Journal of Primeasia
Integrative Disciplinary Research | Online ISSN 3064-9870 | Print ISSN 3069-4353
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Journal of Primeasia

Volume 2 Number 1 2021

Article Contents

RESEARCH ARTICLE   (Open Access)
Contents Vol 2 (1)

Resilient Supply Chain and Adaptive Marketing Strategies: A Post-Pandemic Framework for Business Sustainability

Md. Rezaul Haque1*

+ Author Affiliations

Journal of Primeasia 2 (1) 1-8 https://doi.org/10.25163/primeasia.2110437

Submitted: 31 January 2021 Revised: 05 April 2021  Published: 10 April 2021 

Abstract

Background: The COVID-19 pandemic caused worldwide business interruptions which revealed essential weaknesses in supply chains and marketing operations. Businesses failed to adjust their operations to new challenges which caused production halts and led to both customer attrition and financial losses. Organizations must create strategic plans which combine effective supply chain systems with adaptable marketing strategies to maintain their survival and operational continuity during their post-pandemic recovery period.

Methods: The research implemented a dual-methods approach which combined numerical data analysis with narrative information evaluation. The research collected information from 265 businesses in South and Southeast Asia while conducting 30 detailed interviews with executive leaders. The research used Pearson correlation and regression analysis to determine the statistical connections between supply chain resilience and marketing adaptability and sustainability outcomes.

Results: The study results showed that resilience and adaptability share a strong positive relationship with a correlation coefficient of r=0.78 and p = 0.01. The implementation of digital logistics and supplier diversification and AI-driven marketing by firms resulted in a 35% increase in customer retention rates and accelerated operational recovery times. The qualitative data shows that organizations need cross-functional teams and digital transformation to maintain their performance levels.

Conclusion: The research shows that resilience together with adaptability creates long-term competitiveness through operational flexibility and profitability and innovation capacity. The post-pandemic business sustainability framework provides managers with a functional system to establish stability during uncertain times through digital transformation and strategic adaptability which leads to sustainable business growth.

Keywords: Resilience, Supply Chain, Adaptive Marketing, Business Sustainability, Post-Pandemic Framework

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