The moderating effect of marketing competence on the relationship between strategic flexibility organizational performances of quoted pharmaceutical companies in Nigeria

Abstract

This study examined the effect of strategic flexibility on performance of quoted pharmaceutical firms in Nigeria, as moderated by marketing competence. The study adopted survey research design, and collected data from 642 management and senior staff employees of the six quoted pharmaceutical firms in Nigeria. Findings from PLS-SEM analysis of the data revealed that strategic flexibility and marketing competence have positive effect on organizational performance, while marketing competence exerted a negative moderating effect on the relationship between strategic flexibility and organizational performance. The study concluded that strategic flexibility and marketing competence can boost organizational performance, and recommended that management of quoted pharma companies in Nigeria should pay more attention to issues of flexible strategies within their firms, and develop marketing competencies to enhance performance, but exercise restraint when attempting to synergize strategic flexibility and marketing competence in a bid to improve organizational performance in turbulent and dynamic business environment.