Marketing activities in an unpredictable environment: Agility and the VUCA approach
ISSN: 0258-0543
Article publication date: 19 April 2023
Issue publication date: 26 April 2023
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