The 5th International Conference of

Marketing, Strategy & Policy 2021

September 8-10, 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?
* What are the “new normal” financial policies that affect socio-economic factors?
* How has the pandemic affected the behaviour of the financial markets and investors?
* What was the impact of the pandemic on corporate financial decisions?

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.

Conference Keynote Speakers

  • Prof. Pawan Budhwar

  • Prof. Andrew Urquhart

  • Prof. Suma Athreye

  • Prof. Luiz Moutinho

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.

Doctoral Colloquium Keynote Speakers

  • Prof. TC Melewar

  • Prof. Dorothy Yen

  • Dr. Pantea Foroudi

Submit to Special Issues

* British Journal of Management
* Journal of Business Research
* Journal of Asia Business Studies
* Qualitative Marketing Research: An International Journal
* European Journal of International Management
* Corporate Reputation Review
* Sustainability

Meet the Editors

  • Prof. Douglas Cumming

    British Journal of Management
  • Prof. Subodh Kumar

    Production and Operations Management
  • Prof. Raj Sethuraman

    Journal of Retailing
  • Prof. Roger Strange

    International Business Review
  • Prof. Naveen Donthu

    Journal of Business Research
  • Prof. Jyoti Choudrie

    Information, Technology and People
  • Prof. Fevzi Okumus

    International Journal of Contemporary Hospitality Management

TARA Scholarships and Awards

* Best PhD Thesis Award
* Best Conceptualization Award
* Best Methodology Award
* Best Impact Award
* Best Paper Award

Submit a paper for presentation at the Conference

Submit Here

For any further queries, please send an email to
One of the authors of the accepted manuscript should register for presenting at the conference.

Professional Development Workshop Proposal Submission

MSP invites proposals from academics for conducting professional development workshops on a topic of their choice by June 30, 2021. Please submit proposals to the link below :

Submit PDW Proposal


  • Day 01

    8th September, 2021

  • Day 02

    9th September, 2021

  • Day 03

    10th September, 2021

(UK Time)
Speaker Title ZOOM Link
9:00 - 9:15 Prof Suraksha Gupta
Welcome Note
9:15 - 10:15 Prof TC Melewar

The PhD Journey: A perspective
10:15 - 10:30 Coffee Break
10:30 - 11:15 Prof Dorothy Yen

PhD Viva: Dos and Donts
11:30 - 12:30 Track A
Distinguished Faculty:
Prof Sankar Sivrajah and Dr Sharifah Alwi
Keyou Feng

Crowdfunding in environmental non-governmental organisaitons

Mingxue Wei

Literature review of affordance theory and the CX intellectual framework of AI-enabled healthcare technology
12:30 - 1:30 Lunch
1:30 - 2:15 Dr Pantea Foroudi
Publication Strategy
2:15 - 3:00 Coffee Break
3:00 - 4:00 Track B Distinguished Faculty:
Dr Muthu Da Silva and Dr Zhongqi Jin
Mohamed Al Shafei

Investigating the use of artificial intelligence for effective social media marketing of luxury brands

Sonali Jawa and Pranav Jawa

A study of employee behaviour and organisational response during COVID-19
4:00 - 5:30 Track C Distinguished Faculty:
Prof Klaus Schoefer and Dr Rama Kanungo
Madawala Maddumage Dona Kalani Hiranthika Madawala

Examining the impact of entrepreneurial self-efficacy on firm performance: An exploratory sequential study of women entrepreneurs in Sri Lanka

Doyin Olorunfemi

Entrepreneurial learning and entrepreneurial competence development in women enacting entrepreneurial intention through Selling

Rayan Fawaz, Stephane Bourliataux- Lajoinie, Anna Rossner and Shintaro Okazaki

What can we learn from collective trauma?
(UK Time)
Speaker Title ZOOM Link
9:00 - 9:15 Prof William Maloney
Welcome Talk
9:15 - 10:00 Prof Pawan Budhwar
An Opportunity or Threat: The Bright and Dark Side of AI
10:10 - 10:15 Coffee Break
10:15 - 11:00 Prof Andrew Urquhart

Bitcoin under the microscope
11:00 - 11:45 Prof Luiz Moutinho

A GLIMPSE AHEAD... (from: Planet Economy, Economics of Kindness, Benefit Corporations and Tixels… to: Sixth Sense Wearable, Quantum Computing, Micro Strategies and Machine... Earning...)
11:45 - 13:15 Track A1
Track Chair:
Dr Sena Ozdemir
A1 : Z
Davit Marikyan and Savvas Papagiannidis

An Application of Voice-based Digital Assistants in the Work Context

Mahipal Bukya and Ajay Shankar

Effect of Covid-19 on Energy Systems: Challenges, opportunities and policy implications

Sandra Miranda, Ines Trigo, Margarida Duarte and Ricardo Rodrigues

Addiction to the TikTok app: Motivations, flow and sense of belonging at the root of addiction

Track A2
Track Chair:
Dr Parth Patel
A2 :
Marwa Tourky, Ahmed Shaalan and Marwa Ghanem

Exploring the Impact of Chatbots on Users Experience in the Banking Sector

Ammar Sammour and Auhud Gronfula

The impact of service ethics and service risk of artificial intelligence on banking industry during COVID-19 pandemic: A case study of Monzo Mobile Banking application

Banwari Mittal and Arch Woodside

Happy Campers or Happy Prisoners: How who we were pre-pandemic affected us during COVID lockdown

Track A3
Track Chair:
Dr Pantea Foroudi
A3 :
Abraham Joseph and Suraksha Gupta

Examining an internal perspective for enabling buy-in in corporate rebranding: a qualitative analysis.

Suhasini Verma and Shweta Taluka

Board meeting frequency and performance of public sector banks in India

Muthu De Silva, Jeremy Howells, Zaheer Khan and Martin Meyer

Flexing Capabilities: Innovation Ambidexterity and Public Innovation Intermediaries

13:15 - 13:45 Lunch
13:45 - 15:00 Track B1
Track Chair:
Dr Prikshat Verma
B1 :
Kavita Sharma and Shveta Kalra

Cognitive dissonance in Mobile Applications (Apps) – A thematic analysis

Rui Liu

Unpacking the impact of organisational agility on customer engagement and brand satisfaction

Sean Coary

Communicating Quality or Authenticity: The optimal strategy for business post pandemic

Track B2
Track Chair:
Dr Marwa Tourky
B2 :
Vania Sena, Sena Ozdemir and Rama Kanungo

An investigation of stakeholder influences on reshoring decisions and environmental sustainability of multinational enterprises

Kavita Sharma, Neha Singhal and Shveta Kalra

Moderating effects of health consciousness on consumer behaviour towards RTE foods

Ricardo Rodrigues, Henri de Palva Souza and Sandra Miranda

Understanding the motivation to download e-books and the influence on perceived brand reputation and the purchase decision in the early stage of the pandemic

Track B3
Track Chair:
Dr Rama Kanungo
A3 :
Mingxue Wei, Suraksha Gupta and YiChuan Wang

AI enabled healthcare technology for ageing people

Mahipal Bukya, Pancham Kumar, Rajesh Kumar and Akhilesh Mathur

Experimental Modeling of Solar-Powered Electric Vehicle Charging Station

Umang Anand, Ankur Srivastava and Nishtha Rai

Why do people visit Ecotourist places in pandemic? A behavioural reasoning theory approach

15:00 - 16:00 Meet the Editors - 1 International Business Review
Information, Technology and People
Journal of Asia Business Studies
(UK Time)
Speaker Title ZOOM Link
9:00 - 10:00 Track C1
Track Chair:
Dr Kavita Sharma
C1 :
Xini Hu and Qionglei Yu

Internal Market Orientation: A Strategic Behaviour to Reduce Blurring Boundary between Work and Life during Covid-19

Wejdan Al Kayid, Zhongqi Jin, Constantinos-Vasilios Priporas and Sumeetra Ramakrishnan

Family Business Efficacy and the Role of Dynamic Capabilities: A social cognitive approach

Track C2
Track Chair:
Dr Minhao Zhang
C2 :
Wolfgang Kotowski Schafer, Dong Yang Meier, Benedikt Zoller-Rydzek, Fabienne Fini and Matteo Mosli

Intermediary Strategizing: The impact of hybridization of work on strategizing, leadership, and employee experience.

Yiru Wang, Merve Yanar Gruce and Tite Xu

Understanding Consumers’ Online Grocery Shopping Behavior During COVID-19: An International Perspective

Track C3
Track Chair:
Dr Natalia Yannopoulou
C3 :
Vania Sena, Karim Samshul and Sena Ozdemir

Complementarities in sustainable performance between trademarks and patents: Evidence from green innovators

Nishtha Rai and Ankur Srivastava

Explicating the role of flow experience and customer satisfaction in understanding customer loyalty for mobile health and fitness app

10:00 - 11:00 Track D1
Track Chair:
Dr Zhongqi Jin
D1 :
Duong Nguyen and Qionglei Yu

Certain Acculturative Stress in the Uncertain Times: Study Abroad Experience amongst International Students of Underrepresented Groups in the COVID Era

Xiaolong Shui, Minhao Zhang and Palie Smart

The synergy of legitimacy-gaining and differentiation seeking: strategic use of corporate social responsibility reporting

Track D2
Track Chair:
Dr Abraham Joseph
D2 :
Ahsan Siraj, Ehtisham Ali, Jiaxin Guo, Shilpa Taneja, Jingshu Cui and Yongming Zhu

Understanding gender differences in the antecedents to consumer decisionmaking: Empirical evidence from Pakistan

Saadet Meltem Hut, Danae Manika, Josephine Go Jefferies and Savvas Papagiannidis

The hedonic or eudemonic way: Understanding the impact of subjective time and wellbeing motives on healthy food choice

Track D3
Track Chair:
Dr Auhud Gronfula
D3 :
Arpita Agnihotri, Saurabh Bhattacharya and Natalia Yannopoulou

Combating fake news: Social media engagement with pro-vaccine messages

Himanshu Priyadarshi, Mahipal Bukya, Vikash Kumar Boradak, Kulwant Singh and Ashish Shrivastava

Effective practices in pandemic management for academics – A comparative study of the pandemic and pre-pandemic pedagogical strategies

11:00 - 12:00 Track E1
Track Chair:
Dr Shveta Kalra
E1 :
Suhasini Verma, Jeevesh Sharma and Suvendu Kumar Pratihari

Do firms care about corporate social responsibility practices - An analysis of carbonex firms

Ayan Dastidar Ghosh, Sarang Sundar and Denish Shah

Advertising for Social Good

Track E2
Track Chair:
Dr YiChuan Wang
E2 :
Bartosz Gebka and Rama Kanungo

On COVID-19 infections, mortality, governance quality and corruption

Reza Marvi, Pantea Foroudi and Charles Dennis

Imitation Game: The past, present and future of artificial intelligence in marketing

Track E3
Track Chair:
Saurabh Bhattacharya
E3 :
Kavita Sharma and Barkha Jamwal

Humanisation of brands through the lens of emotional intelligence

Himanshu Priyadarshi, Satya Narayan Agarwal, Kulwant Singh and Ashish Shrivastava

Waste to wealth route synthesized graphene-based materials for energy storage device machinability – A crisp review

12:00 - 12:45 Prof Suma Athreye

Impact through building academic ambidexterity: policy engagement and knowledge transfer from academic research
12:45 - 14:00 Lunch
14:00 - 15:30 Meet the Editors - 2 International Journal of Contemporary Hospitality Management
Journal of Business Research
British Journal of Management
Production & Operations Management
Journal of Retailing
15:30 - 16:00 TARA Awards, Closing Ceremony and Vote of Thanks Best PhD Thesis Award
Best Paper Award
Best Conceptualisation Award
Best Methodology Award
Best Impact Paper Award

Conference Executive Board

* Dr Pantea Foroudi, Middlesex University UK
* Prof Suraksha Gupta, Newcastle 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

*Conference fee is non-refundable.

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