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COVID-19: Future Marketing and Technology Research Challenges

In: COVID-19, Technology and Marketing

Author

Listed:
  • Vanessa Ratten

    (La Trobe University)

  • Seyed Khaksar

    (La Trobe University)

Abstract

Marketing and technology academics, practitioners and policymakers need to think about how COVID-19 has changed their thinking and economic outlook. The aim of this chapter is to focus on the developments COVID-19 has made in the marketing and technology space with an aim of thinking about future research possibilities. This means understanding the way crisis management and organisational resilience has adapted as a result of COVID-19 change. To do this a number of different future research areas are discussed in terms of context, research approaches and integrative opportunities. This enables there to be more focus on new and innovative ways COVID-19 has changed society. In addition, practitioner perspectives are stated in terms of what marketers need to do in terms of how to survive and thrive in a crisis situation. Policy implications are also stated that highlight the need for an ecosystem and stakeholder approach to COVID-19, marketing and technology research and practice.

Suggested Citation

  • Vanessa Ratten & Seyed Khaksar, 2021. "COVID-19: Future Marketing and Technology Research Challenges," Springer Books, in: Vanessa Ratten & Park Thaichon (ed.), COVID-19, Technology and Marketing, edition 1, chapter 0, pages 143-157, Springer.
    • Handle: RePEc:spr:sprchp:978-981-16-1442-2_8
    DOI: 10.1007/978-981-16-1442-2_8
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    Cited by:

    1. Nascimento, Diego C. & Pimentel, Bruno A. & Souza, Renata M.C.R. & Costa, Lilia & Gonçalves, Sandro & Louzada, Francisco, 2021. "Dynamic graph in a symbolic data framework: An account of the causal relation using COVID-19 reports and some reflections on the financial world," Chaos, Solitons & Fractals, Elsevier, vol. 153(P2).

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