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Creation of Strategic Flexibility and Core Competence

In: Marketing Competences and Strategic Flexibility in China

Author

Listed:
  • Yonggui Wang

    (City University of Hong Kong)

  • Richard Li-Hua

    (Northumbria University)

Abstract

This chapter aims at validating the constructs involved and building structural equation models to test the theoretical framework and relevant propositions of this book based on data collected in China. This chapter is organized around four sections to offer some critical golden rules concerning how to create strategic flexibility and core competence for superior customer focused performance. The first section explores the reliability and validity of the constructs and their relevant measurement models. And the second section presents the results of structural equation model building and proposition testing using data from customer survey and from the senior manager survey. In addition, we also apply some basic statistical techniques to analyze the combined data based on the senior manager survey and the customer survey to complement the above-mentioned testing in the third section. Finally, we will discuss the implication of these strategic elements and offer golden rules to international business.

Suggested Citation

  • Yonggui Wang & Richard Li-Hua, 2007. "Creation of Strategic Flexibility and Core Competence," Palgrave Macmillan Books, in: Marketing Competences and Strategic Flexibility in China, chapter 6, pages 145-202, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-28860-7_6
    DOI: 10.1057/9780230288607_6
    as

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