A COMPARATIVE ANALYSIS OF RESEARCH

STUDIES ON INDUSTRIAL MARKETING PRE AND

POST PANDEMIC ERA

By
GINNO BREED F. GARCIA

BACHELOR OF SCIENCE IN INDUSTRIAL

INGINEERING
3-1

POLYTECHNIC UNIVERSITY OF THE PHILIPPINES

BATAAN BRANCH
 INTRODUCTION

The COVID-19 epidemic has caused businesses worldwide to face previously unheard-of
difficulties, affecting several sectors, including industrial marketing. Studies have looked at how
customer behavior, market dynamics, and corporate strategies have changed as businesses adjust
to the "new normal." To better understand the industrial marketing research studies conducted
before and after the pandemic, this research will emphasize their important findings and
business-related consequences.

Prior to the pandemic, studies were done with the goal of better understanding and maximizing
industrial marketing tactics while taking market segmentation, globalization, and technical
improvements into account. Companies developed techniques to boost brand loyalty, raise
consumer happiness, and expand market share. Studies looked at aspects of the marketing mix
that were particular to the industrial sector, such as product creation, price, distribution, and
promotions.

Studies conducted prior to the pandemic revealed information on industrial consumer behavior,
focusing on the selection and acquisition processes. Purchase decisions were heavily influenced
by elements including buyer-seller connections, brand reputation, and product innovation.
Additionally, market research methods, customer segmentation, and market analysis were crucial
in helping businesses understand consumer requirements and adjust their marketing tactics
accordingly.

The COVID-19 pandemic's introduction caused a substantial change in the dynamics of

industrial marketing. In the post-pandemic era, research studies sought to understand how firms
and their marketing strategies will be affected by previously unimaginable difficulties. These
studies highlighted companies who successfully used innovation, e-commerce platforms, and
digital marketing to understand the necessity for quick adaptation to preserve market viability.

The post-pandemic era revealed that digital transformation became essential for industrial
marketing due to restrictions on physical interactions. Businesses immediately turned to digital
platforms, improving their online visibility through webinars, virtual trade events, and social
media marketing. Companies who used digital marketing had a competitive edge because they
could connect with clients online and reach a bigger audience.
The supply chain and logistical problems were the subject of additional post-pandemic studies.
This research stressed the need for supply chain procedures to be more resilient and adaptable.
To maintain business continuity, companies attempted to diversify their suppliers, localize their
production, and develop backup plans.

Significant changes in consumer behavior were found in post-pandemic research studies, which
were influenced by safety worries, uncertain economic conditions, and remote work practices.
Consumer interest in contactless transactions, supply chain transparency, and health and safety
regulations has increased. Businesses that revised their marketing tactics to meet these evolving
needs did better at retaining existing customers and attracting new ones.

CONCLUSION
The industrial marketing industry has been severely disrupted by the COVID-19 pandemic. It
has, however, also given businesses chances to adapt and innovate. Studies that were conducted
before and after the pandemic have shed light on the adjustments that industrial marketers will
need to make. Businesses in the industrial marketing sector can not only overcome immediate
challenges but also position themselves for long-term success in a rapidly changing marketplace
by embracing digitalization, bolstering supply chains, adjusting to changing customer
preferences, and fostering collaboration and innovation. Studies comparing industrial marketing
in pre- and post-pandemic periods offer useful insights for companies attempting to survive and
prosper in the changing business environment. Post-pandemic research emphasizes the
significance of digital transformation, supply chain resilience, and adapting to changing
customer preferences, while pre-pandemic studies focused on the significance of marketing
strategies and consumer behavior analysis. Businesses can navigate the difficulties of the post-
pandemic era and ensure sustained growth and success by incorporating these discoveries into
their marketing strategies.

Recommendations
The following suggestions can be made considering the research studies on industrial marketing
during the pandemic:

1. Accept digitalization: To improve customer interactions, enable remote work, and boost
overall operational effectiveness, industrial marketers should invest in digital transformation.
 2. To ensure supply chain resilience in the face of upcoming disruptions, businesses should
carry out thorough risk assessments, diversify their suppliers and sourcing locations, and put in
place reliable monitoring systems.

3. Adapt to shifting consumer preferences: Industrial marketers need to assess how the pandemic
has changed consumer behavior and modify their value propositions accordingly. Focus on risk
management, sustainability, and cost effectiveness to meet changing customer priorities.

4. Collaborate and innovate: To stay ahead of the curve, businesses should encourage
collaboration among their peers, adopt collaborative procedures, and prioritize innovation. This
could entail working together on joint R&D projects, marketing campaigns, or researching new
business models.

REFERENCES
Pandemics and marketing: insights, impacts, and research opportunities - PMC
(nih.gov).
Research Trends in Marketing Science Before COVID-19 Outbreak: A Literature
Review (researchgate.net)
Marketing in post COVID-19 era: A guide for marketing managers
(researchgate.net)
The long Covid effect in marketing and consumer research - PMC (nih.gov)
The Impact of the Covid-19 Pandemic on the Manufacturing Industry
(researchgate.net)