The new normal: Lessons learned from SARS for corporations operating in emerging markets

Brennan Day, Niagara University
Michael Ishman, Niagara University
Ruth Burnice Mckay, Carleton University
Ed Chung, Elizabethtown College


The modern industrialized world was completely caught off guard by the recent SARS outbreak. Fortunately, for most organizations, the impact has been short lived, but management has been provided with a reminder of the impact of the external environment in a world of ever increasing globalization. As seen with the SARS outbreak, a lack of preparedness can have devastating effects on business and warrant inclusion in a business definition of a crisis. This paper uses the recent SARS epidemic as a background to highlight the importance of crisis planning, particularly in emerging economies, and suggests how organizations can address these concerns. © 2004, Emerald Group Publishing Limited