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

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.