This paper aims to clarify simultaneously effect of generic competitive strategies to financial performance and which strategy as partially of generic competitive strategies that most improve the financial performance to win the business competition. Primary data was obtained directly from the respondents through a questionnaire sent online. The respondents are the owners or managers of the food industries in Bandung, as many as 400 units. Secondary data was obtained from the Dinas Koperasi dan Usaha Kecil Jawa Barat and related offices/agencies. The data analysis technique was carried out by multiple linear regression. The findings show that the generic competitive strategies, those are differentiation strategy, cost leadership strategy, differentiation focus strategy, and cost focus strategy have a significant positive effect simultaneously on the financial performance of food industries. The generic competitive strategy that partially affects positively on the financial performance of food industries is the cost leadership strategy only.

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Keywords: Financial performance; Food industry; Generic competitive strategy; Business competition; New normal.