“…Unprecedented changes, such as the COVID-19 pandemic, have forced businesses, societies and governments to change, among other things, business practices, social structures and government policies. These changes highlight the need to gain competitive differentiation and a strong customer orientation (Vrontis and Christofi, 2019), focus on intangible assets, such as responsibility and commitment (Saeidi et al , 2015) and ensure that business strategies are focused on shared values (Porter and Kramer, 2006), such as ethics and sustainability. Competitive strategies that might have traditionally worked in the past, such as cost leadership and price differentiation, may no longer be effective and thus, businesses may require change, adaptability, creativity and innovation at an individual and aggregate level (Festa et al , 2017) to compete successfully locally and internationally (Rossi et al , 2014).…”