Designing the model of customer agility and competitive activity

Abstract

Firms in today’s world face great environmental turbulence due to ever-evolving competition, changing technology, fluctuating demand, disruption in the supply chain caused by man made or natural disasters, etc. High levels of environmental turbulence can paralyze a firm’s operations. Actually competitive activity of the firmin this environments depends on the firm’s ability to change management and its flexibility. For this reason agility is an important determinant of firm success in hypercompetitive environments. Regarding high importance of agility and its different aspects, just a few researches are conducted concerning the formation of agility in organization. Based on dynamic view in competitive environments, the tools for achieving agility in organization are dynamic capabilities, so in this study we try to present and test the model of agility aspect formation in organization’s agility structure based on dynamic capabilities of IT competency, entrepreneurial alertness and market agility in order to optimize competitive activities in IT industry of Iran. Key words: Customer agility, competitive activity, market acuity, entrepreneurial alertness.