• Pongsathon Kittopoomwong Faculty of Business, Law, and Tourism, University of Sunderland (United Kingdom)
  • Yashar Salamzadeh School of Business and Management, University of Sunderland (United Kingdom)


Matrix Structure, Dynamic Capabilities, Cultural Diversity, Affective Commitment, Integrated Transformational Leadership, Technological Responsiveness


The study analyses Thenextgen Advisory, an insurance intermediary located in Penang, Malaysia, with a specific emphasis on its franchise model and innovative sales strategies. The findings have shown five problematic areas - systems and processes, culture, human capital, leadership styles, and organisational climate - which require strategic decisions and practices to maintain dynamic capabilities in the face of environmental changes while also accessing qualitative resources. To achieve strategic resilience, the implementation of matrix structures to transform organisational processes is pivotal in this case. This involves focusing on open communication systems, technological diversity, interactive control, and embracing low-context cultures to foster adaptive innovation andclear communication. The use of affective commitment and integrated transformational leadership styles is critically suggested to inspire employees with organisational purposes.

These strategies will enable the organisation to sustain its dynamic capabilities during environmental changes while achieving superior competitive advantages.


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How to Cite

Kittopoomwong, P., & Salamzadeh, Y. (2023). BUSINESS CONTINUITY AND STRATEGIC RESILIENCE IN HIGH-CONTEXT CULTURES: A CASE OF AN ASIAN INSURANCE INTERMEDIARY. Journal of Entrepreneurship and Business Resilience, 6(1), 45–65. Retrieved from