Organizational Elements Contributing to the Marketing Agility of a Firm
Geetha R1, Divya Rekha2
1Dr. Geetha, Professor & HOD, Department of MBA, DSATM, Opposite Art of Living International Center, Udayapurar Kanakapura Rd., Bangalore (Karnataka), India.
2Divya Rekha, DSATM, Opposite Art of Living International Center, Udayapurar Kanakapura Rd., Bangalore (Karnataka), India.
Manuscript received on 04 August 2019 | Revised Manuscript received on 27 August 2019 | Manuscript Published on 05 September 2019 | PP: 400-404 | Volume-8 Issue-2S7 July 2019 | Retrieval Number: B10740782S719/2019©BEIESP | DOI: 10.35940/ijrte.B1074.0782S719
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
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.
Keywords: Organizational Characteristics, Human Resource Capabilities, Marketing Agility.
Scope of the Article: Marketing and Social Sciences