DefinePK

Abstract

The digital transformation of today demands that organizations deploy forward-thinking marketing strategies to remain competitive. The relationship between succession planning and digital marketing innovation development has not received appropriate scholarly attention. The research investigates how succession planning affects digital marketing innovation, while marketing adaptability contributes to this relationship. The research determines how leadership transition strategies with structure affect marketing innovation levels while investigating the adaptability's mediation role in this process. The study used quantitative methods to survey 150 corporate sector workers in Karachi by distributing closed-ended, structured questionnaires. The research team conducted their analysis through regression and mediation testing with the SPSS plugin implemented by Andrew Hayes. Succession planning demonstrates a robust positive effect on the advancement of digital marketing innovation. The relationship operates through marketing adaptability as an intermediary variable, as organizations that establish formal succession plans and develop optional marketing solutions achieve superior innovation results. Digital marketing innovation programs need to adopt properly designed succession planning as an integral training component based on these research findings. Companies must dedicate funding for leading-edge technological advancements while developing rights-based data decision systems for their business operations. This research improves strategic human resource and marketing expertise to provide practical directions for digital business growth.