ABSTRACT
Strategic planning can be defined as the process by which managers develop future courses of action for the firm to achieve its short-term and long-term goals. A framework which embraces this integration is the ethical cycle, which has six components: moral problem statement, problem analysis, options for actions, ethical judgment, reflection, and morally acceptable action. The foundation of the strategic planning process is the ability to achieve both short-term and long-term goals for the firm. As the world continues its battle to contain and then control the outbreak of COVID-19, firms have had to make quick and abrupt changes in their strategic planning. The coronavirus also gave firms the opportunity to shift strategic planning into a more utilitarian perspective. An ethical crisis can be classified as internal-normal, internal-abnormal, external-normal, and external-abnormal. It is imperative that a firm has a strong corporate culture to support and champion the strong ethical values of the employees.
