Abstract

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 and clear 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.