Yang, Dong; Wei, Zelong; Shi, Huibin; Zhao, Jie - In: Journal of Business & Industrial Marketing 35 (2020) 4, pp. 771-784
Purpose: This study aims to investigate how market orientation (MO) motivates firms to develop business model innovation and how such effects are moderated by strategic flexibility. Design/methodology/approach: In this study, a questionnaire-based survey was undertaken to test the proposed...