EFFECTIVE MARKETING STRATEGY APPLIED IN ECONOMIC RECESSION DUE TO THE COVID-19 PANDEMIC: CHSE APPROACH

ABSTRACT

The COVID-19 pandemic has changed everything. Our new way of living has created a new era of demands and changes in each sector, including the business world. Attitudes and policies of organizations related to company operations in this pandemic are very diverse. These changes range from stopping operations to reducing working hours and capacity until normal operation resumes. This pandemic is not over yet, but we are optimistic that it will end soon. To survive in a pandemic requires unusual strategies. The Service Dominant Logic (SDL) approach has been used to create value between producers, consumers, and related elements. Health insurance for products and services is currently the main demand. The enforcement of the CHSE (Clean, Health, Safety, and Environment) certificate is an obligation between producers, consumers, and related elements to value co-creation. The CHSE certification serves as a guarantee to consumers and the general public that the products and services provided by companies meet hygiene, health, safety, and environmental sustainability protocols. © 2022 by Nova Science Publishers, Inc.