Contemporary existence presents a duality of sustained development and recurrent disasters. Whereas disaster studies have closely examined public policy and state initiative, the role of for-profits is under-explored. Stakeholder theory and its integration with marketing orientation provide a theoretical underpinning for understanding the behavior of firms across contingencies, including disasters. Accordingly, we traverse the range of actions that these market entities exhibit in aiding disaster management and develop a comprehensive typology. The current COVID-19 pandemic provides a context for illustrating the practical exemplar actions as mapped to the proposed typology. We add to theory by examining the role of marketing philosophy and for-profits in tackling disasters at multiple levels: from micro-aspects of maintaining relations with specific stakeholders to the macro-objective of building community resilience. Further, the proposed typology helps practice and research by highlighting the range of firms' responses contributing to disaster management and building community resilience.
Disaster Studies and Urban Sociology
