Six months ago, nobody would think of disruption on such a scale. COVID-19 pandemic starting in China, spreading across the grids of global human mobility (Sirkeci and Yucesahin, 2020) sent shock waves around the world and quickly brought life to a halt in many countries. Not only the anxiety and fear of a deadly virus spreading around but also the measures taken against it perhaps changed our lives as consumers, marketers and researchers. The new norm is in progress as the old is troubled.
Read Professor Ibrahim Sirkeci's editorial in the Transnational Marketing Journal (TMJ), as he uses marketing theory to unpack the potential impact of the disruption.
Ibrahim Sirkeci is Regent's Professor of Transnational Studies & Marketing, Director of Regent’s Centre for Transnational Business and Management, Head of Marketing Subject Cluster.
