“Can we build it? Yes, we can!” complexities of resource re-deployment to fight pandemic.

نویسندگان

چکیده

During the COVID-19 pandemic, several countries asked their domestic firms to produce various medical equipment. Many promised do so, including redesigns of existing ventilators or designing new ones. Despite these firms' enthusiasm, however, many attempts at being resourceful - through deploying resources in activities beyond current use- were unsuccessful. Our study explain why success efforts varied. We integrate concepts resourcefulness, managerial cognition, and product architecture develop a typology resourcing approaches, using firm's characteristics resources, its interpretative frames, technical regulatory resourced for as boundary conditions. illustrate our theorizing case studies on manufacturing face shields, hand sanitiser, masks, ventilators. provides important implications attempting deploy contexts. • In response rapid spread COVID-19, companies from range industries redeploy address shortages supplies initiatives failed deliver promises The analyses different deployment strategies cases sanitiser Shows how cognitive frames impacts successful redeployment A is proposed aid strategic decision making Discusses role central coordination long-term strategy mobilising industry

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ژورنال

عنوان ژورنال: Industrial Marketing Management

سال: 2021

ISSN: ['0019-8501', '1873-2062']

DOI: https://doi.org/10.1016/j.indmarman.2021.01.013