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


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


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