Title: Business strategy at times of crisis: leveraging core competencies to sustain competitive advantage

Authors: Shaike Marom; Robert N. Lussier

Addresses: Zefat Academic College, Zefat 1320611, Israel ' Springfield College, Springfield, MA 01109, USA

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.

Keywords: business strategy; competitive advantage; core competencies; dynamic capabilities; sustainable competitive advantage; multinational corporations; business environment; external environment; crisis situation; COVID-19.

DOI: 10.1504/IJBE.2021.118540

International Journal of Business Environment, 2021 Vol.12 No.4, pp.321 - 337

Received: 26 Aug 2020
Accepted: 18 Jan 2021
Published online: 28 Oct 2021 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article