Marketing in Turbulent Times: Challenges and Opportunities

CONFERENCE OVERVIEW

The Covid-19 pandemic disrupted the global markets and caused enormous changes in the market landscape. For instance, it was estimated that the total worldwide retail sales declined by 5.7% in 2020, to $23.4 trillion, and the impact was worse than the financial crisis in 2009 (Business Insider, 2020). On the other hand, the worldwide retail e-commerce sales grew by 27.6% in 2020, for a total of $4.28 trillion (eMarketer, 2021). The unprecedented impact of pandemic is visible in almost all industries, although many of them learned to adjust with the uncertainties, and few businesses have transformed and benefitted by adopting innovative marketing strategies. Hence, the global marketers are confronted with many challenges and required to be creative and flexible in planning and implementing their strategies successfully. During these challenging times, the global consumers are changing their behavioural patterns quickly, suiting to the new order of personal and professional lifestyles. For instance, restrictions in travel resulted in new mobility patterns; working from home followed a new outlook of social life; the increased focus on safety and hygiene resulted in healthier lifestyles; uncertainty and limited earning potential, leading to more demand for value-based offerings; and increased use of Internet technologies, defining the varied digital characteristics across the consumer segments. As consumers are adapting to the new normal, so the marketers need to have both proactive and reactive approach towards the turbulent market situations.

With this backdrop, the International e-conference on “Marketing in Turbulent Times: Challenges and Opportunities” is organized by Shri Dharmasthala Manjunatheshwara Institute for Management Development (SDMIMD) under the aegis of BCIC (Bangalore Chamber of Industry and Commerce) – SDMIMD Centre for Excellence in Management Studies.

We invite conceptual papers, empirical papers, and cases in line with the conference theme and sub-themes from both academia and industry professionals.