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Marketing Agility; the Missing Chain in Impact Model of Innovation Ambidexterity on Marketing Innovation in Turbulent Market
, M.Sc. Thesis Sharif University of Technology ; Najmi, Manoochehr (Supervisor) ; Tasavori, Misagh (Supervisor)
Abstract
Marketing innovation is an idea that is the focal point of numerous marketing scholars recently. This study investigated relationships among the innovation ambidexterity, marketing innovation, marketing agility, and the moderator effect of market turbulence. Attempts are made to understand ambidexterity and agility notions from marketing perspectives to accelerate marketing innovation and identify measures for all of the mentioned constructs. Main theories which have been used to justify the constructs’ relationships are dynamic capability point of view, resource-based theory, and ambidexterity theory. Structural equation modeling (SEM), utilizing the technique of partial least squares...