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.
|Pages (from-to)||11 - 21|
|Number of pages||11|
|Journal||Journal of International Marketing and Exporting|
|Publication status||Published - Sep 2004|