Marketing Agility: Conceptualization, Research Propositions, and a Research Agenda

Posted: 3 Jun 2019

See all articles by David Gal

David Gal

University of Illinois at Chicago

Kartik Kalaignanam

Moore School of Business (University of South Carolina)

Tarun Kushwaha

University of North Carolina Kenan-Flagler Business School

Leonard Lee

National University of Singapore (NUS)

Kapil Tuli

Emory University - Goizueta Business School

Date Written: May 10, 2019

Abstract

The objective of this paper is to introduce the emergent concept of marketing agility and develop an organizing framework that systematically captures the antecedents and consequences of marketing agility. Given the sparse literature on the topic, we use a grounded theory approach to tap into the mental models of managers. Synthesizing insights from 22 interviews with senior managers in diverse industries, we first define marketing agility, discuss its importance to various stakeholders in the field of marketing, and distinguish the concept from related constructs in the domains of strategy, information systems and marketing. Following this, we develop an organizing framework to guide the systematic study of marketing agility. We offer propositions related to organizational culture, organizational structure and marketing technology (martech) characteristics as antecedents of marketing agility. As regards consequences, we offer propositions related to marketing agility’s impact on growth and predictability of returns. Based on this framework, we identify several research questions and provide a roadmap to guide future empirical research.

Keywords: Marketing agility, grounded theory, marketing technology

Suggested Citation

Gal, David and Kalaignanam, Kartik and Kushwaha, Tarun and Lee, Leonard and Tuli, Kapil, Marketing Agility: Conceptualization, Research Propositions, and a Research Agenda (May 10, 2019). Kenan Institute of Private Enterprise Research Paper No. 19-22. Available at SSRN: https://ssrn.com/abstract=3386430

David Gal

University of Illinois at Chicago ( email )

1200 W Harrison St
Chicago, IL 60607
United States

Kartik Kalaignanam (Contact Author)

Moore School of Business (University of South Carolina) ( email )

1014 Greene Street
Columbia, SC 29208
United States

Tarun Kushwaha

University of North Carolina Kenan-Flagler Business School ( email )

Chapel Hill, NC 27599
United States

Leonard Lee

National University of Singapore (NUS) ( email )

Bukit Timah Road 469 G
Singapore, 117591
Singapore

Kapil Tuli

Emory University - Goizueta Business School ( email )

1300 Clifton Road
Atlanta, GA 30322-2722
United States

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