Abstract
The Covid-19 pandemic was a sudden event that had a devastating effect on various sectors of the world economy, especially the travel industry. Prior crisis response research has focused on survival and adaptation efforts of organizations, leaving the deployment of more proactive market-shaping strategies unexplored. Drawing on a qualitative case study method, we analyze how a company operating in the air-travel services sector in the UAE responded to the coronavirus disruption. We develop a grounded framework for understanding how air-travel providers can effectively navigate through crisis – the GPS model. The advanced model suggests that in times of disruption, industry players should adopt a number of strategies to (1) Guard against failure, (2) Potentiate innovative change, and (3) Shape the future of air-travel. An outcome of forward-looking shaping strategies that may define the new post-pandemic normal in the air-travel industry constitutes the idea of ‘scattered airports’ with a modified airport architecture.
Published Version
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