Research Recaps

A Framework for Marketing after a Crisis

Key Takeway

An integrative conceptual framework drawn from theories in psychology, management, strategy, operations, disaster research and public policy is needed to understand how individual consumers, companies, and governments respond to crises such as COVID-19. Marketers can use this framework to anticipate and prepare to respond to the likely short- and long-term consequences of such disruptions leading to a “new normal.”


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