Managing and Strategising Global Business in Crisis: Resolve, Resilience, Return, Re-Imagination and Reform

Global business has been affected by several unprecedented and significant problems and threats in the recent past. This book offers comprehensive strategies for managing crises and disruptions to reinvigorate productivity and performance.

It discusses themes and issues like crisis management; consumer behaviour during crisis; emerging business models and trends in global business; and risks, impacts and mitigation strategies. The book provides an overview of business processes highlighting the unique challenges that the COVID-19 pandemic and other recent developments have wrought on businesses including disruptions in supply chains, health and safety risks for employees and economic and logistical vulnerabilities, among others. Including case studies from various sectors and industries, the chapters in this book provide solutions and interventions like adopting technological improvements and innovative labour practices for organisations to deal effectively with uncertainty and adapt sustainable and effective models for growth and performance for their businesses.

Lucid and topical, this book will be useful for scholars and researchers of business management, crisis management, finance and economics, as well as for business and corporate professionals.

Suraksha Gupta is a Professor of Marketing at Newcastle University, London, UK. She has been awarded Best Professor in Marketing for her teaching and Excellence in Academic Research for her work as an academic scholar. She has also been awarded for her outstanding achievements by intel corporations during her industry tenure. She has published various journal articles, books and reports; her textbook on international business is forthcoming. Her research work has been published widely in many national and international journals.

Ashish Gupta is currently working as an Assistant Professor in marketing at the Indian Institute of Foreign Trade (IIFT), New Delhi, India. His research interests are marketing, customer relationship management, service quality, branding and consumer behaviour. He has published many research papers in international and national journals and has also presented at many conferences. In 2018, He conducted a 6-month management development program on ’International Business’ for armed forces personnel sponsored by the Directorate General of Resettlement and Welfare, Ministry of Defence, Government of India. He also conducted a one-week MHRD-GIAN Program on ’Digital and Social Media Marketing in Emerging Markets’ sponsored by the Ministry of Human Resource Development (Government of India), New Delhi, in 2016.

Jitender Kumar is currently an Assistant Marketing Professor at Sharda Business School, Sharda University, Greater Noida, India. He is pursuing a Fellow Program in Management (FPM) in Marketing at the Indian Institute of Management (IIM), Rohtak, Haryana, India. He has 14 years of corporate and academic experience promoting, marketing and managing fast-paced marketing operations. His research interests are nostalgia marketing, marketing at the bottom of the pyramid and consumer research. He has also published research papers in ABDC and SCOPUS indexed journals with eleven patents.