Marketing in Times of Climate Change and Coronavirus Pandemic: Tackling Supply Chain Fragility through EU Economic and Regulatory Policies Based on 5g Network Implementation and Blockchain Technologies

Abstract

The ongoing coronavirus pandemic - in juxtaposition with recurring evidence of the negative effects of global climate change - has stress-tested the overwhelming majority of worldwide supply networks. The dire sanitary crisis has shown that free-market mechanisms alone are not able to resuscitate the broken links of the global economic system, and thus the need for a novel mix of economic, regulatory, and technology-based government policies became more evident than ever. Against this backdrop and with an emphasis on the EU, the present paper gives an overview of the possible pathways for marketing to embrace the opportunities offered by 5G network implementation and blockchain technologies to tackle supply chain fragility.