Strategic Change Capability Scale

What it measures

A 20-item second-order reflective scale measuring a marketing organisation's dynamic capability to enact strategic change across three stages: prechange (business case and employee preparation), initial implementation (organisational setup and institutionalisation), and postimplementation (assessing and adjusting). Developed via grounded theory from 26 interviews with senior marketing managers and consultants, then validated across five quantitative studies (total n ≈ 738; UK and US samples). Predicts market and financial performance beyond established dynamic marketing capabilities including strategic flexibility, agility, adaptiveness, and responsiveness.

Representative items

• Establishing a clear rationale for the change we decide to make.
• Communicating the change vision across our organization.
• Breaking down the vision of the change into deliverables/milestones.
• Effectively incentivizing employees involved in the implementation of the change.
• Reacting appropriately to the insights generated from feedback mechanisms to ensure effective implementation of the change we are making.

Citation

Bekos, G.S., Chari, S., Jaakkola, M. & Evanschitzky, H. (2025). Strategic change capability in marketing organizations: Conceptualization, scale development, and validation. Journal of Marketing, 90(2), 27–49.