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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

Authors

Collins Osei

Joseph Amankwah-Amoah

Zaheer Khan

Maktoba Omar



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.

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

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