Protecting cash flows during a major crisis: Effective marketing strategies for B2B SMEs

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Major crises like the Covid-19 pandemic can negatively impact on cash flow of small B2B firms. But SMEs affected can address the issue by implementing relevant marketing strategies associated with three key business processes to enhance their crisis management.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2021), "Protecting cash flows during a major crisis: Effective marketing strategies for B2B SMEs", Strategic Direction, Vol. 37 No. 2, pp. 4-7. https://doi.org/10.1108/SD-11-2020-0209