Conceptual framework for modeling the agile marketing capability

This work aims to deepen how to cope with marketing challenges of XXI century, characterized by turbulent and dynamic environments. Specifically, it explores the theoretical underpinnings to develop an Agile Marketing Capability’s framework and propositions. This study performs an in-depth literature review on IT and Dynamic Marketing Capabilities to provide the features, components, functions and types of an Agile Marketing Capability. Given the extreme innovativeness of this topic in marketing realm, it represents a first attempt to understanding the Agile Marketing Capability, which requires further theoretical and empirical contributions and refinements. The framework and propositions of this research may be useful for managers and decision makers to figure out the advantages of the Agile Marketing Capabilities’ employment in current marketplaces.