Scholars and practitioners both acknowledge that agility is crucial in leading a digital
transformation effort. However, empirical and theoretical research on agile capabilities in an …

Conceptualizing how customers construe online negative word‐of‐mouth (nWOM) following
failure experiences remains unsettled, leaving providers with inconclusive recovery strategy …

Purpose In almost every large business, there is a growing recognition of the importance of
organisational agility in improving their marketing responsiveness and business survival …

This study represents a scholarly endeavour to explore the effects of Covid-19 perceptions
on customer orientation via job insecurity, burnout and workplace motivation alongside …

This study investigates the role of marketing managers as strategic change agents from the
dynamic managerial capabilities' perspective. It nurtures the broader theoretical questioning …

Abstract Service and business-to-business companies have remained at the forefront of
studies into internal marketing due to close contact between employees and customers …

Online behavioral tailoring has become an integral part of online marketing strategies.
Contemporary marketers increasingly seek to create an influential environment on social …

Traditional branding approaches take too long to react to today's dynamic environment.
Agile branding offers a promising approach and might be the contemporary answer to the …

This paper aims to examine the impact of marketing agility on decision-making during crisis
management stages in five-star and four-star hotels in Jordan. The study included 71 top …

The extent to which a brand expresses and enhances one's identity is determined by the
level of brand identification and this has a positive effect on word-of-mouth reports …