Which One Has a Greater Impact on Marketing Agility: Organizational Learning or Organizational Innovation?

This study aims to analyze the relationship between organizational learning and organizational innovation and their impact on marketing agility within the express delivery service industry in Indonesia. Specifically, we aim to identify which factor has the most significant influence on marketing agility, considering the dynamic nature of the industry characterized by frequent market changes and evolving customer expectations. To achieve our research objectives comprehensively, we will employ a quantitative research approach that involves the active participation of owners and managers from reputable express delivery service providers in Indonesia. Data analysis will be conducted meticulously using specialized software for structural equation modeling (SEM), with the methodology employing partial least squares (PLS). The analytical framework will be extensively utilized to establish the study's conceptual foundations. This research is expected to yield empirical findings that contribute to a better understanding of marketing agility, potentially enhancing its description and measurement in the current literature. The research offers both theoretical and practical guidance for business owners and managers, enabling well-informed decision-making, ultimately benefiting the express delivery service industry.