THE CONCEPT OF NETWORK MARKETING AGILITY AND ITS IMPLICATIONS

摘要

This study aimed to explore the concept of network marketing agility and the underlying parameters to support a more concise explanation. This study is part of a dissertation study applied to the analysis unit of private higher education institutions. The parameters of network marketing agility includes initiative, responsive, agile and proactive attitudes in the establishment of partnerships and collaborations, the facilitation of team empowerment (in the form of work communication and corporate support for teamwork formation), harmonization including in the working rhythm, complementarity between units within institutions, and agility of social network activities (initiative, agile, responsive, and proactive to take part in social activities including tradition and wisdom). The existing literature reveals that so far, no research has captured the holistic view of network marketing agility. Previous articles tend to more discuss agility on manufacturing industries. Thus, this study is considered to have a unique and significant contribution to the literature.