Adapting to Thrive: the Role of Organizational Learning in Driving Marketing Agility and Marketing Performance for Sustainable Development in Express Delivery

Objective: This study examines how marketing agility mediates the relationship between organizational learning and marketing performance in Indonesia's express delivery industry, highlighting strategies for improved adaptability and competitiveness. Theoretical Framework: This study builds on dynamic capabilities theory, organizational learning theory, and marketing agility frameworks to investigate how organizational learning drives marketing agility, which enhances marketing performance in Indonesia's express delivery industry. Method: This study uses a quantitative approach with Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze data collected from 151 respondents via a structured questionnaire distributed through the Indonesian Express Delivery Service Association. Results and Discussion: Organizational learning boosts marketing agility, improving marketing performance in Indonesia's express delivery sector. Marketing agility is a mediator, highlighting the importance of a learning-oriented culture for market adaptation. This aligns with the dynamic capabilities framework, emphasizing competitive agility. Further research is recommended in other service sectors. Research Implications: This study emphasizes the role of organizational learning in enhancing marketing agility and performance in express delivery. Practically, firms should focus on continuous learning for adaptability. Theoretically, it advances the dynamic capabilities framework by linking learning and performance through marketing agility. These implications could encompass other service industries. Originality/Value: This study is the first to empirically examine the relationships among organizational learning, marketing agility, and marketing performance in Indonesia's express delivery sector. By highlighting marketing agility as a critical mediator, it offers insights into how continuous learning enhances organizational responsiveness and competitiveness, contributing to dynamic capabilities literature.