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Brunel for Business - The Migrant Experience of Lockdown in the UK

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Brunel for Business - Webinar Series: Opportunities and Resilience in Crisis

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The Migrant Experience of Lockdown in the UK

How are migrants coping with different Covid-19 advices from home and host countries, in both their entrepreneurial and everyday activities? Faced with different strategies in home and host country policies, how are migrants living and working in the UK coping during the Covid-19 lockdown? This webinar consider the cultural and institutional contexts affecting countries’ Covid-19 strategies and discusses the particular coping strategies for migrant consumers and migrant entrepreneurs in the UK.

Based on 80 interviews collected from Italian, Iranian, Chinese and Taiwanese migrants living in the UK, Dr Dorothy Yen will share interesting findings about how these migrants cope, negotiate various practices, to maintain their physical and psychological wellbeing during the lockdown. Professor Suraksha Gupta will consider the affect of COVID-19 on migrant enterprises and offer suggestions of what migrant entrepreneurs can do to revive their business, post lockdown. This is going to be a very interactive session and participants are more than welcomed to share their experiences and strategies.

Dorothy A. Yen is a Reader in Marketing at Brunel University London. Dorothy studies how culture affects human behaviour from both the business-to-business and business-to-consumer domains. She studies migrants’ acculturation and identity negotiation in relation to food consumption and social media practices during travel, and contributes to the debate of Anglo-Chinese business relationships focusing on how cultural adoption and localization affects business relationship performance. Her works are published in journals such as British Journal of Management, Annals of Tourism Research, Industrial Marketing Management, Journal of Business Research, International Marketing Review, Journal of Marketing Management, Technological Forecasting and Social Change, Studies in Higher Education.

Suraksha Gupta is a Professor of Marketing at Newcastle University London. Suraksha has been conferred with an award of Best Professor in Marketing for her teaching and for Excellence in Academic Research for her work as a marketing scholar. She has also been awarded for her outstanding achievements by brands like intel corporation and Samsung during her industry tenure. Her research has appeared in many journals such as Journal of World Business, British Journal of Management, Industrial Marketing Management, Journal of Business Research and Technological Forecasting and Social Change. In her research, Suraksha focuses on micro level firms to study growth strategies of international brands in resource constrained environment of emerging markets. Everyday, she continues to explore the interplay between marketing constructs such as knowledge transfer and brand value co-creation underpinned into theory of effectuation and causation for integration of push and pull strategies of international brands. In her current work, she has been trying to push boundaries of our knowledge about possible linkages between marketing initiatives of international brands and Sustainable Development Goals such as Waste Management and Poverty Reduction.

Brunel for Business - Webinar Series: Opportunities and Resilience in Crisis

How can we see and create opportunities while remaining resilient in crisis? Discover how to articulate your potential beyond the crisis, and develop plans to build opportunities with the business and academic community. The Brunel for Business Webinar Series is run by Brunel Hive, the growth and engagement platform at Brunel Business School that aims to engineer the accelerated growth of West London businesses, and indeed companies across London. Part of our commitment to engage with small businesses, alumni, and students, the webinar series will focus on various topics relevant for a post COVID-19 economy.

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