To read the full version of this content please select one of the options below:

Business-to-business marketing responses to COVID-19 crisis: a business process perspective

Jun Kang (School of Economics and Management, Beijing University of Posts and Telecommunications, Beijing, China)
Zihe Diao (School of Economics and Management, Beijing University of Posts and Telecommunications, Beijing, China)
Marco Tulio Zanini (Escola Brasileira de Administração Pública e de Empresas, FGV, Rio de Janeiro, Brazil)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 12 October 2020

Issue publication date: 13 April 2021

5774

Abstract

Purpose

This study aims to identify appropriate strategies and actions adopted by business-to-business firms to cope with the ongoing COVID-19 crisis.

Design/methodology/approach

A review of business-to-business marketing responses to the COVID-19 crisis in China was conducted.

Findings

Nine marketing responses built on core business processes were classified into three categories: (1) embedded in product development management process (stretching product lines to meet urgent needs, expanding product lines to meet urgent needs and adjusting products proactively for emerging needs), (2) built on supply chain management process (coordinating suppliers to meet surging demand, migrating to digital distribution channels and solidarity with supply chain members) and (3) related to customer relationship management process (investing in advertising and promotion, cross-selling to existing customers and supporting customers).

Originality/value

This study contributes to the literature of marketing responses to COVID-19 by examining the cash flows effects of various marketing responses. It also contributes to the business processes based on marketing strategy framework by extending it to the crisis management context. In addition, it provides five practical suggestions for business-to-business firms to cope with the COVID-19 crisis.

Keywords

Acknowledgements

The authors acknowledge the financial supports from the National Natural Science Foundation of China (No. 71772059).

Citation

Kang, J., Diao, Z. and Zanini, M.T. (2021), "Business-to-business marketing responses to COVID-19 crisis: a business process perspective", Marketing Intelligence & Planning, Vol. 39 No. 3, pp. 454-468. https://doi.org/10.1108/MIP-05-2020-0217

Publisher

:

Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

Related articles