Marketing strategy in the Covid–19 pandemic: literature review

The article analyzes the pandemic period results, which can be attributed to increased need for companies' coopetition. One of most popular during COVID–19 was marketing strategy, socalled innovative business model “coopetition”, overcome crisis consequences. Coopetition has become primary strategy leading high-tech companies achieve synergy between competitors. This is used not only cooperation with competing but also suppliers, customers, and firms that produce additional or related products. Attention focused on correlation applied innovations company's ability survive in economic conditions-the relevance undervalued strategies effective efficient increases. literature review found pre-pandemic management studies primarily internal company reserves. Simultaneously, collapse use focus external communication competitors crisis. phenomenon collabour ative competition much common open innovation, where share their achievements. aimed at expanding market forming new relationships a severe