COVID-19 Pandemic, National Response Strategies And Marketing Innovations

We provide a short review on our publication-Ding and Li (2020, Business Horizons). We find that during the COVID-19 pandemic, different nations have adopted three different response strategies to contain the new coronavirus: strict control with unlimited resources, relentless contribution with limited resources, and rough rationality with limited resources. We discuss what marketing innovation strategies that enterprises may adopt to survive and grow their businesses during and after the pandemic. This study provides important strategic implications for national policymakers and enterprises on the use of response strategies and marketing innovation strategies in both short and long run.