Marketing Intelligence as a Catalyst for Business Resilience and Consumer Behavior Shifts During and After Global Crises
Year: 2021
Type: article
Abstract: The rapid onset and pervasive impact of global crises—ranging from pandemics and geopolitical conflicts to economic downturns—have underscored the importance of timely, data-driven decision making in marketing. This review paper examines how marketing intelligence (MI) functions as a strategic catalyst for enhancing business resilience and shaping consumer behavior during and after such crises. We first define MI and its key components, including real time analytics, social listening, and predictive modeling. Next, we synthesize empirical studies and case examples illustrating how organizations deploy MI to detect early warning signals, adapt value propositions, and maintain operational continuity. We then explore shifts in consumer attitudes and purchase patterns—such as heightened demand for digital channels, value based offerings, and ethical brands—and discuss how MI informs segmentation, targeting, and positioning under volatile conditions. Finally, we identify challenges (e.g., data privacy, technological adoption barriers) and propose a unified framework linking MI capabilities to resilience outcomes and consumer centric strategies. This paper concludes with recommendations for practitioners to integrate MI into crisis management playbooks and outlines avenues for future research, including the role of AI driven insights and cross industry data collaboration. By elucidating the synergy between marketing intelligence and organizational agility, this review offers a roadmap for firms seeking to thrive amid uncertainty and foster lasting consumer trust.
Authors: Oyenmwen Umoren, Paul Uche Didi, Oluwatosin Balogun, Ololade Shukrah Abass, Oluwatolani Vivian Akinrinoye
Language: English
Subfield: Strategy and Management
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W4413399708