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  • April 5, 2021
  • Article
  • Harvard Business Review Digital Articles

Defining a Post-Pandemic Channel Strategy

By: Frank V. Cespedes
  • Format:Electronic
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Abstract

Companies have experienced a surge of online orders during the pandemic. As the crisis eases, leaders need to decide whether the shift to e-commerce is a permanent “new normal” or a temporary increase. Across sectors, forecasts aimed at answering this question form the basis of billion-dollar bets. Predicting the future is hard, but it can be broken into managerially-relevant questions that help to separate the knowable and unknowable.

Keywords

Health Pandemics; Marketing Channels; Strategy; Resource Allocation; E-commerce

Citation

Cespedes, Frank V. "Defining a Post-Pandemic Channel Strategy." Harvard Business Review Digital Articles (April 5, 2021).

About The Author

Frank V. Cespedes

Entrepreneurial Management
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