Marketing after COVID-19: Crisis adaptation, innovation and sustainable technological advances
Marketing after COVID-19: Crisis adaptation, innovation and sustainable technological advances

Summary/Abstract: Today’s world changed tremendously after the COVID-19 pandemic. This crisis has, in turn, started or accelerated some of the globalisation processes that took root after the fall of the Berlin wall. A free to movement of people and goods without borders restrictions has allowed free zones, foreign direct investment, and so forth. This continuous evolution was perceived to be unbounded. With COVID 19, the beginning of a new era started. The increased closure of countries, appearance of regional differences, and the return to the state as a player limiting and regulating the markets is a reality. This was not anticipated before the COVID-19 global crisis. On the backdrop of this, technological advancements have facilitated the raise of new global powers. There seems to be an involution to the times of the cold war with all its mechanisms of restrictions. To complicate matters further, the use of the medical discoveries such as COVID vaccination have been deployed in the battle for political and economic influence.

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