An agile marketing capability maturity framework

This work proposes a four-stage maturity framework for the development of an agile marketing capability (AMC) in the context of MICE tourism. Through an inductive study based on 16 semi-structured interviews with CEOs and managers, we provide a snapshot of organizations at varying levels of maturity in the management and development of AMC based on the degree of “sophistication” undertaken in approximately four dimensions (customer-oriented responsiveness, high flexibility, human collaboration, quick and continuous improvement). Recommendations to further enrich the debate toward this novel line of inquiry are presented. This study also has important implications for managers, offering a useful tool to assess and improve their marketing efforts to develop AMC and achieve greater abilities to adapt to dynamic and fast-changing environments.