M.A. Thesis:

Agility of marketing, innovation and financial performance with the role of moderating market turmoil

The purpose of this study was to investigate the marketing agility, innovation capability and financial performance with moderating role of market confusion. This research was applied in terms of purpose and in terms of descriptive-correlational method and nature. The statistical population of the study consisted of all employees of Sabzevar Cable Company of 113 who were selected through census method. The present study will use a questionnaire extracted from Zhou et al. (2018) questionnaire to collect data. Therefore, 34 questions were used in the present study. The reliability of the questionnaire was calculated by Cronbach's alpha for the total of 0.858 questions and the validity of the questionnaire content was confirmed by the supervisor. The obtained data were analyzed using descriptive statistics (mean, percentage and figure) and inferential statistics (structural equation method). The results show that marketing agility, innovation capability and financial performance have a significant effect on the moderating role of market distress. The research hypotheses were confirmed

Keywords: : marketing agility, innovation capability, financial performance, market turbulence