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

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  • Ding, Amy Wenxuan
  • Li, Shibo

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.

Suggested Citation

  • Ding, Amy Wenxuan & Li, Shibo, 2021. "National response strategies and marketing innovations during the COVID-19 pandemic," Business Horizons, Elsevier, vol. 64(2), pages 295-306.
    • Handle: RePEc:eee:bushor:v:64:y:2021:i:2:p:295-306
    DOI: 10.1016/j.bushor.2020.12.005
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    Cited by:

    1. Magdalena Gorzelany-Dziadkowiec, 2021. "COVID-19: Business Innovation Challenges," Sustainability, MDPI, vol. 13(20), pages 1-21, October.
    2. Marcela Benites & Romel Ramón González-Díaz & Ángel Acevedo-Duque & Luis Armando Becerra-Pérez & Graciela Tristancho Cediel, 2021. "Latin American Microentrepreneurs: Trajectories and Meanings about Informal Work," Sustainability, MDPI, vol. 13(10), pages 1-16, May.
    3. Nerea Alejandra Ramírez-Castillo & Jéssica Müller-Pérez & Ángel Acevedo-Duque & Sheyla Müller-Pérez & Romel Ramón González-Díaz & Jorge Suarez Campos & Luiz Vicente Ovalles-Toledo, 2021. "Sustainable Moviegoer Intention to Attend Cinemas Based on the Theory of Planned Behavior," Sustainability, MDPI, vol. 13(16), pages 1-20, August.
    4. Anne Hamby & Justine Rapp Farrell, 2022. "Have you found what you are looking for? How values orientations affect pro‐social change after transformative service experiences," Journal of Consumer Affairs, Wiley Blackwell, vol. 56(3), pages 1375-1391, September.
    5. Andrew Chan & Francis Cheng & Shuk-Ling Cheng, 2023. "Post-Crisis Sustainable Performance of Manufacturing SMEs: The Roles of Positive Orientation, Financial Slack, and External Networks," Sustainability, MDPI, vol. 15(17), pages 1-18, August.
    6. Elizabeth Emperatriz García-Salirrosas & Ángel Acevedo-Duque & Viviana Marin Chaves & Paula Andrea Mejía Henao & Juan Carlos Olaya Molano, 2022. "Purchase Intention and Satisfaction of Online Shop Users in Developing Countries during the COVID-19 Pandemic," Sustainability, MDPI, vol. 14(10), pages 1-14, May.

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