Marketing Agility’s Influence on Market Performance: A Perspective from FinTech Industry

Abstract

In the dynamic market of Pakistan, the FinTech industry faces many challenges in grabbing the market share. FinTech startups must develop the dynamic capabilities to cope with these challenges and enhance their market performance. Marketing agility involves different dynamic capabilities that can improve organizational operations. Therefore, this research aimed to investigate the influence of marketing agility on the market performance of FinTechs. Moreover, it investigated the moderating role of data-driven culture in the relationship between marketing agility and market performance. The data for the research were gathered from 447 managers of FinTech companies via a close-ended questionnaire. The preliminary analysis reported seven outliers, which were removed during screening. Thus, 440 responses were retained for final analysis. The demographic characteristics of managers were determined using SPSS. In addition, Smart PLS-4 was used for data analysis. It analyzed the data in two steps; in the first step, the measurement model was accessed, and the second step investigated the structural model to test the hypotheses. The results highlighted the significant relationship between marketing agility and performance. In addition, the findings confirmed the moderation of data-driven culture in the relationship between marketing agility and market performance. The research results can act as a guide for managers of Fintech startups aiming to enhance their market performance in the volatile market of Pakistan.