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Investigating firm's customer agility and firm performance: The importance of aligning sense and respond capabilities

  • Roberts, Nicholas
  • Grover, Varun
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    In today's hypercompetitive environment, firms that are agile tend to be more successful. However, despite the widely accepted importance of agility, there is limited research on this construct. In this study we aim to conceptually define and operationalize firm's customer agility. We propose that agility comprises two distinct capabilities, sensing and responding, and we address the issue of alignment between these capabilities and its impact on performance. Using a dynamic capabilities framework, we formulate both matching and mediating perspectives on customer agility. Based on data collected from marketing managers, we tested hypotheses pertaining to the two methods of alignment. The results indicate significant support for the role of both forms of alignment on performance. Implications for research and practice are discussed.

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    Article provided by Elsevier in its journal Journal of Business Research.

    Volume (Year): 65 (2012)
    Issue (Month): 5 ()
    Pages: 579-585

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    Handle: RePEc:eee:jbrese:v:65:y:2012:i:5:p:579-585
    Contact details of provider: Web page: http://www.elsevier.com/locate/jbusres

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    1. Yusuf, Y. Y. & Sarhadi, M. & Gunasekaran, A., 1999. "Agile manufacturing:: The drivers, concepts and attributes," International Journal of Production Economics, Elsevier, vol. 62(1-2), pages 33-43, May.
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    6. Rapp, Adam & Trainor, Kevin J. & Agnihotri, Raj, 2010. "Performance implications of customer-linking capabilities: Examining the complementary role of customer orientation and CRM technology," Journal of Business Research, Elsevier, vol. 63(11), pages 1229-1236, November.
    7. Sanchez, Ron, 2004. "Understanding competence-based management: Identifying and managing five modes of competence," Journal of Business Research, Elsevier, vol. 57(5), pages 518-532, May.
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