Market-focused strategic flexibility: conceptual advances and an integrative model

Deskripsi

The concept of market-focused strategic flexibility is developed. It begins with a review of the historical perspectives of strategic flexibility. To support the conceptualization, a theoretical schema that considers market-focused strategic flexibility as conceptually rooted in capabilities theory, resource-based views of the firm, and options is offered. With the conceptualization in place, an integrative model that explicates the mediating role of market-focused strategic flexibility in marketing strategy frameworks is proposed. Propositions are developed relating market-driven and driving orientations to market-focused strategic flexibility with consideration for how turbulent macro environments modify the relationship. In addition, propositions are offered regarding outcomes of market-focused strategic flexibility under conditions of macro environmental turbulence.Printed Journal