OICC Press International Journal of Agricultural Management and Development 2159-5860 15 4 2025 12 31 Designing a Model to Explain Agile Marketing for Agricultural Small and Medium-Sized Enterprises in Guilan Province: A Grounded Theory Approach 181 192 10.57647/ijamad.2025.1504.19 EN Elham Sedighi Pashaki Department of Business Administration, Rasht Branch, Islamic Azad University, Rasht, Iran Ebrahim Chirani Department of Business Administration, Rasht Branch, Islamic Azad University, Rasht, Iran Yalda Rahmati Ghofrani Department of Business Administration, Rasht Branch, Islamic Azad University, Rasht, Iran Kambiz Shahroodi Department of Business Administration, Rasht Branch, Islamic Azad University, Rasht, Iran Journal Article 2025 12 31 This study aimed to develop an agile marketing model for small and medium-sized enterprises in the agricultural sector of Guilan Province to enhance responsiveness and flexibility in decision-making within competitive markets. A qualitative grounded theory approach was adopted. Data were collected through semi-structured interviews with 10 experts in agriculture and marketing, selected via purposive sampling, with theoretical saturation achieved after the tenth interview. Data analysis was conducted using open, axial, and selective coding procedures. Agile flexibility emerged as the core phenomenon, influenced by causal conditions including knowledge orientation, responsiveness, continuous innovation, and core organizational competencies. Information and communication technology functioned as an intervening condition, while work culture constituted the contextual condition. Customer relationship management was identified as the principal strategic response to strengthen market responsiveness. The resulting model provides a structured framework for enhancing agility and competitiveness in small and medium-sized agricultural enterprises.