Version 1
: Received: 8 June 2023 / Approved: 9 June 2023 / Online: 9 June 2023 (09:41:42 CEST)
How to cite:
Halaby, R.; Rahi, K.; Azoury, A.N. Organizational Resilience from a Marketing Perspective: A Conceptual Framework. Preprints2023, 2023060697. https://doi.org/10.20944/preprints202306.0697.v1
Halaby, R.; Rahi, K.; Azoury, A.N. Organizational Resilience from a Marketing Perspective: A Conceptual Framework. Preprints 2023, 2023060697. https://doi.org/10.20944/preprints202306.0697.v1
Halaby, R.; Rahi, K.; Azoury, A.N. Organizational Resilience from a Marketing Perspective: A Conceptual Framework. Preprints2023, 2023060697. https://doi.org/10.20944/preprints202306.0697.v1
APA Style
Halaby, R., Rahi, K., & Azoury, A.N. (2023). Organizational Resilience from a Marketing Perspective: A Conceptual Framework. Preprints. https://doi.org/10.20944/preprints202306.0697.v1
Chicago/Turabian Style
Halaby, R., Khalil Rahi and And Nehme Azoury. 2023 "Organizational Resilience from a Marketing Perspective: A Conceptual Framework" Preprints. https://doi.org/10.20944/preprints202306.0697.v1
Abstract
This paper explores the relationships between marketing strategies, social media platforms, the adoption and diffusion of products and services, and organizational resilience to gain an understanding of the ability of organizations to cope with disruptive events (e.g., COVID-19). This can be achieved through effective marketing strategies and the efficient use of social media platforms. In fact, resilience thinking can help organizations maintain their operations by increasing the adoption and diffusion of their products and services through the use of effective marketing strategies.
To achieve this article’s objectives, a literature review is conducted to help develop a conceptual framework that highlights a clear relationship between the previously discussed concepts. In addition, the novel nature of the relationship between marketing strategies and organizational resilience is dissected and its significance for organizations is demonstrated. In fact, the findings of this study suggest that effective marketing strategies that consider the "what," "who," and "how" dichotomies and the efficient use of social media to promote the adoption and diffusion of products and services can significantly enhance the resilience of organizations.
These relationships can serve as a starting point for further studies examining and empirically analyzing marketing strategies and their positive effect on strengthening organizational resilience.
Keywords
Marketing Strategies; Adoption; diffusion; organizational resilience; social platforms; products; services
Subject
Business, Economics and Management, Marketing
Copyright:
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
