Objective: The aim of this study was to investigate the impacts of the pandemic on the digital readiness of companies and customers, based on the proposal suggested in Marketing 5.0. Method: A structured survey was conducted with 62 companies from the financial services (15), high-tech (6), automotive (8), retailing (15), healthcare (8), and hospitality industries (10). Main Results: Data analysis led to the development of perceptual maps showing digital readiness in two axes: company digital readiness and customer digital readiness. High-tech and financial services were in the omni quadrant (digitalized companies and customers), and retailing was in the onward quadrant (companies more digitalized than customers). Despite being in the omni quadrant, the automotive industry was close to the proposed organic model (customers more digitalized than companies). On the other hand, the healthcare and hospitality industries were further away from the proposal, which was the origin quadrant (customers and companies with little digitalization). Relevance / Originality: The article presents a simple digital readiness diagnostic model that can be easily applied and replicated by different types of companies. By applying it, companies can direct better efforts where they most need to develop digitally. Theoretical / Managerial Contributions: The article presents the digital advances that 62 companies from 6 different sectors achieved after the effects of the pandemic and directs management improvement actions for companies in these sectors, both for their structure and for their relationship with customers.
Nogami et al. (Wed,) studied this question.