TY - CHAP

T1 - IMPLEMENTING AGILE MARKETING: FROM SENSING THE MARKET TO PERFORMANCE OUTCOMES

AU - Смирнова, Мария Михайловна

AU - Головачева, Ксения Сергеевна

N1 - Conference code: XI

PY - 2024

Y1 - 2024

N2 - The study aims to explore two mechanisms of sensing the market – through building customer orientation and sensing market needs through innovativeness and focus on execution of marketing decisions through flexible marketing decisions. Based on a sample of 290 emerging market firms. We test performance effects of the combination of market sensing and marketing flexibility in the first step of SEM analysis, and additionally explore possible configurations of these factors leading to superior performance outcomes and their absence using fsQCA analysis. The mechanism of MA effect is evaluated through the lens of both subjective and objective market performance, as well as competitive situation on the market. Finally, following the research on emerging markets, the role of dysfunctional competition is evaluated not just as a control variable in the first step, but also as moderator that leads to various managerial motivations.

AB - The study aims to explore two mechanisms of sensing the market – through building customer orientation and sensing market needs through innovativeness and focus on execution of marketing decisions through flexible marketing decisions. Based on a sample of 290 emerging market firms. We test performance effects of the combination of market sensing and marketing flexibility in the first step of SEM analysis, and additionally explore possible configurations of these factors leading to superior performance outcomes and their absence using fsQCA analysis. The mechanism of MA effect is evaluated through the lens of both subjective and objective market performance, as well as competitive situation on the market. Finally, following the research on emerging markets, the role of dysfunctional competition is evaluated not just as a control variable in the first step, but also as moderator that leads to various managerial motivations.

UR - https://www.elibrary.ru/item.asp?id=80264937&selid=80361485

M3 - Conference abstracts

SP - 278

EP - 284

BT - GSOM ECONOMY AND MANAGEMENT CONFERENCE 2024 Conference book. St. Petersburg, 2024

T2 - 11th International GSOM Economy&Management Conference 2024

Y2 - 1 October 2024 through 5 October 2024

ER -