Course Hero Logo

Concomitantly namely lives versus livelihoods tension

Course Hero uses AI to attempt to automatically extract content from documents to surface to you and others so you can study better, e.g., in search results, to enrich docs, and more. This preview shows page 18 - 19 out of 20 pages.

concomitantly, namelylives versus livelihoods tension,eco-nomic contraction, scarcity,anduncertainty. Taking a broadview of pandemics in general, we articulate a conceptualframework that identifies these forces and their wide-rangingimplications for marketing through the 7P framework. A keyobjective of this framework is to provide guidelines to mar-keters to more effectively prepare, anticipate, and respond tofuture pandemics by managing the 7Ps and understandingtheir differential impact across industry sectors. We also focuson service industries that are most likely to be impacted bypandemics but are also ripe for digital transformation. Weconjecture that these insights could help managers, customers,and policy makers to deal with future pandemics more effec-tively. Insights from this research can also serve a pedagogicalpurpose to stimulate a deeper discussion of the marketingchallenges facing companies during pandemics.A central characteristic of pandemics which distinguishesthem from other crises is the macro force related to the trade-off between lives and livelihoods. The intended versus unin-tended consequences of policies and interventions designed toconfront this trade-off are unknown. In particular, trading livesversus livelihoods does not explicitly recognize that a focus onsaving lives could result in undesirable outcomes, such a com-promise of peoples livelihoods that may inadvertently lead tocosting even more lives (e.g., due to suicides, reduced/delayedaccess to critical healthcare, long-term health consequences ofpoverty/scarcity). Examining this tension between lives andlivelihoods more deeply has the potential to offer importantmarketing and public policy implications.A critical outcome of our discussion is reflected in the 7Ps-related and industry-specific unanswered research questionsthat can help our understanding, assessment, and managementof, as well as our response to, the confusing complexity of apandemic-driven landscape. We hope that these researchquestions will stimulate additional inquiry pertaining to theeffects of pandemics on marketing strategies, tactics, and out-comes, which can accomplish the objectives of extending themarketing literature and generating useful insights for multi-ple audiences.ReferencesAchrol, R. S. (1991). Evolution of the marketing organization: Newforms for turbulent environments.Journal of Marketing, 55, 7793.Adamkovič, M., & Martončik, M. (2017). A review of consequences ofpoverty on economic decision-making: A hypothesized model of acognitive mechanism.Frontiers in Psychology, 8, 113.Adhi, P., Davis, A., Jayakumar, J., & Touse, S. (2020). Reimaginingstores for retails next normal. McKinsey & Company, April.Ahorsu, D. K., Lin, C. Y., Imani, V., Saffari, M., Griffiths, M. D., &Pakpour, A. H. (2020). The fear of COVID-19 scale: Developmentand initial validation [published online ahead of print, 2020 mar 27].

Upload your study docs or become a

Course Hero member to access this document

Upload your study docs or become a

Course Hero member to access this document

End of preview. Want to read all 20 pages?

Upload your study docs or become a

Course Hero member to access this document

Term
Summer
Professor
N/A
Tags
Marketing, Test, The Land, Pandemic

Newly uploaded documents

Show More

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture