IDEAS home Printed from https://ideas.repec.org/h/spr/prbchp/978-981-99-5118-5_17.html
   My bibliography  Save this book chapter

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

In: Research on Islamic Business Concepts

Author

Listed:
  • Sulhaini

    (University of Mataram)

  • Baiq Handayani Rinuastuti

    (University of Mataram)

  • Siti Nurmayanti

    (University of Mataram)

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.

Suggested Citation

  • Sulhaini & Baiq Handayani Rinuastuti & Siti Nurmayanti, 2023. "Ta’awun and Human Resource Practices as SMEs’ Marketing Agility Enablers," Springer Proceedings in Business and Economics, in: Veland Ramadani & Baker Alserhan & Léo-Paul Dana & Jusuf Zeqiri & Hasan Terzi & Mehmet Bayirli (ed.), Research on Islamic Business Concepts, chapter 0, pages 283-299, Springer.
    • Handle: RePEc:spr:prbchp:978-981-99-5118-5_17
    DOI: 10.1007/978-981-99-5118-5_17
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:prbchp:978-981-99-5118-5_17. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.