Building Agility in Service SMEs for Post-pandemic Era

Firma Performansı Bakımından Adaptif Pazarlama Yetenekleri ve Pazarlama Çevikliği Üzerine Teorik Bir Tartışma

“…Similarly, the relationship between MA and firm's financial performance is stronger under high market turbulence (Zhou et al, 2019). A study that has been conducted recently in Turkey with SMEs (see Demir et al, 2021) demonstrates that companies which adopted agile management strategies could overcome certain difficulties of COVID-19 within a short period of time. For instance, a software company dealing with image recognition and processing has changed its focus from individual products to a new software product for processing X-rays for distant medical diagnosis through which the company could give consultancy to the government as well.…”

“…In a similar manner, the company which specializes in medical software product has achieved to accelerate the telemedicine integration into their products just after official announcement of first COVID-19 case. The real estate company that rents and sells summer houses and apartments had to intensify the virtual site tours instead of physical ones during COVID-19 due to travel restrictions (Demir, et al, 2021).…”