Firm performance refers to the measures and indicators used to evaluate the success and effectiveness of a company in achieving its goals and objectives. This research area encompasses various aspects of a firm's operations, including financial performance, market share, growth, profitability, efficiency, and effectiveness of management. Researchers analyze and explore factors that influence firm performance, such as industry competition, market dynamics, organizational structure, leadership, corporate governance, and strategic decisions. The aim of research in this area is to help companies understand their performance drivers, identify areas for improvement, and make informed decisions to enhance their overall performance and competitiveness.