Global Health Crises and International Marketing Responses: A Crisis-Phase Framework for Strategy, Trust, and Resilience

Abstract

Global health crises—such as pandemics—reshape cross-border demand, disrupt supply networks, accelerate digital adoption, and intensify scrutiny of brand behavior. International marketing leaders must respond under extreme uncertainty while navigating heterogeneous regulations, cultural risk perceptions, and rapidly shifting consumer priorities. This research article synthesizes multidisciplinary evidence on crisis-driven consumer behavior, trade and channel disruptions, and evolving brand communication expectations. Building on this synthesis, we propose a Crisis-Phase International Marketing Response (CP-IMR) Framework spanning preparedness, acute response, stabilization, and post-crisis transformation. The framework integrates five strategic levers—market sensing, portfolio/channel adaptation, trust-centric communication, partner ecosystem coordination, and ethical governance—to guide firms operating across diverse institutional environments. We outline actionable response playbooks, highlight implications for policymakers and platforms, and propose a future research agenda focused on resilience metrics, equity in digital markets, and responsible personalization during emergencies.