Global Disruption Research Articles

Gut-muscle axis: establishing the connection between microbial signaling and skeletal muscle function in a mouse model (mdx) of Duchenne muscular dystrophy

The metabolic and endocrine nature of skeletal muscle allows for systemic signaling and influence over the enteric environment influencing gut microbial populations. Concomitantly, commensal microbial signaling can alter the composition and development of skeletal muscle forming a bidirectional gut-muscle axis. Duchenne muscular dystrophy (DMD) is a fatal neuromuscular disease characterised by skeletal muscle atrophy, fibrosis, and ultimately cardiorespiratory failure. Previous studies have shown that gut microbial signaling can alter the pathways involved in muscle atrophy, enhancing atrophy when dysbiotic, or blunting the atrophic effect by restoring gut microbial populations to a healthy status; thus, we sought to characterize the metabolic signaling between the gut and the diaphragm in a mouse model of DMD ( mdx) to identify potential therapeutic targets. The study was divided into two arms and conducted following institutional ethical approval. The first arm investigated metabolomic signalling. 6-month-old male BL10 wildtype (WT; n = 12) and mdx (n = 12) mice were anaesthetized (induction by 5% isoflurane) and decapitated. Following collection of trunk blood, the diaphragm was excised, and colonic/cecal contents were collected. The samples were then processed by mass-spectrometry to isolate the metabolomic profiles of semi-polar, secondary bile acid, and short chain fatty acid (SCFA) targets in the gut, plasma and diaphragm of WT and mdx mice. The second arm of the study explored the gut microbial profile and diaphragm gene expression, structure and function. 6-month-old male WT (n = 15) and mdx (n = 15) were anesthetized (induction by 5% isoflurane) followed by cervical dislocation. The diaphragm was excised, and longitudinal strips were isolated for structural analysis (i.e., histological staining and immunohistochemistry for fibre type and size), PCR gene expression, and isometric force assessment ex vivo. Additionally, faecal pellets were collected and analysed via shotgun metagenomic sequencing to assess microbial populations. Diaphragm twitch and tetanic force in mdx were profoundly decreased compared to WT. Metabolic analysis of faecal metabolites indicated impairment in the three main tryptophan metabolic pathways in mdx mice: kynurenine, indole and serotonin. Metagenomic analysis indicated a profound genotype effect between WT and mdx gut microbial populations. Two main producers of the short chain fatty acid acetate (Lactobacillus and Bifidobacterium) were significantly decreased within the mdx group. Acetate serves as a substate in the TCA cycle contributing to ATP production and positively affects skeletal muscle via numerous pathways including the down regulation of key atrogenes associated with atrophy. Pathway enrichment analysis showed a global disruption to both purine and pyrimidine metabolism in all three tissue types. Purine/pyrimidine metabolism have been tightly linked with microbial metabolism and affect skeletal muscle health and function. Further understanding of the gut-muscle axis in dystrophic models may pave the way for novel microbiota-directed therapeutic strategies to ameliorate muscle dysfunction in DMD. Funded by Science Foundation Ireland SFI/19/6628 INSPIRE DMD. This is the full abstract presented at the American Physiology Summit 2024 meeting and is only available in HTML format. There are no additional versions or additional content available for this abstract. Physiology was not involved in the peer review process.

Optimizing Supply Chain Resilience in the Era of Global Disruptions: A Comprehensive Framework for Effective Risk Management

In the contemporary global business environment, characterized by increasing interconnectivity and frequent disruptions, supply chain resilience has become paramount for organizational success. This thesis introduces a comprehensive framework aimed at optimizing supply chain resilience amidst such challenges. Drawing from extensive literature, theoretical models, and empirical research, the framework emphasizes proactive risk identification, robust mitigation strategies, and agile response mechanisms. It stresses collaboration, information sharing, and alignment among supply chain partners, leveraging technology for enhanced visibility and adaptability. Additionally, the framework underscores the significance of organizational culture, leadership, and employee empowerment in fostering resilience. Through empirical validation and case studies, practical insights are provided, addressing challenges like resource allocation and sustainability integration. Moreover, the thesis explores emerging trends such as climate change impacts and technological advancements, guiding organizations towards future-proofing their supply chains.

Risk management and HR practices in supply chains: Preparing for the future

This study explores the strategic integration of risk management and Human Resources (HR) practices within the context of supply chain management, aiming to identify how such integration enhances organizational resilience and sustainability. Employing a systematic literature review and content analysis, the study examines scholarly articles from key databases, focusing on the period from January 2000 to the present. The methodology involves a comprehensive search strategy, stringent inclusion and exclusion criteria, and a detailed selection process to distill insights from relevant literature. Key findings reveal that strategic HR practices, such as talent management, leadership development, and fostering a risk-aware culture, significantly contribute to mitigating supply chain risks and bolstering resilience. Furthermore, the study highlights the pivotal role of technological advancements, including artificial intelligence, blockchain, and the Internet of Things, in supporting the dynamic integration of risk management and HR practices. This integration not only addresses operational efficiencies but also aligns with strategic objectives towards sustainability and adaptability in the face of global disruptions. The study concludes that the strategic importance of integrating risk management with HR practices cannot be overstated, emphasizing its necessity for building agile, resilient, and sustainable supply chains. As organizations navigate the complexities of modern supply chains, this integrated approach offers a pathway to not only survive but thrive amid uncertainties, underscoring a blueprint for sustainable competitive advantage in evolving global markets. This review contributes to the existing body of knowledge by providing a comprehensive overview of current practices and future directions for integrating risk management and HR practices in supply chain management.

Changes in Regional Export Structure in Response to External Shocks

the Covid-19 pandemic on South Korea’s regional export structure, with an emphasis on understanding how global events like pandemics can reshape regional export structures. Thus, it seeks to identify changes in regional competitiveness and the shifting patterns in industrial exports that occurred due to the pandemic. Design/Methodology – The research uses export data by applying Export Similarity Index and Revealed Comparative Advantage to gauge changes in the export structures of various regions in South Korea. By comparing data from before and after the onset of the Covid-19 pandemic, the study provides a comprehensive look at how regional export markets have adapted and changed in response to global economic disruptions. Findings – The study uncovered a notable shift in the export structures across regions of South Korea because of the pandemic. During the pandemic, there was an increase in the similarity of exports across regions, indicating a convergence of regional export strategies. Post-pandemic, a diversification trend emerged, reflecting a response to changing global market demands. Notably, certain regions displayed a remarkable resilience, maintaining their competitive advantage in specific industries despite the global economic turmoil. Originality/value – This study contributes a new dimension to the understanding of export competitiveness, particularly in the context of South Korea. By providing a regional perspective, it offers insights into how global events like pandemics can lead to significant shifts in regional economic structures. The findings are particularly valuable for policymakers and business leaders, offering guidance in the development of strategies to enhance regional export competitiveness and ensure balanced economic development in the face of future global challenges.

Impact of space systems capabilities and their role as critical infrastructure

The cyber domain has led to growth in current satellite capabilities, which have become essential due to the increased use of both civil and military critical infrastructure (CI) management systems. In recent decades, outer space has proven to be an increasingly critical sector for the international management of commercial CI, with private operators acting on both multi- and transnational levels. However, the space domain is characterised by not only opportunities but also risks and threats. As the security implications of space were not sufficiently considered at the beginning of the space era, some of the predominant risks currently extend into the commercial sphere. These risks must be considered to ensure the resilience of connected CIs in outer space. Security is a vital issue in the cyber and space domains and should be considered in every phase of a space system's life cycle, from the development and manufacturing of space assets to their deployment and end of life. This involves CI in several sectors, each of which exhibits different but interrelated risks. For example, telecommunications and location systems increasingly require the use of CI, which creates a fragile interdependence that is extremely vulnerable to threats. This paper underlines the importance of recognising space systems as CI and emphasises the need for a better integration of these assets in a system-of-systems analysis. The consequences of global satellite disruption on terrestrial CI are used to support this view. In such a disruptive scenario, mitigation measures based on in-orbit servicing or responsive space capabilities, for example, would allow CI to be restored to first ensure national security followed by commercial activities. Moreover, this paper provides an overview of the legal and policy aspects of using space systems’ capabilities in CI to better understand their implications and encourage the development of recommendations.

Forced labour in the fashion industry: a hypothetical EU-driven reorganisation of textile value chains

Given recent breakdowns in global value chains, like the COVID-19 crisis or the conflict in Ukraine, developed economies are trying to develop resilience to address future drawbacks. Backshoring and nearshoring arise as attractive solutions to reduce exposure to global disruptions and undesirable practices such as forced labour. This study analyses the labour impacts of a hypothetical EU-driven reconfiguration of value chains of the fashion industry through a multi-regional input-output model. Using the Structural Path Analysis methodology, how forced labour is transmitted within Europe is explored. Once the forced labour hotspots are determined, we explore the socioeconomic consequences of a trade-restructuring strategy simulated through the source-shifting technique. Our results show that the forced labour embodied in the European final demand for fashion products could fall by up to 34.2%. This strategy could generate more than 190,000 jobs in Europe, while China and India could lose more than 1.5 million jobs each.

Impact of the COVID-19 pandemic on utilization and cost for care of pediatric and young adult ALL

ObjectiveAcute lymphoblastic leukemia (ALL) is the most common childhood malignancy and among the most common malignancies in young adults and requires a unique pattern of healthcare utilization including an acute/emergent presentation and an intensive initial 8 months of therapy followed by two years of outpatient treatment. The COVID-19 pandemic caused massive global disruptions in healthcare use and delivery. This report aims to examine the effects of the COVID-19 pandemic on the presentation, diagnosis and continued management of childhood and young adult ALL in regard to utilization and cost of care among commercially insured individuals in the United States.ResultsUtilizing a commercial insurance claims database, 529 pediatric and young adult patients were identified who were diagnosed with ALL between January 2016 and March 2021. New diagnoses were evaluated by era and demographics. Utilization was measured by COVID-related era as number of inpatient and outpatient encounters, inpatient days, and cumulative cost during the initial 8 months of therapy. None of these cost or utilization factors changed significantly during or shortly after the pandemic. These findings reinforce that the necessary care for pediatric and young adult ALL was unwavering despite the massive shifts in the healthcare system caused by the COVID-19 pandemic. This provides a valuable benchmark as we further examine the factors that influence the pandemic’s impact on health equity and access to care, especially in vulnerable pediatric and young adult populations. This is the first investigation of the effect of the COVID-19 pandemic on utilization and cost of care in pediatric and young adult cancer.

Temporal variations in international air travel: implications for modelling the spread of infectious diseases.

The international flight network creates multiple routes by which pathogens can quickly spread across the globe. In the early stages of infectious disease outbreaks, analyses using flight passenger data to identify countries at risk of importing the pathogen are common and can help inform disease control efforts. A challenge faced in this modelling is that the latest aviation statistics (referred to as contemporary data) are typically not immediately available. Therefore, flight patterns from a previous year are often used (referred to as historical data). We explored the suitability of historical data for predicting the spatial spread of emerging epidemics. We analysed monthly flight passenger data from the International Air Transport Association to assess how baseline air travel patterns were affected by outbreaks of Middle East respiratory syndrome (MERS), Zika and severe acute respiratory syndrome coronavirus-2 (SARS-CoV-2) over the past decade. We then used a stochastic discrete time susceptible-exposed-infected-recovered (SEIR) metapopulation model to simulate the global spread of different pathogens, comparing how epidemic dynamics differed in simulations based on historical and contemporary data. We observed local, short-term disruptions to air travel from South Korea and Brazil for the MERS and Zika outbreaks we studied, whereas global and longer-term flight disruptions occurred during the SARS-CoV-2 pandemic. For outbreak events that were accompanied by local, small and short-term changes in air travel, epidemic models using historical flight data gave similar projections of the timing and locations of disease spread as when using contemporary flight data. However, historical data were less reliable to model the spread of an atypical outbreak such as SARS-CoV-2, in which there were durable and extensive levels of global travel disruption. The use of historical flight data as a proxy in epidemic models is an acceptable practice, except in rare, large epidemics that lead to substantial disruptions to international travel.

Intergenerational priming by Trichoderma alleviates drought stress in barley

The escalating global climate anomalies and disruption of ecological equilibrium pose profound threats to agroecosystems and crop productivity. Drought stress, a prominent consequence of climate change, exert detrimental effects on plant physiology, thereby reducing crop yield. This study explores the implementation of Trichoderma-mediated defence priming in barley under drought stress. Through a comprehensive evaluation of encompassing morphological, stomatal, biochemical, and yield parameters, Trichoderma- primed barley is compared with non-primed barley under drought stress conditions. Our results revealed that Trichoderma-primed barley exhibits heightened tolerance to drought stress in comparison to non-primed barley. The improved stomatal characteristics indicate that Trichoderma priming enables the plant to better adapt to drought conditions. Biochemical analysis showed enhanced photosynthetic pigments and reduced MDA in primed barley under drought, suggesting that primed barley experiences less oxidative stress compared to non-primed barley. Additionally, Trichoderma-primed plants displayed heightened levels of both non-enzymatic and enzymatic antioxidant activities, aiding in ROS detoxification. Stress responses are activated upon encountering a triggering stimulus (drought stress), but not after Trichoderma priming. This means there was no wasteful diversion of resources towards resistance mechanisms in the absence of stressful situations, leading to enhanced yield for primed barley compared to non-primed barley under stressful conditions. Furthermore, our investigation into the heritability of priming effects in the succeeding generation demonstrates that the progeny of primed barley retains enhanced protection akin to their primed parents. In contrast the progeny of non-primed barley exhibits greater vulnerability under water-deficit conditions. The expression of the epigenetic regulator gene HvDME was more enhanced in primed barley and its subsequent generations than in non-primed barley. This research emphasizes the potential of Trichoderma priming as a cost-effective strategy to enhance barley production amidst climate change challenges. The priming defense approach offers an intelligent plant health management solution devoid of adverse environmental or yield-related implications. This discovery holds significant promise, particularly in regions with limited water resources where crops are highly susceptible to drought stress. The findings contribute to the advancement of sustainable and climate-resilient agriculture, offering insights for practitioners and policymakers aiming to address the adverse impacts of climate change on crop production.

Experiences and lessons from using digital technology for noncommunicable disease services during the COVID-19 pandemic in the Eastern Mediterranean Region

Background: Harnessing digital technology for health service provision is inevitable, especially after the dramatic increase in demand during the COVID-19 pandemic and the observed global disruption of health services especially for People Living with Noncommunicable Diseases (PLWNCDs). Aims: To document and share experiences, challenges and lessons learned from the use of digital health interventions (DHIs) for noncommunicable disease (NCD) service delivery during the COVID-19 pandemic in the Eastern Mediterranean Region (EMR). Methods: We conducted a documentary research on the use of DHIs for continuity of NCD services during the COVID-19 pandemic in EMR. We collected our data using a questionnaire that was developed and administered by email to WHO NCD focal persons at the ministries of health of all EMR countries. Using the WHO classification of DHIs we then mapped the various interventions and the stakeholders involved. Results: Seven countries – Islamic Republic of Iran, Jordan, Oman, Qatar, Saudi Arabia, Sudan, and United Arab Emirates – shared their documentations. Documented DHIs used by countries to overcome the disruption of services during the pandemic were mostly on the use of client-to-provider telemedicine for NCD services. The level of implementation varied between countries. NCD and mental health helplines and COVID-19 prevention awareness campaigns for PLWNCDs were the most mentioned interventions. Conclusions: DHIs for NCD service provision were implemented during the COVID-19 pandemic in all settings: highmiddle- and low-income countries in the EMR. There is a high potential for incorporating DHIs within health systems to increase access to health services beyond the pandemic. Documentation, regulation and national capacity-building for mainstreaming DHIs in public health services in the EMR are strongly encouraged, based on each country’s needs.

Empowerment of SMEs And Entrepreneurial Ecosystems: a Qualitative Study on Diversifying Pattaya's Economy

Purpose: This qualitative study aims to explore how small and medium-sized enterprises (SMEs) and entrepreneurial ecosystems in Pattaya, Thailand, can empower the local economy to diversify beyond its traditional reliance on the tourism sector. It underscores the imperative of economic diversification for tourism-centric economies, especially in light of vulnerabilities exposed by global disruptions such as the COVID-19 pandemic. Method/Design/Approach: Employing a qualitative research design, the study utilizes in-depth interviews, focus groups, and participatory research methods with local entrepreneurs and stakeholders. This approach facilitates a comprehensive understanding of the experiences, strategies, and perceptions of those directly involved in Pattaya's SMEs and entrepreneurial ecosystems. Results and Conclusion: The research findings highlight a significant trend towards digital innovation and a reorientation towards local markets among Pattaya's SMEs. It uncovers the necessity for substantial investments in technology and digital infrastructure to enhance economic resilience and adaptability. Furthermore, the study accentuates the pivotal role of government in fostering an enabling environment through regulatory reforms, financial incentives, and infrastructure enhancements. The importance of educational initiatives in nurturing entrepreneurial skills and the critical involvement of the private sector and international organizations in supporting economic diversification efforts are also detailed. The conclusion posits that a collaborative, multi-stakeholder approach is vital for the sustainable economic development of Pattaya, moving beyond its traditional tourism-focused model. Originality/Value: This study contributes original insights into the challenges and opportunities for economic diversification in tourism-dependent economies, with a particular focus on Pattaya, Thailand. It offers valuable practical recommendations for SMEs, policymakers, and other stakeholders. Moreover, it underscores the importance of embracing digital transformation and fostering an entrepreneurial ecosystem as key strategies for achieving sustainable economic growth and resilience against global disruptions.

Supply Chain Resilience: Adapting To Global Disruptions and Uncertainty

In an increasingly interconnected world, supply chain resilience has emerged as a critical factor for businesses to navigate disruptions and uncertainty. This paper delves into the dynamic landscape of supply chain management, emphasizing the need for organizations to adapt and fortify their operations against a myriad of challenges, ranging from natural disasters to geopolitical tensions and pandemics. Drawing on a comprehensive review of existing literature and real-world case studies, this research explores the key components of supply chain resilience and identifies best practices for building robust systems. It examines the role of technology, collaboration, and risk management strategies in enhancing resilience across various industry sectors. Furthermore, this paper sheds light on the impact of recent global disruptions, such as the COVID-19 pandemic, on supply chains worldwide, highlighting both the vulnerabilities exposed and innovative responses adopted by organizations. A nuanced analysis elucidates the lessons learned and opportunities for improvement in supply chain resilience frameworks. By synthesizing insights from academia and industry, this study offers practical recommendations for executives and policymakers to bolster supply chain resilience in an era characterized by volatility and complexity. It underscores the imperative for proactive measures, agile strategies, and continuous monitoring to mitigate risks and ensure operational continuity in the face of uncertainty. Ultimately, this research contributes to a deeper understanding of supply chain resilience as a strategic imperative, empowering organizations to thrive amidst global disruptions and safeguard the flow of goods and services in an interconnected global economy.

Risk management maturity and robustness in the Chinese manufacturing supply chain: a comparison study across organisational cultures

ABSTRACT Chinese manufacturing, a major engine of the world economy, has been at the heart of the challenge of major global supply chain disruptions. This research explores the relationships among different dimensions of supply chain risk management maturity and supply chain robustness in Chinese manufacturing organisations. A structural equation model is developed and tested based on the participation of 296 supply chain managers. Based on the Competing Values Framework, four different culture groups are assessed to determine whether the relationships differ by culture type. While all model relationships were found to be significant and positive across the culture groups, the weights associated with certain relationships were significantly different. The adoption of the proposed framework could bring the benefit of a more comprehensive evaluation of supply chain risk management maturity, as well as the identification of both strengths and areas where improvements may be necessary for achieving supply chain robustness.

Changes in stillbirths and child and youth mortality in 2020 and 2021 during the COVID-19 pandemic.

The COVID-19 pandemic has been extensively studied for its impact on mortality, particularly in older age groups. However, the pandemic effects on stillbirths and mortality rates in neonates, infants, children and youth remain poorly understood. This study comprehensively analyses the pandemic influence on young mortality and stillbirths across 112 countries and territories in 2020 and 104 in 2021. Using data from civil registers and vital statistics systems (CRVS) and the Health Management Information System (HMIS), we estimate expected mortality levels in a non-pandemic setting and relative mortality changes (p-scores) through generalized linear models. The analysis focuses on the distribution of country-specific mortality changes and the proportion of countries experiencing deficits, no changes and excess mortality in each age group. Results show that stillbirths and under-25 mortality were as expected in most countries during 2020 and 2021. However, among countries with changes, more experienced deficits than excess mortality, except for stillbirths, neonates and those aged 10-24 in 2021, where, despite the predominance of no changes, excess mortality prevailed. Notably, a fifth of examined countries saw increases in stillbirths and a quarter in young adult mortality (20-24) in 2021. Our findings are highly consistent between females and males and similar across income levels. Despite global disruptions to essential services, stillbirths and youth mortality were as expected in most observed countries, challenging initial hypotheses. However, the study suggests the possibility of delayed adverse effects that require more time to manifest at the population level. Understanding the lasting impacts of the COVID-19 pandemic requires ongoing, long-term monitoring of health and deaths among children and youth, particularly in low- and lower-middle-income countries.

Promoting Science Communication for the Purpose of Pandemic Preparedness and Response: An Assessment of the Relevance of Pre-COVID Pandemic “early warnings”

Abstract Given the abrupt global disruption caused by SARS-CoV-2, one might think that the COVID pandemic was an unpredictable event. But in the years leading up to the emergence of the COVID pandemic, several documents had already been warning of the increasing occurrences of new disease outbreaks with pandemic potential and lack of corresponding policies to promote pandemic preparedness and response. In this article, we call these documents “early warnings”. We argue that a survey of early warnings can help science communicators to promote the public understanding of evidence-based pandemic preparedness and response policies at local or international level. Our proposal differs from other approaches to pandemic preparedness and response in that it highlights the relevance of documents published before the COVID outbreak. We show that the early warnings did not become outdated after the COVID outbreak, but, rather, that they are even more pressing now.

Food supply chain resilience in major disruptions

PurposeCorona Virus Disease (Covid-19) is a global pandemic that emerged at the end of 2019 and caused disruptions in global supply chains, particularly in the food supply chains that exposed the vulnerability of today’s food supply chain in a major disruption which provided a unique research opportunity. This review explores the current research direction for food supply chain resilience and identifies gaps for future research in preparing for future major global pandemics.Design/methodology/approachThis article presents a review of food supply chain resilience followed a systematic literature review of the business and management-based studies related to the food supply chain in Covid-19 published between December 2019 and December 2021 to identify the immediate issues and responses that need to be addressed in the event of future disruptions in food supply chains due to new global health threats.FindingsThe study revealed the need for more literature on food supply chain resilience, particularly resilience to a major global pandemic. The study also uncovered the sequence of events in a major pandemic and identified some strategies for building resilience to potential future risks of such an event.Research limitations/implicationsThe limitations of this study are apparent. Firstly, the selection of databases is not comprehensive. Due to time limitations, authoritative publishers such as Springer, Emerald, Wiley and Taylor & Francis were not selected. Secondly, a single author completed the literature quality testing and text analysis, possibly reducing the credibility of the results due to subjective bias. Thirdly, the selected literature are the studies published during the immediate event of Covid-19, and before January 2022, other research studies may have been completed but were still in the state of auditing at this time.Originality/valueThis paper is the first study that provides a detailed classification of the immediate challenges to the food supply chain faced in both upstream and downstream nodes during a major global disruption. For researchers, this clearly shows the immediate difficulties faced at each node of the food supply chain, which provides research topics for future studies.

Leveraging local capital in humanitarian supply networks during pandemic response

During COVID-19, global supply chain disruption marred communities around the world. In active humanitarian crises, these logistical issues compounded underlying vulnerabilities in communities most in need, pushing humanitarian supply networks to adapt rapidly in order to continue providing aid and development activities. This paper therefore seeks to answer: “how can social capital be leveraged in disaster response during a crisis?“. By conceptualizing resilience through the lens of social capital theory, the paper abductively analyses 17 semi-structured interviews, into other to identify four examples of how social capital was leveraged by local humanitarian supply networks during COVID-19. By adopting a “peri-crisis lens” from trauma-informed research, the paper finds four resiliency behaviours of humanitarian supply networks: 1) localising supplier networks, 2) engaging local production, 3) pivoting to cash provision for local households, and 4) handing over to national staff. This paper argues that individuals, organisations, and communities are more resilient, not merely when they have social capital, but when they can rapidly leverage that social capital in a crisis. Through a close examination of the factors that enabled and hindered the leveraging of social capital during COVID-19, the paper offers practical policy suggestions for government and non-governmental organisations engaged in humanitarian supply networks, to rapidly respond in future pandemics. Additionally, the paper demonstrates the use of peri-crisis as a lens.

A Comprehensive Analysis of the Impact of Viral Marketing on Goods and Services and Its Correlation with Product Cannibalization

When COVID-19 spread across the globe, people everywhere are learning to cope up with a new way of living. Meanwhile, people are spending way more time online in their mobile phone/laptop/pc etc., than ever before, which still exists even after the downfall of COVID-19. Digital means has become a solution, a means to satisfy an individual’s basic needs such as food delivery from restaurant, buying products via e-commerce online shopping etc. but also to be in contact with friends and family, entertainment and acquisition of information, goods and services normally accessed physically and in person are now possessed by digitalized ways. However, the advent of lockdown has dramatically increased the size, availability, and profile of the digital audience, now bringing in those people more traditionally accessed offline. Not only that, it has also changed their buying behaviours, expectations, their consumption of content and the way they expect to be interacted with as customers. As more businesses enter the online marketplace, the competition for traffic becomes even greater. For this reason, digital marketing is critical in building brand recognition and increasing traffic to business websites a comprehensive digital marketing strategy starts with creating a search-optimized website and includes an active social media presence. The pandemic and lockdown of 2020 has strong-armed even diehard traditionalists into embracing digital, simply to remain connected to the outside world. The phenomenon of “Product cannibalization” also enters into the scenario secretly in order to exist and develop due to these strong digitalized usage of people across the globe. To “cannibalize” means to “eat its own flesh” but in the context of marketing it refers to the tremendous change in the goods/service on its own for its survivability, growth and to excellent profit.
 In the contemporary business landscape, characterized by the omnipresence of digital technologies and the aftermath of global disruptions, this research delves into the intricate dynamics between viral marketing strategies and the phenomenon of product cannibalization within the framework of the "New Normal." As organizations increasingly adopt viral marketing techniques to amplify their reach and engage with diverse consumer segments, understanding the nuanced implications on the product lifecycle becomes imperative.
 This study employs a multidimensional approach, combining qualitative and quantitative methodologies to scrutinize the intricate interplay between viral marketing campaigns and product cannibalization.
 The research aims to provide a comprehensive understanding of the evolving consumer preferences and purchasing behaviours in the digital era, with a focus on the unintended consequences of viral marketing, such as product cannibalization. By examining case studies, conducting surveys, and utilizing data analytics, the study seeks to unearth patterns and trends that can inform strategic decision-making for businesses navigating the complexities of the modern marketplace.
 Key findings are anticipated to contribute not only to academic literature but also offer actionable insights for practitioners in marketing, branding, and product management. The implications of this research extend beyond immediate business concerns, touching upon societal changes, technological advancements, and the ongoing transformations in consumer expectations, thereby providing a holistic perspective on the evolving dynamics of commerce in the New Normal

DIGITAL MARKETING IN TOURISM: A REVIEW OF PRACTICES IN THE USA AND AFRICA

Digital marketing has become an indispensable tool in the tourism industry, shaping the way destinations engage with travelers and promoting economic growth. This study provides a comprehensive review of digital marketing practices in the USA and Africa, shedding light on the similarities, differences, and emerging trends. In the USA, a mature and competitive tourism market, digital marketing strategies are highly sophisticated. Utilizing platforms such as social media, search engine optimization (SEO), and content marketing, American destinations strive to capture the attention of a diverse and discerning audience. The integration of data analytics and personalized marketing campaigns has allowed for precise targeting, enhancing the overall effectiveness of promotional efforts. Additionally, the USA's tourism industry has embraced influencer collaborations and immersive technologies to create compelling narratives and experiences. Contrastingly, in Africa, the digital marketing landscape is characterized by a blend of traditional and modern approaches. While some regions are still grappling with infrastructural challenges, others are leveraging digital platforms to showcase their rich cultural and natural attractions. Social media campaigns, mobile applications, and partnerships with travel influencers are gaining traction to enhance visibility. Moreover, the emergence of online travel agencies and booking platforms has facilitated easier access for international tourists interested in exploring the diverse offerings of the African continent. Despite regional disparities, both the USA and Africa face common challenges such as ensuring data privacy, adapting to rapidly evolving technologies, and fostering sustainable tourism practices. As the tourism industry continues to recover from global disruptions, the importance of digital marketing as a catalyst for growth and resilience cannot be overstated. This study contributes to the understanding of digital marketing in tourism by presenting a comparative analysis of practices in the USA and Africa. The insights derived from this review offer valuable guidance for industry stakeholders, policymakers, and marketers seeking to navigate the dynamic landscape of digital promotion in the tourism sector.
 Keywords: Digital Marketing, USA, Africa, Business, Innovation, Review.

Fostering sustainability capabilities through experience: A case study on virtual mobility in STEM

For a 21st century facing cascading crises, including global pandemics, climate change, and social and economic disruption, education is more critical than ever. Universities, and consequently their curricula, have a responsibility to prepare all students and graduates to respond to and live within a disrupted, complex, and uncertain future. One way of preparing students to think and address complex global challenges is through international learning experiences. However, the global pandemic triggered an unforeseen disruption to student mobility and the acceleration of online learning environments, such as virtual mobility programs. To date there has been little exploration of how virtual mobility programs can be designed for science and their ability to foster sustainability capabilities within the discipline. This paper reports on the design (its curriculum and pedagogy) of an experiential virtual mobility program, designed and delivered during the pandemic. It illustrates an innovative, co-created, STEM-focused case study whereby learning focused on varied approaches to agricultural challenges and practices. Through the perspective of student participants, key education for sustainability capabilities of sustainability thinking, collaboration, affective learning, critical reflection, and interdisciplinary knowledge were analysed as themes and are discussed in relation to how these capabilities were shaped by the program design. We share this discussion to support and expand the use of further meaningful virtual experiences to foster sustainability capabilities in an international (online) setting by other University educators.