ORGANIZING FOR THE DIGITAL WORLD: A PATHWAY TOWARDS THE AGILE MARKETING CAPABILITY

MOI, LUDOVICA

2020-02-19

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Abstract

The ultimate goal of this dissertation is to explain how agility intersects in the field of marketing capabilities, in order to deepen the understanding about a new marketing capability: the Agile Marketing Capability. My dissertation consists of three papers. The first paper inquires how the Agile Marketing Capability can be formally theorized and conceptualized, identifying its key theorizing elements and putting the basis for its further exploration and analysis. The outcomes of this first study identify the core dimensions (or constructs) of the Agile Marketing Capability, advance a holistic theoretical model, and discuss the underlying constructs and relationships. With this first conceptualization of a marketing-focused capability of agility, I start outlining a new path of marketing capabilities, seeking to redefine marketing capabilities by learning more about Agile Marketing implementation. Thus, I lay the terrain for future exploration and forecast of this topic, and enrich the debate on the opportunity to integrate agile principles into marketing studies, and ultimately impact marketing capabilities. The second paper provides an initial empirical investigation of agile capability in marketing field, exploring its main defining features and thus elaborating some key theoretical and empirical dimensions which may characterize and compose the Agile Marketing Capability. The outcomes of this second study identify and organize the key theoretical concepts and dimensions of the Agile Marketing Capability in a theoretical framework. To summarize study results I also formulate some propositions, which could stimulate future theoretical and empirical research towards this topic. The findings of this research considerably advance extant knowledge on capabilities greater aligned with digital transformation challenges, which is a topic still at an early stage in current literature. Specifically, the analysis carried out in the second paper improves the understanding on agility in digital and international marketing settings, contributing to extend dynamic capabilities and marketing capabilities literature. In the meantime, the framework and propositions of this study, as well as the empirical findings, contribute to explain what strategic actions are needed to foster marketing agility, thus pursuing and implementing an Agile Marketing Capability. The third and final paper extends the body of knowledge of agile capabilities in marketing field by looking at how different organizations pursue and implement the Agile Marketing Capability. The outcomes of this third study deepen the conceptualization and definition of the Agile Marketing Capability dimensions, proposing a four-stage Agile Marketing Capability maturity framework. The framework provides key actions, activities and behaviours organized in progressive maturity levels to enable organizations to assess and improve their capabilities in Agile Marketing implementation. The findings of this work contribute to deepen the body of knowledge on marketing capabilities and agility research streams, explaining the benefits that could derive from employing agile approaches and capabilities in marketing, and how their employment actually may enhance organizations’ extant marketing capabilities, particularly in turbulent and fast-changing contexts. Notably, the analysis performed in this third study sheds light on progressive behaviors and actions representative of different maturity levels in the development and management of the Agile Marketing Capability. The maturity framework proposed in this paper and the empirical findings clarify to managers and practitioners how to assess current maturity level in the development of such capability, understand potential improvement actions, and, thus, achieve higher levels of performance. Briefly, it provides useful guidelines for organizations to become more agile in their marketing capabilities.