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Cited by 314

The DOI matches its Crossref record; 17 of the 17 references it cites were found in a registry or an index.

Marketing Agility: The Concept, Antecedents, and a Research Agenda

Open access
Kalaignanam, Kartik, Tuli, Kapil R., Kushwaha, Tarun, Lee, Leonard, Gal, David·2021·Journal of Marketing
DOI 10.1177/0022242920952760
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Abstract

Changes in the way customers shop, accompanied by an explosion of customer touchpoints and fast-changing competitive and technological dynamics, have led to an increased emphasis on agile marketing. The objective of this article is to conceptualize and investigate the emerging concept of marketing agility. The authors synthesize the literature from marketing and allied disciplines and insights from in-depth interviews with 22 senior managers. Marketing agility is defined as the extent to which an entity rapidly iterates between making sense of the market and executing marketing decisions to adapt to the market. It is conceptualized as occurring across different organizational levels and shown to be distinct from related concepts in marketing and allied fields. The authors highlight the firm challenges in executing marketing agility, including ensuring brand consistency, scaling agility across the marketing ecosystem, managing data privacy concerns, pursuing marketing agility as a fad, and hiring marketing leaders. The authors identify the antecedents of marketing agility at the organizational, team, marketing leadership, and employee levels and provide a roadmap for future research. The authors caution that marketing agility may not be well-suited for all firms and all marketing activities.

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Metadata

Authors
Kalaignanam, K., Tuli, K. R., Kushwaha, T., Lee, L., & Gal, D.
Venue
Journal of Marketing
Publisher
SAGE Publications
Published
2020-09-14
Volume
85
Issue
1
Pages
35-58
ISSN
  • 0022-2429 (ISSN-L)
  • 1547-7185
DOI
10.1177/0022242920952760
OpenAlex
W3086813946
Cited by
314
References
17
FWCI
34.82
Type
journal article
Language
en
Open access
green

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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.

Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).

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