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Our objective strives to cast light on the new approaches concerning "crisis management". We will present theories, concepts and managerial implications to comprehend the term crisis management. Basing our work on three central concepts: market orientation - strategic flexibility - and organizational learning, our aim is to show how those concepts help firms to build an effective crisis management strategy. In this perspective, we decided to illustrate our subjects by two concrete examples, case studies of enterprises operating in the tourist sector to explain the importance of building a strategic approach in crisis management. Finally, we will propose synthesis of some managerial implications of crisis management through strategic crises as well as exploring new perspective research.