Improving organizational agility of micro, small, and medium enterprises through digital marketing strategy

Abstract

The business success of Micro, Small, and Medium Enterprises (MSMEs) is determined by capital assets and capabilities to adopt innovation of social media technology to formulate digital marketing strategy improving organizational agility. The vastly developing content of social media becomes an opportunity ensuring more agile organizations in the accessibility of target markets. Problems of this research proposal are formulated (a) to propose a new research model on influences of innovation adoption of social media technology on digital marketing strategy in improving organizational agility of MSMEs and (b) to design hypothetical tests to cognize the influence of each latent variable. The research aims to identify and analyze to what extent digital marketing strategy can improve organizational agility of MSMEs in Pontianak, Indonesia. The combination of a convergent triangulation model and a follow-up, explanatory design is used. The sample including 55 MSMEs is determined by using Slovin Formula and a simple random sampling technique. 5 informants are selected at a sampling site by using a purposive sampling technique. The novelty of this research is on influences of antecedent variables aiming to improve organizational agility of businesses of MSMEs digitally.