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Towards the Development of an Agile Marketing Capability

In: Organizing for the Digital World

Author

Listed:
  • Ludovica Moi

    (Università degli Studi di Cagliari)

  • Francesca Cabiddu

    (Università degli Studi di Cagliari)

  • Moreno Frau

    (Università degli Studi di Cagliari)

Abstract

This study aims to explore the key theoretical foundations for the development of an Agile Marketing Capability (AMC) framework, through the performance of an in-depth literature review on IT and dynamic marketing capabilities. Our framework enables us to (1) advance the understanding of how IT and dynamic marketing capabilities evolve into agile marketing capabilities (2) unpack the distinctive and ongoing processes and features through which the Agile Marketing capabilities are accomplished (3) define the key propositions for a new marketing capability: the Agile Marketing Capability. This work may represent a useful framework for managers and decision makers to better understand the competitive advantages which could derive from the employment of agile marketing capabilities in order to improve their skills in challenging the continuous changes in market and customers’ needs.

Suggested Citation

  • Ludovica Moi & Francesca Cabiddu & Moreno Frau, 2019. "Towards the Development of an Agile Marketing Capability," Lecture Notes in Information Systems and Organization, in: Federico Cabitza & Carlo Batini & Massimo Magni (ed.), Organizing for the Digital World, pages 137-148, Springer.
    • Handle: RePEc:spr:lnichp:978-3-319-90503-7_11
    DOI: 10.1007/978-3-319-90503-7_11
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