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

Maktoba Omar, Collins Osei

Research output: Contribution to journalArticle

1 Citation (Scopus)
90 Downloads (Pure)

Abstract


Purpose
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. The purpose of this paper is to examine 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.

Design/methodology/approach
The authors utilised empirical qualitative data from an emerging African economy to develop a three-stage model of how agility manifests overtime.

Findings
The authors find that successful development and deployment of international marketing agility strategy adopted by an EMNE from emerging markets hinge on building relationships, being socially responsible and being innovative in standardisation and adaptation in response to, and in anticipation of, the rapidly changing business environment.

Research limitations/implications
This research is based on data from one organisation. Future research can consider using multiple cases from different countries to further understand marketing agility in emerging markets and when such firms internalise into developed markets.

Originality/value
This paper extends research on standardisation/adaptation debate and research on agility, to address the gap on international marketing agility. Hitherto, there was no significant research on marketing agility in emerging markets which focused on highly perishable products such as fruits. This research provides unique insight into how marketing agility could be developed, deployed and sustained in emerging African markets.
Original languageEnglish
Pages (from-to)190-212
Number of pages23
JournalInternational Marketing Review
Volume36
Issue number2
Early online date11 Jul 2018
DOIs
Publication statusPublished - 8 Apr 2019

Fingerprint

Emerging economies
Marketing
Agility
Emerging markets
Multinational enterprises
Africa
Standardization
International marketing
Fruit
Anticipation
Business environment
Design methodology
Relationship building
Business survival
Overtime
Industry
Qualitative data
Responsiveness
Perishable products
Stage model

Bibliographical note

Copyright © and Moral Rights are retained by the author(s) and/ or other copyright owners. A copy can be downloaded for personal non-commercial research or study, without prior permission or charge. This item cannot be reproduced or quoted extensively from without first obtaining permission in writing from the copyright holder(s). The content must not be changed in any way or sold commercially in any format or medium without the formal permission of the copyright holders.

Cite this

Developing and deploying marketing agility in an emerging economy: The case of Blue Skies. / Omar, Maktoba; Osei, Collins.

In: International Marketing Review, Vol. 36, No. 2, 08.04.2019, p. 190-212.

Research output: Contribution to journalArticle

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