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EMAC 2024 Annual


Marketing continuity in times of crisis: a conceptual model
(A2024-118867)

Published: May 28, 2024

AUTHORS

Deva Rangarajan, IESEG School of Management; Nadia Pomirleanu, UNLV; Brandon Gustafson, Oakland University; Babu John-Mariadoss, Texas Tech University

ABSTRACT

This article provides a conceptual framework using the grounded theory of practitioners charged with understanding how marketing creates value during times of crises. Through two qualitative studies, marketing continuity emerges as a key construct that firms need to focus on during times of crisis. We first conducted an extensive literature review of academic and practitioner literature that helped us to conceptualize and operationally define marketing continuity. Then, we employed qualitative interviews with marketing and sales managers in large B2B firms to understand how marketing continuity manifests in organizations. Based on findings from the interviews we develop a conceptual model that should serve as a call for future research to employ complex qualitative methods to explore new concepts and build theory on constructs such as marketing continuity.