The 5th International Online Conference of

Marketing, Strategy & Policy 2021

8-10 September 2021

The New Normal Post Pandemic

World Health Organizations has indicated that Covid-19 is going to stay and will become an endemic. Therefore, everyone should learn to live a normal life in presence of SARS-Cov-2 coronavirus. The impact of the Covid-19 till date has been beyond infections and deaths. It has wreaked havoc on the global economy on a scale not seen before. This pandemic has impacted people’s physical and mental health, widened the gap in distribution of wealth and led to alleviation of poverty across the world. Technology helped people survive during the pandemic and artificial intelligence improved the way people lived their life while they were locked inside their homes. Recent lockdowns have changed not only people’s style of working, but also organisational cultures, and industrial practices. A significant rise in unemployment, underpayment of salaries, wage theft, worker exploitation and discrimination became new normal for employers in the unorganised sectors. Artificial Intelligence driven technological way of functioning fuelled by the fourth industrial revolution as industry 4.0, helped organised sector to survive.

Covid-19 disrupted life and made life worst for every individual and company in both developed and developing countries. Most of manufacturing units run by small size companies globally were closed during first wave of pandemic because work from home was not an option available to them and their staff could not travel to work due to non-availability of public transport and virus related risks. Many companies in all sectors across the world recognized the ability of technology to help them become flexible in their working and sustain their business during this period. Companies that were unable to digitalise their operations and information based system using technologies like cloud computing, suffered severe loss of revenue. The mantras for coping up during this period were digitalisation and agility with efficient cash flow and adoption of appropriate change management strategies.

Our consciousness has become very sensitive to anyone coughing or sneezing, when we are in a public place. The way people entertain and socialise in their backyards has also changed due to restriction of staying in boundaries of their own homes. Travelling has reduced and sports have taken a back seat. People are unable to go to gym, meet friends or have catch-ups at the coffee shops. Education has become even more important and skill development is an essential requirement. In current scenario, technology based skills have become even more important for getting a feel that life is normal, because technology makes people living far away feel connected and at home, during the times of social distancing. While we are living in an extraordinary environment, many are suffering from anxiety related mental health issues and others are finding it difficult to grieve. Social media in this time has become a source to reach out a larger audience through which people can not only voice their concerns but also vent out their personal positive and negative emotions to reduce their distress.

Scientists are recognizing the powers and weaknesses of covid-19. Currently, they are exploring solutions to combat the pandemic. Simultaneously, business and management scholars are looking for solutions to the problems faced by businesses of all levels during pandemic. Since Covid-19 will be around for a longer period, restoration and resilience will become very important. Countries, societies, institutions, organisations and individuals will have to fight it out together at by increasing surveillance, following hygiene practices and offering health facilities. Simultaneously, issues like equality, diversity and inclusion needs to be addressed so that these facilities, practices and opportunities are available for everyone.

If Covid-19 bounces back again, what should be our strategy at individual level to manage our communication and socialisation requirements and have healthier relationships. What kind of habits will help us live a healthy life-style and how do we organise our lives and businesses to achieve success when masks, gloves, queuing have become the norms. It has become important to understand what is going to be the new normal post-pandemic and how can individuals care for their personal self, their family and businesses while taking care of their stakeholder’s well-being. In light of the discussions above, this conference invites empirical and conceptual papers that contribute to the debate around the knowledge required to deal with post-Covid situation as ‘The New Normal Post Pandemic’. To continue this debate, scholars are encouraged to submit their conceptual and empirical research papers related to, but not limited to, topics given below:

* What is the ongoing impact of the pandemic on organizations in various industries?
* What role can organizations, employees and other stakeholders play in recovering from the covid aftermath?
* What ethical dilemmas do managers face when making difficult decisions?
* What type of leadership is required during uncertain times?
* How can organizations innovate for sustainability?
* How can entrepreneurs create start-ups that contribute to the revival of economies?
* How can organizations be more financially inclusive in the post-pandemic climate?
* What is the impact of the pandemic on employee’s mental well-being and their equality, diversity and inclusion?
* How can tourism become more sustainable?
* What post-pandemic strategies are required for international operations of MNEs?
* How has the pandemic impacted the global mobility of expatriates?
* What digital technologies are used by firms in the post-pandemic environment?
* How has marketing changed since the pandemic?

Conference Keynote Speakers

  • Prof. Pawan Budhwar

  • Prof. Luiz Moutinho

  • Prof. Suma Athreye

The feedback received by participants at the conference will help them refine their research agenda. PhD students will be able to have discussions about their work with experts. Participants will also be able to understand the opportunities and challenges of becoming a well-established scholars. A special session with editors of top journals will allow participants to understand requirements of their journals and increase their publishing success rate. The conference will be hosted by Newcastle University and will be held online via Zoom. Breakout sessions will offer opportunities for networking and exchange of notes in the form of discussions with participants from diverse regions of the world.

Doctoral Colloquium

The Doctoral Colloquium invites applications from students working on any theme of business, management, technology and/or social good. The forum will provide an opportunity for doctoral students to have in-depth discussion about their research with experts and their peers. Students will be able to present their PhD work to a panel of experts and other audience and seek feedback. For presenting at the doctoral colloquium, students should submit an extended abstract of their thesis to the submission link and choose the PhD colloquium from the drop-down menu. Students will also get to hear about various aspects of PhD from eminent key speakers mentioned below.

Doctoral Colloquium Keynote Speakers

Prof. TC Melewar

Prof. Dorothy Yen

Paper Development Workshop for British Journal of Management

This workshop is for those who are interested in learning about the development of research manuscripts. Participation in the workshop will be open to all research scholars including doctoral students. The facilitators will cover the development of conceptual, exploratory and empirical papers for publication in top academic journals, particularly British Journal of Management. Discussions post presentations in the virtual environment will help participants to develop and refine their research ideas for developing theories of management relevant to businesses. Selected participants will be invited to submit to a special issue of British Journal of Management.

  • Prof. Suraksha Gupta

  • Dr. Yichuan Wang

  • Prof. Michael Czinkota

Meet the Editors

Prof. Douglas Cumming

British Journal of Management

Prof. Subodh Kumar

Production and Operations Management

Prof. Raj Sethuraman

Journal of Retailing

Prof. Jyoti Choudrie

Information, Technology and People
  • Prof. Yogesh Dwivedi

    International Journal of Information Management
  • Prof. Naveen Donthu

    Journal of Business Research
  • Prof. Fevzi Okumus

    International Journal of Contemporary Hospitality Management
  • Prof. Roger Strange

    International Business Review

Journal Associations

British Journal of Management: A special issue on "Reshoring and Sustainable Development Goals"

Information, Technology and People: A special issue on "Artificial Intelligence for Marketing and Social Good"

Journal of Business Research: Selected best papers presented at the conference will be invited to submit to a special issue on “Unconventional Sources of Innovation and Sustainability: Opportunities, Challenges, and Dilemmas of Technology"

International Journal of Contemporary Hospitality Management: Selected best three papers on hospitality and tourism presented at the conference will be invited to be considered for publication

Qualitative Market Research: An International Journal: Selected papers will be invited to submit to the special issue

European Journal of International Management: A special issue on “Sustainable Orientation of Consumer Generations: Pandemic and Crisis Impact on Global Community”

European Journal of International Management: A special issue on “The foreign investment decision process in times of digital transformation - A tribute to Yair Aharoni”

Corporate Reputation Review: A special issue on “Place identity/branding, reputation and e-marketing: Solutions during and after global pandemic crisis”

Sustainability: A special issue on "Sustainable Tourism in International Context: Solutions during and after Global Pandemic Crisis"

For details of these special issues, please contact the organising committee members.

TARA Scholarships and Awards

* Best PhD thesis award sponsored by Newcastle University
* Best conceptualization award sponsored by Newcastle University
* Best methodology award sponsored by Newcastle University
* Best paper award sponsored by Newcastle University
* Best paper award for hospitality and tourism based papers will be sponsored by International Journal of Contemporary Hospitality Management
* Scholarships to be confirmed

Submission Guidelines

Submit pdf version of your abstract of 500 words or extended abstract of 2000 words or manuscript of 5000 words in double spacing using Times New Roman Font 12 point by August 1, 2021
Submit Here

For any further queries, please send an email to


  • Day 01

    8th September, 2021

  • Day 02

    9th September, 2021

  • Day 03

    10th September, 2021

08:00 - 10:00 AM

Prof. TC Melewar

Keynote Speakers

Doctoral Colloquium

10:00 - 12:00 PM

Prof. Dorothy Yen

Keynote Speakers

Doctoral Colloquium

08:00 - 12:00 AM

Prof. Pawan Budhwar

Keynote Speaker

Main Conference

12:00 - 14:00 PM

Prof. Luiz Mutinho

Keynote Speaker

Main Conference

12:00 - 14:00 PM

Prof. Suma Athreye

Keynote Speaker

Main Conference

15:00 - 16:00 PM

Guest Editor

Paper Development Workshop

17:00 - 18:00 PM

Meet the Editor

Meet the Editors

Executive Board

* Prof Suraksha Gupta, Newcastle University UK
* Dr Pantea Foroudi, Middlesex University UK
* Dr YiChuan Wang, Sheffield University UK
* Prof Michael Czinkota, Georgetown University USA
* Dr Minhao Zhang, Bristol University UK
* Dr Rama Kanungo, Newcastle University UK
* Dr Parth Patel, Australian Institute of Business, Australia
* Dr Yousra Asaad, Brunel University UK
* Prof Kavita Sharma, Delhi University India
* Dr Prikshat Verma, Cardiff Metropolitan University UK
* Mr. Mahipal Bukya, Manipal University India

Conference Registration

One of the authors of accepted manuscript should register for presenting at the conference

    Early Bird Conference Registration, 20th November 2020

Register Here

Registration fee GBP175

    Research Scholar/PhD Student Conference Registration

Register Here

Registration fee GBP150

    Academic Presenter Conference

Register Here

Registration fee GBP250

    Industry Practitioner Conference

Register Here

Registration fee GBP300

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