International Journal of Management and Organizational Research

The Impact of Adaptive Behavior on Enhancing Agile Marketing

Jassim Ali Hassan¹

1. ¹

Abstract

This study aimed to examine the impact of adaptive behavior on enhancing agile marketing in Zain Company in the Middle Euphrates Region. Three measures of adaptive behavior were used: environmental adaptability, customer response adaptability, and learning and innovation adaptability. These parameters were used to assess agile marketing: marketing speed and responsiveness, customer-centered agility, and digital marketing flexibility. A quantitative descriptive-analytical design was used in the study. The data were gathered using a structured questionnaire, which was sent to the employees who were working in marketing, sales, supervision and management posts. A total of 325 employees were in the population and 125 employees were in the valid sample. Cronbach's alpha, Kaiser – Meyer – Olkin values and Bartlett's test were used to determine the reliability and internal consistency. Descriptive statistics were used to determine respondents' level of agreement. Since the normality test indicated that the variables were not normally distributed the study was conducted with a generalized linear model to test the hypotheses. The results revealed a high level of adaptive behavior and agile marketing. The Cronbach's Alpha values were found to be above the accepted alpha level for all indicators, showing that the instrument is reliable. The generalized linear model results showed that adaptive behavior positively and significantly influenced the agile marketing. The effects of the three adaptive behavior indicators, however, were also significant and positive. The findings indicate that the Zain Company can reinforce the agile marketing concept by enhancing employees' adaptability, strengthening customer response mechanisms, and promoting learning and innovation in marketing practices.

Keywords: Adaptive behaviorAgile marketingCustomer response adaptabilityDigital marketing flexibilityMarketing agilityZain Company

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Licensed under CC BY 4.0.