THE ROLE OF CREATIVITY AND BUSINESS PERFORMANCE ON CRISIS MANAGEMENT: EVIDENCE FROM IRAQI LISTED COMPANIES

Recently, crisis management has become an international issue that affects business and country economic conditions and needs the attention of regulators and recent literature. Thus, the current study examines the role of creativity (research and development (R&D) expenditures, technology maintenance expenditures and spending on high technology) and business performance (return on equity and return on assets) on the crisis management of the listed firm in Iraq. The researchers have used the secondary data extracted from the financial statements of the listed firm in the Iraq Stock Exchange (ISX). The data has been taken from the twenty top-rated companies in ISX from 2011 to 2020. The researchers have executed the robust standard error along with the fixed-effect model (FEM) to analyze the association between the constructs. The results revealed that creativity and business performance have a positive association with the effective crisis management of the listed companies in Iraq. These outcomes provided support to the policymakers while making the policies regarding crisis management in the firm.