Dynamic Capabilities in Volatile Markets: ‎Leveraging Strategic Flexibility and Customer ‎Insights to Drive Product Innovation and ‎Market Performance

  • Authors

    • Toong Hai Sam Faculty of Business Administration, INTI International University, Putra Nilai, Malaysia
    • Halek Mu'min Faculty of Business Administration, INTI International University, Putra Nilai, Malaysia
    • Thomas Stefanus Kaihatu Faculty of Business Management, Universitas Ciputra, Surabaya, Indonesia
    • Adi Prihanisetyo Faculty of Economy, Balikpapan, STIE Madani
    • Romy Pramono Faculty of Business Administration, INTI International University, Putra Nilai, Malaysia
    https://doi.org/10.14419/6z107704

    Received date: June 17, 2025

    Accepted date: July 14, 2025

    Published date: September 29, 2025

  • Dynamic Capabilities; Flexibility in Strategy; Market Volatility; Customer Satisfaction; Innovation in Product; Market ‎Performance

  • Abstract

    This paper explores the use of dynamic innovation capabilities, understanding turbulences in the market, and enhancing customer ‎satisfaction to achieve product innovation and market performance in increasingly dynamic business environments. Following the dynamic ‎capabilities theory framework, this paper develops the following conceptual model to explore the interaction among dynamic innovation ‎capabilities, market turbulences, and customer satisfaction as antecedents to product innovation and the impact on market performance. Data ‎were collected from 287 manufacturing and technology managers. Results of the Structural Equation Model (SEM) provide evidence that ‎dynamic innovation capabilities, market turbulences, and customer satisfaction positively impact product innovation, which influences ‎market performance. This paper also provides evidence for the mediating role played by product innovation in the interrelationship among ‎the three antecedents and market performance. Consequences and implications for theory and management are offered to support ‎organizations in the formulation of appropriate strategies to counter uncertainties in the market‎.

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    Sam, T. H. ., Mu'min, H. ., Kaihatu, T. S. ., Prihanisetyo, A. ., & Pramono, R. . (2025). Dynamic Capabilities in Volatile Markets: ‎Leveraging Strategic Flexibility and Customer ‎Insights to Drive Product Innovation and ‎Market Performance. International Journal of Accounting and Economics Studies, 12(5), 1144-1163. https://doi.org/10.14419/6z107704