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Marketing Agility; the Missing Chain in Impact Model of Innovation Ambidexterity on Marketing Innovation in Turbulent Market

Hosseini Veleshkolaei, Amir Hossein | 2023

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  1. Type of Document: M.Sc. Thesis
  2. Language: Farsi
  3. Document No: 56383 (44)
  4. University: Sharif University of Technology
  5. Department: Management and Economics
  6. Advisor(s): Najmi, Manoochehr; Tasavori, Misagh
  7. Abstract:
  8. 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 regression (PLS), has been used for exploratory and confirmatory analysis of the causal links and influence among variables specified in this theoretical model. Online and paper-based questionnaire has been utilized to gather primary data and the two-stage methodology for higher-order constructs in PLS-SEM has been used for our second-order constructs. Unlike the previous marketing scholar studies, this study examined innovation ambidexterity, marketing agility as a mediator, and market turbulence as a moderator to try to explain innovation more accurately and logically from the marketing and dynamic capability perspective. Our data consisted of 104 full and qualified responses from 255 SMEs who were asked to answer the questionnaire between June 22nd, 2022, and April 1st, 2023 (41 percent response rate). Managing directors (MDs), CEOs, senior Managers, and middle-level managers in SMEs were selected as the companies’ primary informants. This research helps to understand better marketing agility's involvement in organizations’ innovation ambidexterity impact on firms’ capacity to innovate more effectively. The study has shown, using ambidexterity theory and dynamic capability viewpoint that Iranian B2B (business-to-business) firms employ innovation ambidexterity to improve their marketing innovation state. In addition, we propose a significant contribution to the agility literature by identifying a meaningful and statistically significant partial mediator role for marketing agility in the mentioned relationship. This study also investigates the influence of a set of parameters at various levels of market turbulence on the marketing innovation of B2B firms, namely marketing agility and marketing innovation. Although previous studies have investigated the effect of innovation ambidexterity on marketing innovation, there has been conflicting results in the literature, consequently, attempts have been made to better explain the understandings about the mechanism through which, about the mentioned relationship is less investigated with a different theoretical background. This study concentrates on the mediation role of marketing agility in explaining the effect of innovation ambidexterity on marketing innovation more precisely. As a result of finding the role of marketing agility, this study would provide a more nuanced understanding of the mechanism through which innovation ambidexterity contributes to marketing innovation, which by considering the newness of agility concept in marketing area, has not been determined previously
  9. Keywords:
  10. Structural Equations Modeling ; Organizational Ambidexterity ; Marketing Agility ; Agile Marketing ; Sensemaking ; Market Turbulence ; Marketing Innovation ; Partial Least Squares (PLS)Regression

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