The Pure and Hybrid Corporate Strategies Performance during the Crisis Periods for Sustainable Performance

Abstract

This research investigates pure and hybrid corporate strategic responses to crises for sustainable corporate financial performance (CFP). The study used a panel data technique for 374 non-financial firms on the Pakistan Stock Exchange from 2006-2021. The generalised least squares regression was used to control heteroscedasticity and autocorrelation. The results proved that corporate business strategy (CBS): prospector, analyser, and defender strategies positively affect CFP, and reactor strategy reported a negative association with CFP during the crisis period. The study results reveal that the pure strategies, defender and prospector, outperformed the hybrid strategy during the crisis. The reactor strategy somewhere shows positive performance in the crisis period for a few industries. The study's findings support contingency theory and offer theoretical contributions and policy implications for executives and practitioners seeking sustainable performance during crises. It guides practitioners to concentrate on CBS typology and internal and external environments to achieve higher competitive performance.