“…Addressing this issue, in this case, adaptative capability plays an important role to improve marketing performance (Beal, 2000;Covin &Slevin, 1989;Keats &Hitts, 1998). Previous literature stated that a firm with high adaptive capability and have flexibility with their environment is able to achieve better performance (Zhu, Su, & Shou, 2017;Talaja, 2013). Although the literature presents many studies that investigated this area, most analyses have been conducted in large corporations (Prajogo, 2016).…”