Creation of Strategic Flexibility and Core Competence

Yonggui Wang and Richard Li-Hua
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Yonggui Wang: City University of Hong Kong
Richard Li-Hua: Northumbria University

Chapter 6 in Marketing Competences and Strategic Flexibility in China, 2007, pp 145-202 from Palgrave Macmillan

Abstract: 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.

Keywords: Structural Equation Model; Confirmatory Factor Analysis; Customer Satisfaction; Behavioural Intention; Path Coefficient (search for similar items in EconPapers)
Date: 2007
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-28860-7_6

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DOI: 10.1057/9780230288607_6

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