Innovation-based strategic flexibility (ISF): Role of CEO ties with marketing and R&D

In this research, using a capability perspective, we first define innovation based, strategic flexibility (ISF) as consisting of three lower-level capabilities- market sensing, resource reconfiguration, and proactiveness; then link it to new-product/innovation outcomes, and develop a new metric of ISF that is input–output based. This metric captures a firm’s realized flexibility in translating market opportunities into innovation output. We then...