Business strategy at times of crisis: leveraging core competencies to sustain competitive advantage
by Shaike Marom; Robert N. Lussier
International Journal of Business Environment (IJBE), Vol. 12, No. 4, 2021

Abstract: How can business strategy be used to maintain a sustainable competitive advantage during a major crisis using dynamic capabilities? Business strategy and sustainable competitive advantage changes implementing dynamic capabilities are the drivers of company success during a crisis, without such changes a company will lose its competitive advantage and may not survive the crisis. This article methodology is a descriptive applied research analysis empirical investigation of how MNC executives used their core competencies in novel approaches towards fighting against the COVID-19 pandemic combining social relief together with strategic moves aimed at strengthening their core competencies.

Online publication date: Thu, 28-Oct-2021

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