The Role of Organizational Innovation Mediation between Marketing Strategy and Economic Resilience

Abstract

This study aims to examine the mediating role of organizational innovation in the relationship between marketing strategy and corporate economic resilience through a literature study method. Economic resilience is becoming increasingly important in the midst of global uncertainty, so a deep understanding of how marketing strategies can be optimized through organizational innovation is needed. The results of a review of several selected scientific articles published in last five years show that responsive and data-driven marketing strategies are able to increase organizational resilience. However, the effectiveness of these strategies is largely determined by the company’s internal ability to innovate. Organizational innovation has been shown to significantly mediate the relationship between marketing strategy and economic resilience, especially in creating flexibility, efficiency, and added value. Thus, the integration between marketing and innovation strategies is an important prerequisite for companies to survive and thrive in the midst of market dynamics. These findings make a theoretical and practical contribution to the development of sustainable strategic management models.