International marketing agility: conceptualization and research agenda
International Marketing Review
ISSN: 0265-1335
Article publication date: 16 April 2020
Issue publication date: 19 May 2020
Abstract
Purpose
The aim of this paper is to conceptualize the notion of international marketing agility.
Design/methodology/approach
The approach adopted is to review and create a synopsis of the existing body of research on strategic agility and develop a conceptualization on how international marketing agility (IMA) should be analyzed.
Findings
International marketing agility is an emerging concept driven largely by rapid changes in global markets. There is a growing need for exporting SMEs and multinational enterprises to consider IMA as a means of building competitive advantage in foreign markets.
Research implications/limitations
While the conceptual development presented in this paper is not exhaustive, our model highlights important research avenues in IMA that need exploring.
Originality/value
This article examines an emerging concept in international marketing that serves as a platform to cope with the changes taking place in this fast-changing global environment. A framework is proposed where we conceptualize IMA as a process triggered by agile logic (a nonconformist and open mental stance) and facilitated by agile learning (being able to search and interpret data), to cause agile actions (being able to commit, co-ordinate and respond quickly with flexibility to ever-changing conditions).
Keywords
Acknowledgements
Emanuel Gomes would like to acknowledge financial support from Fundação para a Ciência e Tecnologia (UID/ECO/00124/2013) by LISBOA-01-0145-FEDER007722 and Social Sciences Data Lab, Project 22209.
Citation
Gomes, E., Sousa, C.M.P. and Vendrell-Herrero, F. (2020), "International marketing agility: conceptualization and research agenda", International Marketing Review, Vol. 37 No. 2, pp. 261-272. https://doi.org/10.1108/IMR-07-2019-0171
Publisher
:Emerald Publishing Limited
Copyright © 2020, Emerald Publishing Limited