Template-Type: ReDIF-Article 1.0
Author-Name: Mohammad Ebrahim Naderi Khorshidi
Author-Name-First: Mohammad Ebrahim
Author-Name-Last: Naderi Khorshidi
Author-Email: ebinaderi0078@gmail.com
Author-Workplace-Name: Masters Degree, Business Management (Marketing Orientation), Sari Branch, Islamic Azad University, Sari, Iran.
Title: Investigating the Impact of Strategic Agility on Entrepreneurial Marketing Considering the Mediating Role of Organizational Intelligence in the Tourism Industry
Abstract: The primary objective of this research is to investigate the impact of strategic agility on entrepreneurial marketing, considering the mediating role of organizational intelligence among businesses operating in the tourism industry of Mazandaran Province. From a purposive standpoint, this research is applied, and in terms of nature and methodology, it falls under descriptive-correlational research. The statistical population comprised all senior managers, experts, and entrepreneurs active in organizations, hotels, travel agencies, and ecotourism complexes in Mazandaran Province. Using Cochran’s formula with a 5% margin of error, the sample size was determined to be 280 individuals, selected via stratified random sampling based on business type and city. The data collection instrument was a researcher-made questionnaire based on established literature, with its face and content validity confirmed by a panel of academic and industry experts. To analyze the data and test the conceptual model, the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach was employed using SmartPLS4 software. The findings from the measurement model assessment demonstrated satisfactory convergent and discriminant validity and reliability for all constructs. Furthermore, the structural model results indicated that strategic agility has a significant positive impact on entrepreneurial marketing and organizational intelligence. Additionally, organizational intelligence exerts a significant positive impact on entrepreneurial marketing. Bootstrapping results for the mediating effect confirmed that organizational intelligence plays a significant partial mediating role in the relationship between strategic agility and entrepreneurial marketing.
Classification-JEL: JEL
Keywords: Strategic Agility; Entrepreneurial Marketing; Organizational Intelligence; Tourism Industry; Structural Equation Modeling
Journal: International Journal of Resistive Economics
Pages: 78-91
Volume: 11
Issue: 1
Year: 2023
Month: January
DOI: 10.220.34.2023.44
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Handle: RePEc:trd:journl:245444