The effect of agile marketing on company performance, a study on intermediation roles of innovative capability and marketing mix adaptation

In the face of the constant and rapid change of various environmental factors that businesses face, it becomes more and more important that they can act proactively, strengthen their sustainability, and gain new talents while improving their existing ones. For businesses to gain superior capabilities than other competing companies, they must constantly improve themselves in line with the demands of customers or in the face of technological developments and respond to these situations in an agile manner. This proactive behavior and course of action is described as being an agile organization, which is frequently encountered in the business literature in recent years, while it also expresses agile marketing in the field of marketing. Based on the importance of the concept, this study examined agile marketing and company performance relationships and the roles of marketing mix adaptation and innovativeness in this relationship. Considering that there may be differences in these relations, pharmaceutical and chemical industry enterprises registered with ISO, where change has been experienced very rapidly in the last few years and IT sector enterprises from the service sector that are members of ITO were identified as research areas. In addition, the potential of market turbulence as a regulatory variable to make a difference in the relationship between the subject variables of the research was investigated within the scope of the study. In line with the research findings it was found that, the agile marketing has a positive effect on company financial and marketing performance and that, innovativeness and marketing mix adaptation have a mediating role in this effect. However, it was determined that market turbulence did not have a regulatory effect.