TEACHER READINESS FOR RESPONSIBLE GENERATIVE AI INTEGRATION IN EDUCATION: A STUDY OF AI LITERACY, ETHICAL CONCERNS, AND ASSESSMENT PRACTICES”

International Journal of Computer Science (IJCS) Published by SK Research Group of Companies (SKRGC)

Abstract

This study examines the effect of Marketing Technology Agility on Product Development Performance and investigates the moderating role of Market Turbulence in international market contexts. The study addresses the growing need for firms to use marketing technology not only as a digital resource, but as an agile capability that supports market sensing, customer response, and technology reconfiguration. Marketing Technology Agility is conceptualized as the firm’s ability to use marketing technology quickly, flexibly, and strategically to identify market changes, respond to customer feedback, and adjust technology resources according to product development needs. Product Development Performance is examined through speed-to-market, product market acceptance, and international product success. A quantitative explanatory research design was adopted, and primary data were collected through a structured questionnaire from 300 managerial respondents representing 35 internationally operating firms. The respondents were selected purposively because they had direct knowledge of marketing technology use, product development decisions, innovation activities, and market conditions. The data were analysed using descriptive statistics, reliability and validity assessment, discriminant validity testing, structural equation modeling, and moderation analysis. The findings show that Marketing Technology Agility has a positive and significant effect on Product Development Performance. The results further confirm that Market Turbulence positively moderates this relationship, indicating that the effect of Marketing Technology Agility becomes stronger when firms operate in highly dynamic and uncertain market environments. The study contributes to the literature by positioning Marketing Technology Agility as a dynamic capability that helps firms convert digital marketing resources into stronger product development outcomes. It also adds to the market-based view by showing that external market conditions influence the value of internal capabilities. From a practical perspective, the findings suggest that managers should not only invest in marketing technologies, but also develop agile systems for real-time customer feedback, data-driven decision-making, cross-functional coordination, and flexible product development. The study concludes that Marketing Technology Agility is an important strategic capability for improving Product Development Performance, especially under conditions of high Market Turbulence in international markets.

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Keywords

Digital Transformation; Dynamic Capability Theory; International Product Development; Market Turbulence; Marketing Technology Agility; Product Development Performance.