An Ounce of Prevention: What Promotes Crisis Readiness and How Does It Drive Firm Performance?

Organizations develop crisis readiness to avoid and mitigate crises. This study investigates several factors that influence readiness, including market dynamism, perceived likelihood of a (PLC), firm size. It also evaluates the impact on performance. Results from PLS-SEM assessment 301 managers in United States suggest dynamism drives performance while heightening both PLC readiness. When compared large organizations, small- medium-sized enterprises (SMEs) reported higher but lower underscoring challenges faced by small firms regarding preparation. Crisis was positively linked financial non-financial The model tested this supports external organizational preparation, as well subsequent links with