Harnessing Marketing Agility: How Tech Startups Drive New Product Creativity and Performance

The modern corporate environment is characterized by growing volatility, driven by intensified global competition and rapid technological progress. Advances in communication infrastructure and deeper global integration have eroded traditional international, regional, and cultural barriers, helping to diminish information asymmetries in technology, expertise, and customer data—and thereby easing competitive pressures. In recognition of the outsized role that startups play in fueling innovation, generating employment, and bolstering economic resilience, many governments are shifting their policy emphasis from established conglomerates to emergent ventures. By implementing startup-centric regulations, policymakers aim not only to incite disruptive breakthroughs in industries but also to decentralize economic power, fostering a more inclusive, diversified marketplac. Yet, as globalization deepens, localized disruptions—whether technological upheavals, pandemics like COVID-19, or geopolitical crises such as the Russia-Ukraine conflict—escalate into worldwide economic shocks.

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