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Keywords: Strategic flexibility
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Journal Articles
Antecedents to strategic flexibility: Management cognition, firm resources and strategic options
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2012) 46 (10): 1320–1339.
Published: 14 September 2012
...Ian Combe; Ian A. Combe; John M. Rudd; Peter S.H. Leeflang; Gordon E. Greenley Purpose Current conceptualisations of strategic flexibility and its antecedents are theory‐driven, which has resulted in a lack of consensus. To summarise this domain the paper aims to develop and present an a priori...
Journal Articles
Strategic flexibilities and export performance: The moderating roles of export market‐oriented behavior and the export environment
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2012) 46 (10): 1418–1452.
Published: 14 September 2012
... behaviors (see Cadogan et al., 1999): 1. export market information generation; 2. dissemination; and 3. responsiveness. Export Market‐oriented behavior Market orientation Strategic flexibility Real options Export performance Moderators Researchers interested...
Journal Articles
“Marketing and flexibility”: debates past, present and future
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2012) 46 (10): 1257–1267.
Published: 14 September 2012
... and highlight some key issues for further research. Design/methodology/approach Themes in prior research relating to “Marketing and flexibility” are documented and the growth of research interest into strategic flexibility is tabulated. The contributions of each article are briefly discussed. Findings...
Journal Articles
Strategic flexibility in open innovation – designing business models for open source software
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Journal:
European Journal of Marketing
European Journal of Marketing (2012) 46 (10): 1368–1388.
Published: 14 September 2012
...Ian Combe; Risto Rajala; Mika Westerlund; Kristian Möller Purpose This paper seeks to explore how market orientation facilitates the strategic flexibility of business models grounded in open innovation. The authors suggest that the new paradigm of open innovation may impact a firm's adaptability...
