Marketing strategy in the Covid–19 pandemic: literature review

Abstract

The article analyzes the pandemic period results, which can be attributed to the increased need for companies' coopetition. One of the most popular during the COVID–19 pandemic was the marketing strategy, the socalled innovative business model “coopetition”, to overcome the crisis consequences. Coopetition has become the primary marketing strategy of leading high-tech companies to achieve synergy between competitors. This model is used not only for cooperation with competing companies but also for suppliers, customers, and firms that produce additional or related products. Attention is focused on the correlation between the applied marketing innovations and the company's ability to survive in the economic crisis conditions-the relevance of undervalued marketing strategies that can be effective and efficient during the crisis increases. The literature review found that the pre-pandemic crisis management studies focused primarily on internal company reserves. Simultaneously, companies in pandemic collapse use marketing strategies that focus on external communication with competitors to overcome the crisis. The phenomenon of collabour ative competition has much in common with open innovation, where competing companies share their achievements. This strategy is aimed at expanding the market and forming new business relationships during a severe economic crisis.

Conjugation of the Eurasian economic union and the belt road initiative: the role and place of Kazakhstan

“…To create joint special economic zones, it is first necessary to tackle the problem of competition and develop the corresponding strategy (Yerimpasheva & Tarakbaeva, 2021). Otherwise, establishing a special economic zone may take 10 to 30 years, while the creation of more sustainable institutionalized mechanisms would be a matter of an even more distant future.…”