الدور المعدل للاستباقية في العلاقة بين التوجه بالسوق الثقافي و المرونة الاستراتيجية

Abstract EN

The study aimed to examine the relationship between culture market orientation and strategic flexibility, besides exploring the impact of proactive as a moderator variable in this relationship.

The study depended on the resource-based theory, entrepreneurial orientation theory, and relevant literature review to build its model.

The study used the descriptive method, and in order to achieve its objectives a questionnaire was designed as a main tool for data collection from the study sample consisted of a sample of service institutions in Khartoum state, where a total of (236) questionnaire were distributed for the institutions under study, and (206) of these questionnaires were retrieved achieving a response rate of (86%).

The study used SPSS program and structured equation modeling to test the hypotheses.

The results revealed that there is a positive relationship between some components of culture market orientation and information flexibility; also, the results predict that the proactive is not moderating the relationship between culture market orientation and strategic flexibility.