Page 12 - Faculty Research Publication Booklet_Apr 2022_Mar 2023_Final

Behl, A., Jayawardena, N., Nigam, A.,
This paper aims to identify the revised international marketing
strategies in communication during the COVID-19 pandemic
by utilizing the firm’s resources and capabilities. We
conducted in-depth interviews and a questionnaire survey
with key stakeholders of retail organizations which changed
their digital marketing strategies during COVID-19. The data
is collected from 587 respondents from different parts of the
world through resource orchestration theory. The qualitative
findings support a high degree of association among the
firm’s resources and capabilities, leveraging processes
based on the revised international marketing strategies
during the COVID-19 pandemic. We have developed a
conceptual model based on these findings with six variables:
leveraging process of the firm’s capabilities information
technology-related resources; information technology-
related capabilities, dynamic capabilities, environmental
Page 6
Pereira, V., Shankar, A., & Jebarajakirthy,
C. (2023). Investigating the revised
international marketing strategies during
COVID-19 based on resources and
capabilities of the firms: A mixed method
approach. Journal of Business Research,
113662.
uncertainty, and leveraging process of the firm’s
resources. However, environmental uncertainty
and leveraging of the firm’s resources were not
influential in forming digital marketing strategies
during COVID-19. This study proposes a new process
for international marketing managers in business
organizations to restructure the resources within
their organizations by creating new capabilities and
leveraging them.