Abstract
Utilizing the content analysis approach, this study analyzed 153 textual information sources to explore Chinese restaurant enterprises' innovative activities during and after COVID-19. An innovative crisis management model was synthesized from a micro-level perspective by adopting the life cycle model to dynamically measure the innovative strategies applied by Chinese restaurant enterprises in their emergency responses and recovery efforts. Two types of innovative activities that led to internal and external performances were identified based on the push and pull theory of business motivation. Findings further indicated five dimensions of innovative strategies at two different stages: pandemic prevention and control, government and community, corporate social responsibility, marketing response, and management response at the stage of emergency responses; and pandemic prevention and control, cooperation with third parties, customer service innovation, product innovation, and innovative marketing strategy at the stage of recovery efforts. Theoretical and empirical implications are also carefully discussed.