A Study On The Effect Of Agile Marketing On Firm Performance, Mediation Roles Of Innovation Capability And Marketing Mix Adaptation

Abstract

With meta-dynamic capabilities created with responsiveness, speed, flexibility, and competence sub-components, the agile marketing structure, when applied in an enterprise, can provide the opportunity to create a strategy through which the enterprise can get ahead of its competitors in the market ranking in the face of suddenly developing situations. From this point of view, the aim of the study is to examine the roles of innovation capability and marketing mix adaptation in the industrial sector and service sector enterprises in the effect of agile marketing on firm performance. The main population of the study was selected as information techology (IT) enterprises in the service sector and pharmaceutical and chemical enterprises in the industrial sector. While collecting the research data using the telephone interview technique from marketing managers, a total of 179 enterprises from both sectors were reached, and the SPSS program was used for the data analysis. In the data obtained within the scope of the study, factor analysis, reliability analysis, and regression analysis were used. The study showed that agile marketing, innovation capability, and marketing mix adaptation have a positive effect on firm financial performance and firm marketing performance. On the other hand, in the study results, the moderating role of market turbulence was examined, and it was concluded that the moderating effect of market turbulence was insignificant.

Keywords: Agile Marketing, Innovation Capability, Marketing Mix Adaptation, Market Turbulence, Firm Performance.

DOI: 10.7176/JMCR/90-05

Publication date:August31^st 2023