Adopting revenue management strategies and data sharing to cope with crises

Giampaolo Viglia*, Francesca De Canio, Anna Stoppani, Anna Chiara Invernizzi, Stefania Cerutti

*Corresponding author for this work

    Research output: Contribution to journalArticlepeer-review

    137 Downloads (Pure)


    Within a context of a continuous and unpredictable crisis, operators need to adapt their strategies to maximize revenues. This article explores, through a mixed-method approach, how hoteliers re-arranged their supply management strategies during the crisis. Structured interviews show that the adoption of disruptive and dynamic strategies and the collaboration with different stakeholders are key factors for resilience. To investigate the collaboration trait, we conducted a field experiment with 134 hoteliers. Our results reveal that, with the presence of a significant quota of data disclosure, hoteliers will share their data as they feel a perceived benefit, which activates their contextual reciprocity. These findings support the implementation of successful collaboration strategies for revenue maximization.

    Original languageEnglish
    Pages (from-to)336-344
    Number of pages9
    JournalJournal of Business Research
    Early online date31 Aug 2021
    Publication statusPublished - 1 Dec 2021


    • contextual reciprocity
    • crisis
    • data disclosure
    • data sharing
    • independent hotels
    • revenue management


    Dive into the research topics of 'Adopting revenue management strategies and data sharing to cope with crises'. Together they form a unique fingerprint.

    Cite this