THE MEDIATING ROLE OF MARKETING AGILITY ON THE RELATIONSHIP BETWEEN ENTREPRENEURIAL RESILIENCE, ABSORPTIVE CAPACITY, AND NEW PRODUCT PERFORMANCE

This study aims to explore the association between entrepreneurial resilience (ER), absorptive capacity (ACAP), and new product performance (NPP). Additionally, it aims to investigate if marketing agility (MA) acts as a mediator in these relationships within the suggested model. Data were gathered from telecommunications firms in the Kurdistan region of Iraq through a self-administered survey. A total of 556 questionnaires were distributed, and 299 of them were returned and used for statistical analysis. A structural equation model (SEM) was used to assess both the measurement and structural models in the data analysis. Both ER and ACAP have an influence on NPP. In addition, MA not only affects NPP but also enhances the relationship between ER and NPP. Contrary to expectations, ACAP has no impact on MA. This study provides NPP researchers with a deeper insight into the capabilities that can influence the performance of new products.