The Relationship Between Strategic Agility, Team Collaboration, and Performance of Small and Medium Enterprises in Northern Region: The Moderating Role of Digital Marketing
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Abstract
This research aimed 1) to study the importance of strategic agility, team collaboration, digital marketing and performance, 2) to study the relationship between strategic agility and team collaboration on performance, and 3) testing the moderating role of digital marketing to strategic agility and team collaboration on performance of SMEs in the northern region of Thailand. It was quantitative research. The sample consisted of 600 SMEs in the northern region of Thailand registered with government agencies. The research instrument was a questionnaire using descriptive statistics to find percentages, means, and standard deviations. The inferential statistics were analyzed using structural equation modeling (SEM) to test the model fit with the JAMOVI software
The research results found that all variables were highly important. The first was performance, followed by strategic agility, team collaboration, and digital marketing. Strategic agility had both direct and indirect relationships with performance. Team collaboration also has a direct relationship with performance. There is no direct relationship between strategic agility and performance when considering the role of digital marketing. Instead, digital marketing acts as a moderator that influences the relationship between team collaboration and performance. This occurs because digital marketing mechanisms encourage clear marketing goals and transparent joint decision-making, which fosters collaboration and ultimately leads to improved performance.
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