Abstract
This chapter explores the effect of strategy on performance. It focuses on the individual effect of product development, market penetration, market development and diversification on sustainable performance. The sustainable performance entails financial performance, customer performance, internal business process performance, learning and growth performance, social performance and environmental performance. It finalizes with the joint effect of regressed strategy on sustainable performance and discloses the significant correlation of the results. In practice, it reveals the effect of strategy on sustainable performance.
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