Journal article
Marketing agility during deep uncertainty using a sensemaking perspective: the performance influence of digitization and government intervention in retail healthcare
Asia Pacific journal of marketing and logistics, Vol.37(6), pp.1608-1626
03/06/2025
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Abstract
Purpose: Community pharmacies are critical healthcare providers facing unprecedented trading conditions during deep uncertainty. As such, this study aims to inform scholars and practitioners about the efficiency of marketing agility in enhancing firm performance while considering the mediating roles of government interventions and digitization.
Design/methodology/approach: A conceptual framework is constructed and validated. Six hypotheses are tested using partial least squares structural equation modeling (PLS-SEM), with 254 responses attained via a questionnaire.
Findings: Marketing agility facilitated firm performance and digitization. However, findings elucidate the impact of government involvement and underscore the necessity for re-evaluating conventional metrics for firm performance amid deep uncertainty.
Originality/value: The efficacy of marketing agility has been acknowledged amidst deep uncertainty, yet more research is needed within the retail healthcare sector. This research addresses this gap.
Details
- Title
- Marketing agility during deep uncertainty using a sensemaking perspective: the performance influence of digitization and government intervention in retail healthcare
- Creators
- Gary Eckstein - University of Southern QueenslandAnup Shrestha - University of Southern QueenslandFiona Russo - University of Southern Queensland
- Publication Details
- Asia Pacific journal of marketing and logistics, Vol.37(6), pp.1608-1626
- Publisher
- Emerald Group Publishing
- Number of pages
- 19
- Grant note
- Australian Government Research Training Program (RTP) Scholarship; Australian Government; Department of Industry, Innovation and Science
- Identifiers
- 991013379633302368
- Copyright
- © Emerald Publishing Limited
- Academic Unit
- Information Technology; Faculty of Business, Law and Arts; The Hotel School
- Language
- English
- Resource Type
- Journal article