Translating strategy into action: The importance of an agile mindset and agile slack in international business |
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| Institution: | 1. Faculty of Economics and Business Administration, Ruppin Academic Center, Israel;2. Center for the Study of Organizations and Human Resource Management, School of Business Administration, University of Haifa, Israel;3. Ono Academic College, Kiryat Ono, Israel;1. ESCE International Business School, OMNES Education, 10 rue Sextius Michel, 75015 Paris, France;2. Université Côte d′Azur, IAE Nice, GRM 5, Rue du 22ème B.C.A., 06357 Nice Cedex 4, France;3. Università LUISS Guido Carli, Viale Romania 32, 00197 Roma, Italy;1. Australian Centre for Asian Business, UniSA Business, The University of South Australia, 37-44 North Terrace, Adelaide, SA 5000, Australia;2. Australian Centre for Asian Business, UniSA Business, The University of South Australia, 37-44 North Terrace, Adelaide, SA 5000, Australia;1. Department of Strategy, Entrepreneurship and International Business, ESSCA School of Management, 55 quai Alphonse Le Gallo, 92513 Boulogne-Billancourt, France;2. Department of International Affairs, ESCE International Business School, OMNES Education, 10 rue Sextius Michel, 75015 Paris, France;1. Toulouse Business School, Department of Marketing, 1 Place Alfonse Jourdain, 31000 Toulouse, France;2. University of Antwerp, Department of Marketing, Prinstraat 13, 2000 Antwerp, Belgium |
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| Abstract: | There is growing recognition that agility, the ability to respond quickly, is essential for international business (IB) in times of daunting challenges. Drawing on the resource-based view, we argue that agility is more than a capability and therefore should be investigated from a broader perspective. The current study offers insights for the IB literature by introducing agile resources (mindset and slack) as drivers of marketing strategy effectiveness capability. An agile mindset drives firms to seek out and introduce new management methods and approaches by encouraging their members to be alert to new and innovative ways of doing things. Agile slack refers to unutilized resources that can be quickly deployed in new strategic initiatives. An analysis of survey data from 179 managers via structural equation modeling shows that an agile mindset and agile slack strongly drive marketing strategy effectiveness capability. Marketing strategy effectiveness is a crucial driver of international performance. Nevertheless, the results suggest that while agile resources are important drivers of marketing strategy effectiveness, they do not influence performance directly. Hence, a firm’s ability to exploit resources through capabilities is critical, and to be truly agile, firms must invest in agile slack resources. Managers are advised to improve their firm’s effectiveness and performance by adopting an agile mindset while relying on agile slack resources. |
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| Keywords: | Agile mindset Agile slack Marketing strategy effectiveness International performance |
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