Dennis Herhausen
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Prof. Dr.
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Herhausen
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Dennis
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dennis.herhausen@unisg.ch
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  • Publication
    Creating Strategic Options : The Mediating Role of Market-Focused Strategic Flexibility for Innovation Performance
    (EMAC European Marketing Association, 2011-05-24)
    Herhausen, Dennis
    ;
    Morgan, Robert E.
    This study examines the role of market-focused strategic flexibility in creating a competitive advantage and realizing superior performance. The authors propose that marked-focused strategic flexibility rather mediates than moderates the role of market orientation and technology orientation for innovation. Results from an empirical study of 300 managers from 218 business-to-business firms support this notion. Moreover, the assumption that firms could emphasize market-focused strategic flexibility and de-emphasize market orientation is contradicted. The findings of this study suggest that the two concepts are closely related and that managers have to mind this relationship in resource allocation decisions
    Type: conference paper
    URI: https://www.alexandria.unisg.ch/handle/20.500.14171/94125