...Abdulkader Zairbani; Senthil Kumar Jaya Prakash Purpose This study aims to illustrate the improvement of competitive strategy (CS) and organizational performance during the last 30 years and demonstrate the enhancement of cost leadership strategy (CLS) and differentiation strategy (DS...

... performance. Originality/value This study contributes to the literature by identifying a framework of competitive strategy factors, company performance factors, cost leadership strategy factors, differentiation strategy factors and competitive strategy with global market factors. This study provides...