The Influence of Strategic Flexibility on the Achievement of Strategic Objectives: an Empirical Study on the Jordanian Manufacturing Companies

Abdulkareem Salameh Awwad

Abstract


This study aimed at investigating the influence of strategic flexibility dimensions (market flexibility, new product flexibility, and expansion flexibility) on the achievement of strategic objectives.  To address this objective, a cross-sectional survey employing a questionnaire method of data collection was adopted. General Directors, Human Resource Managers, Operations or Production Managers, Finance Managers, and Marketing Managers in the Jordanian Manufacturing Companies classified in Amman Stock Exchange Market were targeted by this study. A total of 225 usable responses were received representing a response rate of 62.5%. For the purpose of data analysis, the research utilized descriptive and advanced statistics using multiple regression analysis. The results of data analysis indicated significant impact of strategic flexibility dimensions (market flexibility, new product flexibility, and expansion flexibility) on the achievement of strategic objectives. The study raises some implications for managers and consultants such as encouraging them to use the several dimensions of strategic flexibility in planning, setting, and achieving the strategic objectives. The study also proposes several directions for future research such as conducting more empirical studies about: the role of the intervening variables – i.e. company size, organizational level, industry type – on the relationship between strategic flexibility and strategic objectives.


Keywords


Flexibility, New product flexibility, Expansion flexibility, Strategic objectives, Operations strategy

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