How Alderfer’s E.R.G. Theory can inform post-coronavirus strategy for brands

Psychologist Clayton Alderfer’s ERG motivational theory of human behaviour offers marketers a potential framework for charting steps forward in uncertain times – Nanyang Business School’s Mansur Khamitov talks through how brands can map out a positive path forward.

While the novel coronavirus (Covid-19) situation is still far from reaching its peak and continues to disrupt brands’ ambitions and plans, there are certain classic theories and frameworks that can offer some guidance in the post-coronavirus era. Thi