Organizational Strategic Agility and Goal Achievement: An Empirical Study in Thailand

Abstract

The objectives of this research are to investigate the relationship between organizational strategic agility (operational agility, customer alertness agility, competitor awareness agility, and strategic business relationship agility) and goal achievement. This research also investigates the relationship among organizational strategic agility and its antecedents that are environmental turbulence (technological turbulence, market turbulence) and cloud computing capability (cloud computing flexibility, cloud computing integration). Additionally, the moderating effects of agility culture in the relationship between organizational strategic agility, environmental turbulence, and cloud computing capability. This research applies dynamic capability and contingency theories to draw the conceptual model. Electronic commerce (e-Commerce) in Thailand is chosen to understand the agility phenomenon and 1,685 e-Commerce businesses in computer, IT gagged, software, and application are selected to gather data by survey approach. The data from 401 e-Commerce businesses are analyzed by structural equation modeling to assess the construct validity and reliability and test the posited hypotheses.

The results of the study are described as follows. Firstly, the result found that three dimensions of organizational strategic agility included: operational agility, customer alertness agility, and strategic business relationship agility positively influences, while competitor awareness agility negatively influences both two dimensions of goal achievement. Secondly, two dimensions of cloud computing capability included: cloud computing flexibility and cloud computing integration positively influences organizational strategic agility. Thirdly, two dimensions of environmental turbulence differently influence organizational strategic agility. Technological turbulence does not positively influence organizational strategic agility while market turbulence positively influences organizational strategic agility. Fourthly, agility culture is likely to positively moderate the relationship among environment turbulence, cloud computing capability, and organizational strategic agility. Agility culture positively moderates the relationship between environmental turbulence and organizational strategic agility while agility culture does not positively moderate the relationship between cloud computing capability and organizational strategic agility.

This research integrating several theories and agility concepts provide novel approaches and recommendations for e-Commerce organizations and others to utilize organizational strategic agility for encouraging their goal achievement in unpredictable business environments.

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