This study seeks to identify key theoretical dimensions of the Agile Marketing Capability and provide empirical guidelines needed to facilitate its implementation. Our findings extend current theoretical and empirical research on agility concept in the context of digital transformation and international marketing management.
Riding digital transformation in international context: the agile marketing capability
Moi, Ludovica;Cabiddu, Francesca
2019-01-01
Abstract
This study seeks to identify key theoretical dimensions of the Agile Marketing Capability and provide empirical guidelines needed to facilitate its implementation. Our findings extend current theoretical and empirical research on agility concept in the context of digital transformation and international marketing management.
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