An Organizational Approach to Marketing Agility: Drivers, Process, Outcomes and Challenges

In recent years, there has been a growing scholarly interest in marketing agility. Specifically, marketing agility as a dynamic capability enables companies to efficiently and effectively adjust their decisions in response to changing market requirements. However, diverse viewpoints exist: one narrowly perceives marketing agility as solely a marketing concern, while the other broadens its scope to encompass organizational-level strategies, making use of a diverse range of resources. These inconsistencies have resulted in different interpretations of the requirements, outcomes, and implementation barriers associated with agility. Acknowledging these discrepancies, this paper aims to consolidate the current understanding of marketing agility by exploring its key components.