Navigating a global pandemic crisis through marketing agility: evidence from Italian B2B firms

Purpose This study aims to explore the impact of marketing agility on the business-to-business (B2B) firms' capacity to address unexpected events such as the recent coronavirus (COVID-19) pandemic, examining how they reshape their strategies during the different stages of a crisis. Design/methodology/approach This study follows a theory-building approach and performs an in-depth exploratory multiple-case study in the context of 16 Italian firms operating in the B2B sector. Findings The study develops an event-sequence-based framework and illustrates how agile marketing strategies empower B2B firms to cope with a crisis across three crucial moments: the event phase, the response management phase and the investigation phase. Originality/value This paper contributes to a better understanding of marketing agility in the context of crisis management by showing the agile marketing strategies that B2B firms adopt during the different stages of a crisis. This work provides a useful foundation to assist managers in coping with market uncertainty. It suggests practical guidelines to make more informed strategic and operational marketing decisions, increasing a firm's capacity to act in today's fast-moving, complex times.