Consequences of high and low adaptive capability in UK companies

Mehmet Oktemgil (Birmingham Business School, University of Birmingham, Birmingham, UK)
Gordon Greenley (Aston Business School, Aston University, Birmingham, UK)

European Journal of Marketing

ISSN: 0309-0566

Publication date: 1 August 1997


In the literature it is proposed that high adaptive capability is associated with high costs and internal inefficiency, despite the potential benefits to be gained from being adaptive. Investigates a set of adaptability variables that have not been previously researched and, therefore, takes an alternative focus on adaptive capability. Identifies two distinct degrees of high and low adaptive capability in an empirical UK study. Suggests that companies with high adaptive capability seemingly perform better than low adapters, despite the implication of high costs and inefficiency. High adapters also seem to have more comprehensive market orientation and decision‐making style, although they appear to operate in more turbulent external environments. The results extend the current adaptive capability literature, and directions for further research are proposed.



Oktemgil, M. and Greenley, G. (1997), "Consequences of high and low adaptive capability in UK companies", European Journal of Marketing, Vol. 31 No. 7, pp. 445-466.

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Copyright © 1997, MCB UP Limited

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