Developing and deploying marketing agility in an emerging economy: the case of Blue Skies

Osei, Collins; Amankwah-Amoah, Joseph; Khan, Zaheer; Omar, Maktoba; Gutu, Mavis

Abstract

In almost every large business, there is a growing recognition of the importance of organisational agility in improving their marketing responsiveness and business survival. However, limited insights have been offered by scholars on multinational enterprises and their marketing agility in emerging markets context. This paper examines the various manifestations of agility and the various strategies adopted to sustain agility by an emerging economy multinational enterprise (EMNE) which started in the late 1990s as a small firm operating within the fresh fruit and juice industry in Africa.

Citation

Osei, C., Amankwah-Amoah, J., Khan, Z., Omar, M., & Gutu, M. (2019). Developing and deploying marketing agility in an emerging economy: the case of Blue Skies. International Marketing Review, 36(2), 190-212. https://doi.org/10.1108/imr-12-2017-0261

• Journal Article Type: Article
• Acceptance Date: Jul 5, 2018
• Online Publication Date: Sep 11, 2018
• Publication Date: Apr 8, 2019
• Deposit Date: Sep 14, 2018
• Publicly Available Date: Sep 14, 2018
• Journal: International Marketing Review
• Print ISSN: 0265-1335
• Publisher: Emerald
• Peer Reviewed: Peer Reviewed
• Volume: 36
• Issue: 2
• Pages: 190-212
• DOI: https://doi.org/10.1108/imr-12-2017-0261
• Keywords: agility, marketing agility, Strategic marketing, standardisation, Africa
• Public URL: http://researchrepository.napier.ac.uk/Output/1285460
• Contract Date: Sep 14, 2018