Affiliation:
1. Marketing Area, Indian Institute of Management Lucknow, Lucknow, Uttar Pradesh, India
Abstract
Contemporary existence presents a duality of sustained development and recurrent disasters. Whereas disaster studies have closely examined public policy and state initiative, the role of for-profits is under-explored. Stakeholder theory and its integration with marketing orientation provide a theoretical underpinning for understanding the behavior of firms across contingencies, including disasters. Accordingly, we traverse the range of actions that these market entities exhibit in aiding disaster management and develop a comprehensive typology. The current COVID-19 pandemic provides a context for illustrating the practical exemplar actions as mapped to the proposed typology. We add to theory by examining the role of marketing philosophy and for-profits in tackling disasters at multiple levels: from micro-aspects of maintaining relations with specific stakeholders to the macro-objective of building community resilience. Further, the proposed typology helps practice and research by highlighting the range of firms' responses contributing to disaster management and building community resilience.
Cited by
5 articles.
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