Jonathan Copulsky, senior lecturer of marketing and executive director of the Spiegel Research Center at Northwestern's Medill School of Journalism, Media, Integrated Marketing Communications, is co-author of The Transformation Myth: Leading Your Organization through Uncertain Times. The book, forthcoming from , outlines the organizational, operational, and technological building blocks needed for adapting to acute disruptions like COVID-19, and features a series of in-depth interviews conducted with C-suite executives during the pandemic. While B2B companies' immediate response to the virus has varied, the interviews conducted for the book reveal a stark consensus about the long-term effect of the crisis — and that could spell trouble for marketers in thrall to the status quo.
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