Pandemics and marketing: insights, impacts, and research opportunities
An article on pandemics and marketing, by Professor Gopal Das, from the Marketing area at IIMB, has been published in the Journal of the Academy of Marketing Science (FT 50), a top marketing journal.
Pandemics have been an unfortunate but consistent facet of human existence over centuries, threatening lives as well as livelihoods globally. Disconcertingly, their frequency persists, with four ‘major’ pandemics disrupting life on the planet in the last 65 years, and more expected in the future. As marketing operates in the confluence of human behaviour and consumption, it is important to understand how the occurrence of pandemics might impact the theory and practice of marketing.
In this forthcoming article in the Journal of the Academy of Marketing Science (FT 50), Professor Gopal Das and his co-authors develop a broad, conceptual framework to highlight the characteristics and impacts of pandemics as they relate to marketing. Further, they suggest strategies and policies to deal with future pandemics. Finally, they identify a set of interesting research questions to stimulate further inquiry.
The link to the article is here: https://link.springer.com/article/10.1007/s11747-021-00786-y
The article is very impactful and significant given the current COVID-19 situation across the globe.
Pandemics and marketing: insights, impacts, and research opportunities
An article on pandemics and marketing, by Professor Gopal Das, from the Marketing area at IIMB, has been published in the Journal of the Academy of Marketing Science (FT 50), a top marketing journal.
Pandemics have been an unfortunate but consistent facet of human existence over centuries, threatening lives as well as livelihoods globally. Disconcertingly, their frequency persists, with four ‘major’ pandemics disrupting life on the planet in the last 65 years, and more expected in the future. As marketing operates in the confluence of human behaviour and consumption, it is important to understand how the occurrence of pandemics might impact the theory and practice of marketing.
In this forthcoming article in the Journal of the Academy of Marketing Science (FT 50), Professor Gopal Das and his co-authors develop a broad, conceptual framework to highlight the characteristics and impacts of pandemics as they relate to marketing. Further, they suggest strategies and policies to deal with future pandemics. Finally, they identify a set of interesting research questions to stimulate further inquiry.
The link to the article is here: https://link.springer.com/article/10.1007/s11747-021-00786-y
The article is very impactful and significant given the current COVID-19 situation across the globe.