Exploring Reconfigured International Marketing Strategies Amidst COVID-19: An Investigation Based on Company Resources and Capabilities Utilizing a Blended Research Methodology Approach

The objectives of this article are to identify reconfigured international marketing strategies in communications during the COVID-19 pandemic, utilizing company resources and capabilities. In this study, we conducted in-depth interviews and survey questionnaires with key stakeholders from retail organizations whose digital marketing strategies underwent changes during COVID-19. Data were collected from 587 respondents across different regions through the theory of resource orchestration. Key findings supported a strong relationship between company resources and capabilities, employed in the context of reconfigured international marketing strategies during the pandemic. Based on these findings, a conceptual model was developed, incorporating six variables: the process of utilizing information technology-related capabilities of companies, information technology-related capabilities, dynamic capabilities, environmental uncertainty, and the process of utilizing company resources. However, environmental uncertainty and the use of company resources were found to be non-significant factors in shaping digital marketing strategies during COVID-19. This study proposes a novel approach for international marketing managers in commercial organizations to restructure their internal resources by creating and leveraging new capabilities.

Exploring Reconfigured International Marketing Strategies Amidst COVID-19: An Investigation Based on Company Resources and Capabilities Utilizing a Blended Research Methodology Approach Keywords:

COVID-19 , resource orchestration theory , qualitative analysis , conceptual model , blended research methodology , international marketing strategies