Table 3. Details of measures used in...

Table 3.

Details of measures used in this study

Scale/item	Loading	Source
Marketing agility		Zhou et al. (2019)
Proactiveness
1. We can spot the first indicators of new market threats	0.848
2. We are often the first to seize new market opportunities	0.879
3. We can anticipate new opportunities for market growth	0.878
4. We create new preferences by informing customers about new benefits of our products	0.831
Responsiveness
5. We can respond to changes in demand without overstocking or losing sales	0.815
6. We can respond quickly to supply volume fluctuations by having suppliers in many regions of the world	0.815
7. When an unexpected threat emerges, we are able to adjust through resource reconfiguration	0.802
8. We can react to fundamental changes with respect changing the competitor landscape	0.825
Flexibility
9. We can market a wide variety of products within our portfolio	0.849
10. We can offer different products through minor modifications to existing ones	0.883
11. We can adjust what we offer to match market needs	0.857
Speed
12. We can meet customer’s changing needs faster than our competitors	0.852
13. We compress time from product concept to marketing to respond quickly to the changes in customer needs	0.868
14. We can quickly change our product mix in response to changing market opportunities	0.879
15. We are fast at changing activities that do not lead to the desired effects	0.816
Technology Turbulence		Jaworski and Kohli (1993)
1. The technology in our industry is changing rapidly	0.825
2. Technological changes provide big opportunities in our industry	0.803
3. A large number of new product ideas have been made possible through technological breakthroughs in our industry	0.851
4. Technological developments in our industry are rather major	0.810
AI-based stakeholder engagement		Tehrani et al. (2025), adapted from Hughes et al. (2022)
1. We strive to develop an empowered workforce that is able and committed to adopting AI	0.800
2. Authority is decentralised and delegated so that our partners, vendors and suppliers can get involved in our decisions about AI's use	0.821
3. Top management and staff work in partnership to solve AI-related problems together	0.786
4. We guide and support AI implementation for our partners, vendors and suppliers	0.826
5. We generate and enhance AI implementation opportunities and encourage our partners, vendors and suppliers to experiment and reflect on those	0.861
6. Our partners, vendors and suppliers actively seek information from us regarding our AI applications and provide their ideas and inputs on that	0.835
7. Our partners, vendors and suppliers are emotionally involved in our AI initiatives	0.839
8. Our partners, vendors and suppliers actively participate in our AI projects	0.849
9. Engaging partners, vendors and suppliers is maximised through our AI management plans and AI strategies	0.891
10. We participate in joint AI-related activities/interactions with our partners, suppliers and vendors	0.867
11. Our partners, vendors and suppliers actively seek partnership opportunities with our firm that involve our AI initiatives	0.869
Firm performance		Jaworski and Kohli (1993)
1. Overall performance of the business unit last year	0.936
2. Overall performance relative to major competitors last year	0.940

Scale/item	Loading	Source
Marketing agility		Zhou et al. (2019)
Proactiveness
1. We can spot the first indicators of new market threats	0.848
2. We are often the first to seize new market opportunities	0.879
3. We can anticipate new opportunities for market growth	0.878
4. We create new preferences by informing customers about new benefits of our products	0.831
Responsiveness
5. We can respond to changes in demand without overstocking or losing sales	0.815
6. We can respond quickly to supply volume fluctuations by having suppliers in many regions of the world	0.815
7. When an unexpected threat emerges, we are able to adjust through resource reconfiguration	0.802
8. We can react to fundamental changes with respect changing the competitor landscape	0.825
Flexibility
9. We can market a wide variety of products within our portfolio	0.849
10. We can offer different products through minor modifications to existing ones	0.883
11. We can adjust what we offer to match market needs	0.857
Speed
12. We can meet customer’s changing needs faster than our competitors	0.852
13. We compress time from product concept to marketing to respond quickly to the changes in customer needs	0.868
14. We can quickly change our product mix in response to changing market opportunities	0.879
15. We are fast at changing activities that do not lead to the desired effects	0.816
Technology Turbulence		Jaworski and Kohli (1993)
1. The technology in our industry is changing rapidly	0.825
2. Technological changes provide big opportunities in our industry	0.803
3. A large number of new product ideas have been made possible through technological breakthroughs in our industry	0.851
4. Technological developments in our industry are rather major	0.810
AI-based stakeholder engagement		Tehrani et al. (2025), adapted from Hughes et al. (2022)
1. We strive to develop an empowered workforce that is able and committed to adopting AI	0.800
2. Authority is decentralised and delegated so that our partners, vendors and suppliers can get involved in our decisions about AI's use	0.821
3. Top management and staff work in partnership to solve AI-related problems together	0.786
4. We guide and support AI implementation for our partners, vendors and suppliers	0.826
5. We generate and enhance AI implementation opportunities and encourage our partners, vendors and suppliers to experiment and reflect on those	0.861
6. Our partners, vendors and suppliers actively seek information from us regarding our AI applications and provide their ideas and inputs on that	0.835
7. Our partners, vendors and suppliers are emotionally involved in our AI initiatives	0.839
8. Our partners, vendors and suppliers actively participate in our AI projects	0.849
9. Engaging partners, vendors and suppliers is maximised through our AI management plans and AI strategies	0.891
10. We participate in joint AI-related activities/interactions with our partners, suppliers and vendors	0.867
11. Our partners, vendors and suppliers actively seek partnership opportunities with our firm that involve our AI initiatives	0.869
Firm performance		Jaworski and Kohli (1993)
1. Overall performance of the business unit last year	0.936
2. Overall performance relative to major competitors last year	0.940

Source(s): Authors’ own work

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