Being creative under the Covid-19 pandemic crisis: the role of effective inter-organizational relationship management

Purpose Anchored on the broaden-and-build theory and circumplex model, authors develop test a conceptual model in which satisfaction, influenced by an effective handling of communication, cooperation, conflict, opportunism, is set as predictor inter-partner creativity relationship between hotels their foreign travel agents under Covid-19 pandemic. Design/methodology/approach The was tested with data collected from 190 randomly selected hotel units located Greece, using both online drop-in questionnaire methods. Data were analyzed SEM analysis. Findings Satisfaction working found to be enhanced improving communication well keeping conflict opportunism at low levels. This strong creativity, although less pronounced high levels relational distance rigidity. Research limitations/implications study should extended other country settings, replicated different crisis severity, use dyadic data. Additional environmental factors could used boundary conditions, while our expanded include additional drivers consequences creativity. Practical implications To generate there need maintain satisfaction through proper minimization, avoidance opportunistic actions. Also, better translate into interacting parties keep levels, same time demonstrate greater flexibility. Originality/value unveils role effectively managing behavioral inter-firm relationships creative solutions challenges, issue neglected prior research. also sheds light contingent effects rigidity, two important moderating crisis. applies for first psychological-based theories, international marketing situation.