Disaster Recovery: How Ad Hoc Marketing Systems Build and Mobilize Social Capital for Service Delivery
研究了一个地震前已存在的临时营销系统，在灾后如何通过三种学习方式动员社会资本，提供恢复服务与物资，对社区、政策制定者和企业有启示。
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.