The relationship between marketing agility and financial performance under different levels of market turbulence

• Published in: Industrial marketing management Vol. 83; pp. 31 - 41
• Main Authors: Zhou, Jing, Mavondo, Felix T., Saunders, Stephen Graham
• Format: Journal Article
• Language: English
• Published: Elsevier Inc 01.11.2019

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 i...