Effects of agile principles on project performance with the mediating role of project agility: case study marketing projects

Abstract

Although many Marketing Managers unknowingly apply agile principles in their project management as proven by the latest agile report, the existent literature reveals a lack of research on project agility, this study examines the effect of agile principles on project performance through the project team members and project agility which will meditate to test the Performance in marketing projects. the research sample was selected according to a Purposive method, a non-probability sampling, and a quantitative method for a cross-sectional survey, we had to share out the survey online via the Google forms platform the data were collected from 100 marketing project managers. we found that Agile principles affect project agility, which affects project performance, the results will guide agile project managers, helping team members independently plan work, recruit team members with relevant, diverse skills, and emphasize collaboration with clients, the projects review requirements mostly in under 10 members and less than 6 months.