Disease, Terror, Fraud and Recession
The four horseman of the modern apocalypse?
Fung Shing KwongACNielsen North Asia, Hong Kong SAR
Lisa LeeCommunications, ACNielsen Asia-Pacific
David McCallumACNielsen
INTRODUCTION
Many Asian markets took a battering in 2003 with the outbreak of SARS in a number of countries. As well as impacting travel and tourism, the effect was felt by businesses everywhere (estimated cost $80 billion) and as such had a considerable impact on consumer behaviour.
However, was the SARS “disaster” any worse or more impactful than many of the other crises that have hit the region and the globe...