Volume 2 Number 1 2021
Resilient Supply Chain and Adaptive Marketing Strategies: A Post-Pandemic Framework for Business Sustainability
Md. Rezaul Haque1*
Journal of Primeasia 2 (1) 1-8 https://doi.org/10.25163/primeasia.2110437
Submitted: 31 January 2021 Revised: 05 April 2021 Accepted: 08 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
References
Ali, I., Nagalingam, S., & Gurd, B. (2017). Building resilience in SMEs of perishable product supply chains: enablers, barriers and risks. Production Planning & Control, 28(15), 1236–1250. https://doi.org/10.1080/09537287.2017.1362487
Altay, N., Gunasekaran, A., Dubey, R., & Childe, S. J. (2018). Agility and resilience as antecedents of supply chain performance under moderating effects of organizational culture within the humanitarian setting: a dynamic capability view. Production Planning & Control, 29(14), 1158–1174. https://doi.org/10.1080/09537287.2018.1542174
Brandon-Jones, E., Squire, B., Autry, C. W., & Petersen, K. J. (2014). A Contingent Resource-Based perspective of supply chain resilience and robustness. Journal of Supply Chain Management, 50(3), 55–73. https://doi.org/10.1111/jscm.12050
Carayannis, E. G., Grigoroudis, E., Sindakis, S., & Walter, C. (2014). Business model innovation as antecedent of sustainable enterprise excellence and resilience. Journal of the Knowledge Economy, 5(3), 440–463. https://doi.org/10.1007/s13132-014-0206-7
Cowen, D. (2010). A Geography of Logistics: market authority and the security of supply chains. Annals of the Association of American Geographers, 100(3), 600–620. https://doi.org/10.1080/00045601003794908
Dani, S., & Deep, A. (2010). Fragile food supply chains: reacting to risks. International Journal of Logistics Research and Applications, 13(5), 395–410. https://doi.org/10.1080/13675567.2010.518564
De Oliveira Teixeira, E., & Werther, W. B. (2013). Resilience: Continuous renewal of competitive advantages. Business Horizons, 56(3), 333–342. https://doi.org/10.1016/j.bushor.2013.01.009
Esper, T. L., Ellinger, A. E., Stank, T. P., Flint, D. J., & Moon, M. (2009). Demand and supply integration: a conceptual framework of value creation through knowledge management. Journal of the Academy of Marketing Science, 38(1), 5–18. https://doi.org/10.1007/s11747-009-0135-3
Formentini, M., & Taticchi, P. (2014). Corporate sustainability approaches and governance mechanisms in sustainable supply chain management. Journal of Cleaner Production, 112, 1920–1933. https://doi.org/10.1016/j.jclepro.2014.12.072
Goertzel, B., Goertzel, T., & Goertzel, Z. (2016). The global brain and the emerging economy of abundance: Mutualism, open collaboration, exchange networks and the automated commons. Technological Forecasting and Social Change, 114, 65–73. https://doi.org/10.1016/j.techfore.2016.03.022
Gunasekaran, A., & Spalanzani, A. (2011). Sustainability of manufacturing and services: Investigations for research and applications. International Journal of Production Economics, 140(1), 35–47. https://doi.org/10.1016/j.ijpe.2011.05.011
Ivanov, D., Dolgui, A., Sokolov, B., & Ivanova, M. (2017). Literature review on disruption recovery in the supply chain. International Journal of Production Research, 55(20), 6158–6174. https://doi.org/10.1080/00207543.2017.1330572
Ivanov, D., Sokolov, B., & Dolgui, A. (2013). The Ripple effect in supply chains: trade-off ‘efficiency-flexibility-resilience’ in disruption management. International Journal of Production Research, 52(7), 2154–2172. https://doi.org/10.1080/00207543.2013.858836
Jain, V., Kumar, S., Soni, U., & Chandra, C. (2017). Supply chain resilience: model development and empirical analysis. International Journal of Production Research, 55(22), 6779–6800. https://doi.org/10.1080/00207543.2017.1349947
Kaklauskas, A., & Gudauskas, R. (2016). Intelligent decision-support systems and the Internet of Things for the smart built environment. In Elsevier eBooks (pp. 413–449). https://doi.org/10.1016/b978-0-08-100546-0.00017-0
Keating, A. (2012). Food security in Australia: the logistics of vulnerability. In Springer eBooks (pp. 21–34). https://doi.org/10.1007/978-1-4614-4484-8_2
Lengnick-Hall, M. L., Lengnick-Hall, C. A., & Rigsbee, C. M. (2012). Strategic human resource management and supply chain orientation. Human Resource Management Review, 23(4), 366–377. https://doi.org/10.1016/j.hrmr.2012.07.002
Mahler, C., Rochon, J., Karstens, S., Szecsenyi, J., & Hermann, K. (2014). Internal consistency of the readiness for interprofessional learning scale in German health care students and professionals. BMC Medical Education, 14(1). https://doi.org/10.1186/1472-6920-14-145
Papadopoulos, T., Gunasekaran, A., Dubey, R., Altay, N., Childe, S. J., & Fosso-Wamba, S. (2016). The role of Big Data in explaining disaster resilience in supply chains for sustainability. Journal of Cleaner Production, 142, 1108–1118. https://doi.org/10.1016/j.jclepro.2016.03.059
Purvis, L., Spall, S., Naim, M., & Spiegler, V. (2016). Developing a resilient supply chain strategy during ‘boom’ and ‘bust.’ Production Planning & Control, 0. https://doi.org/10.1080/09537287.2016.1165306
Ravi, V., & Kamaruddin, S. (2017). Big data analytics enabled smart financial services: Opportunities and challenges. In Lecture notes in computer science (pp. 15–39). https://doi.org/10.1007/978-3-319-72413-3_2
Riquelme, A., Herrera, C., Aranis, C., Oporto, J., & Padilla, O. (2009). Psychometric analyses and internal consistency of the PHEEM questionnaire to measure the clinical learning environment in the clerkship of a Medical School in Chile. Medical Teacher, 31(6), e221–e225. https://doi.org/10.1080/01421590902866226
Roh, J., Hong, P., & Min, H. (2013). Implementation of a responsive supply chain strategy in global complexity: The case of manufacturing firms. International Journal of Production Economics, 147, 198–210. https://doi.org/10.1016/j.ijpe.2013.04.013
Sharma, A., & Sheth, J. N. (2002). Web-based marketing. Journal of Business Research, 57(7), 696–702. https://doi.org/10.1016/s0148-2963(02)00350-8
Soni, U., Jain, V., & Kumar, S. (2014). Measuring supply chain resilience using a deterministic modeling approach. Computers & Industrial Engineering, 74, 11–25. https://doi.org/10.1016/j.cie.2014.04.019
Spiegler, V. L. M., Naim, M. M., & Wikner, J. (2012). A control engineering approach to the assessment of supply chain resilience. International Journal of Production Research, 50(21), 6162–6187. https://doi.org/10.1080/00207543.2012.710764
Tang, C., & Tomlin, B. (2008). The power of flexibility for mitigating supply chain risks. International Journal of Production Economics, 116(1), 12–27. https://doi.org/10.1016/j.ijpe.2008.07.008
Tukamuhabwa, B. R., Stevenson, M., Busby, J., & Zorzini, M. (2015). Supply chain resilience: definition, review and theoretical foundations for further study. International Journal of Production Research, 53(18), 5592–5623. https://doi.org/10.1080/00207543.2015.1037934
Wang, H., & Hong, W. (2005). Managing customer profitability in a competitive market by continuous data mining. Industrial Marketing Management, 35(6), 715–723. https://doi.org/10.1016/j.indmarman.2005.06.005
Winn, M., Kirchgeorg, M., Griffiths, A., Linnenluecke, M. K., & Günther, E. (2010). Impacts from climate change on organizations: a conceptual foundation. Business Strategy and the Environment, 20(3), 157–173. https://doi.org/10.1002/bse.679