Herhausen, DennisDennisHerhausenMorgan, Robert E.Robert E.Morgan2023-04-132023-04-132011-05-24https://www.alexandria.unisg.ch/handle/20.500.14171/94125This study examines the role of market-focused strategic flexibility in creating a competitive advantage and realizing superior performance. The authors propose that marked-focused strategic flexibility rather mediates than moderates the role of market orientation and technology orientation for innovation. Results from an empirical study of 300 managers from 218 business-to-business firms support this notion. Moreover, the assumption that firms could emphasize market-focused strategic flexibility and de-emphasize market orientation is contradicted. The findings of this study suggest that the two concepts are closely related and that managers have to mind this relationship in resource allocation decisionsenconference paper