Do Financial Strategy, Survival Strategy and Business Innovation Influence Small and Medium Enterprises (SMEs) Sustainability During COVID- 19 Pandemic? A Malaysian Evidence

This study examines factors that influence the business sustainability of Small and Medium Enterprises (SMEs) during COVID-19 pandemic. In particular, it assesses the effect of financial strategy, survival strategy and business innovation on the SMEs sustainability during pandemic. Using a survey questionnaire as the research instrument on 132 of SMEs the results show that there is a positive relationship between survival strategy and business innovation on the SMEs sustainability. Financial strategy however shows an adverse result by the significant negative relationship towards SMEs sustainability. The findings also demonstrate that all the three factors have significant influence on SMEs sustainability during COVID-19 pandemic. This study provides understanding on the SMEs owner’s viewpoint and their strategies they adapted during the critical period such as Pandemic COVID-19 to remain sustain and resilience. This study also provides significant practical implications and inputs for the Regulatory bodies in formulating intervention strategies in the future. In addition, this study will help academics in understanding the factors related to business sustainability that are important inputs in their studies.