Agility in marketing: a bibliometric analysis
Abstract
Research on agility in marketing has been shaped by a great number of articles published in recent decades. My research contributes to the literature by examining the basis of different intellectual frameworks and by identifying relevant references, authors, topics, and journals for the matter. With this focus, I used bibliometric techniques to investigate over 1,200 articles published between 1992 and 2022. I regarded publication periods that shaped the progression of the research subject. Results show that there are 75 relevant publications. Those could be divided into three research streams. The first stream considers frameworks and agile supply chains, the second IT infrastructure to improve enterprise agility, and the third enterprise and organizational agility in general. I applied a historical perspective, identified the social, intellectual, and conceptual structure of marketing agility research.
Keyword : organizational culture, organizational change, organizational development, marketing, organizational agility, marketing agility, supply chain agility, bibliometric analysis, network analysis
How to Cite
Thümler, N. (2023). Agility in marketing: a bibliometric analysis. Business: Theory and Practice, 24(1), 173–182. https://doi.org/10.3846/btp.2023.17090
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
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Day, G. S. (2011). Closing the marketing capabilities gap. Journal of Marketing, 75(4), 183–195. https://doi.org/10.1509/jmkg.75.4.183
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Lin, C. T., Chiu, H., & Chu, P. Y. (2006). Agility index in the supply chain. International Journal of Production Economics, 100(2), 285–299. https://doi.org/10.1016/j.ijpe.2004.11.013
Lu, & Ramamurthy, K. (2011). Understanding the link between information technology capability and organizational agility: An empirical examination. MIS Quarterly, 35(4), 931. https://doi.org/10.2307/41409967
Mack, O. (Ed.). (2016). Managing in a VUCA world. Springer. https://doi.org/10.1007/978-3-319-16889-0
Mason-Jones, R., & Towill, D. R. (1999). Total cycle time compression and the agile supply chain. International Journal of Production Economics, 62(1–2), 61–73. https://doi.org/10.1016/S0925-5273(98)00221-7
Meho, L. I., & Yang, K. (2007). Impact of data sources on citation counts and rankings of LIS faculty: Web of science versus scopus and Google Scholar. Journal of the American Society for Information Science and Technology, 58(13), 2105–2125. https://doi.org/10.1002/asi.20677
Moniruzzaman, A. B. M., & Hossain, S. A. (2013, July 12). Comparative study on Agile software development methodologies. https://arxiv.org/pdf/1307.3356
Moorman, C., & Miner, A. S. (1998). Organizational improvisation and organizational memory. Academy of Management Review, 23(4), 698–723. https://doi.org/10.5465/amr.1998.1255634
Ni, C., Sugimoto, C., & Jiang, J. (2011). Degree, closeness, and betweenness: Application of group centrality measurements to explore macro-disciplinary evolution diachronically. ResearchGate.
Poolton, J., Ismail, H. S., Reid, I. R., & Arokiam, I. C. (2006). Agile marketing for the manufacturing‐based SME. Markting Intelligence & Plan (Marketing Intelligence & Planning), 24(7), 681–693. https://doi.org/10.1108/02634500610711851
Raisch, S., & Birkinshaw, J. (2008). Organizational ambidexterity: Antecedents, outcomes, and moderators. Journal of Management, 34(3), 375–409. https://doi.org/10.1177/0149206308316058
Ramos-Rodríguez, A. R., & Ruíz-Navarro, J. (2004). Changes in the Intellectual structure of strategic management research: A bibliometric study of the “Strategic Management Journal”, 1980–2000. Strategic Management Journal, 25(10), 981–1004. https://doi.org/10.1002/smj.397
Sambamurthy, V., Bharadwaj, A., & Grover, V. (2003). Shaping agility through digital options: Reconceptualizing the role of information technology in contemporary firms. MIS Quarterly, 27(2), 237. https://doi.org/10.2307/30036530
Sinkula, J. M., Baker, W. E., & Noordewier, T. (1997). A framework for market-based organizational learning: Linking values, knowledge, and behavior. Journal of the Academy of Marketing Science, 25(4), 305–318. https://doi.org/10.1177/0092070397254003
Swafford, P. M., Ghosh, S., & Murthy, N. (2006). The antecedents of supply chain agility of a firm: Scale development and model testing. Journal of Operations Management, 24(2), 170–188. https://doi.org/10.1016/j.jom.2005.05.002
Teece, D., Peteraf, M., & Leih, S. (2016). Dynamic capabilities and organizational agility: Risk, uncertainty, and strategy in the innovation economy. California Management Review, 58(4), 13–35. https://doi.org/10.1525/cmr.2016.58.4.13
Tsourveloudis, N. C., & Valavanis, K. P. (2002). On the measurement of enterprise agility. Journal of Intelligent and Robotic Systems, 33(3), 329–342. https://doi.org/10.1023/A:1015096909316
Verwijs, C., & Russo, D. (2021). A theory of scrum team effectiveness. Cornell University. https://doi.org/10.1145/3571849
Weber, Y., & Tarba, S. Y. (2014). Strategic agility: A state of the art introduction to the special section on strategic agility. California Management Review, 56(3), 5–12. https://doi.org/10.1525/cmr.2014.56.3.5
Beck, K., Beedle, M., van Bennekum, A., Cockburn, A., Cunningham, W., Fowler, M., Grenning, J., Highsmith, J., Hunt, A., Jeffries, R., Kern, J., Marick, B., Robert, M. C., Mellor, S., Schwaber, K., Sutherland, J., & Thomas, D. (2001). Manifesto for Agile software development. http://agilemanifesto.org/
Beverland, M. B., Wilner, S. J. S., & Micheli, P. (2015). Reconciling the tension between consistency and relevance: Design thinking as a mechanism for brand ambidexterity. Journal of the Academy of Marketing Science, 43(5), 589–609. https://doi.org/10.1007/s11747-015-0443-8
Cao, Q., & Dowlatshahi, S. (2005). The impact of alignment between virtual enterprise and information technology on business performance in an agile manufacturing environment. Journal of Operations Management, 23(5), 531–550. https://doi.org/10.1016/j.jom.2004.10.010
Chakravarty, A., Grewal, R., & Sambamurthy, V. (2013). Information technology competencies, organizational agility, and firm performance: Enabling and facilitating roles. Information Systems Research, 24(4), 976–997. https://doi.org/10.1287/isre.2013.0500
Clarivate Analytics. (2022). Web of science. https://clarivate.com/products/web-of-science/
Danvila-del-Valle, I., Estévez-Mendoza, C., & Lara, F. J. (2019). Human resources training: A bibliometric analysis. Journal of Business Research, 101, 627–636. https://doi.org/10.1016/j.jbusres.2019.02.026
Day, G. S. (2011). Closing the marketing capabilities gap. Journal of Marketing, 75(4), 183–195. https://doi.org/10.1509/jmkg.75.4.183
Doz, Y. (2020). Fostering strategic agility: How individual executives and human resource practices contribute. Human Resource Management Review, 30(1), 100693. https://doi.org/10.1016/j.hrmr.2019.100693
Doz, Y. L., & Kosonen, M. (2010). Embedding strategic agility. Long Range Planning, 43(2–3), 370–382. https://doi.org/10.1016/j.lrp.2009.07.006
Eisenhardt, K. M., & Martin, J. A. (2000). Dynamic capabilities: What are they? Strategic Management Journal, 21(10–11), 1105–1121. https://doi.org/10.1002/1097-0266(200010/11)21:10/11<1105::AID-SMJ133>3.0.CO;2-E
Fetscherin, M., & Usunier, J. C. (2012). Corporate branding: An interdisciplinary literature review. European Journal of Marketing, 46(5), 733–753. https://doi.org/10.1108/03090561211212494
Hausberg, J. P., Liere-Netheler, K., Packmohr, S., Pakura, S., & Vogelsang, K. (2019). Research streams on digital transformation from a holistic business perspective: A systematic literature review and citation network analysis. Journal of Business Economics, 89(8–9), 931–963. https://doi.org/10.1007/s11573-019-00956-z
Hirsch, J. E. (2005). An index to quantify an individual’s scientific research output. Proceedings of the National Academy of Sciences of the United States of America, 102(46), 1–3. https://doi.org/10.1073/pnas.0507655102
Jaworski, B. J., & Kohli, A. K. (1993). Market orientation: Antecedents and consequences. Journal of Marketing, 57(3), 53–70. https://doi.org/10.1177/002224299305700304
Johnson, J. L., Lee, R. P. W., Saini, A., & Grohmann, B. (2003). Market-focused strategic flexibility: Conceptual advances and an integrative model. Journal of the Academy of Marketing Science, 31(1), 74–89. https://doi.org/10.1177/0092070302238603
Kalaignanam, K., Tuli, K. R., Kushwaha, T., Lee, L., & Gal, D. (2021). Marketing agility: The concept, antecedents, and a research agenda. Journal of Marketing, 85(1), 35–58. https://doi.org/10.1177/0022242920952760
Kruchten, P. (2013). Contextualizing agile software development. Journal of Software: Evolution and Process, 25(4), 351–361. https://doi.org/10.1002/smr.572
Lin, C. T., Chiu, H., & Chu, P. Y. (2006). Agility index in the supply chain. International Journal of Production Economics, 100(2), 285–299. https://doi.org/10.1016/j.ijpe.2004.11.013
Lu, & Ramamurthy, K. (2011). Understanding the link between information technology capability and organizational agility: An empirical examination. MIS Quarterly, 35(4), 931. https://doi.org/10.2307/41409967
Mack, O. (Ed.). (2016). Managing in a VUCA world. Springer. https://doi.org/10.1007/978-3-319-16889-0
Mason-Jones, R., & Towill, D. R. (1999). Total cycle time compression and the agile supply chain. International Journal of Production Economics, 62(1–2), 61–73. https://doi.org/10.1016/S0925-5273(98)00221-7
Meho, L. I., & Yang, K. (2007). Impact of data sources on citation counts and rankings of LIS faculty: Web of science versus scopus and Google Scholar. Journal of the American Society for Information Science and Technology, 58(13), 2105–2125. https://doi.org/10.1002/asi.20677
Moniruzzaman, A. B. M., & Hossain, S. A. (2013, July 12). Comparative study on Agile software development methodologies. https://arxiv.org/pdf/1307.3356
Moorman, C., & Miner, A. S. (1998). Organizational improvisation and organizational memory. Academy of Management Review, 23(4), 698–723. https://doi.org/10.5465/amr.1998.1255634
Ni, C., Sugimoto, C., & Jiang, J. (2011). Degree, closeness, and betweenness: Application of group centrality measurements to explore macro-disciplinary evolution diachronically. ResearchGate.
Poolton, J., Ismail, H. S., Reid, I. R., & Arokiam, I. C. (2006). Agile marketing for the manufacturing‐based SME. Markting Intelligence & Plan (Marketing Intelligence & Planning), 24(7), 681–693. https://doi.org/10.1108/02634500610711851
Raisch, S., & Birkinshaw, J. (2008). Organizational ambidexterity: Antecedents, outcomes, and moderators. Journal of Management, 34(3), 375–409. https://doi.org/10.1177/0149206308316058
Ramos-Rodríguez, A. R., & Ruíz-Navarro, J. (2004). Changes in the Intellectual structure of strategic management research: A bibliometric study of the “Strategic Management Journal”, 1980–2000. Strategic Management Journal, 25(10), 981–1004. https://doi.org/10.1002/smj.397
Sambamurthy, V., Bharadwaj, A., & Grover, V. (2003). Shaping agility through digital options: Reconceptualizing the role of information technology in contemporary firms. MIS Quarterly, 27(2), 237. https://doi.org/10.2307/30036530
Sinkula, J. M., Baker, W. E., & Noordewier, T. (1997). A framework for market-based organizational learning: Linking values, knowledge, and behavior. Journal of the Academy of Marketing Science, 25(4), 305–318. https://doi.org/10.1177/0092070397254003
Swafford, P. M., Ghosh, S., & Murthy, N. (2006). The antecedents of supply chain agility of a firm: Scale development and model testing. Journal of Operations Management, 24(2), 170–188. https://doi.org/10.1016/j.jom.2005.05.002
Teece, D., Peteraf, M., & Leih, S. (2016). Dynamic capabilities and organizational agility: Risk, uncertainty, and strategy in the innovation economy. California Management Review, 58(4), 13–35. https://doi.org/10.1525/cmr.2016.58.4.13
Tsourveloudis, N. C., & Valavanis, K. P. (2002). On the measurement of enterprise agility. Journal of Intelligent and Robotic Systems, 33(3), 329–342. https://doi.org/10.1023/A:1015096909316
Verwijs, C., & Russo, D. (2021). A theory of scrum team effectiveness. Cornell University. https://doi.org/10.1145/3571849
Weber, Y., & Tarba, S. Y. (2014). Strategic agility: A state of the art introduction to the special section on strategic agility. California Management Review, 56(3), 5–12. https://doi.org/10.1525/cmr.2014.56.3.5