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The Moderating Roles of Organizational Learning and Strategic Flexibility on Marketing Strategic Change and Business Performance: Evidence from Firms in Thailand

Amonrat Thoumrungroje

International Marketing in the Fast Changing World

ISBN: 978-1-78560-233-7, eISBN: 978-1-78560-232-0

ISSN: 1474-7979

Publication date: 24 October 2015

Abstract

Originality/value

This study extends international marketing strategy literature by empirically testing the hypotheses in an emerging Asian economy. The research proposes a nonlinear relationship between MSC and business performance as well as introduces the moderating roles of OGL and STF.

Keywords

  • Marketing strategic change
  • Organizational learning
  • Strategic flexibility
  • Business performance
  • Emerging economies
  • Thailand

Acknowledgements

Acknowledgments

The author would like to thank two anonymous reviewers for their invaluable comments. She is also grateful to Chaiporn Vithessonthi for his help with an earlier version of this paper and Olimpia C. Racela for her constructive comments throughout this research project.

Citation

Thoumrungroje, A. (2015), "The Moderating Roles of Organizational Learning and Strategic Flexibility on Marketing Strategic Change and Business Performance: Evidence from Firms in Thailand", International Marketing in the Fast Changing World (Advances in International Marketing, Vol. 26), Emerald Group Publishing Limited, pp. 179-198. https://doi.org/10.1108/S1474-797920150000026009

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Publisher

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Emerald Group Publishing Limited

Copyright © 2015 Emerald Group Publishing Limited

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