out several changes that the companies undertook in order to adapt their marketing and advertising message to the current situation combined with the need for creative and innovative actions and strategies need for survival in a highly competitive and uncertain business environment. The article also pint out two important dimensions and four marketing strategies that are based on innovative actions.

Suggested Citation

  • FUCIU Mircea, 2020. "Changes In The Organization'S Marketing Activity In Light Of The Sars-Cov-2 Pandemic," Revista Economica, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 72(2), pages 27-35, July.
    • Handle: RePEc:blg:reveco:v:72:y:2020:i:2:p:27-35
    as

    Download full text from publisher

    File URL: http://economice.ulbsibiu.ro/revista.economica/archive/72203fuciu.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. He, Hongwei & Harris, Lloyd, 2020. "The impact of Covid-19 pandemic on corporate social responsibility and marketing philosophy," Journal of Business Research, Elsevier, vol. 116(C), pages 176-182.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Florina PINZARU & Alexandra ZBUCHEA, 2020. "Adapting Knowledge Management Strategies In The Context Of The Covid-19 Pandemic. A Preliminary Overview," Proceedings of the INTERNATIONAL MANAGEMENT CONFERENCE, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 14(1), pages 307-318, November.
    2. SERBU Sorin-Razvan, 2020. "Reflections On Digital Transformation Momentum In Public And Private Sector Organisations," Revista Economica, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 72(4), pages 101-108, December.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Ali Zackery & Joseph Amankwah-Amoah & Zahra Heidari Darani & Shiva Ghasemi, 2022. "COVID-19 Research in Business and Management: A Review and Future Research Agenda," Sustainability, MDPI, vol. 14(16), pages 1-32, August.
    2. Moriuchi, Emi & Takahashi, Ikuo, 2022. "The role of perceived value, trust and engagement in the C2C online secondary marketplace," Journal of Business Research, Elsevier, vol. 148(C), pages 76-88.
    3. David Benjamin Billedeau & Jeffrey Wilson & Naima Samuel, 2022. "From Responsibility to Requirement: COVID, Cars, and the Future of Corporate Social Responsibility in Canada," Sustainability, MDPI, vol. 14(11), pages 1-16, May.
    4. Changping Zhao & Juanjuan Sun & Yun Zhang, 2022. "A Study of the Drivers of Decarbonization in the Plastics Supply Chain in the Post-COVID-19 Era," Sustainability, MDPI, vol. 14(23), pages 1-20, November.
    5. Xie, Junyi & Ifie, Kemefasu & Gruber, Thorsten, 2022. "The dual threat of COVID-19 to health and job security – Exploring the role of mindfulness in sustaining frontline employee-related outcomes," Journal of Business Research, Elsevier, vol. 146(C), pages 216-227.
    6. Imen Khanchel & Naima Lassoued & Rym Gargoury, 2023. "CSR and firm value: is CSR valuable during the COVID 19 crisis in the French market?," Journal of Management & Governance, Springer;Accademia Italiana di Economia Aziendale (AIDEA), vol. 27(2), pages 575-601, June.
    7. Felipe Arenas-Torres & Miguel Bustamante-Ubilla & Roberto Campos-Troncoso, 2021. "The Incidence of Social Responsibility in the Adoption of Business Practices," Sustainability, MDPI, vol. 13(5), pages 1-14, March.
    8. Kochaniak, Katarzyna & Ulman, Paweł & Zajkowski, Robert, 2023. "Effectiveness of COVID-19 state aid for microenterprises in Poland," International Review of Economics & Finance, Elsevier, vol. 86(C), pages 483-497.
    9. Qi, Yue & Liao, Kezhi & Liu, Tongyang & Zhang, Yu, 2022. "Originating multiple-objective portfolio selection by counter-COVID measures and analytically instigating robust optimization by mean-parameterized nondominated paths," Operations Research Perspectives, Elsevier, vol. 9(C).
    10. Maria Johann, 2022. "CSR Strategy in Tourism during the COVID-19 Pandemic," Sustainability, MDPI, vol. 14(7), pages 1-12, March.
    11. Rajiv Nair & P.K Viswanathan & Bettina Lynda Bastian, 2021. "Reprioritising Sustainable Development Goals in the Post-COVID-19 Global Context: Will a Mandatory Corporate Social Responsibility Regime Help?," Administrative Sciences, MDPI, vol. 11(4), pages 1-16, December.
    12. Fabiane Tubino Garcia & Carla Schwengber ten Caten & Elaine Aparecida Regiani de Campos & Aline Marian Callegaro & Diego Augusto de Jesus Pacheco, 2022. "Mortality Risk Factors in Micro and Small Businesses: Systematic Literature Review and Research Agenda," Sustainability, MDPI, vol. 14(5), pages 1-37, February.
    13. Antonietta Cosentino & Paola Paoloni, 2021. "Women’s Skills and Aptitudes as Drivers of Organizational Resilience: An Italian Case Study," Administrative Sciences, MDPI, vol. 11(4), pages 1-18, November.
    14. Ruixin Su & Bojan Obrenovic & Jianguo Du & Danijela Godinic & Akmal Khudaykulov, 2022. "COVID-19 Pandemic Implications for Corporate Sustainability and Society: A Literature Review," IJERPH, MDPI, vol. 19(3), pages 1-23, January.
    15. Jose Ribamar Siqueira Junior & Enrique Horst & German Molina & Laura H. Gunn & Felipe Reinoso-Carvalho & Burcu Sezen & Nathalie Peña-García, 2023. "Branding in the eye of the storm: the impact of brand ethical behavior on brand commitment during the COVID-19 crisis in a South American country," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(1), pages 95-115, March.
    16. Vijaya Sunder M & Anupama Prashar, 2023. "State and citizen responsiveness in fighting a pandemic crisis: A systems thinking perspective," Systems Research and Behavioral Science, Wiley Blackwell, vol. 40(1), pages 170-193, January.
    17. Jianan Li & Xiaotong Jin & Taiyang Zhao & Tiannv Ma, 2021. "Conformity Consumer Behavior and External Threats: An Empirical Analysis in China During the COVID-19 Pandemic," SAGE Open, , vol. 11(3), pages 21582440211, July.
    18. NAHAR Hairul Suhaimi & MOHAMAD Maslinawati, 2023. "Academic Research Responses To Covid-19: The Corporate Social Responsibility Perspective," Studies in Business and Economics, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 18(1), pages 171-197, April.
    19. Marek Ciekanowski & Slawomir Żurawski & Zbigniew Ciekanowski & Yury Pauliuchuk & Jan Boguski, 2023. "The Impact of Digitalization and the COVID-19 Pandemic on Information Security Management in the Enterprise," European Research Studies Journal, European Research Studies Journal, vol. 0(3), pages 750-763.
    20. Kutaula, Smirti & Gillani, Alvina & Leonidou, Leonidas C. & Christodoulides, Paul, 2022. "Integrating fair trade with circular economy: Personality traits, consumer engagement, and ethically-minded behavior," Journal of Business Research, Elsevier, vol. 144(C), pages 1087-1102.

    More about this item

    Keywords

    Marketing; Online; Sars-Cov-2; Pandemic; Advertising;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:blg:reveco:v:72:y:2020:i:2:p:27-35. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Eduard Alexandru Stoica (email available below). General contact details of provider: https://edirc.repec.org/data/feulbro.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.