MARKETING FLEXIBILITY ORIENTATION AND MARKETING PERFORMANCE: AN EMPIRICAL INVESTIGATION OF INFORMATION AND COMMUNICATION TECHNOLOGY BUSINESSES IN THAILAND

Nowadays, several industries face extreme pressures related to globalization progress, fast changing technology, as well as the change in customer needs and behaviors. Marketing flexibility orientation is the key significant strategy for a firm used to response to these problems. This study aims to investigate the relationship between marketing flexibility orientation and marketing outcomes. The results were derived from a survey of 157 information technology and communication businesses in Thailand. The regression analyses shown that the dimensions of marketing flexibility orientation included marketing alliance enhancement, marketing knowledge integration, customer information exchange, and stakeholder learning competency have significant influence on enhancing marketing innovation, marketing excellence, marketing effectiveness, marketing satisfaction, and marketing performance.