Implementation of Agile Marketing Strategies in Construction Companies: Benefits and Challenges

Purpose Many organizations have tried to be innovative. Numerous companies have driven organizational principles of agility in the software sector. On the other hand, construction companies started to investigate how to become an innovative organization by knowing which aspects of agile have an impact on an organization becoming inventive is important when creating an agile to be an innovative organization. This research aims to explore the similarities and differences between agile and construction strategies and methodologies to deliver fast, build high-quality projects, eliminate waste, create knowledge, and cut the costs of pointless processes. Design/methodology/approach This study conducts secondary research to review important studies in the field. Findings Construction companies can implement agile marketing strategies by improving their vision, mission, structure, organizational culture, and leadership style, training their workforce, and creating the right team for the right project at the right time. Research limitations/implications Construction companies are producing software or digital process that is not an agile strategy in and of itself, but they may be utilized agile approaches to help them be more adaptable, flexible, collaborative, and effective in their construction projects. This needs more investigation on converting the construction digital process to agile. Originality/value This paper might help clients, engineers, contractors, subcontractors, designers, and suppliers. As it clarifies the meaning of becoming an agile organization, the benefits of agility, the challenges that they might face, the solutions to overcome the resistance of change, and successful examples of construction companies adopting and implementing agile strategies.