How does digital new venture's customer orientation enhance strategic agility? The roles of strategic learning

IF 7.4 2区管理学 Q1 BUSINESS

Long Range Planning Pub Date : 2025-03-24 DOI:10.1016/j.lrp.2025.102527

Runping Guo , Peng Lu , Jing Zhang , Ziqing Feng

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引用次数: 0

Abstract

The existing literature highlights the importance of customer orientation in enhancing strategic agility. However, certain studies have highlighted the adverse effects of customer orientation, particularly for resource-limited digital new ventures. This study aims to reconcile these divergent views by differentiating strategic agility into two dimensions: entrepreneurial agility and adaptive agility. This study attributes the varying effects of customer orientation on these two types of strategic agility to different mediating roles of strategic learning. While strategic learning enhances entrepreneurial agility, it has an inverted U-shaped impact on adaptive agility. Furthermore, the study suggests that market turbulence moderates the effects of customer orientation. Survey data from Chinese digital new ventures supports the hypotheses. This research contributes to the agility literature by proposing strategic learning as an internal mechanism through which customer orientation influences strategic agility. It also highlights the impacts of external environmental conditions. The theoretical framework provides a harmonious explanation for the contrasting effects of customer orientation, offering valuable managerial insights for improving strategic agility.

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来源期刊

Long Range Planning Multiple-

CiteScore

13.00

自引率

7.10%

发文量

期刊介绍： Long Range Planning (LRP) is an internationally renowned journal specializing in the field of strategic management. Since its establishment in 1968, the journal has consistently published original research, garnering a strong reputation among academics. LRP actively encourages the submission of articles that involve empirical research and theoretical perspectives, including studies that provide critical assessments and analysis of the current state of knowledge in crucial strategic areas. The primary user base of LRP primarily comprises individuals from academic backgrounds, with the journal playing a dual role within this community. Firstly, it serves as a platform for the dissemination of research findings among academic researchers. Secondly, it serves as a channel for the transmission of ideas that can be effectively utilized in educational settings. The articles published in LRP cater to a diverse audience, including practicing managers and students in professional programs. While some articles may focus on practical applications, others may primarily target academic researchers. LRP adopts an inclusive approach to empirical research, accepting studies that draw on various methodologies such as primary survey data, archival data, case studies, and recognized approaches to data collection.