Strategy is planned generally for long-term but when it comes to execution it gets into short-term for many especially when management tends to fire-fight in order to deliver short-term results . However, this crisis challenges many to think beyond short-term and focus on the long-term sustainability of the business. Ms Lim Lai Hong, CEO of FIDE FORUM recently had a conversation with Ms Pushpa Rajadurai, Independent Non-Executive Director of FIDE FORUM on the topic of “Strategy in Times of Crisis”.