Food start-ups: leveraging digital marketing and disruptive information systems innovations to survive in the post-COVID environment

Author:

Almansour MohammedORCID

Abstract

PurposeThe COVID-19 pandemic impacted the food and beverage sector very severely. The complete breakdown of the supply chain and lack of customers was particularly challenging for start-ups in the industry. Those that survived were the ones who made a timely and smooth transition in business models to become more technology driven. However, the issues faced and the ground realities of the extent of struggle that these start-ups went through are less understood in the scholarly literature, with most accounts being anecdotal. The purpose of this paper is to address these issues.Design/methodology/approachThe present study attempts to bridge this gap by conducting a qualitative study to collect data from 35 owners/employees of food and beverage start-ups and using the grounded theory approach to code it and identify key themes.FindingsContent analysis of the 35 responses revealed three main themes: the impact of the COVID-19 pandemic on operations of food and beverage start-ups, challenges due to the onset of the COVID-19 pandemic and combating the pandemic, divided into seven subthemes: differences in operations pre- and post-COVID, key changes experienced in operations post-COVID, problems arising in operations due to the pandemic, problems in the use of digital marketing due to the pandemic, problems in the use of technological platforms due to the pandemic, using innovative approaches and technological innovations and using disruptive technologies.Originality/valueThe study contributes novel insights by investigating the changes experienced by food and beverage start-ups due to the pandemic, the innovations introduced by them and the perception about the role of disruptive technologies in their postpandemic operations of food and beverage start-ups.

Publisher

Emerald

Subject

Management of Technology and Innovation

Cited by 8 articles. 订阅此论文施引文献 订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献

1. Developing and Validating a Perceived Digital Customer Value Scale in Restaurants;Journal of Quality Assurance in Hospitality & Tourism;2024-07-20

2. Antecedents to the Adoption of Digital Marketing by Start-Ups Under Startup-India and E-Governance Initiatives;International Journal of Electronic Government Research;2024-07-17

3. Innovative Digital Marketing in Business;Advances in Marketing, Customer Relationship Management, and E-Services;2024-02-19

4. Investigating the consumption behavior of young adults using online food delivery platforms during the COVID-19 pandemic;Aslib Journal of Information Management;2023-11-09

5. Blockchain adoption in food supply chain for new business opportunities: an integrated approach;Operations Management Research;2023-10-04

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