Business Ecosystem in the Middle East and Europe: Geopolitics, Brand Equity and Frugal Entrepreneurship

This manuscript was largely completed in the period preceding the World Health Organisation’s (WHO) designation of COVID-19 as a global pandemic. The ensuing economic dislocation and loss of lives are having a chilling effect on consumer and investor confidence, heightening uncertainties involving trade and investment protectionism amid increasingly hostile rivalry between the West and China. As p...