An Agile Framework for Developing Majid Sports Brand: A Hybrid Approach

Purpose: In the present era, the increase in and intensification of competition between brands have made companies that can adapt to environmental changes more attractive to consumers. This study aimed to conduct a case study of a sports product brand using a mixed approach to the agile model.Methodology: This study used an exploratory mixed research design. The qualitative part of the research was conducted based on the grounded theory approach. Participants in the study were selected through snowball sampling, and interviews were conducted with them. The statistical population in the quantitative part of the research included the employees of Majid Company, who were selected using convenience sampling and provided with questionnaires on a five-point Likert scale. A total of 384 questionnaires were collected, and the data were analyzed and modeled using factor analysis tests.Findings: The qualitative part showed that brand agility was a central phenomenon, along with several causal conditions that affected it, including managerial, structural, internal content, and external content factors. Cultural, human, financial, and technological resources were identified as intervening factors. Contextual factors encompass a range of economic, socio-cultural, and political awareness. The findings of the quantitative part of this study also confirmed that various factors, including structural, managerial, internal, and external factors, can affect the level of brand agility.Originality: To achieve optimal brand agility, it is essential for brands to fully monitor the above factors in relation to their target brand and leverage their involvement in brand agility. Also, organizations should use a flexible organizational framework and avoid bureaucratic structures to increase their ability to respond quickly and effectively to brand agility.