The Agile Innovation Pendulum: A Strategic Marketing Multicultural Model for Family Businesses

This article constitutes the second of two parts of a research project aiming to investigate innovation in family businesses (FBs) and to present a consumer-focused conduit to agility in the strategic marketing multicultural context. The current article explores theoretically the notion of Agile Innovation giving birth to the idea of the Dynamic Equilibrium of Agile Innovation. It subsequently introduces the “missing link” of the Agile Consumer...