Impromptu behaviour formation and operational strategy innovation in a Chinese enterprise under the context of COVID-19

Jia Guo, Jingyi Pu, Biaoan Shan and Jiayu Liu

Asia Pacific Business Review, 2025, vol. 31, issue 2, 384-406

Abstract: With a focus on the impromptu behaviour of enterprises and its impact on operational strategies against the background of COVID-19, this paper takes New Oriental as a case study in China. Text analysis of unstructured data such as news reports etc. helps to reveal how the organization adjusted their corporate behaviour based on policies, organizational regulations and culture during the pandemic. With particular influence from the ‘double reduction’ policy, the enterprise had to choose transformational improvisational behaviour to change their operational strategies. A single case study cannot easily cover all affected but surviving enterprises, and so further research is expected to be carried out.

Date: 2025
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DOI: 10.1080/13602381.2024.2356224

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