Uncertainty in industrial markets: The COVID-19 pandemic
Department
Marketing and Professional Sales
Document Type
Article
Publication Date
4-1-2022
Abstract
This article develops a deeper conceptualization and understanding of the COVID-19 pandemic's impact on industrial firms. Qualitative analysis is conducted based on twelve semi-structured interviews with executives from organizations with over $100B in combined annual revenues. Constructs studied included governmental forces, supply and demand-side changes, new communication processes, short- and long-term impacts, and the new normal. This article provides evidence of the unprecedented impacts on industrial firms in the early phases of the COVID-19 pandemic. Using qualitative analysis, along with emergence theory as the theoretical lens, this study develops a framework for examining the impact of disruptive events, like the COVID-19 pandemic. Implications regarding industrial firms are provided, along with the development of eight propositions for future inquiry.
Journal Title
Industrial Marketing Management
Journal ISSN
00198501
Volume
102
First Page
364
Last Page
376
Digital Object Identifier (DOI)
10.1016/j.indmarman.2022.02.006