Markets are increasingly fast-changing and complex, requiring new concepts and constantly updated business models for organizations to remain competitive. Marketing Agility (MA) is a new and sparsely researched topic nevertheless there is growing significance of this topic as it may provide market and financial advantages in complex and dynamic markets. MA differs from traditional marketing activities in that its key principle is rooted in the notion that change is ongoing and requires flexibility. MA makes an entity more sensitive to and capable of responding to changes in the market however its applicability for all entities and markets has been challenged. Consequently, there is a call for more research into MA for varying entities and market conditions. As such, this study will test hypotheses on MA and market and financial performance using structured equation modelling. The research findings are expected to inform how allied healthcare providers can demonstrate improved market and financial performance and the moderating role of information systems.
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