Abstract:

This paper suggests a model for strategic marketing planning in times of shortages, and outlines the information requirements that are necessary as input to the model. This paper is based on the available literature, as well as on an exhaustive study of shortage cases and related industry responses that have been reported so far. The proposed model consists of four strategies. The choice of the appropriate strategy in a given shortage situation will be made on the basis of the relative values of 28 indicators, which also serve as a list of research requirements for the application of the model.