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Business Continuity and Marketing as Challenges in the Post-COVID-19 Aviation Industry
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Author(s): António Rodrigues (ISG Business and Economics School, Portugal)
Copyright: 2022
Pages: 13
Source title:
Digitalization and the Impacts of COVID-19 on the Aviation Industry
Source Author(s)/Editor(s): Salim Kurnaz (Suleyman Demirel University, Turkey & Kazimiero Simonaviciaus University, Lithuania)and Emrah Argın (Malatya Turgut Ozal University, Turkey)
DOI: 10.4018/978-1-6684-2319-6.ch013
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Abstract
The pandemic showed that any sector of economic activity should never underestimate the external environment, which in itself is an uncontrollable variable, thus leading companies to demonstrate flexibility and adaptability, without losing sight of the focus of profitability. There are no miracle recipes, but reinventing the business model is a matter of survival for companies. We live in the “age of experience,” where customers continue to be the focus of business strategy. That's why it is imperative to ensure business continuity through preparation, response, and recovery from these incidents. This is the purpose of the ISO 22301 standard in helping organizations to minimize the risk associated with disruptive events, specifying the necessary requirements to plan, implement, monitor, and continuously improve a management system that allows quickly and effectively to respond to the challenges that may affect the organization. Once business continuity is assured, marketing has the path open to exercise its main objective: to create value for the customer of the new normal.
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