Organizational elements contributing to the marketing agility of a firm

Abstract

Business establishments are enormously spending on competency intensification; more so for enhancement of marketing worth. There is a need to rationalize the lucidity and significance of such huge investments. Organizational resources play a fundamental role in boosting the marketing proficiency. But there are very few empirical studies to corroborate the significance of organizational attributes in increasing marketing dexterity of firms. Extant research is an effort to bridge this gap. It explores the role of organizational characteristics and human resource proficiencies contributing to enhancing marketing agility of the firm. Around 120 employees of a well-established manufacturing frim involved in the manufacture of sustainable products were surveyed using a structured questionnaire. Through an exploratory analysis the causative factors were identified and subsequently the opinion of the sample elements regarding the role of identified factors in enriching the marketing efficiency of their firm was sought. The data was analyzed using linear regression method and the results reflect that there is a significant correlation between organizational characteristics and the marketing dexterity but surprisingly the contribution of human resource capabilities to marketing adroitness is not considered as essential as organizational characteristics by the respondents.