Marketing agility during deep uncertainty using a sensemaking perspective: the performance influence of digitization and government intervention in retail healthcare

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.