The outbreak of COVID-19 was the opportunity for Dr. Allan Bahroun to conduct a qualitative study unravelling the minds of consumers in different cities in China. Dr. Bahroun argues that this change in behavioural patterns clearly manifests itself during the current immunological and psychological crisis and appears to mirror profound collective transformations. How do young consumers react during these exceptional times of solitary confinement? How do they adapt to a new reality? How should brands react to this adjusted reality? The ability of brands and managers to make informed decisions during these challenging times is critical. Join Dr. Bahroun as he discusses key insights of Chinese society through the lens of the crisis.
Dr. Allan Bahroun is an anthropologist and semiotician by training. His work focuses on contemporary China and the relation between media and society. He holds a Ph.D. from the HK Polytechnic University and is the founder of Delect, a Shanghai-based research consultancy that brings Human Sciences to the world of business and organizations.
CEIBS Alumni International Chapter (CAIC) CAIC is the home base for English-speaking CEIBS alumni around the world. The Chapter coordinates academic sessions, networking events and other social activities while promoting interest and experience sharing among its members.
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