“…Marketing adaptiveness recognizes the importance of communications and flexibility in intra-firm coordination to identify necessary resources and match environmental demands and opportunities such as in the context of personal selling (Weitz et al, 1986) and adaptive decision-making (Bauer et al, 2013). New product development studies highlight the importance of cross-functional coordination for new product success (Ernst et al, 2010, Kuen-Hung et al, 2013, Lee and Wong, 2012, Troy et al, 2008. The development of successful market-oriented firms relies on inter-functional coordination as a key component that is critical to market responsiveness and marketing performance (Kohli and Jaworski, 1990, Narver and Slater, 1990, Slater and Narver, 1995.…”