Changes in marketing management induced by the COVID-19 pandemic: Lithuanian organisations’ marketing landscape


  • Miglė Šontaitė-Petkevičienė Vytautas Magnus University
  • Asta Kyguolienė Vytautas Magnus University
  • Viktorija Grigaliūnaitė Vytautas Magnus University



COVID-19, pandemic, crisis, marketing, marketing management


The COVID-19 pandemic has affected all aspects of people's lives, politics, and business. The pandemic forced businesses to overlook their strategies including the marketing function. Therefore, the research aims to determine changes in organizations’ marketing management that have been induced by the COVID-19 pandemic in Lithuania. To achieve the aim of the research the analysis and synthesis of scientific literature and questionnaire research have been applied. The analysis of the research results revealed that organisations increasingly take advantage of the benefits of e-commerce. Nevertheless, most of the organisations do not follow global recommendations not to decrease marketing or advertising budgets during the crisis, and it was especially evident during the first wave of the COVID-19 pandemic. Moreover, the assumption could be made that the COVID-19 pandemic will accelerate the paradigm shift in a business-consumer relationship. The provided results are valuable for scientists as well as marketing practitioners. Insights provided in the research will enable organisations to react appropriately to the crisis and take necessary marketing actions. Moreover, the received results have indicated the changes which occurred in the marketing landscape. These findings create scientific value and provide a basis for further research.

JEL Codes - H62; H62

Author Biographies

Miglė Šontaitė-Petkevičienė, Vytautas Magnus University

Faculty of Economics and Management

Asta Kyguolienė, Vytautas Magnus University

Faculty of Economics and Management

Viktorija Grigaliūnaitė, Vytautas Magnus University

Faculty of Economics and Management


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How to Cite

Šontaitė-Petkevičienė, M., Kyguolienė, A., & Grigaliūnaitė, V. (2021). Changes in marketing management induced by the COVID-19 pandemic: Lithuanian organisations’ marketing landscape. Scientific Annals of Economics and Business, 68(3), 379–404.