Global shocks — such as global health pandemics, geopolitical events, natural disasters or terror attacks — will likely become more frequent and more pervasive. For technology providers, such events will likely cause increasing overarching disruption, such as supply channel constraint and a severe drop in consumer demand. However, pandemics will also have a negative effect on customer acquisition, as product launch and development might be delayed. This research focuses on the impact of event cancellations, due to global shocks such as COVID-19, on tech CEOs looking to improve customer acquisition through the mitigation of event cancellations.
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