Strategic Integration of Lean Six Sigma and AgileProject Management in PharmaceuticalMarketing Operations in The US:A Hybrid Framework forCompetitive Advantage

Purpose: This study aims to examine the combined application of Lean Six Sigma (LSS) and ‎Agile Project Management (APM) practices in improving competitive advantage within ‎pharmaceutical marketing, with Organizational Adaptability serving as a mediating variable.‎ Approach: A quantitative research design was employed, using a survey completed by 375 ‎professionals from the US pharmaceutical marketing industry. Data were analyzed using Partial ‎Least Squares Structural Equation Modeling (PLS-SEM) through SmartPLS software.‎ Results: The results indicate that LSS implementation has a significant positive impact on ‎competitive advantage (β = 0.334, p = 0.000). APM implementation also positively affects ‎competitive advantage, though the impact is less significant (β = 0.127, p = 0.010). Additionally, ‎Organizational Adaptability was found to significantly mediate the relationship between the ‎independent variables (LSS and APM) and competitive advantage (β = 0.425, p = 0.000).‎ Conclusions: The findings suggest that combining LSS and APM can lead to a stronger ‎competitive advantage in the pharmaceutical marketing sector. Policy implications emphasize the ‎importance of organizational adaptability in a dynamic regulatory environment. Future research ‎should explore the applicability of this hybrid model in other sectors and assess its long-term ‎impact on organizational competitiveness‎.