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Journal of Strategic Marketing ; 31(3):607-634, 2023.
Article in English | ProQuest Central | ID: covidwho-20242775


This paper determines the optimal communication by the policymakers in the wake of the Covid-19 crisis. The authors have developed a conceptual framework for optimal communication from the available literature and the opinion of the experts. Further, a hybrid methodology based on Fuzzy AHP and Goal programming has been used for the analysis. Using the conceptual framework it was revealed that there are 72 configurations from which optimal one has to be chosen by the policymakers for communicating optimally during pandemic emergencies like the Covid-19 outbreak. The analysis using hybrid methodology highlighted that FRTD is the optimal configuration out of the 72 possibilities. Considering this option would minimize the effect of the Covid-19 crisis by helping policymakers communicate to the maximum people at the minimum delay.

Ann Oper Res ; : 1-31, 2021 Nov 25.
Article in English | MEDLINE | ID: covidwho-1536317


The procurement of food grains from farmers is one of the biggest challenges under the COVID-19 outbreak due to country-wise lockdowns. The present study aims to reconfigure the existing food grain supply chain network. The study advances the extant literature by proposing a novel mathematical model that considers the government guidelines issued to procure food grains from farmers under the COVID-19 situation. The model includes personal distancing, a key parameter relevant in the COVID-19 crisis, and has remained unaddressed in the existing literature. The proposed model is tested in India. The effect of different parameters like personal distancing cost, carbon emission cost, fixed cost, and transportation cost is also investigated under a given set of procurement centers. Finally, the procurement schedule for each procurement center is generated, which is especially useful for managing its activities and is also helpful to farmers to streamline the process. Results indicate that the proposed model is highly effective under pandemic emergencies like the current COVID-19 crisis. Policymakers and the government will find this model helpful in drafting relevant policies regarding food grain procurement under emergencies such as the COVID-19 outbreak. The distribution segment of the supply chain network is not part of the present research work. In future studies, this part could be then added to the whole of the procurement process, and both procurement and distribution can be assessed together again.

Journal of Strategic Marketing ; : 1-28, 2021.
Article in English | Taylor & Francis | ID: covidwho-1341046