Translating strategy into action: The importance of an agile mindset and agile slack in international business

Yoel Asseraf, Itzhak Gnizy

Research output: Contribution to journalArticlepeer-review


There is growing recognition that agility, the ability to respond quickly, is essential for international business (IB) in times of daunting challenges. Drawing on the resource-based view, we argue that agility is more than a capability and therefore should be investigated from a broader perspective. The current study offers insights for the IB literature by introducing agile resources (mindset and slack) as drivers of marketing strategy effectiveness capability. An agile mindset drives firms to seek out and introduce new management methods and approaches by encouraging their members to be alert to new and innovative ways of doing things. Agile slack refers to unutilized resources that can be quickly deployed in new strategic initiatives. An analysis of survey data from 179 managers via structural equation modeling shows that an agile mindset and agile slack strongly drive marketing strategy effectiveness capability. Marketing strategy effectiveness is a crucial driver of international performance. Nevertheless, the results suggest that while agile resources are important drivers of marketing strategy effectiveness, they do not influence performance directly. Hence, a firm's ability to exploit resources through capabilities is critical, and to be truly agile, firms must invest in agile slack resources. Managers are advised to improve their firm's effectiveness and performance by adopting an agile mindset while relying on agile slack resources.

Original languageEnglish
Article number102036
JournalInternational Business Review
Issue number6
StatePublished - Dec 2022

Bibliographical note

Publisher Copyright:
© 2022 Elsevier Ltd


  • Agile mindset
  • Agile slack
  • International performance
  • Marketing strategy effectiveness

ASJC Scopus subject areas

  • Business and International Management
  • Finance
  • Strategy and Management
  • Marketing


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