This study aims to investigate the impact of real-time marketing intelligence (RTMI) and technological integration (TI) on supply chain agility (SCA), with a focus on organizational flexibility (OFL) as a mediating factor. It seeks to enhance the understanding of how dynamic capabilities, defined as the organization's ability to adapt, integrate and reconfigure internal and external resources to address rapidly changing environments, influence SCA, contributing to the literature on strategic management and supply chain dynamics.
The author used a quantitative research design and utilized the partial least squares structural equation modeling approach to analyze data collected from professionals in the Indian manufacturing, fast-moving consumer goods, logistics, healthcare and e-commerce sectors. The hypotheses were tested through a survey that measured the constructs of RTMI, TI, OFL and SCA, involving 311 respondents.
The findings confirm that RTMI and TI significantly impact SCA, with OFL playing a crucial mediating role. Specifically, RTMI and TI enhance the agility of supply chains by enabling rapid adaptation to market demands and technological changes. OFL emerges as a pivotal element that facilitates the effective leveraging of RTMI and TI towards achieving SCA. The study emphasizes the importance of developing dynamic capabilities as a strategic approach to enhance SCA in the face of market volatilities.
The study contributes original insights into the dynamic capabilities framework by explicitly linking RTMI and TI with SCA and identifying the mediating role of OFL. It extends the application of the dynamic capabilities view (DCV) to the context of supply chain management, offering a novel perspective on the mechanisms through which firms can achieve competitive advantage through agility.
