Abstract: Recent environmental turbulence including financial
crisis, intensified competitive forces, rapid technological change and
high market turbulence have dramatically changed the current
business climate. The managers firms have to plan and decide what
the best approaches that best fit their firms in order to pursue superior
performance. This research aims to examine the influence of strategic
reasoning and top level managers- individual characteristics on the
effectiveness of organizational improvisation and firm performance.
Given the lack of studies on these relationships in the previous
literature, there is significant contribution to the body of knowledge
as well as for managerial practices. 128 responses from top
management of technology-based companies in Malaysia were used
as a sample. Three hypotheses were examined and the findings
confirm that (a) there is no relationship between intuitive reasoning
and organizational improvisation but there is a link between rational
reasoning and organizational improvisation, (b) top level managers-
individual characteristics as a whole affect organizational
improvisation; and (c) organizational improvisation positively affects
firm performance. The theoretical and managerial implications were
discussed in the conclusions.