Towards the Development of an Agile Marketing Capability

Ludovica Moi (), Francesca Cabiddu and Moreno Frau
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Ludovica Moi: Università degli Studi di Cagliari
Francesca Cabiddu: Università degli Studi di Cagliari
Moreno Frau: Università degli Studi di Cagliari

A chapter in Organizing for the Digital World, 2019, pp 137-148 from Springer

Abstract: Abstract This study aims to explore the key theoretical foundations for the development of an Agile Marketing Capability (AMC) framework, through the performance of an in-depth literature review on IT and dynamic marketing capabilities. Our framework enables us to (1) advance the understanding of how IT and dynamic marketing capabilities evolve into agile marketing capabilities (2) unpack the distinctive and ongoing processes and features through which the Agile Marketing capabilities are accomplished (3) define the key propositions for a new marketing capability: the Agile Marketing Capability. This work may represent a useful framework for managers and decision makers to better understand the competitive advantages which could derive from the employment of agile marketing capabilities in order to improve their skills in challenging the continuous changes in market and customers’ needs.

Keywords: IT capabilities; Dynamic marketing capabilities; Agile marketing capability (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:spr:lnichp:978-3-319-90503-7_11

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DOI: 10.1007/978-3-319-90503-7_11

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