Journal of Intelligent Marketing Management

Journal of Intelligent Marketing Management

The Impact of Strategic Flexibility on Marketing Leadership and Strategic Intelligence

Articles in Press

Document Type : The scientific research paper

Authors
Hussein Faisal Ghazi Al-Aaraji 1
Seyed Samad Hosseini 2
Alireza Fazlzadeh 3
Vahid Ahmadian 4
1 PhD student, Department of Management and Economics, Strategic Management, University of Tabriz, Tabriz, Iran.
2 Associate Professor, Department of Management, Faculty of Economics and Management, University of Tabriz, Tabriz, Iran.
3 Assistant Professor, Department of Management, Faculty of Economics and Management, University of Tabriz, Tabriz, Iran.
4 Associate Professor, Department of Accounting, Faculty of Economics and Management, University of Tabriz, Tabriz, Iran.
JABM.3.2.15564.3515413326
Abstract
Strategic flexibility, as one of the organization's vital capabilities, enables the organization to review and adjust strategies in uncertain conditions and helps managers identify emerging opportunities and manage environmental threats. Accordingly, the purpose of the present study is to investigate the impact of strategic flexibility on marketing leadership and strategic intelligence. The present study is applied in terms of its purpose and descriptive survey in terms of its method. The statistical population includes managers and experts working in marketing and strategic planning units of organizations who are familiar with the strategic decision-making processes and the competitive environment of the organization. To estimate the initial sample size, Cochran's formula for unlimited communities was used. Accordingly, the minimum required sample size was estimated to be 150 people. Considering an increase of about 6%, the final sample size was determined to be 159 people. Data were collected through a researcher-made and standardized questionnaire. Data analysis was performed using SPSS and SmartPLS software. The findings showed that strategic flexibility has a direct, positive and significant effect on marketing leadership (β = 0.48, t = 7.45). Strategic intelligence significantly moderates the relationship between these two variables (interactive β = 0.23, t = 3.96) and environmental variables (market changes, technological progress and competition intensity) play a minor mediating role (indirect β = 0.22, t = 4.58). Based on the research findings, managers and organizations can improve the organization's marketing performance in conditions of uncertainty by strengthening these capabilities.
Keywords
Strategic flexibility
marketing leadership
strategic intelligence
structural equation modeling
Subjects
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Journal of Intelligent Marketing Management

Articles in Press, Accepted Manuscript
Available Online from 23 July 2026

  • Receive Date 28 April 2026
  • Revise Date 08 June 2026
  • Accept Date 23 July 2026