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This chapter explores how the development of football fandom for the Chinese national team and local football clubs is strongly associated with societal changes. Although the performances of Chinese football teams, especially the national team, have failed to impress the world, football remains the most popular because of millions of supporters with loyalty and passion. Most studies related to fans mainly focus on the economic and political implications of spectatorship along with the rise of China. Nevertheless, few articles are available to answer the fundamental questions, such as ‘When did these supporters come out?’ and ‘What were the factors of the development of fandom?’. By going through archival records and published documents over the last decades, this chapter offers a comprehensive and historical analysis of the development of football fandom in the People's Republic of China (PRC) and deals with these unanswered questions. As such, this chapter does not intend to be the most authoritative one but is one of the rare sources to lay down the foundation for research on Chinese football fandom. Furthermore, this chapter also proves that studies on football fandom can be a useful window for observing Chinese society.

This paper has a dual purpose. The first is to provide a thorough analysis of developments in international marketing in relation to the coronavirus disease 2019 (COVID-19) pandemic; the second is to capitalize on these developments to set an agenda for future research in the field of international marketing.

This paper zooms in on and reviews the 18 papers published in International Marketing Review’s (IMR) Special Issue on “Covid 19: advancing international marketing theory and guiding practice” (2023, volume 40, issue 5). It also integrates recent research at the intersection of international marketing and the COVID-19 pandemic.

The paper highlights five areas that embody significant contemporaneous changes brought about by the COVID-19 pandemic and affect international marketing practice. These include (1) shifts in consumer behavior, (2) digitalization and artificial intelligence, (3) disruptions in supply chains, (4) communication and corporate social responsibility (CSR), and (5) international dynamic marketing capabilities. In order to advance international marketing theory in relation to pandemics and other external crises, the paper establishes research directions for each of these areas.

The paper provides a novel and comprehensive categorization of fundamental shifts caused by the COVID-19 pandemic and lays out a research roadmap to advance research in the field of International Marketing (IM). Important implications for practice are also discussed.

This study aims to explore the possibilities for regional (intra and inter) trade between Central Asia and South Asia (CASA) by examining several frameworks that impact the economic integration of these regions.

The study uses five indices, specifically the export diversification index, export survival rates, export sophistication, revealed comparative advantage and intra-industry trade index in South and Central Asia, from 2005 to 2021.

The findings show a twofold increase in the potential trade value between the two regions compared to the actual level. The intra-regional trade in Central Asia accounts for less than 5% of trade with all countries, whereas the intra-regional trade in South Asia accounts for 1.5%, and the inter-regional trade accounts for between 0.2 and 4% of total trade to all destinations. The intensity of trade measurements shows that inter-regional trade flows are modest because they make up a relatively small percentage of the entire trade volume, which includes all destinations, ranging from 0.2 to 4 %.

These findings have a significant impact on the successful implementation of trading-related measures, initiatives and institutional mechanisms for encouraging improved trade between and within both regions.

Export diversification initiatives aim to provide favourable outcomes for all parties involved, focusing on expanding the range of goods and services exchanged. CASA countries with higher diversification have shown more favourable outcomes than those relying on a restricted range of products. The authors expect policies promoting a broader array of exports to boost market shares, while maintaining a narrow focus may hinder new export prospects. In addition, regional value chains and policy initiatives promoting trade and investment could lead to increased value additions to exports, technological transfers and job creation.

The study emphasises the significance of trade-related policies, programmes and institutional mechanisms in promoting trade between CASA. It emphasises the need for policies that support investment and trade, adopt new requirements of the Agreement on Trade Facilitation and promote diversity and latency.

Based on economic analysis, the study offers practical insights and strategies for businesses in the CASA regions. It also provides analytical tools for academics and decision makers, as well as policy and programme recommendations for government agencies, development partners, researchers and individuals interested in trade dynamics in these regions.