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.
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.
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/S1474-797920150000026009Download as .RIS
Emerald Group Publishing Limited
Copyright © 2015 Emerald Group Publishing Limited