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Crises have impacted how both businesses and consumers have allowed opportunities for new processes to emerge. However, there has been a void of literature on novel strategies in the event industry, mainly through service-dominant (S-D) logic. Therefore, this study explores event business professionals’ perceptions of S-D logic innovative strategies due to the impacts of global crises. Based on the results of in-depth interviews of event business professionals, six overarching themes emerged: (1) core product innovation; (2) service environment innovation; (3) technology innovation; (4) process innovation; (5) marketing innovation; and (6) socialization innovation. Theoretical and managerial implications are provided to academia on event research and on incorporating these innovative strategies into event management in the future.

Necessity is the mother of innovations: A qualitative study of event innovations during “shock” events