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Marketing agility in volatile, uncertain, complex and ambiguous (VUCA) contexts: a systematic literature review and future research agenda

Gary Eckstein Orcid Logo, Anup Shrestha Orcid Logo, Anne-Marie Sassenburg Orcid Logo, Yogesh Dwivedi Orcid Logo

Management Review Quarterly

Swansea University Author: Yogesh Dwivedi Orcid Logo

  • Accepted Manuscript under embargo until: 14th November 2024

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DOI (Published version): 10.1007/s11301-023-00382-0

Abstract

Firms increasingly need to be customer-focused and adaptable to changing markets. Marketing agility (MA), a dynamic capability, supports an organization to respond to market changes faster, often resulting in performance benefits. While MA provides advantages in volatile, uncertain, complex, and amb...

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Published in: Management Review Quarterly
ISSN: 2198-1620 2198-1639
Published: Springer Science and Business Media LLC 2023
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URI: https://cronfa.swan.ac.uk/Record/cronfa64920
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first_indexed 2023-11-06T19:34:25Z
last_indexed 2023-11-06T19:34:25Z
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spelling v2 64920 2023-11-06 Marketing agility in volatile, uncertain, complex and ambiguous (VUCA) contexts: a systematic literature review and future research agenda d154596e71b99ad1285563c8fdd373d7 0000-0002-5547-9990 Yogesh Dwivedi Yogesh Dwivedi true false 2023-11-06 CBAE Firms increasingly need to be customer-focused and adaptable to changing markets. Marketing agility (MA), a dynamic capability, supports an organization to respond to market changes faster, often resulting in performance benefits. While MA provides advantages in volatile, uncertain, complex, and ambiguous (VUCA) contexts, limited research exists that inform MA conceptualization and practice in VUCA contexts. Furthermore, conceptualization of MA has resulted in many, often overlapping, constructs. In this review, we searched four databases and used snowballing to arrive at a corpus of 27 articles. The corpus is summarised using the theory–context–characteristics–methodology framework, with an emphasis on practical implementation. From our findings, we offer propositions in response to our research question that addresses an important research gap, and future research directions are discussed. We advance theory and offer conceptual clarity by finding that MA in VUCA contexts may be reimagined using seven overarching constructs and summarizing extant literature that will benefit academics and practitioners. Journal Article Management Review Quarterly Springer Science and Business Media LLC 2198-1620 2198-1639 Dynamic capabilities, Marketing agility, Sensemaking, Systematic literature review, TCCM, VUCA 14 11 2023 2023-11-14 10.1007/s11301-023-00382-0 COLLEGE NANME Management School COLLEGE CODE CBAE Swansea University This research is supported by an Australian Government Research Training Program (RTP) Scholarship. 2024-09-30T14:46:44.2093516 2023-11-06T19:30:44.5008859 Faculty of Humanities and Social Sciences School of Management - Business Management Gary Eckstein 0000-0001-9401-0864 1 Anup Shrestha 0000-0002-2952-0072 2 Anne-Marie Sassenburg 0000-0003-3404-3570 3 Yogesh Dwivedi 0000-0002-5547-9990 4 Under embargo Under embargo 2023-12-04T15:47:20.1411850 Output 492387 application/pdf Accepted Manuscript true 2024-11-14T00:00:00.0000000 true eng
title Marketing agility in volatile, uncertain, complex and ambiguous (VUCA) contexts: a systematic literature review and future research agenda
spellingShingle Marketing agility in volatile, uncertain, complex and ambiguous (VUCA) contexts: a systematic literature review and future research agenda
Yogesh Dwivedi
title_short Marketing agility in volatile, uncertain, complex and ambiguous (VUCA) contexts: a systematic literature review and future research agenda
title_full Marketing agility in volatile, uncertain, complex and ambiguous (VUCA) contexts: a systematic literature review and future research agenda
title_fullStr Marketing agility in volatile, uncertain, complex and ambiguous (VUCA) contexts: a systematic literature review and future research agenda
title_full_unstemmed Marketing agility in volatile, uncertain, complex and ambiguous (VUCA) contexts: a systematic literature review and future research agenda
title_sort Marketing agility in volatile, uncertain, complex and ambiguous (VUCA) contexts: a systematic literature review and future research agenda
author_id_str_mv d154596e71b99ad1285563c8fdd373d7
author_id_fullname_str_mv d154596e71b99ad1285563c8fdd373d7_***_Yogesh Dwivedi
author Yogesh Dwivedi
author2 Gary Eckstein
Anup Shrestha
Anne-Marie Sassenburg
Yogesh Dwivedi
format Journal article
container_title Management Review Quarterly
publishDate 2023
institution Swansea University
issn 2198-1620
2198-1639
doi_str_mv 10.1007/s11301-023-00382-0
publisher Springer Science and Business Media LLC
college_str Faculty of Humanities and Social Sciences
hierarchytype
hierarchy_top_id facultyofhumanitiesandsocialsciences
hierarchy_top_title Faculty of Humanities and Social Sciences
hierarchy_parent_id facultyofhumanitiesandsocialsciences
hierarchy_parent_title Faculty of Humanities and Social Sciences
department_str School of Management - Business Management{{{_:::_}}}Faculty of Humanities and Social Sciences{{{_:::_}}}School of Management - Business Management
document_store_str 0
active_str 0
description Firms increasingly need to be customer-focused and adaptable to changing markets. Marketing agility (MA), a dynamic capability, supports an organization to respond to market changes faster, often resulting in performance benefits. While MA provides advantages in volatile, uncertain, complex, and ambiguous (VUCA) contexts, limited research exists that inform MA conceptualization and practice in VUCA contexts. Furthermore, conceptualization of MA has resulted in many, often overlapping, constructs. In this review, we searched four databases and used snowballing to arrive at a corpus of 27 articles. The corpus is summarised using the theory–context–characteristics–methodology framework, with an emphasis on practical implementation. From our findings, we offer propositions in response to our research question that addresses an important research gap, and future research directions are discussed. We advance theory and offer conceptual clarity by finding that MA in VUCA contexts may be reimagined using seven overarching constructs and summarizing extant literature that will benefit academics and practitioners.
published_date 2023-11-14T14:46:42Z
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score 11.037275

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