The book analyzes the recovery process of different industries and sectors from the global health pandemic, as well as its collateral effects. Focusing on emerging markets, it examines the underlying factors that have impeded recovery and how businesses in various sectors have (or have not) responded. The chapters take both a micro and macro approach, surveying the topic from both organizational and national perspectives.

Divided into sections on public policy, innovation, and social responsibility, this work explores the parameters of business and economic perspectives for the construction of effective models to pursue an effective recovery. It will appeal to scholars studying how business responds in the new normal.

Andrée Marie López-Fernández is a Professor and Researcher at the School of Economics and Business Administration at the Universidad Panamericana, Mexico. Her research areas of interest include corporate social responsibility, social media and viral marketing, governance and consumer behavior. Dr. Andrée Marie is an Associate Editor forEmerald Emerging Markets Case Studies Journal, and has been conferred as a member of the Mexican National System of Researchers by CONACYT.

Antonia Terán-Bustamante is a Researcher and Professor at the School of Economics and Business Administration at the Universidad Panamericana, Mexico, and is a member of the Mexican National System of Researchers by CONACYT. Her research is focused on Human Capital, Competitiveness, Innovation, and Entrepreneurship.

Chapter 1.Introduction.- Part I.Public policy.- Chapter 2.The secondary economic sectors role in post-pandemic recovery: Analysis in the neoliberal capitalism context.- Chapter 3.Perspectives for recovery of VAT collection derived from imports of goods.- Chapter 4.Public policy for the application of 5G in Mexico within a context of COVID-19.- Chapter 5.The structural impact of COVID-19 on employment: The role of skills and gender in an industrialized local economy.- Chapter 6.Finally back to campus? Motivations for facemask adoption in the higher education sector.- Part II.Innovation and decision-making.- Chapter 7.The K-shape economic recovery and a new company classification.- Chapter 8.Business Model Innovation and decision-making for the productive sector in times of crisis.- Chapter 9.Innovation in knowledge-intensive businesses: A collaborative approach for post pandemic recovery.- Part III.Business ethics and social responsibility.- Chapter 10.Communicating with stakeholders via Twitter: From CSR to COVID 19.- Chapter 11.Unethical supply chains delaying recovery: Analyzing pre and mid COVID 19 conditions.- Chapter 12.The pandemic driving socially responsible work-family performance in the transportation sector.- Chapter 13.Machine learning sustainable competitiveness for global recovery.