Abstract
Purpose This study aims to explore the impact of strategic agility on strategic orientation and its dimensions (retrenchment, perseverance, innovation and exit strategies) in Jordanian medical and pharmaceutical industries companies during the COVID-19 crisis. Design/methodology/approach The researchers relied on a descriptive-analytic methodology. The study population consisted of 23 companies in the medical and pharmaceutical industries in Amman, Jordan. The sampling units were the top managers of these companies, represented by chief executive officers and main department managers. The sample size was 193. Questionnaires were distributed to collect the data, while the valid for analysis were 165 questionnaires. Findings The results showed that strategic agility has a positive effect on strategic orientation, as well as on, perseverance, and innovation strategies, but it has an opposite effect on retrenchment strategy. However, it has no statistically significant effect on the exit strategy. Originality/value This pioneering study is uniquely valuable through filling a gap in the literature by examining the dynamic relationship between strategic agility and strategic orientation, offering practical insights for decision-makers to enhance resilience that contributes to overcoming the COVID-19 and future crises.
Published Version
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