Emergent marketing strategies and their influence on the Customer Value Proposition of Fast-Moving Consumer Goods (FMCG) businesses during Covid 19 Pandemic in Botswana
نویسندگان
چکیده
This research explores how marketing strategies have been changed to adapt the impactful challenges of pandemic and economic recession in Botswana's Consumer Goods (FMCG) business landscape. The adopted an interpretivism philosophical model, inductive approach, mono-method wherein qualitative data was collected through semi-structured interviews with open-ended questions. findings provided substantive evidence that there has a transition strategic measures during COVID-19 Botswana retail landscape did influence on customer value proposition (CVP) output businesses.
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ژورنال
عنوان ژورنال: International Journal of Research In Business and Social Science
سال: 2023
ISSN: ['2147-4478']
DOI: https://doi.org/10.20525/ijrbs.v12i2.2347