Column 7 · Organization and Implementation · Era 7, Frontier (2020s)
Marketing Agility
Implementation, process · Major · Cluster III, Organization and Programs
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.