Nusantara Science and Technology Proceedings
4th Economics, Business, and Government Challenges 2021

Marketing Mix and Community Product Purchase Behavior During Covid-19 Pandemic in Surabaya

Nanik Hariyana (Universitas Pembangunan Nasional “Veteran” Jawa Timur, Surabaya 60294, Indonesia)
Wilma Cordelia Izaak (Universitas Pembangunan Nasional “Veteran” Jawa Timur, Surabaya 60294, Indonesia)



Article Info

Publish Date
12 Apr 2022

Abstract

During stable times, firms will generally aim to create reliable B2B relationships that provide increased efficiency and profitability. However, tumultuous times, such as the time during a major pandemic, cause many significant disruptions in both internal and external environmental domains. Thus, we argue that it is critical during this time to reevaluate the company's business relationships as a whole. While long-term partnerships are great for handling incremental changes during stable times, disruptive environmental changes may require managers to consider disruptive changes to their businesses. A pandemic may also present opportunities for establishing new relationships as there may be other partners/suppliers who are better equipped to help the company address urgent short-term needs and to capitalize on significant long-term opportunities. In this paper, we design a new relationship audit template to help B2B firms weather the immediate crisis at hand and position themselves more strategically for the future. We explore this idea about the coronavirus outbreak, introduce the idea of a B2B crisis relationship audit, and offer potential steps forward for firms.

Copyrights © 2021






Journal Info

Abbrev

nuscientech

Publisher

Subject

Agriculture, Biological Sciences & Forestry Chemical Engineering, Chemistry & Bioengineering Economics, Econometrics & Finance Engineering Law, Crime, Criminology & Criminal Justice Materials Science & Nanotechnology Medicine & Pharmacology

Description

NST Proceeding supports regional research communities to globalise their findings in Science and Technology by providing an open access, online platform in line with international publishing standards and indexing scholarly conference proceedings. The current emphasis of the NST Proceeding includes ...