Is marketing agility important for emerging market firms in advanced markets?

Leading digital transformation through an Agile Marketing Capability: the case of Spotahome

“…Despite international marketing scholars' interest in agility (Gomes et al 2020), no studies have yet investigated agility in the context of marketing capabilities research stream. Whereas scholars have extensively discussed the positive linkage between agility and marketing performance (Alford and Page 2015;Golgeci and Gligor 2017;Zhou et al 2018), and have recognized agility as a critical success factor in tackling international market opportunities (Vaillant and Lafuente 2019), there is a lack of research that analyses and conceptualizes the concept of agility as a specific marketing capability that enhances a company's ability to adapt to a changing international environment (Gomes et al 2020;Khan 2020). We found that existing studies have neglected to understand specifically how agile capabilities might take place in international digital marketing settings, and what components may be needed to develop an appropriate Agile Marketing Capability.…”

Regional expansion of emerging market SMEs: the roles of domestic market environmental uncertainty and international alliance partner diversity

“…However, Pakistani SMEs face fierce domestic market environmental uncertainty due to a weak institutional system and lack of property rights protection regimes. Under these conditions, Pakistani SMEs nurture strategic agility as their dynamic capability that allows them to overcome domestic market environmental uncertainty and establish a presence across other regional markets (Khan, 2020;Shams et al, 2021). As such, our study contributes to the dynamic capability literature by providing insights into the regional expansion of SMEs in an uncertain environment.…”

“…. Specifically, Pakistani SMEs face serious environmental challenges, which develops their strategic agility (i.e., dynamic capability) by quickly adapting and responding to dynamic changes and implementing actions to control domestic environmental uncertainty (Khan, 2020). Strategic agility can help Pakistani SMEs to continuously scan the environment for upcoming opportunities and improve their market-seeking regional expansion (Ahammad et al, 2021).…”

Firma Performansı Bakımından Adaptif Pazarlama Yetenekleri ve Pazarlama Çevikliği Üzerine Teorik Bir Tartışma

“…However, high market turbulence weakens the positive effect of MA on innovation capability contrary to expectations. In another study, Khan (2020) has examined the links among MA, marketing program adaptation, and performance of the emerging markets' firms operating in advanced economy markets and has found significant positive effect of MA on both marketing program adaption and firm performance. In particular, MA influences financial and market performance in a positive manner not only directly but also indirectly via enhancing marketing program adaption which signifies a firm's ability of customization and product improvement.…”