Business Marketing Responses To The COVID-19 Crisis: The Business Process Outlook

The purpose of this study is to identify appropriate strategies and measures adopted by enterprises to deal with the COVID-19 crisis. Design / Method / Approach - A review of the business marketing response to the COVID-19 crisis was conducted in China. Nine (9) marketing responses based on core business processes were divided into three categories: (1) embedded In the process of product development management (stretching production lines to meet immediate needs, expanding production lines to meet immediate needs and actively adjusting products for emerging needs) (2) built on the supply chain management process (coordination of suppliers to meet high demand, migration to digital distribution channels and solidarity with supply chain members) and (3) related to the customer relationship management process (investment in advertising and Advertising, cross-selling to existing customers and customer support). Originality / Value - This study contributes to the COVID-19 marketing response literature by examining the cash flow effects of different marketing responses. It also helps business processes based on a marketing strategy framework by expanding it into crisis management. In addition, it offers five practical suggestions for businesses to deal with the COVID-19 crisis.