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Leading digital transformation through an Agile Marketing Capability: the case of Spotahome

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  • Ludovica Moi

    (University of Cagliari (Italy))

  • Francesca Cabiddu

    (University of Cagliari (Italy))

Abstract

Scholars and practitioners both acknowledge that agility is crucial in leading a digital transformation effort. However, empirical and theoretical research on agile capabilities in an international digital marketing setting is severely lacking. Drawing on qualitative research design methods, this exploratory single-case study involving the international digital firm Spotahome provides an empirical and theoretical investigation of a new marketing capability we define as an Agile Marketing Capability. We identify its key theoretical dimensions and provide empirical guidelines to facilitate its implementation. This study has important implications for international marketing managers, suggesting what strategic actions are needed to deploy agile practices in their marketing strategies and processes from a practical perspective, in the context of an Agile Marketing Capability.

Suggested Citation

  • Ludovica Moi & Francesca Cabiddu, 2021. "Leading digital transformation through an Agile Marketing Capability: the case of Spotahome," Journal of Management & Governance, Springer;Accademia Italiana di Economia Aziendale (AIDEA), vol. 25(4), pages 1145-1177, December.
    • Handle: RePEc:kap:jmgtgv:v:25:y:2021:i:4:d:10.1007_s10997-020-09534-w
    DOI: 10.1007/s10997-020-09534-w
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    2. Giovanni Battista Dagnino & Riccardo Resciniti, 2021. "Introduction to the Special Issue: “The age of digital internationalization—Strategic capabilities, cultural distance and customer value”," Journal of Management & Governance, Springer;Accademia Italiana di Economia Aziendale (AIDEA), vol. 25(4), pages 967-981, December.
    3. Sang-Uk Jung & Valeriia Shegai, 2023. "The Impact of Digital Marketing Innovation on Firm Performance: Mediation by Marketing Capability and Moderation by Firm Size," Sustainability, MDPI, vol. 15(7), pages 1-16, March.
    4. Hao Wang & Tao Zhang & Xi Wang & Jiansong Zheng, 2024. "Relationship between Occupational Pension, Corporate Social Responsibility (CSR), and Organizational Resilience: A Study on Listed Chinese Companies," Risks, MDPI, vol. 12(4), pages 1-31, April.

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