KOREASCHOLAR

WOMEN-OWNED SMES: THE ROLE OF MARKETING STRATEGY IN COVID-19 PANDEMIC

Wawan Dhewanto, Vania Nur Rizqi, Fera Yunita, Salma Azzahra, Sulistia Suwondo
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/401214
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Global Marketing Conference
2020 Global Marketing Conference at Seoul (2020.11)
pp.919-923
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

From the study of 5 informants using in depth interview, proactive marketing strategy is the key of success women-owned SMEs to struggle in covid-19 pandemic era. Utilize the digital technology is necessary to support effective marketing process.

Keyword
Covid-19women-owned SMEsmarketing strategies
Table Content
ABSTRACT
INTRODUCTION
THEORITICAL DEVELOPMENT
RESEARCH DESIGN
RESULT AND CONCLUSION
REFERENCES
Author
  • Wawan Dhewanto(Institut Teknologi Bandung)
  • Vania Nur Rizqi(Institut Teknologi Bandung)
  • Fera Yunita(Institut Teknologi Bandung)
  • Salma Azzahra(Institut Teknologi Bandung)
  • Sulistia Suwondo(Politeknik Negeri Bandung)