South Asian Research Journal of Business and Management (SARJBM)
Volume-8 | Issue-04
Original Research Article
Are the Dynamics of Diversification Strategies before the Corona Pandemic Still Useful Afterward? Case Study of Six Companies within the Fortune 500 Global Magazine
Ammar Awad Mohammed, Omar Wasfy Mukhlif, Othman Awad Muhammad
Published : Aug. 31, 2026
Abstract
This study aims to examine whether the diversification-strategy dynamics implemented prior to the COVID-19 pandemic were beneficial afterward in six major global companies included in the Fortune 500 list: Apple, Shell, ExxonMobil, Amazon, Toyota, and Volkswagen. It also investigates whether the effects differ between interrelated and non-interrelated diversification strategies. The study assesses this by testing the correlation relationship between the companies’ revenues in the twenty-first century, specifically for the period from 2010 to 2024, using Pearson’s correlation coefficient. Data were collected from the Fortune magazine website. Using a case study approach, the research examines the revenues achieved by the selected companies during the specified period. The study reached several conclusions, most importantly that the diversification-strategy dynamics prior to the COVID-19 pandemic were generally not beneficial after the onset of the pandemic.