Pandemics and Marketing: Insights, Impacts, and Research OpportunitiesGopal Das
Journal of the Academy of Marketing Science (JAMS)
Pandemics have been an unfortunate but consistent facet of human existence over centuries, threatening lives as well as livelihoods globally. Disconcertingly, their frequency persists, with four ‘major’ pandemics disrupting the planet in the last 65 years and more expected in the future. While many of the economic and health consequences of pandemics are well-documented, their marketing implications are less understood. Addressing this gap, the researchers develop a broad, conceptual framework to highlight the characteristics and impacts of pandemics as they relate to marketing. They first identify four macro-level forces that characterize pandemics and highlight their marketing implications. Next, using the 7P marketing mix model as the organizing structure, they discuss these implications at a micro-level and identify a set of research questions to stimulate further inquiry, not only to generate deeper insights pertaining to pandemics’ marketing implications but also to envision new developments in these areas. Finally, they identify pandemics’ disproportionate impacts on some industry sectors, including healthcare, retail, education, hospitality, and tourism.