Adaptive Marketing, Management Strategy, and Technology Innovation in Beverage and Hospitality Markets

Abstract

The COVID-19 pandemic has been the catalyst for innovative thought within the Sweeter the Juice winery and wine bar. As a result of the pandemic, sales and revenue were reduced by 90%. With this pandemic came a surplus of safety guidelines, shortages in products, and delays on impending shipments. The brief period towards the beginning of the pandemic where both the state and federal governments mandated quarantine and shelter-in-place orders drastically impacted revenue, clientele, and organizational operations. The organization engaged a management consultant to help in the creation of an adaptive technology leadership and marketing strategy. This paper looks at management consulting-driven action research to influence the world of practice through the exploration of real-world organizational interventions focused on the development of electronic entrepreneurial solutions.