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.
Highlights
In today’s business environment, firms are being pushed to rethink their business models, offerings, and processes in light of the challenges and opportunities posed by what is generally known as digital transformation (Daspit 2017; Killian and McManus 2015; Onetti et al 2012; Rogers 2016)
Our findings provide the empirical and theoretical dimensions that characterize such a capability organized in a framework, thereby specifying the actions necessary to enable the development of an Agile Marketing Capability
Our analysis reveals interesting and practical insights about how firms involved in an international marketing effort that is driven by digitalization should develop and implement an Agile Marketing Capability
Summary
In today’s business environment, firms are being pushed to rethink their business models, offerings, and processes in light of the challenges and opportunities posed by what is generally known as digital transformation (Daspit 2017; Killian and McManus 2015; Onetti et al 2012; Rogers 2016). The extension of agile practices, i.e., faster production cycles, continuous improvement processes, transparency, coordination, customer engagement (Conboy 2009; Recker et al 2017) from the software development arena to the marketing field has determined the emergence of Agile Marketing. This new marketing approach aims to reduce the gap between the “need identified” and “learning deployed” Agile Marketing is rooted in a string of practices designed to quickly adjust marketing strategies in response to evolving customer needs, emphasizing speed in addressing those changes, coordination between roles and departments, transparency, and greater customer engagement (Ewel 2013)
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