Abstract
This study’s case narrative presents the Australian digital marketing firm (DUK). DUK successfully transitioned across the 2020 Australian business economic downturn created during the COVID-19 global pandemic. DUK’s competencies, capabilities and competitiveness form its 3Cs Market Intelligence Framework. When these 3Cs are expanded, and then networked with Porter’s Five Forces model, along with the firm’s decisive pivot with knowledge inclusions, the DUK strategic change matrix can be used to portray a firm’s matrix-box of its current multi-dimensional business components. The strategic change matrix approach offers a firm a visual map that can be matrix-boxed and quickly interpreted. When faced with adversity, a firm can remap its matrix-box into an expanded form that includes its proposed enhanced competitiveness business solutions. These solutions can then be operationalised to form potentially sustainable business pathways into the future. This approach is particularly useful when a firm is confronted with a perceived economic, or game-changing business crisis, or when a firm makes the strategic decision to pivot, and to seek a new sustainable business-enhancing pathway, or when a firm just wants to visualise its ongoing business pathways into the future.
Highlights
This study asks, across the global COVID-19 pandemic in Australia, how can a sizeable business like the digital marketing firm DUK, re-adjust its business when its traditional client markets change, and emerge in a sustainable competitive business position?On 31 December 2019, China reported a novel coronavirus to the World Health Organisation
By 26 February 2020, COVID-19 had been detected on all continents, except for Antarctica [1]
On returning to Australia from overseas, inbound citizens moved through a 14-day testing and isolation period before re-integrating back into the Australian community
Summary
This study asks, across the global COVID-19 pandemic in Australia, how can a sizeable business like the digital marketing firm DUK, re-adjust its business when its traditional client markets change, and emerge in a sustainable competitive business position?On 31 December 2019, China reported a novel coronavirus to the World Health Organisation. This study asks, across the global COVID-19 pandemic in Australia, how can a sizeable business like the digital marketing firm DUK, re-adjust its business when its traditional client markets change, and emerge in a sustainable competitive business position?. On 11 February 2020, this disease was named COVID-19. On 21 March 2020, the emerging global COVID-19 health crisis led the Australian Government to close its borders. During February–June 2020, Australian citizens and all non-permanent residents were instructed to socially distance. Those who were not working in essential industries were instructed to stay at home, and to avoid attending mass-gathering locations—such as sports venues, theatres, gyms, shopping centres, and restaurants [2]. Interstate travel was restricted and most State and Territory borders were closed
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