The Impact of Conflict on Small Business Sustainability in Juba: A Management Perspective

This study investigates the impact of conflict on the sustainability of small businesses in Juba, South Sudan, focusing on how conflict exposure, adaptation strategies, and external support influence operational performance and long-term viability. Guided by Contingency Theory, Resource-Based View, and Stakeholder Theory, the research adopted a quantitative approach using survey data from 300 small business owners. Statistical analyses, including Pearson correlation and simple linear regression, revealed that conflict exposure negatively affects operational performance, while adaptive strategies and external support have significant positive effects. The findings underscore the critical need for conflict-sensitive management practices, targeted policy interventions, and enhanced stakeholder collaboration to support business resilience in fragile environments. The study contributes to post-conflict entrepreneurship literature and offers practical insights for fostering sustainable enterprise development in South Sudan.