Market Agility Research Articles

How Does Cost Leadership Strategy Suppress the Performance Benefits of Explainability of AI Applications in Organizations?

This study examines how explainable artificial intelligence-enabled agility, encompassing operational and market agility, influences performance. We examine the potentially negative effect of a cost-leadership strategy on the performance benefits of explainable AI. Data from a survey of IT executives was analyzed. Findings suggest that the explainability of artificial intelligence applications does not directly relate to performance. Instead, its benefits are actualized through operational and market agility. However, our study finds that in organizations that prioritize cost leadership, the positive link between explainability and performance becomes negative and significant. Additionally, the mediating roles of operational and market agility become insignificant in such organizations.

A Study of the Impact of Digital Competence and Organizational Agility on Green Innovation Performance of Manufacturing Firms—The Moderating Effect Based on Knowledge Inertia

Hierarchical regression is used to empirically investigate the impact of digital capabilities on green innovation performance, as well as the mediating role of organizational agility and the moderating effect of knowledge inertia. Based on the data from a large sample of 383 middle and senior managers from manufacturing companies, the dynamic capability theory is applied to SPSS 27.0. The results show that digital capability contributes to green innovation performance; knowledge inertia moderates the inverted U-shape between digital capability and green innovation performance; and two dimensions of organizational agility, market agility and operational adjustment agility, partially mediate the relationship between digital capability and green innovation performance. This paper contributes new ideas for companies to develop organizational agility, control knowledge inertia, enhance green innovation performance, and finally, sustainably gain a competitive advantage position.

디지털 전환이 운전면허학원의 혁신 성과에 미치는 영향: 조직 민첩성의 매개 역할

In the context of the COVID-19 epidemic, the accelerated promotion and application of digital technology is gradually becoming an important factor affecting the success or failure of enterprises. There is a greater need for companies to understand the process elements that influence innovation performance. A total of 250 questionnaires were distributed through the empirical study, and 211 valid questionnaires were obtained. The impact mechanisms between digital transformation, organizational agility and innovation performance are discussed through data analysis using SPSS 21.0 and AMOSS 24.0 software. The results show that having a higher level of digitalization in the driving school industry does not directly have a significant impact on the improvement of the level of innovation performance. The higher the degree of digital transformation, the higher the level of organizational agility; and organizational agility significantly affects the innovation performance of the company. And market agility and operational alignment agility have a partially mediating role in digital transformation and corporate innovation performance. This study reaffirms the importance of the driving school industry incorporating digital transformation into its investment strategy.

Do female CMOs enhance firm performance? Power matters

The diversity of top management teams is increasingly being recognized as an important predictor of firm performance. Using upper echelons theory and the literature of innovation and market agility, we posit that having a powerful diverse Chief Marketing Officer (CMO) is related to a positive firm performance. We empirically investigated the gender of the CMO as a variable of increasing diversity in Top Management Team (TMT) in relation to firm performance. We found that having a female CMO with high power in the TMT is highly associated with positive firm performance. This suggests gender diversified powerful CMOs enhance firm performance.

Boosting Innovation Performance through Business Analytics Capabilities under Different Levels of Turbulence: The Crucial Role of Market Agility

Considerable resources were invested by many businesses in developing business analytics capabilities to enhance their performance. Previous research revealed that business analytics capabilities can influence business performance in various methods. Our study seeks to examine the influence of business analytics capabilities on innovation performance through market agility. We also explore these relationships under different turbulent environment. Data were collected from 427 managers in the food industry in Saudi Arabia. Structural equation modelling was used to analyze the collected data. The findings indicated that business analytics capabilities have direct and indirect influence on innovation performance. Market agility partially mediates the link between business analytics capabilities and innovation performance. This relationship is stronger in high turbulent environment. Our study provides meaningful theoretical contributions to business analytics and market agility literature and practical implications for managers in the food sector.

The Impact of Exploration and Exploitation Activities and Market Agility on the Relationship between Big Data Analytics Capability and Firms’ Performance

The Impact of Exploration and Exploitation Activities and Market Agility on the Relationship between Big Data Analytics Capability and Firms’ Performance

How data-driven innovation capability is shaping the future of market agility and competitive performance?

• Data driven innovation is opening a new digitalization frontier. • We confirm the antecedents and effects of data driven innovation capability (DDIC). • We show how DDIC influences market agility and strategic performance. In the race to achieve market dominance and stay competitive in a disruptive and rapidly changing business environment, many firms have invested significantly in data-driven innovation capabilities (DDIC). Surprisingly, the role that strategic market agility plays in achieving a firm's competitiveness through DDIC is understudied. Addressing this gap, we conceptualize the DDIC research model using the resource-based view, dynamic capability, market orientation and disruptive innovation theory. We empirically test the model with survey data from 312 Australian managers. We illuminate the significance of strategic market agility as a key mediator between DDIC and strategic competitive performance. We discuss the implications of our findings for theoretical contributions and managerial implications.

The Effect of Transformational Leadership on Business Performance Through Business Agility Expedition Services

Abstract. The Covid-19 pandemic has put pressure on various business sectors because social distancing policies have resulted in significantly reduced interactions between humans. So expedition services are the choice to meet most human needs. So that the shipping service business is a business that is experiencing rapid development during the pandemic. This study aims to analyze: 1) the influence of transformational leadership on the business performance of courier service, 2) the influence of transformational leadership on the business agility of courier service, 3) the influence of business agility on the business performance of courier service. The analysis technique used Structural Equation Model (SEM) with SmartPLS. The data was collected through the dissemination of questionnaires. Research respondents are shipping service companies with the criteria for joining the Association of Indonesian Express, POS and Logistics Delivery Service Companies (ASPERINDO). The results of the analysis showed that transformational leadership affects performance; transformational leadership affects business agility, and agility affects the company's performance. The results of the statistic test showed that all constituent dimensions of the model are at a high level. It means that the results of this study confirmed that the Covid-19 pandemic becomes a blessing for the courier service business. People's habits of shopping online during the pandemic are believed to not be significantly reduced even though the pandemic is over. This research recommends courier service companies maintain market agility and operational agility by improving digital capacity. In the future, research that involves the digital capability of the courier service business is needed during the pandemic. Keywords: Transformational leadership, agility, performance, courier service, COVID-19

Innovative Entrepreneurship for Online Business: Qualitative Study

Entrepreneurship in online business is related to the rapidly growing number of internet literacy in Indonesia. Currently, 160 million people access the internet, making Indonesia an economical cake that creates a potential market. It encourages market competition and innovation in the red zone. Competition triggers business actors, including entrepreneurs, to rethink the strategies applied to win market competition relevant to the current phenomenon. The research question is related to how online business entrepreneurs take advantage of innovation to survive the business turbulence, such as developing technology, changing regulations, market tastes, and the need for social distancing in a pandemic situation. Innovative Entrepreneurship (IE), initially inspired by Schumpeter and Lumpkin Dess, is now further transformed by the evolution of generations from generation X to generation Y (millennial generation). Millennials have different characters and lifestyles, so that in terms of entrepreneurial characteristics, millennials have an IE perspective that brings their uniqueness. In line with the development of the internet and application breakthroughs by unicorn developers, E-marketplaces have become an interesting online business phenomenon to explore and create the dynamics of IE. This study is based on the perspective of technology-based entrepreneurship through a qualitative approach. The results of the study obtained an IE construct with millennial ownership. The construct of IE in the online business environment is formed by four dimensions, namely technology, work atmosphere, organizational strategy, and market agility. By applying these four dimensions, the IE construct will foster entrepreneurship to formulate better ways to survive and win the competition in the e-marketplace business environment.

Firm performance and marketing analytics in the Chinese context: A contingency model

Despite the growing prevalence of marketing analytics, concerns exist regarding how to realize the full potential of business analytics initiatives. This study explores how and under what conditions a firm’s deployment of marketing analytics can influence its business performance. Analyzing survey data collected from 238 Chinese firms, this study confirms that marketing analytics positively influences a firm’s market agility, leading to increased firm performance. Moreover, inter-departmental coordination and market turbulence are found to strengthen the positive effect of marketing analytics on market agility, while success traps hinder such effect. The findings suggest that firms need to align their marketing analytical activities with their internal practices and external market environment.

Enterprise Resource Planning Systems and Knowledge Management: A Review of the Literature and Conceptual Framework

This article provides a comprehensive review of the literature published in various articles dated back to 1998 on the role of Knowledge Management (KM) in Enterprise Resource Planning (ERP) systems. This article follows the literature published in this context focusing on two basic themes: KM supporting the ERP systems and KM integration into the ERP system. All the articles published on the relationship between KM and ERP systems published since 1998 were searched. Articles were sorted out on the basic themes they addressed. Most of the work on the role of KM in ERP systems was grouped into two main categories depending on the research subject matter. Integration of ERP systems being one of these basic themes was further investigated, enlisting all possible research articles published so far. Literature review on the KM and ERP relationship can be concludes that despite different relationships explored in the literature, KM has a vital role to play in the success of the ERP system. It is one of the critical success factors which complements the ERP systems to the extent that its absence will diminish the very essence, that is the adaption of ERP systems for the companies signified by the competitive advantage, market agility, and organization efficiency.

The Relationship between Technological Capabilities and Organizational Impact: Direct and Indirect Routes for Employed and Self-Employed Personal Fitness Trainers

The purpose of this study was to investigate the relationships between technological capabilities, individual impact, market agility and organizational impact in employed and self-employed personal trainers hired by fitness centers. The study was performed with 259 personal trainers. Exploratory Factor Analysis, Confirmatory Factor Analysis and a Structural Equation Model were used. The results showed, for the employees, positive relationships between all variables, except for the relationship between individual impact and organizational impact. In contrast, for self-employed personal trainers, only the relationships of technological capabilities with market agility and individual impact, and between the latter and organizational impact, were positive. While the individual variables of the employees show positive relationships with the organizational variables analyzed, this impact could not be determined in the performance of the self-employed. These results are discussed in relation to the previous literature, and possible causes for the differences found between employees and self-employed personal trainers are pointed out. This study’s findings indicate that the promotion and consolidation of personal trainers’ technological capabilities (TCs), whether they are self-employed or employees, will be key for the fitness centers where they work, by directly influencing the individual impact of the trainers on them and in the organizational performance.

Improving SMEs performance through supply chain flexibility and market agility: IT orchestration perspective

ABSTRACT In a context of competitive pressure and uncertain socioeconomic change, this research examines a key component of successful business performance: the capacity to orchestrate information technologies (IT) resources. The study also explores the effect of supply chain flexibility and market agility and their role in SME performance, including responsiveness to customer needs and the speed of new product launches. Lastly, this study focuses on e-procurement application development given the strategic position of purchasing activity in companies. The conceptual framework is tested using data gathered from 126 French SMEs. Drawing upon resource orchestration theory, the empirical results provide useful guidelines for SMEs that wish to invest in e-procurement tools to enhance competitiveness and performance.

GREEN AGILITY REVOLUTION VIA INNOVATION: A CASE STUDY

The current study emphasized the role of market innovation on pricing, packaging, and promotion in improving marketing performance of the Apparel industry of Indonesia. Also, the mediating effect of green product market agility was examined. The data has been drawn from a sample of 309 respondents with purposive sampling. The statistical relationships between the incorporated variables are examined through Confirmatory factors analysis and Structural equation modeling approach with the application of descriptive analysis, KMO and Bartlett’s test, rotated component matrix, convergent and discriminant validity. From the results, it is indicated in the direct effects that marketing innovation on pricing and promotion are the significant drivers of the firm’s marketing performance. Whereas, no significant direct relationship between marketing innovation on packaging and marketing performance was found. In the same way, the indirect effects show that green product market agility plays a significant mediating role in the relationship between marketing innovation on price, marketing innovation on promotion, and marketing innovation on packaging and marketing performance. Moreover, various implications in terms of theory, practices, and policy development are suggested by the study for the practitioners of marketing management to assist in the achievement of effective marketing performance. Also, the study provides directions and recommendations for future researchers.

Organizational mindfulness towards digital transformation as a prerequisite of information processing capability to achieve market agility

Firms are increasingly transforming themselves into agile enterprise by integrating and exploiting digital technologies. Prior research has suggested organization mindfulness would help proactively manage digital technologies and reduce the possibility of rigidity resulting from digital technologies. Although the key role of organizational mindfulness has been increasingly recognized, the impact of organizational mindfulness towards digital transformation on developing digital technology enabled information processing capacity (IPC) has not been empirically examined. In this study, we conceptualize digital technology enabled IPC based on the information processing view (IPV) and examine the relationships among organizational mindfulness, IPC, and market agility. Empirical findings from our survey of 102 managers of US companies indicates that digital transformation-mindful organizations are more likely to effectively establish a digital technology infrastructure; digital technology-enabled external and internal relationships and digital technology-business strategic alignment which, in turn, enhances their ability to respond to environmental turbulence in the markets promptly.

Understanding market agility for new product success with big data analytics

The complexity that characterises the dynamic nature of the various environmental factors makes it very compelling for firms to be capable of addressing the changing customers' needs. The current study examines the role of big data in new product success. We develop a qualitative research with case study approach to look at this. Specifically, we look at multiple cases to get in-depth understanding of customer agility for new product success with big data analytics. The findings of the study provide insight into the role of customer agility in new product success. This study unpacks the interconnectedness of the effective use of data aggregation tools, the effectiveness of data analysis tools and customer agility. It also explores the link between all of these factors and new product success. The study is reasonably telling in that it shows that the effective use of data aggregation and data analysis tools results in customer agility which in itself explains how an organisation senses and responds speedily to opportunities for innovation in the competitive marketing environment. The current study provides significant theoretical contributions by providing evidence for the role of big data analytics, big data aggregation tools, customer agility, organisational slack and environmental turbulence in new product success.

Presenting an integrated BWM-VIKOR-based approach for selecting suppliers of raw materials in the supply chain with emphasis on agility and flexibility criteria (Case study: Saipa Corporation)

In this study, to select suppliers of raw materials in Saipa Automotive Corporation as one of the largest factories in Iran, environmental criteria, flexibility and agility criteria are considered and some sub-criteria are also considered for each criterion. The sub-criteria include green design, clean technology, environmental performance, agility in operational systems, market agility, logistics agility, product flexibility, flexibility in transportation, resource flexibility. It should be mentioned that the said criteria may need modification and revision due to opinions of experts during the research implementation. Therefore, main variables for the issue of identification of criteria affecting selection of suppliers are studied with regard to environmental factors within the organization. In order to rank suppliers and to select the best option based on a best-worst multi-criteria decision-making method (BWM) and VIKOR-based approach was used. According to the calculations based on the proposed process in this study and the information about the desired criteria, 7 suppliers were selected as the best options. As the approach presented in this study has combined two worst-best method to determine weights and VIKOR method for final ranking of options, this approach can be also used in other studies.

Examining the Effect of Marketing Innovations on GPMA: A Study Using the PLS–SEM Approach

Continuous innovation keeps running the businesses. The rise in environmental issues and, in turn, the awareness growing around have led people at large to make purchase of their most needed products and fulfil their requirements, which adhere to environment-friendly norms. Because of the environmental concerns and legal constraints, several organizations are producing green products. There is a stiff competition among the brands to establish themselves as the environment friendly green products. The sustainability for these green products depends on many factors. The important among these are packaging and pricing. To influence the purchase behaviour of consumers and thereby attracting them to purchase green products, innovative ideas in marketing for the longer shelf life of such products are required. The pace at which the green products move out of the shelf impacts an organization’s bottom line, and it has a tandem effect on the environment protection. The article aims at examining the effect of marketing innovations on the longevity (agility) of green product market agility (GPMA). Examining the effect of marketing innovations involves two aspects, and we have kept both aspects parallel to each other. One aspect is to examine the effect of packaging, that is, marketing innovation on packaging (MIPA), and the other aspect is to examine the effect of pricing, that is, marketing innovation on pricing (MIPR), with consumer purchase behaviour acting as a mediator between MIPA and GPMA and consumer purchase intention acting as a mediator between MIPR and GPMA.

Feature interaction in software product line engineering: A systematic mapping study

Context: Software product lines (SPL) engineering defines a set of systems that share common features and artifacts to achieve high productivity, quality, market agility, low time to market, and cost. An SPL product is derived from a configuration of features which need to be compounded together without violating their particular specifications. While it is easy to identify the behavior of a feature in isolation, specifying and resolving interactions among features may not be a straightforward task. The feature interaction problem has been a challenging subject for decades.Objective: This study aims at surveying existing research on feature interaction in SPL engineering in order to identify common practices and research trends.Method: A systematic mapping study was conducted with a set of seven research questions, in which the 35 studies found are mainly classified regarding the feature interaction solution presented: detection, resolution and general analysis.Results: 43% of the papers deal with feature interaction at early phases of a software lifecycle. The remaining is shared among the other categories: source code detection, resolution and analysis. For each category, it was also identified the main strategies used to deal with interactions.Conclusions: The findings can help to understand the needs in feature interaction for SPL engineering, and highlight aspects that still demand an additional investigation. For example, often strategies are partial and only address specific points of a feature interaction investigation.

The Role of Information Technology Capabilities in Capitalizing Market Agility in Jordanian Telecommunications Sector

Information technology (IT) capabilities consider the foundation stone for telecoms organizations to achieve market agility, in view of the fact that these capabilities can provide those organizations with enormous data about the overall market surroundings; thus they can quickly respond to seize on opportunities and avoid various threats. However, the focal point of this research is to examine the role of IT capabilities in capitalizing market agility. A selfadministered questionnaire was distributed on a total sample of (192) IT employees working at one of these Jordanian telecoms organizations (Zain, Orange and Umniah) from different managerial levels. The findings of multiple regression test showed that; IT business spanning capability is the most influential dimension on market agility, and respectively, IT infrastructure capability and IT proactive stance capability. Accordingly, the researchers recommended both managerial implications and directions for other researchers in this rich area to better appreciate critical IT capabilities with the purpose of attaining superior market agility.