KOREASCHOLAR

The rapid digital transformation and the ever-changing needs of consumers have provided both academia and practice a stimulating setting and chance for grasping evolving opportunities and reinventing the traditional marketing approaches. Agility is one emergent approach to manage challenges like increasing uncertainty or high volatility. Due to its relative novelty, the extant academic literature on marketing agility is narrow, and although the operationalization of the construct is slowly expanding, there is yet the need for further refinement of the definition, the construct, terminology, and its dimensions. Similarly, in practitioner circles there is a growing “buzz” about implementing agile practices (e.g., continuous feedback-learning cycles, collaboration, flexibility, and speed) in the field of marketing to manage changing market environments. What exactly makes an organization, a department, or a team agile is, however, still blurred.

• Dorottya Sári(Korea University, Republic of Korea)
• Tony C. Garrett(Korea University, Republic of Korea)