Agile Marketing Capability, Family Harmony, and Family Business Resilience: Key Factors to Face Multiple Disruption

Abstract

In the context of adjusting to diverse shocks, this study sought to examine the relationship between agile marketing capability, family harmony, and family business resilience. The duration of the company’s existence also functions as a control variable in this study. This research was conducted using a quantitative approach, using questionnaires distributed to owners of family business in various industry sectors. The collected data was analyzed using statistical techniques, including Difference Test and ANOVA two-way interaction with the support of JASP software. The results showed that agility marketing capabilities have a positive and significant impact on the resilience of family business in the face of multiple disruptions. Family business with high family harmony will further increase resilience. Family business with higher agile marketing capability become more resilient. However, in the context of the duration of the company’s existence, there will be different perceptions in the relationship between agility, family harmony and family business resilience. The age of the family business has a significant effect on the resilience of the family business, suggesting that the company’s experience and history have an important role to play in dealing with disruption. This study offers family business managers and owners practical disruption-response tactics. Companies must develop adaptable marketing capabilities and sustain amiable family settings to continue to be successful. This study’s generalizability is constrained by self-reported data and geographical areas. Future studies ought to include more contexts and control factors.