Analyzing the Impact of the Coronavirus Crisis on Business Models

Thomas Ritter*, Carsten Lund Pedersen

*Corresponding author for this work

Research output: Contribution to journalReview articlepeer-review


In the light of the current coronavirus crisis, business-to-business firms face a variety of challenges in a complex and fast-changing environment. In order to provide structured analysis and to guide strategic decision-making, we present a novel, five-step approach for analyzing the impact of a crisis on a firm's business model. We applied the approach with eight business-to-business firms and find support for its usefulness. The evidence suggests very different impacts of the coronavirus crisis on business-to-business firms, and that understanding these differences is important for strategizing during the crisis but also to navigating successfully into the future. We also describe six different types of crisis impacts on business models. We conclude by developing managerial implications and questions for future research.
Original languageEnglish
JournalIndustrial Marketing Management
Pages (from-to)214-224
Number of pages11
Publication statusPublished - Jul 2020


  • Business model
  • Value proposition
  • Customer
  • Capability
  • Crisis
  • Impact type

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