Post-disaster business recovery: an entrepreneurial marketing perspective

Sussie C. Morrish*, Rosalind Jones

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

13 Citations (Scopus)
518 Downloads (Pure)


The frequency and ferocity of recent natural disasters have necessitated the urgency and relevance of disaster-related research to mitigate risk and hasten recovery. While there is a proliferation of studies on the impact of disasters on property, life, communities and the environment, much remains unknown about entrepreneurial challenges and behaviours post-disaster. This paper investigates how Entrepreneurial Marketing (EM) is enacted in post-disaster settings to facilitate speedy business recovery. We examined the post-quake experiences of small business entrepreneurs by using inductive research and adopting a ‘theories-in-use’ approach. Research propositions are developed that capture the dynamics of the business environment which influence entrepreneurial decisions, actions and EM behaviour. A new definition is offered in the light of this study and an EM Post-Disaster Business Recovery (EMPDBR) Framework is provided. This framework highlights opportunity-seeking, resource-organising, creating customer value and accepting risk (ORCAr) as concepts that are markedly different in the post-disaster context.

Original languageEnglish
Pages (from-to)83-92
Number of pages10
JournalJournal of Business Research
Early online date29 Mar 2019
Publication statusPublished - May 2020


  • Business disaster recovery
  • Entrepreneurial marketing
  • Opportunity-seeking
  • Resource-leveraging
  • Risk
  • Value-creation

ASJC Scopus subject areas

  • Marketing


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