“…Management needs to identify both the root and timing of the decline in terms of awareness of the decline ( Santana et al, 2017 ). External antecedents or industry contraction–based decline are grounded in the company’s exogenous interactions ( Arogyaswamy et al, 1995 ; Bodolica & Spraggon, 2020 ; Whetten, 1987 ) and are related to technological, competitive, economic, political, cultural, legal or industry changes, and, most recently, the COVID-19 pandemic ( Bodolica & Spraggon, 2020 ; Brown & Kline, 2020 ; Datta et al, 2010 ; Mellahi & Wilkinson, 2004 ; Scherrer, 2003 ; Trahms et al., 2013 ). Arogyaswamy et al (1995) divided the external or industry contraction–based decline into cyclical or long-term decline.…”