The effect of marketing capability, financing resource and spatial configuration on market-focused flexibility
Document Type
Journal article
Source Publication
International Journal of Trade and Global Markets
Publication Date
1-1-2013
Volume
6
Issue
2
First Page
158
Last Page
181
Publisher
Inderscience Publishers
Abstract
In spite of the normative appeal of flexibility, the concept has rarely been considered from strategic marketing perspective. Without being market focused, flexibility will not result in superior value creation and sustainable competitive advantage. In the light of the above shortcomings, this study examined a firm's flexibility with reference to a specified export venture market. Based upon the strategic marketing perspective, this study identified three sets of antecedents of market-focused flexibility: marketing capabilities, financing resources and spatial configurations. The empirical evidences showed reasonable support for the proposed model. In addition, this study brought clear evidences demonstrating the powerful effect of market-focused flexibility on competitive advantages and performance in the corresponding markets. As a whole, this study helps scholars and managers to better conceptualise and measure market-focused flexibility, understand how it develops in the firm and how it works together with other important resources and capabilities to affect outcomes.
DOI
10.1504/IJTGM.2013.053004
Print ISSN
17427541
E-ISSN
1742755X
Publisher Statement
Access to external full text or publisher's version may require subscription.
Full-text Version
Publisher’s Version
Language
English
Recommended Citation
Li, L. Y., & Ogunmokun, G. O. (2013). The effect of marketing capability, financing resource and spatial configuration on market-focused flexibility. International Journal of Trade and Global Markets, 6(2), 158-181. doi: 10.1504/IJTGM.2013.053004