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The Impact of Organizational Agility on Firm Performance with the Moderating Role of Marketing Planning Capability and Marketing Execution Capability (Case Study: Iran Insurance Company)
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Seyyed Alireza Mousaviyoun *   , Shahram Dilmaghani |
| M.Sc. in Business Management (Marketing), Islamic Azad University, Central Tehran Branch |
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Abstract: (2 Views) |
| The paramount importance of organizational performance makes gaining sufficient insight into this construct, understanding its measurement, and identifying the factors influencing it of particular significance. This study aims to investigate the impact of organizational agility on firm performance with the moderating role of marketing planning capability and marketing execution capability in Iran Insurance Company. In terms of methodology, this research is a descriptive-survey study utilizing a questionnaire as the measurement instrument. By purpose, it is applied; by time frame, cross-sectional; and by nature, correlational. Simple random sampling was employed for data collection, and SmartPLS 3 software was used for data analysis. The results demonstrated that organizational agility has a direct, positive, and statistically significant impact on firm performance, moderated by both marketing planning capability and marketing execution capability within Iran Insurance Company. |
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| Keywords: Organizational Agility, Firm Performance, Marketing Planning Capability, Marketing Execution Capability |
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Full-Text [PDF 553 kb]
(1 Downloads)
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Type of Study: Research |
Subject:
General
Received: 2025/04/10 | Accepted: 2025/05/16 | Published: 2025/06/20
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