Communities are increasingly confronted with disasters that bring acute and chronic challenges. Previous research highlights the importance of ad hoc marketing exchange systems for expanding community resource capacities following a disaster. The current study builds on this research, taking a granular look at an existing ad hoc marketing system that provided exchange services before a disaster. Prior to an earthquake, this ad hoc system built three forms of social capital—structural, cognitive, and relational—and expanded latent capacities for self-organizing and learning. Following a natural disaster, the ad hoc marketing system flexed to meet individual and community needs. Specifically, three types of learning—routine, extended routine, and improvisational—emerged, mobilizing existing social capital to deliver recovery services and goods. This study highlights the delivery of recovery goods and services as an ad hoc marketing system evolved to become a learning system during the months and years of recovery. Implications are explored for citizens, municipalities, policy makers, and businesses by highlighting the importance of building and practicing diverse forms of social capital before a disturbance so that capacities can be mobilized during recovery.
ArnouldEric J.RoseAlexander (2016), “Mutuality: Critique and Substitute for Belk’s ‘Sharing’,” Marketing Theory, 16 (1), 75–99.
6.
BakerStacey Menzel (2009), “Vulnerability and Resilience in Natural Disasters: A Marketing and Public Policy Perspective,” Journal of Public Policy & Marketing, 28 (1), 114–23.
7.
BakerStacey MenzelHillRonald Paul (2013), “A Community Psychology of Object Meanings: Identity Negotiation during Disaster Recovery,” Journal of Consumer Psychology, 23 (3), 275–87.
8.
BakerStacey MenzelHillRonald PaulBakerCourtney NationsMittelstaedtJohn (2015), “Improvisational Provisioning in Disaster: The Mechanism and Meaning of Ad Hoc Marketing Exchange Systems in Community,” Journal of Macromarketing, 35 (3), 334–52.
9.
BakerStacey MenzelHuntDavid M.RittenburgTerri L. (2007), “Consumer Vulnerability as a Shared Experience: Tornado Recovery Process in Wright, Wyoming,” Journal of Public Policy & Marketing, 26 (1), 114–23.
10.
BarriosAndresDeKristineValckShultzCliffordSibaiOlivierHusemannKatharina C.Maxwell-SmithMatthew, et al. (2016), “Marketing as a Means to Transformative Social Conflict Resolution: Lessons from Transitioning War Economies and the Colombian Coffee Marketing System,” Journal of Public Policy & Marketing, 35 (2), 185–97.
BoutilierRobert G.SvendsenAnn C. (2001), From Conflict to Collaboration: Stakeholder Bridging and Bonding in Clayoquot Sound, Collaborative Learning and Innovation Centre for Sustainable Community Development. Burnaby, BC: Simon Fraser University.
CareySineadLawsonBennKrauseDaniel (2011), “Social Capital Configuration; Legal Bonds and Performance in Buyer-Supplier Relationships,” Journal of Operations Management, 29 (4), 277–88.
17.
Chamlee-WrightEmily (2008), “Signaling Effects of Commercial and Civil Society in Post-Katrina Reconstruction,” International Journal of Social Economics, 35 (8), 615–26.
18.
CheungLilliemayMcColl-KennedyJanet R.CooteLeonard V. (2017), “Consumer-Citizens Mobilizing Social Capital Following a Natural Disaster: Effects on Well-Being,” Journal of Services Marketing, 31 (4/5), 438–51.
19.
Christchurch City Council (2012), Community Profile: Lyttelton. Christchurch, NZ: Christchurch City Council.
20.
Coastal Mail (2011), “Pooling Resources,” (January 12).
21.
DrabekThomas E.McEntireDavid A. (2003), “Emergent Phenomena and the Sociology of Disaster: Lessons, Trends and Opportunities from the Research Literature,” Disaster Prevention and Management, 12 (2), 97–112.
GuionDeirdre T.ScammonDebra L.BordersAberdeen Leila (2007), “Weathering the Storm: A Social Marketing Perspective on Disaster Preparedness and Response with Lessons from Hurricane Katrina,” Journal of Public Policy & Marketing, 26 (1), 20–32.
28.
HenrichJosephHeineStevenNorenzayanAra (2010). “The Weirdest People in the World,” Behavioral and Brain Sciences, 33 (2/3), 61–83.
29.
HorwitzSteven (2009), “Walmart to the Rescue,” The Independent Review, 13 (4), 511–28.
30.
JefferiesMargaret (2008), “There Has to Be Another Way,”Lyttelton News(February 22)2.
31.
JefferiesMargaret (2010), “It Takes a Village to Raise a Child,” Akaroa Mail(August 13), 6.
32.
JefferiesMargaret (2012), Lyttelton: A Case Study. Lyttelton, NZ: Project Lyttelton.
33.
JohnsonNoelElliottDominicDrakePaul (2013), “Exploring the Role of Social Capital in Facilitating Supply Chain Resilience,” Supply Chain Management: An International Journal, 18 (3), 324–36.
34.
KadirovDjavlonbek (2018), “Towards a Theory of Marketing Systems as the Public Good,” Journal of Macromarketing, 38 (3), 278–97.
35.
KendraJamesWachtendorfTricia (2007), “Improvisation, Creativity and the Art of Emergency Management,” in Understanding and Responding to Terrorism, YaylaAhmet S.DurmazHuseyinSevincBilal, eds. Amsterdam: IOS Press, 324–35.
36.
LandSimonEngelenAndreasBrettelMalte (2012), “Top Management’s Social Capital and Learning in New Product Development and Its Interaction with External Uncertainties,” Industrial Marketing Management, 41 (3), 521–30.
37.
LambertonCait PoynorRoseRandall R. (2012), “When Is Ours Better Than Mine? A Framework for Understanding and Altering Participation in Commercial Sharing Systems,” Journal of Marketing, 76 (4), 109–25.
38.
LaytonRoger A. (2015), “Formation, Growth and Adaptive Change in Marketing Systems,” Journal of Macromarketing, 35 (3), 302–19.
39.
LiYaoZhangYuZhengSongyue (2016), “Social Capital, Portfolio Management Capability and Exploratory Innovation: Evidence from China,” Journal of Business & Industrial Marketing, 31 (6), 794–807.
40.
LinNan (2002), Social Capital: A Theory of Social Structure and Action. Cambridge, UK: Cambridge University Press.
41.
LinnenlueckeMartiniaMcKnightBrent (2017), “Community Resilience to Natural Disasters: The Role of Disaster Entrepreneurship,” Journal of Enterprising Communities: People and Places in the Global Economy, 11 (1), 166–85.
LongstaffPatricia H. (2005), Security, Resilience, and Communication in Unpredictable Environments such as Terrorism, Natural Disasters, and Complex Technology. Cambridge, MA: Program on Information Resources Policy.
44.
Lyttelton News (2011), “Party on the Grassy,”(March 11), 3–8.
45.
Lyttelton Review (2012a), “Lyttelton Community Earthquake Response: How a Community ‘Filled the Gaps’ Post Quake,”(March 5), 322.
46.
Lyttelton Review (2012b), “One Year On and Growing Everyday: Lyttelton Review Celebrates Milestone,” (July 2)46, 1.
47.
MittelstaedtJohnKilbourneWilliam E.MittelstaedtRobert A. (2006), “Macromarketing as Agorology: Macromarketing Theory and the Study of the Agora,” Journal of Macromarketing, 26 (2), 131–42.
48.
MoormanChristinMinerAnne S. (1998a), “The Convergence of Planning and Execution: Improvisation in New Product Development,” Journal of Marketing, 62 (3), 1–20.
49.
MoormanChristinMinerAnne S. (1998b), “Organizational Improvisation and Organizational Memory,” Academy of Management Review, 23 (4), 698–723.
50.
NahapietJanineGhoshalSumantra (1998), “Social Capital, Intellectual Capital, and the Organizational Advantage,” Academy of Management Review, 23 (2), 242–66.
51.
NorrisFranStevensSusan P.PfefferbaumBettyWycheKaren F.PfefferbaumRose L. (2008), “Community Resilience as a Metaphor, Theory, Set of Capacities, and Strategy for Disaster Readiness,” American Journal of Community Psychology, 41 (1/2), 127–50.
52.
OzanneLucie K.OzanneJulie L. (2016), “How Alternative Consumer Markets Can Build Community Resiliency,” European Journal of Marketing, 50 (3/4), 330–57.
53.
OzanneLucie K.OzanneJulie L.PhippsMarcus (2018), “Tactical Moments of Creative Destruction for Affordable Housing,” Journal of Macromarketing, 38 (2), 139–53.
PettigrewSimoneAndersonLaurelBolandWendyVilleValérie-Inés de LaFifita'Ilaisaane M.E.Fosse-GomezMarie-Hélène, et al. (2014), “The Experience of Risk in Families: Conceptualisations and Implications for Transformative Consumer Research,” Journal of Marketing Management, 30 (17/18), 1772–99.
56.
PhippsMarcusBrace-GovanJan (2011), “From Right to Responsibility: Sustainable Change in Water Consumption,” Journal of Public Policy & Marketing, 30 (2), 203–19.
57.
PhippsMarcusOzanneJulie L.OzanneLucie K.JayawickramaWasana (2016), “Dynamic Innovations to Mobilize Social Connectivity During High Velocity Disasters,” in Proceedings of the Marketing & Public Policy Conference. Chicago: American Marketing Association, 23–25.
58.
PrestonDavid S.ChenDaniel Q.SwinkMorganMeadeLaura (2017), “Generating Supplier Benefits Through Buyer-Enabled Knowledge Enrichment: A Social Capital Perspective,” Decision Sciences, 48 (2), 248–87.
59.
Project Lyttelton (n.d.), How to Build a Timebank. Lyttelton, NZ: Project Lyttelton.
60.
PutnamRobert (2000), Bowling Alone: The Collapse and Revival of American Community. New York: Simon & Schuster.
61.
RiadJasmin K.NorrisFran H.RubackR. Barry (1999), “Predicting Evacuation in Two Major Disasters: Risk Perceptions, Social Influence, and Access to Resources,” Journal of Applied Social Psychology, 29 (5), 918–34.
62.
RooneyJamesMabreyHarmony (2016), “Microsoft Disaster Response: Partnering to Enable Responders and Connect Communities,” in A United Front: Business Partnerships for Effective Disaster Preparedness, Response and Recovery. Washington, DC: Corporate Citizenship Center.
63.
RosegrantSusan (2007), “Wal-Mart’s Response to Hurricane Katrina: Striving for a Public Private Partnership,” in Kennedy School of Government Case Program C16-07-1876.0, Case Studies in Public Policy and Management. Cambridge, MA: Kennedy School of Government.
64.
ShultzClifford J.II (1997), “Improving Life Quality for the Destitute: Contributions from Multiple-Method Fieldwork in War-Ravaged Transition Economies,” Journal of Macromarketing, 17 (1), 56–67.
65.
SredlKatherineShultzClifford J.BrecicRuzica (2017), “The Arizona Market: A Marketing Systems Perspective on Pre- and Post-War Developments in Bosnia, with Implications for Sustainable Peace and Prosperity,” Journal of Macromarketing, 37 (3), 300–316.
66.
ThompsonCraig J. (1997), “Interpreting Consumers: A Hermeneutical Framework for Deriving Marketing Insights from the Texts of Consumers’ Consumption Stories,” Journal of Consumer Research, 34 (4), 438–55.
67.
TierneyKathleenBevcChristineKuligowskiErica (2006), “Metaphors Matter: Disaster Myths, Media Frames, and Their Consequences in Hurricane Katrina,” Annals of the American Academy of Political and Social Science, 604 (1), 57–81.
68.
TsaiWenpinGhoshalSumantra (1998), “Social Capital and Value Creation: The Role of Intrafirm Networks,” Academy of Management Journal, 41 (4), 464–76.
ViswanathanMadhubalanEchambadiRajagopalVenugopalSrinivasSridharanSrinivas (2014), “Subsistence Entrepreneurship, Value Creation, and Community Exchange Systems: A Social Capital Explanation,” Journal of Macromarketing, 34 (2), 213–26.
71.
WalkerBrianGundersonLanceKinzigAnnFolkeCarlCarpenterSteveSchultzLisen (2006), “A Handful of Heuristics and some Propositions for Understanding Resilience in Social-Ecological Systems,” Ecology and Society, 11 (1), 13–28.
72.
WalkerEdwardMcCarthyJohn (2010), “Legitimacy, Strategy, and Resources in the Survival of Community-Based Organizations,” Social Problems, 57 (3), 315–40.
73.
WeickKarl E. (1993), “The Collapse of Sensemaking in Organizations: The Mann-Gulch Disaster,” Administrative Science Quarterly, 38 (4), 628–52.
74.
WhiteEric (2010), “Retail to the Rescue,” Risk Management, 57 (5), 21–23.
75.
World Bank (2006), Hazards of Nature, Risks to Development: An IEG Evaluation of World Bank Assistance for Natural Disasters. Washington, DC: World Bank.
