Document Type : Original Article
Authors
Urmia University
Abstract
The purpose of the present study was to investigate the effect of learning agility on the financial and social performance of sporting goods manufacturing firms, as well as to test the moderating role of sustainable market orientation in these relationships. This research was applied in purpose and descriptive-survey in nature, utilizing a cross-sectional design for data collection. The statistical population comprised managers, supervisors, and experts working in the managerial and marketing departments of sporting goods manufacturing firms in Iran. The sample size was estimated using Cochran's formula for an infinite population. Data were collected through convenience sampling using standardized questionnaires; after removing incomplete responses, 391 questionnaires were retained for the final analysis. The validity and reliability of the instrument were assessed and confirmed using Cronbach’s alpha, composite reliability, AVE, and HTMT indices. To test the hypotheses, partial least squares structural equation modeling (PLS-SEM) in SmartPLS 3 software with 5,000 bootstrap resamples was employed. The results indicated that learning agility has a positive and significant effect on financial performance and social performance. Furthermore, sustainable market orientation significantly moderated the relationship between learning agility and social performance, whereas its moderating role for financial performance was not supported. Accordingly, strengthening rapid learning mechanisms and aligning them with sustainability-oriented strategies can contribute to the simultaneous improvement of economic and social outcomes in the sporting goods industry.
Keywords
- learning agility
- financial performance
- social performance
- sustainability strategies
- sporting goods manufacturing firms
Main Subjects
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