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.

Towards the development of an agile marketing capability

Moi, Ludovica
;
Cabiddu, Francesca;Frau, Moreno
2019

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.
978-3-319-90502-0
978-3-319-90503-7
Agile marketing capability; Dynamic marketing capabilities; IT capabilities; Management Information Systems; Information Systems; Computer Science Applications1707 Computer Vision and Pattern Recognition; Information Systems and Management; Management of Technology and Innovation
File in questo prodotto:
File Dimensione Formato  
Moi et al 2019.pdf

Solo gestori archivio

Tipologia: versione editoriale
Dimensione 304.27 kB
Formato Adobe PDF
304.27 kB Adobe PDF   Visualizza/Apri   Richiedi una copia

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11584/255090
Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus 1
  • ???jsp.display-item.citation.isi??? ND
social impact