Air-travel services industry in the post-COVID-19: the GPS (Guard-Potentiate-Shape) model for crisis navigation

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.