Research Output

Developing and deploying marketing agility in an emerging economy: the case of Blue Skies

  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. This paper examines the various manifestations of agility and the various strategies adopted to sustain agility by an emerging economy multinational enterprise (EMNE) which started in the late 1990s as a small firm operating within the fresh fruit and juice industry in Africa.

  • Type:

    Article

  • Date:

    05 July 2018

  • Publication Status:

    Published

  • DOI:

    10.1108/imr-12-2017-0261

  • Cross Ref:

    10.1108/IMR-12-2017-0261

  • ISSN:

    0265-1335

  • Library of Congress:

    HF Commerce

  • Dewey Decimal Classification:

    658 General management

  • Funders:

    Edinburgh Napier Funded

Citation

Osei, C., Amankwah-Amoah, J., Khan, Z., Omar, M., & Gutu, M. (2018). Developing and deploying marketing agility in an emerging economy: the case of Blue Skies. International Marketing Review, 1-45. doi:10.1108/imr-12-2017-0261

Authors

Keywords

agility, marketing agility, Strategic marketing, standardisation, Africa

Monthly Views:

Available Documents