The effect of marketing capability , financing resource , and spatial configuration on market-focused flexibility

Ling Yee LI, Gabriel OGUNMOKUN

Research output: Journal PublicationsJournal Article (refereed)

Abstract

In spite of the normative appeal of flexibility, the concept has rarely been considered from strategic marketing perspective. Without being market focused, flexibility will not result in superior value creation and sustainable competitive advantage. In the light of the above shortcomings, this study examined a firm’s flexibility with reference to a specified export venture market. Based upon the strategic marketing perspective, this study identified three sets of antecedents of market-focused flexibility: marketing capabilities, financing resources, and spatial configurations. The empirical evidence showed reasonable support for the proposed model. In addition, this study provided evidence demonstrating the powerful effect of market-focused flexibility on competitive advantage and performance.
Original languageEnglish
Pages (from-to)11 - 21
Number of pages11
JournalJournal of International Marketing and Exporting
Volume9
Issue number1
Publication statusPublished - Sep 2004
Externally publishedYes

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