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Many empirical researches apply its approach around several main elements that highlight its major theoretical underpinnings and have demonstrated a positive perspective of performance (Rindova and Kotha, 2001; Aragon, Correa and Sharma, 2003; Oliver and Holzinger, 2008). Under the high situation of all the time changing causes, organization should restructure matching plan strategy such as marketing and technology (Song et al., 2005) for the best method selection and proposed to be the source of long term valuable competitive advantage (Verschoor, 2008; Boonmunewai and ussahawanitchakit, 2010) also, organizational survival (Zuniga-Vicente and Vicente-Lorente, 2006). Three levels of dynamic capabilities include incremental dynamic capabilities (continuous improvement), renewing dynamic capabilities (refresh, adapt) and regenerative dynamic capability are related to managers’ perceptions of environmental dynamism (Ambrosini, Bowman and Collier, 2009). Slater, Olson and Hult (2006) suggest that strategic orientation dynamism can enhance strategy formation capability and firm performance. Corresponding to McGuinnes (2008) develops construct of dynamic capability for entrepreneurship pursue market outcomes, the result shows it supported driven firm innovation and marketing firm performance (O’Reilly and Tushman, 2007).
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