Abstract
This study investigates the impact of marketing agility on firms’ performance, considering both short- and long-term outcomes. It explores factors influencing marketing agility’s ability to drive firm performance and customer satisfaction. Study 1 analyses survey data from 609 decision makers (senior and general managers) and objective performance metrics across different industries. Study 2, using panel data from 319 firms, reveals that while marketing agility does not directly affect short-term profitability, it positively associated with long-term profitability and customer satisfaction. Managers are encouraged to invest in marketing agility as a strategic route to long-term business success, given its indirect influence on both short- and long-term profit gains through increased customer satisfaction.