Authors :
Poonam Dabaria
Volume/Issue :
Volume 7 - 2022, Issue 5 - May
Google Scholar :
https://bit.ly/3IIfn9N
Scribd :
https://bit.ly/3N66GrS
DOI :
https://doi.org/10.5281/zenodo.6670510
Abstract :
In this research paper discussions have been
done on the rationale and background of the research
topic. The objective is to understand crisis management
and how it has helped the businesses in India during and
after the corona virus pandemic. It has described the
methodology used for the collection of data. This
research has followed philosophy (positivism), approach
(deductive), design (descriptive) and data collection
(secondary, thematic analysis) here. This research have
evaluated the strategies followed by business in crisis
marketing and have recommended strategies for
improving crisis marketing. The literature section had
presented the basis of the crisis marketing and this
aspect had not only given the sense of this concept but
also provided the significance of it in business. Moreover,
it has given the workability aspects of product branding
and the COVID effect which had been occurred in the
marketing tactics. Lastly it explained the reason behind
the creation of gap with the literature section. All the
sections of literature had presented its relevant
information on the basis of a crisis management theory
named "situational crisis communication theory” and
justified the mentioned statements.
In this research paper discussions have been
done on the rationale and background of the research
topic. The objective is to understand crisis management
and how it has helped the businesses in India during and
after the corona virus pandemic. It has described the
methodology used for the collection of data. This
research has followed philosophy (positivism), approach
(deductive), design (descriptive) and data collection
(secondary, thematic analysis) here. This research have
evaluated the strategies followed by business in crisis
marketing and have recommended strategies for
improving crisis marketing. The literature section had
presented the basis of the crisis marketing and this
aspect had not only given the sense of this concept but
also provided the significance of it in business. Moreover,
it has given the workability aspects of product branding
and the COVID effect which had been occurred in the
marketing tactics. Lastly it explained the reason behind
the creation of gap with the literature section. All the
sections of literature had presented its relevant
information on the basis of a crisis management theory
named "situational crisis communication theory” and
justified the mentioned statements.
