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COVID-19 changed the travel industry and brought the airline industry to its knees. COVID-19 was a demand shock—an unobservable, sudden change that changed customer behaviour. There are also smaller micro-level shocks such as special events or changes in competition. Shock detection methods employed by airlines today are often quite rudimentary in practice. Gatti Pinheiro et al.(2022) develop a science-based shock detection framework based on statistical hypothesis testing which enables fast detection of demand shocks. Past reviews of studies concerning competitive pricing strategies lack a unifying approach to inter-disciplinarily structure research across economics, marketing management, and operations. Whereas Manishimwe et al.(2022b) 1 COVID-19 study of entrepreneurial marketing (EM) practices as a resilience strategy examines the customer-centric influence of EM on business …