Journal of International Business and Management Studies

During the global pandemic, businesses were associated with a multitude of problems, and how they responded has influenced their stability as well as their prospects of surviving the situation. The main objective of this research is to recognize the best techniques and activities that B2B businesses are using to deal with the current COVID-19 crisis. The COVID-19 crisis in Asia prompted a study of business-to-business marketing approaches. Various marketing findings based on core business activities were divided into three groups: product development, supply chain, and customer relationship management. However, its potential to support long-term business-to-business (B2B) operations have rarely been studied in business and management research. This experimental research qualitative analysis identifies this difference by using results from manager surveys and establishing methodologies that illustrate the potential of interactive data over the proactive web to allow various companies to participate in business activities. Two significant interrelated business roles, processes, and marketing, have been mapped against three sustainability dimensions for this analysis. By analyzing the results of multiple marketing approaches to COVID-19, this research adds to the literature of marketing responses to COVID-19. It also applies to marketing strategy framework-based enterprise processes by applying it to the crisis management scope. In particular, it offers the following realistic solutions for B2B companies to deal with the COVID-19 issue.