Designing an Agile Marketing Model for Small and Medium-sized Enterprises in Iran (Case Study: SMEs in the Northwest Regions of Iran)

Abstract

Objective: The aim of this research was to design and propose an agile marketing model for small and medium-sized enterprises (SMEs) in Iran using a grounded theory approach. The study investigated the factors influencing the implementation of agile marketing, its enablers, barriers, and outcomes in SMEs located in the northwest regions of Iran. Methodology: This study employed a mixed-method approach (qualitative and quantitative). In the qualitative phase, theoretical sampling was conducted until theoretical saturation was reached through 21 semi-structured interviews, and the data were analyzed using the grounded theory method. In the quantitative phase, field data were collected via questionnaires from 406 SMEs in the provinces of East Azerbaijan, West Azerbaijan, Ardabil, and Zanjan, and the data were analyzed using statistical methods. Findings: The findings revealed that agile marketing improves the skills of specialized employees, enhances customer-centricity, and increases the competitiveness of SMEs. Furthermore, the role of digital technologies and data analytics as facilitators in the successful implementation of this approach was confirmed. Barriers such as organizational resistance and the complexity of the business environment were also identified as factors hindering agile marketing implementation. Conclusion: The study demonstrated that agile marketing can significantly enhance the performance and competitiveness of SMEs in turbulent markets. However, successful implementation requires appropriate infrastructure, digital technologies, and cultural changes within the organization. Agile marketing is proposed as an effective strategy for improving marketing and market management capabilities in SMEs.