STRATEGIC FLEXIBILITY AND ORGANISATIONAL SUSTAINABILITY A STUDY OF SELECTED DEPOSIT MONEY BANKS IN UYO METROPOLIS, AKWA IBOM STATE

This study centered on Strategic flexibility and organisational sustainability of selected Deposit Money Banks in Uyo metropolis, Akwa Ibom State. Four specific objectives, research questions and research hypothesis were formulated designed for the study. The population of the study was three hundred and thirty (330) senior, middle and intermediate management staff of selected Deposit Money Banks in Akwa Ibom State, while the sample size was 181. Simple random sampling technique was employed in the administration of research instrument for this study. The research instrument used in the study was validated through the guidance of the researcher’s supervisor. Using simple linear regression, the four formulated null hypotheses were tested at 0.05 level of significance. Results from the analysis showed that operational flexibility has significant relationship with sustainability performance in the selected Deposit Money Banks in Uyo metropolis, Akwa Ibom State (Rx1 =0.742); market flexibility has significant relationship with organizational sustainability in the selected Deposit Money Banks in Uyo metropolis, Akwa Ibom State (Rx2= 0.747); there is a significant positive relationship between competitive flexibility and organizational sustainability of selected Deposit Money Banks in Uyo metropolis (Rx3 =0.770).and there is a significant positive relationship between proactive flexibility and organizational sustainability of selected Deposit Money Banks in Uyo metropolis(Rx4= 0.685).It was concluded that Operational flexibility, marketing flexibility, competitive flexibility and proactive flexibility, are relational aspects that can affect organizational sustainability in selected deposit money banks in Uyo metropolis, in Akwa Ibom State. Based on the major findings in this study, the researcher recommended that management of the studied deposit money banks should implement operational flexibility has it will enables an organization to reallocate its resources, including human resources, equipment, and capital, to different tasks or projects as needed; should implement Marketing flexibility has it allows organizations to modify or pivot their marketing campaigns in real-time based on emerging opportunities or challenges; that competitive flexibility allows organizations to adapt swiftly to shifts in market conditions, customer preferences, and competitive landscapes. This adaptability can be critical in industries characterized by rapid change; and proactive organizations prioritize innovation and invest in research and development to create new products, services, and business models that can address future customer needs and market dynamics.