An agile marketing capability maturity framework. (October 2021)

• Record Type: Journal Article
• Authors: Moi, Ludovica; Cabiddu, Francesca
• Is Part Of: Tourism management. Volume 86(2021)
• Publication Date: 2021-10
• Subjects: Agile marketing capability -- Marketing capabilities -- Maturity framework -- Multiple-case study -- MICE; Tourism -- Periodicals; 338.4791
• DOI: 10.1016/j.tourman.2021.104347
• Languages: English
• ISSNs: 0261-5177

Abstract

Abstract: This work proposes a four-stage maturity framework for the development of an agile marketing capability (AMC) in the context of MICE tourism. Through an inductive study based on 16 semi-structured interviews with CEOs and managers, we provide a snapshot of organizations at varying levels of maturity in the management and development of AMC based on the degree of "sophistication" undertaken in approximately four dimensions (customer-oriented responsiveness, high flexibility, human collaboration, quick and continuous improvement) . Recommendations to further enrich the debate toward this novel line of inquiry are presented. This study also has important implications for managers, offering a useful tool to assess and improve their marketing efforts to develop AMC and achieve greater abilities to adapt to dynamic and fast-changing environments. Highlights: We provide a brief review of marketing capabilities. We examine benefits of employing agile methods and capabilities in marketing. We conduct an exploratory multiple-case study in the context of MICE tourism. We develop the Agile Marketing Capability maturity framework.