Uncertainty in industrial markets: The COVID-19 pandemic

This article develops a deeper conceptualization and understanding of the COVID-19 pandemic's impact on industrial firms. Qualitative analysis is conducted based on twelve semi-structured interviews with executives from organizations with over $100B in combined annual revenues. Constructs studi...

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Veröffentlicht in:Industrial marketing management 2022-04, Vol.102, p.364-376
Hauptverfasser: Matthews, Ryan, Rutherford, Brian N., Edmondson, Diane, Matthews, Lucy
Format: Artikel
Sprache:eng
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Zusammenfassung:This article develops a deeper conceptualization and understanding of the COVID-19 pandemic's impact on industrial firms. Qualitative analysis is conducted based on twelve semi-structured interviews with executives from organizations with over $100B in combined annual revenues. Constructs studied included governmental forces, supply and demand-side changes, new communication processes, short- and long-term impacts, and the new normal. This article provides evidence of the unprecedented impacts on industrial firms in the early phases of the COVID-19 pandemic. Using qualitative analysis, along with emergence theory as the theoretical lens, this study develops a framework for examining the impact of disruptive events, like the COVID-19 pandemic. Implications regarding industrial firms are provided, along with the development of eight propositions for future inquiry. •This article develops a deeper conceptualization and understanding of the COVID-19 pandemic's impact on industrial markets.•Six areas were highlighted from the qualitative interviews.•Building on the findings of the study, a discussion, along with practical and policy implications, is presented.
ISSN:0019-8501
1873-2062
0019-8501
DOI:10.1016/j.indmarman.2022.02.006