Micro, small, and medium enterprises (MSMEs) Sustainability, from a business point of view, refers to the ability of a company to continue to exist and successfully grow in the face of intense competition in the market. This study focused on the challenges that are faced by MSMEs because MSMEs are the backbone of economic growth in every nation and the number of MSMEs in Malaysia is expanding at a fast pace. The abilities of MSMEs to effectively manage challenges that influence their performance is a crucial determinant of their sustainability. The challenges that might be essential to the sustainability of MSMEs are discussed in this conceptual study through a review of the relevant academic literature. Halal products, marketing strategies, and financial literacy are the challenges that MSMEs face in order to survive. In order to continually sustain and achieve success in the competitive market, MSMEs need to adapt to the changes that will occur in the business environment as a result of COVID-19 and implement the proper strategy and planning.
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