The Role of Marketology in International Business continuity, considering the mediating role of strategic agility

Document Type : Research Paper


1 Associate, professor, Faculty of Managment, University of Tehran

2 PhD Candidate of Marketing, Faculty of Managment, University of Tehran

3 Policy Making PhD Student, Farabi Campus, Faculty of Managment, University of Tehran, Qom, Iran


Today, businesses face economic, environmental, political, and social challenges that cause problems to their success and survival. Many international companies have to transform or renovate their business model due to complexities and turbulence. Hence, organizations are always in search of an effective mechanism to generate and disseminate information to achieve an intelligence/insight essential for market-relevant decision-making and action-taking. The method of this research is applied in terms of purpose and descriptive-correlational in terms of data collection. The statistical population of this study consists of supervisors and experts of international businesses (export and import) active in the years 2017 to 2020, who, after extracting their information through the Trade Development Organization and the Chamber of Commerce, were selected by simple random sampling. A questionnaire with a Likert scale was sent to them, and finally the information related to 382 questionnaires was analyzed using the structural equation approach and SmartPLS 3 software. Findings show that both direct and indirect (via strategic agility) influences of marketology on business continuity of a company that works internationally are confirmed.


صنوبر، ناصر؛ سروری، رحیم؛ جبارزاده، یونس؛ (1397)، بین‌المللی شدن شرکت‌های دانش‌بنیان: نقش دانش بازار خارجی و تشخیص فرصت کارآفرینانه بین‌المللی: توسعه کارآفرینی11(3)- 461-479.
Aghazadeh, H. (2017). Principles of Marketology, Volume 2, (pp. 291-390). Palgrave Macmillan US.
Ahammad, M. F., Basu, S., Munjal, S., Clegg, J., & Shoham, O. B. (2021). Strategic agility, environmental uncertainties and international performance: The perspective of Indian firms.Journalof World Business
Ain, N. U., Vaia, G., DeLone, W. H., & Waheed, M. (2019). Two decades of research on business intelligence system adoption, utilization and success – A systematic literature review. Decision Support Systems,
Altig, D., Barrero, J. M., Bloom, N., Davis, S. J., Meyer, B., & Parker, N. (2020). Surveying business uncertainty. Journal of Econometrics, xxxx.
Bartels, R. (1965). Marketing technology, tasks and relationships. 45–48.
Baskerville, R., Spagnoletti, P., & Kim, J. (2014). Incident-centered information security: Managing a strategic balance between prevention and response. Information and Management, 51(1), 138–151.
Belderbos, R., De Michiel, F., Sleuwaegen, L., & Wu, S. (2021). Global market integration, efficiency orientation, and drivers of foreign subsidiary divestments. Journal of World Business, 56(5).
Brillinger, A. S., Els, C., Schäfer, B., & Bender, B. (2019). Business model risk and uncertainty factors: Toward building and maintaining profitable and sustainable business models. Business Horizons, xxxx.
Budler, M., Župič, I., & Trkman, P. (2021). The development of business model research: A bibliometric review. Journal of Business Research
Chatfield,A.T., & Reddick, C. G. (2018). Customer agility and responsiveness through big data analytics for public value creation:A case study of Houston 311 on-demand services.Government Information Quarterly
Chen, K.Y.,& Huan,T.C.(2020). Facilitating weaker firms’ market knowledge in asymmetric B2B relationship from structure, process, and strategy aspects a case of travel industry.Journal of Knowledge Management,
Clauss, T., Kraus, S., Kallinger, F. L., Bican, P. M., Brem, A., & Kailer, N. (2020). Organizational ambidexterity and competitive advantage: The role of strategic agility in the exploration-exploitation paradox. Journal of Innovation and Knowledge
Cui, Y., Ni, S., Shen, S., & Wang, Z. (2020). Modeling the dynamics of information dissemination under disaster. Physica A: Statistical Mechanics and Its Applications, 537, 122822.
Curtis, S. K. (2021). Business model patterns in the sharing economy. Sustainable Production and Consumption, 27, 1650–1671.
Demir, R., Campopiano, G., Kruckenhauser, C., & Bauer, F. (2021). Strategic agility, internationalisation speed and international successs. Journal of International Management, 27(1), 100838.
Faertes, D. (2015). Reliability of supply chains and business continuity management. Procedia Computer Science, 55(Itqm), 1400–1409.
Galbusera, L., Cardarilli, M., & Giannopoulos, G. (2021). The ERNCIP survey on COVID-19: Emergency & Business Continuity for fostering resilience in critical infrastructures. Safety Science, 139(February)
Gjaja, M. (2020). COVID-19: Win the Fight, Win the Future | BCG.
Gugissa, D. A.,Ingenbleek, P. T. M., & van Trijp, H. C. M. (2021). Market knowledge as a driver of sustainable use of common-pool resources:A lab-in-the-field study among pastoralists inEthiopia.Ecological Economics
Gupta, S., Justy, T., Kamboj, S., Kumar, A., & Kristoffersen, E. (2021). Big data and firm marketing performance: Findings from knowledge-based view. Technological Forecasting and Social Change, 171(June)
Hoe, S. L. (2008). Perceptions becoming reality: Bridging the market knowledge gap. Development and Learning in Organisations, 22(2)
Lewis, M. W., Andriopoulos, C., & Smith, W. K. (2014). Paradoxical leadership to enable strategic agility. California Management Review
Margherita, A., & Heikkilä, M. (2021). Business continuity in the COVID-19 emergency: A framework of actions undertaken by world-leading companies. Business Horizons.
Meyer, K. E., Mudambi, R., & Narula, R. (2011). Multinational Enterprises and Local Contexts: The Opportunities and Challenges of Multiple Embeddedness. Journal of Management Studies, 48(2), 235–252.
Niemimaa, M., Järveläinen, J., Heikkilä, M., & Heikkilä, J. (2019). Business continuity of business models: Evaluating the resilience of business models for contingencies.International Journal of Information Management
Nyamrunda, F. C., & Freeman, S. (2021). Strategic agility, dynamic relational capability and trust among SMEs in transitional economies. Journal of World Business, 56(3), 101175.
Osterwalder, A., Pigneur, Y., Smith, A., & Movement, T. (2010).
Ouyang, M., & Fang, Y. (2017). A Mathematical Framework to Optimize Critical Infrastructure Resilience against Intentional Attacks. Computer-Aided Civil and Infrastructure Engineering, 32(11), 909–929.
Pham, L. D. Q., Coles, T., Ritchie, B. W., & Wang, J. (2021). Building business resilience to external shocks: Conceptualising the role of social networks to small tourism & hospitality businesses. Journal of Hospitality and Tourism Management, 48(October 2020), 210–219.
Phillips, B. D., & Landahl, M. (2021). Parts of a business continuity plan. Business Continuity Planning, December 2019, 65–84.
Reshetko, N., Safronova, A., Vakulenko, S., Kurenkov, P., & Sokolova, A. (2021). Quality Assessment of Management Decisions in the System of Marketing and Public Relations of a Transport Enterprise. Transportation Research Procedia, 54(2020), 380–387.
Sahebjamnia, N., Torabi, S. A., & Mansouri, S. A. (2015). Integrated business continuity and disaster recovery planning: Towards organizational resilience. European Journal of Operational Research, 242(1)
Schätter, F., Hansen, O., Wiens, M., & Schultmann, F. (2019). A decision support methodology for a disaster-caused business continuity management. Decision Support Systems, 118(November 2018), 10–20.
Shams, R., Vrontis, D., Belyaeva, Z., Ferraris, A., & Czinkota, M. R. (2021). Strategic agility in international business: A conceptual framework for “agile” multinationals. Journal of International Management, 27(1)
Tripathi, A., & Pandey, A. (2021). Information dissemination across global markets during the spread of COVID-19 pandemic. International Review of Economics and Finance, 74(February), 103–115.
Vaillant,Y., & Lafuente, E.(2019).The increased international propensity of serial entrepreneurs demonstrating ambidextrous strategic agility.International Marketing Review
Wang, Y., Hong, A., Li, X., & Gao, J. (2020). Marketing innovations during a global crisis: A study of China firms’ response to COVID-19. Journal of Business Research, 116, 214–220.
Weber,Y.,&Tarba,S.Y. (2014).Strategic agility:A state of the art introduction to the special section on strategic agility.California Management Review
Xing, J., Zeng, Z., & Zio, E. (2019). Dynamic business continuity assessment using condition monitoring data. International Journal of Disaster Risk