Publication Date
2024
Abstract
The purpose of this article is to expand our understanding of how marketing agility shapes business, healthcare, and social welfare policy and societal responses to global pandemics. We set the stage for this discussion by presenting an historical exemplar case of marketing agility during the 1918 Influenza pandemic in the US. Next, we outline a necessary conceptual revision and update to previous treatments of marketing agility relative to historical pandemics considering the recent COVID-19 pandemic. Our novel conceptualization focuses on a firm’s (business, healthcare, social welfare) prompt response to dynamic and turbulent circumstances beyond the control of the firm (Araújo et al., 2018) through marketing practices that include adapting, adopting, and innovating. We then discuss how using our new model of marketing agility advances our understanding of changes in business, healthcare, and social welfare, policy and societal responses using the COVID-19 pandemic as a recent exemplar. The implications of our approach for developing a deeper understanding of how firms respond to contemporary pandemics relative to domains such as management are discussed.
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Business Administration, Management, and Operations Commons, Marketing Commons, Other Business Commons, Other Social and Behavioral Sciences Commons, Quality Improvement Commons, Telemedicine Commons