Version 1.0, October 2026. 98 constructs in 18 families across 7 eras, with 18 imported theories below. Selecting a cell reveals its family, era, block, tier, and anchor works, each anchoring reference linking to the publisher’s page. Explore the 18 Family Deep Dives for granular sub-tables, or visit Resources to use the four interactive analytical tools.
Each cell: number, influence pips, block code, then symbol, construct, and anchor works
open frontier position
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Detached series · Theories imported from adjacent fields, each set near the families it feeds
Series
T
Imported Theories
93IP
Ag
Marketing Agility
Family
7. Organization and Implementation (III · Organization and Programs)
Era
Period 7: Frontier, 2020s
Block
IP · Implementation, process
Tier
Major
Cell card
Description
They defined marketing agility as the extent to which an entity rapidly iterates between making sense of the market and executing marketing decisions to adapt to it, and set a research agenda for the construct.
Managerial Implications
Marketing agility means sensing market change and iterating marketing decisions quickly through fast cycles of execution, measurement, and adjustment. It requires empowered teams, real-time data, and a tolerance for incomplete plans. Not every decision should be agile; brand positioning and major investments need stability. Managers should decide which decisions to run in agile mode, build the teams and data for them, and protect the rest.
How to read. Down a column follows one research stream through time. Across a row shows what the field studied in an era. Color marks the strategy domain, after Morgan et al. (2019). Pips give an influence tier. Numbers run by era, then family. Placements, anchors, and tiers are editorial judgments, and anchors are entry points rather than a complete record of any stream. Anyone who uses or adapts this table is responsible for verifying its contents against the original works.
