Marketing mix strategies during and after COVID-19 pandemic and recession: a systematic review

Nikbin, Davoud; Iranmanesh, Mohammad; Ghobakhloo, Morteza; Foroughi, Behzad

doi:10.1108/apjba-06-2021-0243

Cited by 35 publications

(49 citation statements)

References 80 publications

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“…with key market and non-market actors for the enactment of effective differentiation strategies by emerging market firms export to advanced markets, especially during the current pandemic. At the same time, the COVID-19 pandemic is the main driver of changes in market structures and consumer requirements (Nikbin et al, 2021). Scholars have also pointed out that, during the crisis, differentiation has become important yet difficult to achieve (Juergensen et al, 2020); hence, it is critical to examine whether composite collaboration can lead to differentiated offerings.…”

Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

Composite collaboration and the differentiation strategies adopted by emerging market firms in advanced markets during the COVID-19 pandemic

Khan

2022

IMR

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PurposeThis article illustrates how, during the COVID-19 pandemic, emerging market exporting firms can adopt differentiation strategies using composition-based capabilities, which, in turn, will enable them to strengthen their images and market shares, i.e. their strategic marketing performance in advanced markets.Design/methodology/approachThis study is based on survey data obtained from 86 Pakistani firms exporting to advanced economies.FindingsThe study found that compositional collaboration capabilities positively influence the differentiation strategies and strategic marketing performance of emerging market exporting firms conducting business in advanced host markets. Furthermore, the findings indicate that differentiation strategies mediate the influence of compositional collaboration capabilities on the strategic marketing performance of these firms.Originality/valueBy taking a new compositional based theoretical perspective, this study examined the underexplored phenomenon of how emerging market firms can differentiate their offerings in advanced export markets in order to achieve a better strategic performance during external shocks such as the COVID-19 pandemic. Given that export growth is a strategic priority for many emerging markets, including Pakistan, due to their substantial trade deficits, this study provides important contributions from both the theoretical and practical perspectives.

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Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

Composite collaboration and the differentiation strategies adopted by emerging market firms in advanced markets during the COVID-19 pandemic

Khan

2022

IMR

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“…For this purpose, the current research adopted the Preferred Reporting Items for Systematic Reviews and Meta‐analyses (PRISMA) proposed by Moher et al (2009), which suggests four phases for the literature review: identification, screening, eligibility, and inclusion (see Figure 2). This protocol was initially designed in the field of healthcare science but it has been subsequently used in business and marketing studies (e.g., Flaherty et al, 2021; Nikbin et al, 2021; Rehman et al, 2020). We also followed the systematic literature review procedure outlined in the works by Donthu, Kumar, Pattnaik, et al (2021) and Donthu, Kumar, Pandey, et al (2021).…”

Section: Methodsmentioning

confidence: 99%

“…Against this background, and in response to the need for a better understanding of the theoretical and empirical foundations of this important concept in Marketing, this study aims to provide an updated analysis of the literature on consumer affinity to clarify the origin and conceptualization of this notion, proposing avenues for future research based on a systematic and consolidated review of previous studies. For this purpose, and after a general review of the multiple disciplinary sources for affinity and the conceptual evolution of the term in the field of Marketing, we will use the Preferred Reporting Items for Systematic Reviews and Meta-analyses (PRISMA) protocol (Moher et al, 2009), which provides clear guidelines for systematic reviews and has been applied in multiple studies in Marketing and Social Sciences (e.g., Flaherty et al, 2021;Nikbin et al, 2021;Rehman et al, 2020). Thus, guided by the contribution of previous studies, this article will endeavor to shed light on the following research questions (RQs) regarding the concept of affinity and, more specifically, consumer affinity: The remainder of the article is structured as follows.…”

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confidence: 99%

Understanding the origin and evolution of affinity as a multidisciplinary concept: A conceptual approach to consumer affinity

Serrano‐Arcos

Sánchez‐Fernández

Mesa

et al. 2022

Psychology and Marketing

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The use of the term affinity has been gradually spreading in several disciplines from multiple viewpoints. Among all these approaches, the concept of consumer affinity, which explains how consumers' positive dispositions toward a particular foreign country affect their purchase decisions of products from that origin, has recently emerged in the marketing discipline. In addition to the scarcity of theoretical and empirical studies on this concept, the marketing literature lacks a systematic review detailing the origin, evolution, and relevance of this notion and the remaining gaps to be investigated in this field. This study aims to examine the complex nature of consumer affinity and the difficulties that arise in its analysis at a conceptual and methodological level to examine its nature, characteristics, dimensionality, and relationship with other variables. To this end, through a systematic review using the PRISMA protocol, this study provides an integrated framework of the existing literature, analyzing the etymological origin and conceptual foundations of consumer affinity, its publication trajectory, and the main contributions to its study. Finally, this paper provides a roadmap for future research based on the convergences, inconsistencies, and knowledge gaps identified in the literature.

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“…Corporate bankruptcies, the growth of unemployment, and inflation will lead to a decline in a real household income and a greater concentration of spending on basic necessities. The income of companies as well as advertising and promotion expenses will also decrease, as their tools must be applied selectively in accordance with the changed situation and targeted at the most promising customer groups (Nikbin et al, 2021).…”

Section: The Impact Of Changes In the Corporate Environmentmentioning

confidence: 99%

“…Meanwhile, many companies reduced their expenses for traditional marketing, made staff reductions and developed innovative marketing strategies that were adapted to these new phenomena in consumer be-Pobrane z czasopisma Annales H -Oeconomia http://oeconomia.annales.umcs.pl Data: 21/11/2022 04:34:01 U M C S haviour as closely as possible (hoekstra & leeflang, 2020, pp. 2-9;Nikbin et al, 2021;Ritter & Petersen, 2020, pp. 215-220;Sirkeci, 2020, pp.…”

Section: Impact Of the Covid-19 Pandemicmentioning

confidence: 99%

The Impact of Industrial Revolution 4.0 and the COVID-19 Pandemic on the Corporate Marketing

Rymarczyk

2022

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Theoretical background:The transformation of marketing that has been taking place for the last 150 years involves the gradual change of its concept, strategy and operational activity models to meet the manifested challenges and the future development trends. The main factors that determine the evolutionary change in corporate marketing include the development of production technique and technology, organization and management processes, and the monetization of goods and services. Another factor includes changes in the environment of enterprises, primarily related to the processes of globalization and to the behaviour, tastes and preferences of consumers. Paradoxically, having affected almost the entire globalized world, the COVID-19 pandemic has become the catalyst for the processes of marketing transformation. The impact of these factors on marketing was the basis for distinguishing four stages in its development, i.e. Marketing 1.0, 2.0, 3.0, and 4.0. This classification is parallel to the one related to industrial revolutions described as Industrial Revolution 1.0, 2.0, 3.0, and 4.0. Purpose of the article:The identification of the main factors of the corporate marketing transformation and the assessment of their impact and effects on the changing ideas, tools and forms increasingly based on digitization and artificial intelligence. Pobrane z czasopisma Annales H -Oeconomia http://oeconomia.annales.umcs.pl Data: 21/11/2022 04:34:01 U M C S 98 JAN RYMARCZYKResearch methods: The author was motivated to undertake the research in question by the lack of systematic and comprehensive studies capturing the impact on marketing of the effects of industrial revolutions and the deriving changes in the corporate environment and the preferences and tastes of consumers, as well as the COVID-19 pandemic. The author used the previous research findings included in various studies (periodical, thematic and online) and conducted their critical analysis and synthesis, and supplemented those with his own reflections. The result of the above was the formulation of a thesis about a close relationship between the development of the techniques and technology of manufacturing, changes in the macro environment of entities as well as the needs and tastes of consumers, and the COVID-19 pandemic and the evolution of marketing. Main conclusions: Over the last 150 years there have been revolutionary changes in the corporate marketing. The main drivers of change included four industrial revolutions, the transformation of the corporate environment as well as of consumer needs and preferences, and the COVID-19 pandemic. They resulted in the gradual development of marketing from the stage defined as Marketing 1.0 through 2.0, 3.0 to 4.0. This last stage is taking place today and is characterized by a plethora of innovative forms. It has been subject to further transformations together with the progress in the implementation of inventions related to the Industrial Revolution 4.0.

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Marketing mix strategies during and after COVID-19 pandemic and recession: a systematic review

Cited by 35 publications

References 80 publications

Composite collaboration and the differentiation strategies adopted by emerging market firms in advanced markets during the COVID-19 pandemic

Composite collaboration and the differentiation strategies adopted by emerging market firms in advanced markets during the COVID-19 pandemic

Understanding the origin and evolution of affinity as a multidisciplinary concept: A conceptual approach to consumer affinity

The Impact of Industrial Revolution 4.0 and the COVID-19 Pandemic on the Corporate Marketing

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