Assessing market orientation in the face of a pandemic

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F20%3A63526254" target="_blank" >RIV/70883521:28120/20:63526254 - isvavai.cz</a>

Výsledek na webu

<a href="http://hdl.handle.net/10563/45937" target="_blank" >http://hdl.handle.net/10563/45937</a>

DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Assessing market orientation in the face of a pandemic

Popis výsledku v původním jazyce

Organizations are increasingly faced with the challenge of exceeding customers&apos; expectations in the provision of products. This is even much more pronounced in a turbulent business environment and the wake of uncertainties such as pandemics. There is a need to adopt the best strategies possible to survive in the competitive landscape. This paper discusses the concept of market orientation and analyses its importance to business in the face of this new coronavirus (COVID-19). The paper also explored the implications of business support/non-support for market orientation and finally draws some conclusions while providing implications of the adoption of appropriate marketing strategies in a bid to cope with this pandemic. This review used search engines including Elsevier and google scholar to compile the relevant literature using all related and appropriate search terms. The review strengthens the extant literature on market orientation especially during a pandemic by highlighting business support for it and the appropriate strategies that organizations can use during a pandemic. Organizations are challenged to be both proactive and responsive where an uncertain crisis may occur. They must develop and implement strategies that best fit customer prioritization even out of pandemics. It concluded the discussion with future research directions.

Název v anglickém jazyce

Assessing market orientation in the face of a pandemic

Popis výsledku anglicky

Organizations are increasingly faced with the challenge of exceeding customers&apos; expectations in the provision of products. This is even much more pronounced in a turbulent business environment and the wake of uncertainties such as pandemics. There is a need to adopt the best strategies possible to survive in the competitive landscape. This paper discusses the concept of market orientation and analyses its importance to business in the face of this new coronavirus (COVID-19). The paper also explored the implications of business support/non-support for market orientation and finally draws some conclusions while providing implications of the adoption of appropriate marketing strategies in a bid to cope with this pandemic. This review used search engines including Elsevier and google scholar to compile the relevant literature using all related and appropriate search terms. The review strengthens the extant literature on market orientation especially during a pandemic by highlighting business support for it and the appropriate strategies that organizations can use during a pandemic. Organizations are challenged to be both proactive and responsive where an uncertain crisis may occur. They must develop and implement strategies that best fit customer prioritization even out of pandemics. It concluded the discussion with future research directions.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2020

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

DOKBAT 2020 - 16th International Bata Conference for Ph.D. Students and Young Researchers

ISBN

978-80-7454-935-9

ISSN

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e-ISSN

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Počet stran výsledku

10

Strana od-do

24-33

Název nakladatele

Univerzita Tomáše Bati ve Zlíně, Fakulta managementu a ekonomiky

Místo vydání

Zlín

Místo konání akce

Zlín

Datum konání akce

2. 9. 2020

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

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