Crisis Management from a Marketing Perspective and Its Implications : A Revised Analytical Framework and Case Analysis

Why is a government’s certain crisis management considered to be successful whereas another case is evaluated as a total failure? This paper examines such a research puzzle about a government’s crisis management capability, especially when it faces a national-wide crisis. More importantly, this paper approaches to this topic from a perspective of market mechanism, namely a marketing perspective in assessing a government’s competency. This approach to labor issues is meaningful in that it allows us to analyze and measure the government’s socio-political crisis management with regard to the weak labor groups in terms of market persuasion. With a new revised analytical framework and case analysis of South Korean Park Geun-hye administration’s crisis management for MERS in 2015 and Yun Seok-yeol administration’s crisis management for the labor issue of working hours in 2023, this paper concludes a customized management strategy with the public’s core needs will be decisive for the successful crisis management and therefore, suggests a market perspective-based solutions to a crisis situation as a complementary approach.