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The Covid-19 pandemic has quickly transformed the notions of crises and of living in a VUCA (volatile, uncertain, complex, and ambiguous) world into a lived experience. This chapter offers a perspective on how New Zealand businesses experienced and reacted to Covid-19 related management from a distance and with a mindset that was informed by the government’s focus on health and well-being and “being kind.” This exploratory findings from a sample of New Zealand exporters show that technology-supported management of digital distance and trust, infused with a partner-specific exhibition of empathy, fostered successful business relationships during these challenging times.

Crises are often studied in international business (IB) research as the external “context” for business strategies, but firms can also be active participants in the unfolding of crises. The study of crises in IB could benefit greatly from studying the role of multinational enterprises (MNEs) as active participants, rather than as mere passive actors, responding to exogenous events. History shows that IB crises typically unfold partially as exogenous processes, and partly as the result of MNE strategies. A multilevel and longitudinal approach to studying crises in IB is clearly necessary. This chapter considers the extent to which smaller events that preceded the present crisis – since 1989 – point to systemic problems in global governance. It also defines five overlapping lenses through which future IB studies can further create relevant insights on how to deal with crises: historic, macro, meso, micro and exogenous. The chapter finally serves as an introduction to the whole Progress in International Business Research volume by indicating the relevance of all parts and chapters that follow.