ADAPTIVE MARKETING STRATEGIES: A PANACEA FOR
BUSINESS STABILITY IN THE COVID-19 ERA

OGAH, Arome Victor
Department of marketing
Federal Polytechnic Ado-Ekiti, Ekiti State
IYAJI, Eleojo Inekwe
Department of Marketing
Federal Polytechnic Idah, Kogi State
ABSTRACT
The study focused on the influence of adaptive marketing strategies on business stability during
Covid-19 pandemic. The specific objectives were to examine the influence of adaptive product,
pricing, promotion and distribution strategies on business stability during Covid-19 pandemic. The
study adopted an ex post facto research design. Primary data was collected using structured
questionnaire. The population of the study comprised 380 management and marketing staff of
selected companies in Southwest Nigeria. Stratified sampling technique was used to select 130
respondents. Simple regression statistical tool was used to test the hypotheses through Statistical
Package for Social Sciences (SPSS) version 20. The findings show that adaptive product, pricing,
promotion and distribution strategies have significant influence on business stability during Covid19 pandemic era. The study thus recommends that firms should embrace adaptive product, pricing,
promotion and distribution strategies if they desire to remain robust and profitable in times of
disruptive events like the Covid-19 pandemic.
Keywords: Adaptive distribution, adaptive marketing strategies, adaptive pricing, adaptive products,
adaptive promotion, business stability