Crisis-driven accelerated technology adoption (CATA) resulting from the COVID-19 pandemic requires marketers and retailers to revisit the marketing playbook and adjust strategies to accommodate rapid changes. From a case-based analysis of three industries, a model of six customercentric and three internal-facing corporate strategies can be derived. This new CATA model can assist manufacturers and retailers to consider strategies and tactics to artificially improve or accelerate the adoption of inventions and innovations by the majority of consumers, before competitors achieve a foothold or can enter the marketplace with their own alternatives, allowing first move advantage for a longer time or a higher share of market. The model provides an agenda for future research into CATA.

Crisis-driven accelerated technology adoption (CATA) resulting from the COVID-19 pandemic requires marketers and retailers to revisit the marketing playbook and adjust strategies to accommodate rapid changes. A speedy story: Before COVID-19, my 84-year old mother swore never to have a mobile phone and added “if you want to talk to me, phone me… if you want to see me, come visit me”. As soon as lockdowns and travel bans were put in place, she bought a top-end mobile device and now estimates she spends “half her day” on Zoom, on WhatsApp or browsing the internet.

How did this major mind-shift happen? CATA!