Combe, Ian A.; Rudd, John M.; Leeflang, Peter S.H.; … - In: European Journal of Marketing 46 (2012) 10, pp. 1320-1339
Purpose – Current conceptualisations of strategic flexibility and its antecedents are theory‐driven, which has resulted in a lack of consensus. To summarise this domain the paper aims to develop and present an a priori conceptual model of the antecedents and outcomes of strategic...