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

Research Output

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:

11 September 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

http://researchrepository.napier.ac.uk/output/1285460 Osei, C., Amankwah-Amoah, J., Khan, Z., Omar, M., & Gutu, M. (2019). Developing and deploying marketing agility in an emerging economy: the case of Blue Skies. International Marketing Review, 36(2), 190-212. https://doi.org/10.1108/imr-12-2017-0261

Citation

Osei, C., Amankwah-Amoah, J., Khan, Z., Omar, M., & Gutu, M. (2019). Developing and deploying marketing agility in an emerging economy: the case of Blue Skies. International Marketing Review, 36(2), 190-212. https://doi.org/10.1108/imr-12-2017-0261