Abstract:
The COVID-19 crisis has had a far-reaching impact on the aviation industry and it continues to threaten the survival of many organisations in that sector. The level of uncertainty that exists as a result of the crisis has highlighted the need for managers to understand the complex nature of implementing appropriate strategic responses in crisis. Based on such understanding, management then have to make the appropriate strategic decisions and act fast in such turbulent business environment. This multifaceted challenge faced by managers is heightened by the fact that there are still conflicting views and debates regarding the relevant antecedents and processes in managing a crisis of such proportion. This study explored the factors that influenced the strategic responses of managers during the COVID-19 crisis.
This research was conducted using the qualitative research approach. Interviews were conducted with managers involved in the strategic decision-making process during the COVID-19 crisis. The managers were from a broad range of sub sectors within the South African aviation industry.
The research outcome presents in-depth insights on the different strategic responses adopted by the managers in the sub sectors to respond to, monitor and manage the crisis. The findings from the study identified three strategies that were adopted by the managers: retrenchment, persevering and innovation. The study further identified the internal and external factors that served as enablers and disablers to the strategic responses. This research contributes to the literature on strategic management, decision-making and crisis management.