Strategic agility and its role in achieving marketing prowess An analytical study of the opinions of a sample of managers at Al-Kafeel Company

Abstract

The research aims to identify the role of strategic agility through its sub-dimensions (clarity of vision, basic (fundamental) capabilities, defining strategic goals, sharing responsibility, and taking action) as an independent variable in marketing ingenuity as a dependent variable through its dimensions (exploring opportunities, exploiting opportunities, marketing flexibility). The sponsor company was chosen as a field for the application of the research by selecting a random sample of (132), represented by (manager, m. manager and department managers). For the independent variable and (12) for the dependent variable, and for the purpose of achieving the objectives of the research, answering its questions, testing the validity of its hypotheses, and the validity of the data for analysis