Abstract:

The study analysed the impact of marketing communications optimization on the financial sustainability of enterprises through the mechanism of operational agility under competitive dynamics. Using a mixed research design, the data were collected from 127 companies in Ukraine and Poland and analysed using Structural Equation Modelling (SEM). It investigated how communication optimization affects financial performance through the mediating role of operational agility, and also tested the moderating effect of environmental turbulence and sectoral differences between B2B and B2C companies. The results showed that marketing optimization has no direct effect on ROMI (β = 0.15, p > .05) and ROA (β = 0.14, p > .05). Instead, a full mediation of this relationship through operational agility was found (indirect effects: 0.212, p < .01 for ROMI; 0.169, p < .01 for ROA). The strength of the mediation mechanism increases significantly under high environmental turbulence, where the indirect effect reaches 0.331 versus 0.107 in stable conditions. Sectoral analysis showed that the conversion of operational agility into financial results occurs more effectively in the consumer sector (β = 0.468) than in the B2B segment (β = 0.283).