To bargain or not to bargain: Airlines, legitimacy and nonmarket strategy in a COVID-19 world.

ABSTRACT: Nonmarket strategy - strategic actions directed at influencing the governmental, legalregulatory, and societal environment of business - is a key factor in an airlines' competitive position yet remains relatively under-analyzed in aviation research. The COVID-19 crisis has created a heightened role for nonmarket strategy and our paper argues that in deciding how to respond to a variety of policy measures introduced by governments, airline executives need to take into account the perceived legitimacy from the flying public of their response to governments. Our paper presents an integrative framework to analyze airlines' nonmarket response to COVID-19 governmental policy measures. Using a two-by-two matrix, we identify key conceptual links between industry's nonmarket response, the health im

SUBMITTER: Akbar YH 

PROVIDER: S-EPMC7406518 | biostudies-literature | 2020 Sep

REPOSITORIES: biostudies-literature