'Can We Build It? Yes, we can!' Complexities of Resource Re-deployment to Fight Pandemic

Industrial Marketing Management, Volume 93, February 2021, Pages 191-207, https://doi.org/10.1016/j.indmarman.2021.01.013

The University of Auckland Business School Research Paper Series

Posted: 19 Oct 2021

See all articles by Ziad Elsahn

Ziad Elsahn

affiliation not provided to SSRN

Frank Siedlok

University of Auckland Business School

Date Written: 2021

Abstract

During the COVID-19 pandemic, several countries asked their domestic firms to produce various medical equipment. Many firms promised to do so, including redesigns of existing ventilators or designing new ones. Despite these firms' enthusiasm, however, many of their attempts at being resourceful- through deploying their resources in activities beyond their current use- were unsuccessful. Our study attempts to explain why the success of these efforts varied. We integrate concepts of resourcefulness, managerial cognition, and product architecture to develop a typology of resourcing approaches, using a firm's characteristics and resources, its interpretative frames, and the technical and regulatory characteristics of the product being resourced for as boundary conditions. We illustrate our theorizing through case studies on the manufacturing of face shields, hand sanitiser, face masks, and medical ventilators. Our study provides important implications for firms attempting to deploy their resources in new contexts. Full paper available at https://doi.org/10.1016/j.indmarman.2021.01.013

Keywords: Resourcing strategy, Resourcefulness, Capability re-deployment, COVID-19, Innovation

Suggested Citation

Elsahn, Ziad and Siedlok, Frank, 'Can We Build It? Yes, we can!' Complexities of Resource Re-deployment to Fight Pandemic (2021). Industrial Marketing Management, Volume 93, February 2021, Pages 191-207, https://doi.org/10.1016/j.indmarman.2021.01.013, The University of Auckland Business School Research Paper Series, Available at SSRN: https://ssrn.com/abstract=3944487

Ziad Elsahn (Contact Author)

affiliation not provided to SSRN

Frank Siedlok

University of Auckland Business School ( email )

12 Grafton Rd
Private Bag 92019
Auckland, 1010
New Zealand

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