Unconventional factors are usually ignored in their influence on the firm's performance. The study develops a fundamental model to evaluate the role of management on firm's performance by assessing strategic flexibility, knowledge management, corporate governance, firm's resilience, and adoption of information, communication, and technology on firm's performance. The results suggest that the adoption of information, communication, and technology followed by corporate governance significantly influences a firm's performance. It also indicates that the quality of products and workplace training significantly enhance the firm's performance. This study suggests that academicians should look beyond the usual factors that influence firm performance in a volatile, uncertain, complex, and ambiguous world. © 2021 John Wiley & Sons Ltd.