Despite voluminous research over the past several decades, we have yet to clearly establish the relevance of firm, industry and country effects in accounting for variations in firm profitability, particularly in adverse contexts. Based on a synthesis of the resource-based view, industrial organization economics and institutional theory, we consider the role of the 2008 global economic crisis and its impact on the firm, industry, country effects -performance relationship. Using a 3-Level random coefficient model, we examine 15,008 firms within 10 emerging and 10 developed countries, accounting for variations among countries of different economic development. We find that firm effects become stronger under adverse economic conditions; industry effects become weaker during recessions, as well as country main and interaction effects, particularly among the emerging markets.