Agile Marketing Capability: A New Type of Dynamic Meta-Capability to Lead Digital Transformation
Chapter from the book:
Fettahlıoğlu,
H.
S.
&
Bilginer Ozsaatcı,
F.
G.
(eds.)
2023.
Featured Topics in Digital Marketing and Applied Studies.
Synopsis
Digital transformation heavily relies on the adoption of agile practices. However, there is limited research available regarding the importance of agility in digital transformation. Thus, this chapter introduces agile marketing capability as a new type of dynamic meta-capability leading digital transformation. Firstly, marketing capabilities, agility, agility and flexibility, marketing agility capabilities and digital transformation were discussed based on the existing literature. Secondly, the role of agile MCs in digital transformation was discussed. Recommendations are also provided to enhance the quality of the discussion regarding this newly explored field of study. For managers, this study holds significant importance as it equips them with a means to assess and enhance their marketing strategies, fostering business growth and adaptability in ever-changing environments.
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Copyright (c) 2023 Muhammed Fatih Cevher- Bora Açan- Zührem Yaman- Barış Armutçu- Yasin Gültekin- İpek Bolakça- Pınar Aytekin- Görkem Aydın- Müesser Korkmaz- Hediye Gamze Türkmen- Bilal Çelik- Altuğ Ocak- Bilge Baykal; Hatice Seçil Fettahlıoğlu- Fatma Gül Bilginer Ozsaatcı