Organizational Strategic Agility And Goal Achievement: An Empirical Study In Electronic Commerce

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Sunanvadee PALASAK, Sutana Boonlua, Sumittra Jirawuttinunt

Abstract

The objectives of this research are to investigate the relationship of organizational strategic agility (operational agility, customer alertness agility, competitor awareness agility, and strategic business relationship agility) and goal achievement. The conceptual model is drawn using dynamic capability and quantitative design is applied. The data was collected using a questionnaire from 401 e-Commerce businesses in Thailand. Structural equation modelling is used to assess the construct validity, reliability and test the posited hypotheses. the result represents that operational agility, customer alertness agility, and strategic business relationship agility all favourably affect goal achievement, while competition awareness agility adversely affects all two aspects of goal success, according to the findings. Cloud computing flexibility and cloud computing integration are two dimensions of cloud computing competence that positively affect company strategic agility. Market turbulence has a favourable impact on organizational strategic agility, but technological turbulence has a negative impact. This research developed and empirically examines organizational strategic agility and its impacts on goal achievement in e-Commerce business. These findings are interpreted and discussed, as well as their theoretical and practical ramifications.

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