The Topology And Evaluation Of The International Complex Network Of Communication Devices Within The Context Of Integrated Marketing Before And After The Covid-19

Abstract

Communication is now an indispensable part of both human and commercial relations. Accordingly, communication needs are to be satisfied using a number of essential electronic communication products, the most prominent of which are smartphones, modems, base stations, antennas, and other relevant accessories/apparatuses. In the integrated marketing communication approach, it has then become mandatory to manage complex networks interconnected by communication tools (people, businesses, countries, etc.) and the changes in such networks (structural changes in the distribution channels) in the context of the supply chain. Besides, it is highly needed to constantly monitor the changes and adopt change-oriented attitudes to prevent disruptions in the supply chain during the COVID-19 pandemic and in the future. The present study selected the G-20 countries, bearing the majority of world exports, and attempted to draw an export network of communication devices and related parts, classified in foreign trade with the code HS-8517, before and after the pandemic in these countries. The findings revealed that China and the USA were the strongest countries in the network in the pre-pandemic period and maintained their dominance in the network in the post-pandemic period. Although it seems there was an increased change in the complex structure of the network considering the export figures in the post-pandemic period, the change was found to be almost overlapping when considering pre- and post-pandemic periods together.