Ta’awun and Human Resource Practices as SMEs’ Marketing Agility Enablers

Sulhaini (), Baiq Handayani Rinuastuti () and Siti Nurmayanti ()
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Sulhaini: University of Mataram
Baiq Handayani Rinuastuti: University of Mataram
Siti Nurmayanti: University of Mataram

Chapter Chapter 17 in Research on Islamic Business Concepts, 2023, pp 283-299 from Springer

Abstract: Abstract Marketing agility has increasingly held scholars and managers’ attention, especially during the pandemic, however understanding of the capability is still far from adequate. The study therefore aims at examining a complex model ranging from external and internal enablers of marketing agility, digital marketing adoption and firm survival. The external enabler is ta'awun (an Islamic, spiritually motivated cooperation) while human resource practices as the internal enabler. The data was collected in Indonesia, which is a developing country with the largest Muslim population in the world. The sampling was purposive and door-to-door approaches were made. The result suggests that ta'awun and human resource practices are powerful enablers, although ta'awun does not directly affect digital marketing usage but rather achieves this through its effect on marketing agility. Human resource practices are the internal enabler that plays a great role in marketing agility and digital marketing adoption. SMEs rely more on the internal enabler for their survival.

Keywords: Ta’awun; Marketing agility; Digital marketing; Human resource practices; Survival (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-981-99-5118-5_17

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DOI: 10.1007/978-981-99-5118-5_17

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