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
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
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