Investigating the Impact of Marketing Agility on Firm Competitive Advantage ‟A Field Study”

نوع المستند : المقالة الأصلية

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جامعة طنطا

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This study examined the impact of marketing agility on Madar Group Egypt's competitive advantage within the dynamic Egyptian market. The study focused on four key dimensions of marketing agility: responsiveness, quickness, customer centricity, and flexibility.
A comprehensive survey was conducted among all managers within Madar Misr Group, resulting in a high response rate of 81.6% (n = 102) from a total of 125 distributed questionnaires. Prior to data analysis, the reliability of the survey instruments was rigorously assessed. Subsequently, the collected quantitative data were subjected to a range of statistical analyses, including correlation and regression analysis, to explore the relationships between the key variables under investigation.
The findings of the study revealed a significant positive impact of marketing agility, and its dimensions (responsiveness, quickness, customer centricity, and flexibility), on competitive advantage. This indicates that organizations with higher levels of agility in the specified dimensions are more likely to achieve a stronger competitive position. The study's findings have important implications for organizations operating in dynamic markets. By emphasizing the importance of marketing agility, this study contributes to a deeper understanding of the factors that drive organizational success. The insights gained from this study can inform strategic decision-making and help organizations develop more agile and competitive business models.

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