Agile marketing Systemability Statistic Model

Subject Areas : مدیریت

Mahdi Abedini ¹ , Samad Aali ^{2 *} , Morteza Honarmand Azimi ³ , Mojtaba Maleki ⁴

1 - PhD student, Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran
2 - Assistant Professor, Department of Business Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran
3 - Assistant Professor, Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran
4 - Assistant Professor, Management Department, Medical Sciences Unit, Islamic Azad University, Tehran, Iran

Received: 2024-01-14 Accepted : 2024-05-31 Published : 2024-06-18

Keywords: Marketing agility, System adaptability, Sustainable competitive advantage, Dynamic marketing capabilities,

Abstract :

The purpose of this research was to design the concept of corporate systematization in the implementation and implementation of agile marketing skills in small and medium-sized companies in order to capture emerging commercial markets. This research has a fundamental and mixed approach. Qualitative findings have been analyzed with thematic analysis process and quantitative findings with confirmatory factor analysis. Qualitative data collection was done with field observations and 17 semi-structured interviews. Quantitative data was also collected with a questionnaire. The statistical population of the quantitative part included those small and medium-sized industrial enterprises active in East Azarbaijan province, which until the time of data collection for the present research, have implemented and implemented agile marketing approaches at different levels or are in the transition phase from Traditional approaches and transition to new marketing technologies, especially agile marketing. Sampling was carried out non-randomly and by chain method in the number of 258 companies. Finally, the agile marketing systematization model was extracted from the theme analysis of 1221 open codes without repetition, which are divided into 51 basic themes, 13 organizing themes and 2 overarching themes. In the following, the mentioned model was subjected to statistical test and validation with the confirmatory factor analysis approach.