Developing and deploying marketing agility in an emerging economy: the case of Blue Skies
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...
Paper Details
Title
Developing and deploying marketing agility in an emerging economy: the case of Blue Skies
Published Date
Apr 8, 2019
Volume
36
Issue
2
Pages
190 - 212
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