Exploring Reconfigured International Marketing Strategies Amidst COVID-۱۹: 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-۱۹ 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-۱۹. Data were collected from ۵۸۷ 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-۱۹. This study proposes a novel approach for international marketing managers in commercial organizations to restructure their internal resources by creating and leveraging new capabilities.

کلیدواژه ها:

COVID-۱۹ ، resource orchestration theory ، qualitative analysis ، conceptual model ، blended research methodology ، international marketing strategies