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Marketing activities in an unpredictable environment: Agility and the VUCA approach

Strategic Direction

ISSN: 0258-0543

Article publication date: 19 April 2023

Issue publication date: 26 April 2023

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Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

In industries subject to high levels of unpredictability, existing marketing strategies can become ineffective. Firms can address this problem when leaders possess the managerial skills needed to adapt marketing mix elements to create a marketing strategy that is agile and flexible enough to meet customer demands as they evolve.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Keywords

Citation

(2023), "Marketing activities in an unpredictable environment: Agility and the VUCA approach", Strategic Direction, Vol. 39 No. 5, pp. 14-17. https://doi.org/10.1108/SD-03-2023-0037

Publisher

:

Emerald Publishing Limited

Copyright © 2023, Emerald Publishing Limited

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