“…Numerous scholars (e.g., Crandall et al, 2010;Ritchie, 2009) propose that, in order to understand and manage a crisis, it is first important to analyze the different response stages involved. Ritchie (2004) proposed three distinct stages: proactive pre-crisis planning, strategy have also suggested that a crisis can be seen as an opportunity for innovation (Wang and Ritchie, 2012); some have proposed reviewing the marketing mix or market segments, using social media, downsizing, simplifying processes, redefining labor needs and skills, and retraining employees (Lai and Wong, 2020;Pappas, 2018).…”