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10.1016/j.bushor.2020.12.005

http://scihub22266oqcxt.onion/10.1016/j.bushor.2020.12.005
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33318713!7724513!33318713
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suck abstract from ncbi

pmid33318713      Bus+Horiz 2021 ; 64 (2): 295-306
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  • National response strategies and marketing innovations during the COVID-19 pandemic #MMPMID33318713
  • Ding AW; Li S
  • Bus Horiz 2021[Mar]; 64 (2): 295-306 PMID33318713show ga
  • During the COVID-19 pandemic, different nations have adopted a variety of response strategies to fight and contain the new coronavirus. Such national response strategies can be classified into three categories based on their underlying philosophy: strict control with unlimited resources, relentless contribution with limited resources, and rough rationality with limited resources. We discuss the philosophies, characteristics, and performances of the three response strategies and when they should be adopted. We also examine what marketing innovation strategies enterprises should adopt to survive and grow their businesses in both the short and long term. This study provides important strategic implications for national policymakers and enterprises on the use of response strategies as well as marketing innovation tactics and strategies to be used both during and after the pandemic.
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