Advanced search

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

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

Download as .RIS

Publisher

:

Emerald Group Publishing Limited

Copyright © 2015 Emerald Group Publishing Limited

To read the full version of this content please select one of the options below

You may be able to access this content by logging in via Shibboleth, Open Athens or with your Emerald account.
If you think you should have access to this content, click the button to contact our support team.
Contact us
Manage cookies

We’re listening — tell us what you think

Join us on our journey