Marketing Agility: The Concept, Antecedents, and a Research Agenda
Marketing Agility: The Concept, Antecedents, and a Research Agenda
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营销敏捷性：概念、前因和研究议程
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发表时间：
2021
期刊：
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通讯作者：
David Gal
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文献类型：
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作者：
K. Kalaignanam;Kapil R. Tuli;Tarun Kushwaha;Leonard Lee;David Gal
客户购物方式的变化，伴随着客户接触点的爆炸式增长以及快速变化的竞争和技术动态，导致人们越来越重视敏捷营销。本文的目的是概念化和调查新兴的概念营销敏捷性。作者综合了来自市场营销和相关学科的文献，以及对22位高级管理人员进行深入访谈的见解。营销敏捷性被定义为实体在理解市场和执行营销决策以适应市场之间快速迭代的程度。它被概念化为发生在不同的组织层次，并显示出不同于相关的概念，在营销和相关领域。作者强调了执行营销敏捷性的公司挑战，包括确保品牌一致性，在营销生态系统中扩展敏捷性，管理数据隐私问题，追求营销敏捷性作为时尚，以及招聘营销领导者。作者确定了组织、团队、营销领导力和员工层面营销敏捷性的前身，并为未来的研究提供了路线图。作者警告说，营销敏捷性可能不适合所有公司和所有营销活动。
Changes in the way customers shop, accompanied by an explosion of customer touchpoints and fast-changing competitive and technological dynamics, have led to an increased emphasis on agile marketing. The objective of this article is to conceptualize and investigate the emerging concept of marketing agility. The authors synthesize the literature from marketing and allied disciplines and insights from in-depth interviews with 22 senior managers. Marketing agility is defined as the extent to which an entity rapidly iterates between making sense of the market and executing marketing decisions to adapt to the market. It is conceptualized as occurring across different organizational levels and shown to be distinct from related concepts in marketing and allied fields. The authors highlight the firm challenges in executing marketing agility, including ensuring brand consistency, scaling agility across the marketing ecosystem, managing data privacy concerns, pursuing marketing agility as a fad, and hiring marketing leaders. The authors identify the antecedents of marketing agility at the organizational, team, marketing leadership, and employee levels and provide a roadmap for future research. The authors caution that marketing agility may not be well-suited for all firms and all marketing activities.