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THE MEDIATING ROLE OF MARKETING AGILITY ON THE RELATIONSHIP BETWEEN ENTREPRENEURIAL RESILIENCE, ABSORPTIVE CAPACITY, AND NEW PRODUCT PERFORMANCE

Shaso Hemin Mejeed et al.

International Journal of Innovation Management2025https://doi.org/10.1142/s136391962550015xarticle
AJG 2
Weight
0.44

What the paper says

This study aims to explore the association between entrepreneurial resilience (ER), absorptive capacity (ACAP), and new product performance (NPP). Additionally, it aims to investigate if marketing agility (MA) acts as a mediator in these relationships within the suggested model. Data were gathered from telecommunications firms in the Kurdistan region of Iraq through a self-administered survey. A total of 556 questionnaires were distributed, and 299 of them were returned and used for statistical analysis. A structural equation model (SEM) was used to assess both the measurement and structural models in the data analysis. Both ER and ACAP have an influence on NPP. In addition, MA not only affects NPP but also enhances the relationship between ER and NPP. Contrary to expectations, ACAP has no impact on MA. This study provides NPP researchers with a deeper insight into the capabilities that can influence the performance of new products.

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https://doi.org/https://doi.org/10.1142/s136391962550015x

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@article{shaso2025,
  title        = {{THE MEDIATING ROLE OF MARKETING AGILITY ON THE RELATIONSHIP BETWEEN ENTREPRENEURIAL RESILIENCE, ABSORPTIVE CAPACITY, AND NEW PRODUCT PERFORMANCE}},
  author       = {Shaso Hemin Mejeed et al.},
  journal      = {International Journal of Innovation Management},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1142/s136391962550015x},
}

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THE MEDIATING ROLE OF MARKETING AGILITY ON THE RELATIONSHIP BETWEEN ENTREPRENEURIAL RESILIENCE, ABSORPTIVE CAPACITY, AND NEW PRODUCT PERFORMANCE

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Evidence weight

0.44

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.32 × 0.4 = 0.13
M · momentum0.57 × 0.15 = 0.09
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.