Purpose Extant crisis response literature focuses on the survival and adaptation efforts of organizations, leaving the opportunity of deploying more proactive market-shaping strategies unexplored. This paper aims to examine the early strategic responses deployed by air-travel services players for navigating through the COVID-19 pandemic. Design/methodology/approach Drawing on a qualitative case study and grounded theory methods, this research analyzes how DUBZ – a purposefully selected company operating in the air-travel services sector in the emirate of Dubai (UAE) – responded to the coronavirus disruption. Findings Using this unique case as a basis for grounded theorizing, a framework was developed for understanding how air-travel service providers can effectively navigate through the crisis – the guard-potentiate-shape model. The advanced model suggests that in times of disruption, industry players should adopt several strategies to: guard against failure; potentiate innovative change; and shape the future design of air-travel services. An outcome of forward-looking shaping strategies that may define the new post-pandemic normal in the air-travel services sector constitutes the idea of “scattered/diffused airports” with a modified design of airport services architecture. Originality/value The insights from the grounded theoretical framework contribute to both the empirical research on crisis management and the nascent literature on market-shaping strategies. Air-travel services organizations may learn how to increase their resilience and build new industry normalcy in the post-disruption period.
迈向后COVID-19时代航空旅游服务行业的常态:用于危机导航的GPS(超前部署)模型 目的 先前的危机应对研究集中于组织的生存和适应性工作, 留下开发出部署更积极的市场塑造策略尚未探索的机会。本文的目的是研究空中旅游服务公司为应对COVID-19大流行而采取的早期战略应对措施。 设计/方法/诉求 利用定性的案例研究方法, 本研究分析了在迪拜酋长国(UAE)的航空旅游服务行业中特定的公司如何应对冠状病毒的破坏。 发现 使用这个独特的案例作为理论基础, 开发了一个扎根的理论框架, 用于理解航空旅行服务业者如何有效地渡过危机-GPS(超前部署)模型。先进的模型表明, 在混乱时期, 业者应采取多种策略, 以(1)预防失败, (2)加强创新变革以及(3)塑造航空旅游服务的未来设计。前瞻性塑造策略的结果可能定义了航空旅游服务领域后疫情时代的新常态, 构成了“零散的机场”的概念, 并修改了机场服务体系结构的设计。 创意/价值 来自先进框架的见解有助于进行危机管理的实证研究以及有关战略市场塑造的新兴文献。更广泛地讲, 航空旅行服务组织可能会学习如何在灾后时期提高抵御力并建立新的行业常态。