Original paper
The relationship between marketing agility and financial performance under different levels of market turbulence
Abstract
Marketing agility is an example of dynamic capability that has significant influence on ordinary capabilities leading to superior financial performance. This makes it of interest to marketing managers. Yet the way in which this capability aligns with turbulent market environments to simultaneously influence ordinary capabilities and performance has not been adequately examined and empirically tested. This study seeks to close this gap by...
Paper Details
Title
The relationship between marketing agility and financial performance under different levels of market turbulence
Published Date
Nov 1, 2019
Volume
83
Pages
31 - 41
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