Transforming the Roots of Competitive Advantage: The New Strategy of ASEAN Firms Post-COVID-19

Research has identified factors like dynamic capabilities and distinctive competencies that contribute to competitive advantages. However, these factors often underperform in turbulent situations like the current global pandemic, making it hard to maintain a competitive edge. This study aims to establish a new foundation for competitive advantage post-pandemic. We hypothesize that pandemic leadership and resilience systems enhance the link between distinctive competencies and competitive advantage. Using structural equation modeling on a sample of 200 ASEAN multinational firms, we found a positive relationship between dynamic capabilities and competitive advantage via distinctive competencies. Additionally, pandemic leadership and resilience systems beneficially moderate this relationship. The study contributes to the literature by highlighting the critical roles of pandemic leadership and resilience systems in sustaining competitive advantage during crises.