Abstract While the passenger airline sector has faced various crises over the past decades, including multiple oil price shocks, events like 9/11 and the ensuing “war on terror,” as well as outbreaks such as SARS and MERS, the COVID-19 pandemic, a once-in-a-century event had an unparalleled...

Purpose The purpose of this study is to explore the relationship between nonmarket strategy and innovation performance, as well as the boundary factors that influence this relationship in the context of the pharmaceutical industry in emerging markets. Design/methodology/approach This study...