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

Osei, Collins, Amankwah-Amoah, J., Khan, Zaheer, Gutu, Mavis, Omar, Maktoba (2019) Developing and deploying marketing agility in an emerging economy: The case of Blue Skies. International Marketing Review, 36 (2). pp. 190-212. ISSN 0265-1335. (doi:10.1108/IMR-12-2017-0261) (KAR id:67570)

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https://doi.org/10.1108/IMR-12-2017-0261

Abstract

Purpose - In almost every large business, there is a growing recognition of the importance of

limited insights have been offered by scholars on multinational enterprises and their marketing

the various strategies adopted to sustain agility by an emerging economy multinational enterprise

industry in Africa.

economy to develop a three stage model of how agility manifest overtime.

strategy adopted by an EMNE from emerging markets hinge on building relationships, being

anticipation of the rapidly changing business environment.

research can consider using multiple cases from different countries to further understand marketing

Originality/value - This paper extends research on standardisation/adaptation debate and research

research on marketing agility in emerging markets which focused on highly perishable products

deployed and sustained in emerging African markets.

Item Type: Article
DOI/Identification number: 10.1108/IMR-12-2017-0261
Uncontrolled keywords: marketing agility; agility; strategic marketing; standardisation; adaptation, EMNEs; Africa
Subjects: H Social Sciences
Divisions: Divisions > Kent Business School - Division > Kent Business School (do not use)
Depositing User: Zaheer Khan
Date Deposited: 06 Jul 2018 14:27 UTC
Last Modified: 16 Feb 2021 13:55 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/67570 (The current URI for this page, for reference purposes)
Amankwah-Amoah, J.: https://orcid.org/0000-0003-0383-5831
Khan, Zaheer: https://orcid.org/0000-0001-5538-3123
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