“…Since the first studies on organisational contexts in the 1970s (Donaldson, 1971), flexibility has been conceived as an ability that discriminates highperforming from low-performing organisations in situations of uncertainty and instability (Thurston & Runco, 1999;Georgsdottir & Getz, 2004;Biedenbach & Soderholm, 2008;Verdu & Gomez-Gras, 2009), supporting their readiness to face changes and try new ways of doing things, rather than remaining in a stagnant situation. Further studies have provided evidence that flexibility facilitates a company's successful adaptation and enhances the need for change, above all when markets are highly competitive (Grewal & Tansuhaj, 2001;Anand & Ward, 2004;Verdu & GomezGras, 2009).…”