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Helping Consumers Weather The Storm: The Impact Of Consumer-Targeted Resiliency Programs On Firm Value, Navid Bahmani, Atefeh Yazdanparast Ardestani
Helping Consumers Weather The Storm: The Impact Of Consumer-Targeted Resiliency Programs On Firm Value, Navid Bahmani, Atefeh Yazdanparast Ardestani
School of Business
Purpose: With the goal of helping consumers bounce back from the financial challenges they faced as a result of the COVID-19 pandemic, many firms developed and announced consumer-targeted resiliency programs (e.g. Walgreens waived delivery fees, Associated Bank allowed deferred mortgage payments). However, there is a paucity of research examining the unique features of these programs, and whether firms' investors (the first external stakeholder group to provide them with feedback regarding their strategies) were receptive to these programs during a period of time in which firms themselves were suffering financially. Drawing on resilience theory and stakeholder theory, the present research incorporates …