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Leading digital transformation through an Agile Marketing Capability: the case of Spotahome

Author

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  • Ludovica Moi

    (University of Cagliari (Italy))

  • Francesca Cabiddu

    (University of Cagliari (Italy))

Abstract

Scholars and practitioners both acknowledge that agility is crucial in leading a digital transformation effort. However, empirical and theoretical research on agile capabilities in an international digital marketing setting is severely lacking. Drawing on qualitative research design methods, this exploratory single-case study involving the international digital firm Spotahome provides an empirical and theoretical investigation of a new marketing capability we define as an Agile Marketing Capability. We identify its key theoretical dimensions and provide empirical guidelines to facilitate its implementation. This study has important implications for international marketing managers, suggesting what strategic actions are needed to deploy agile practices in their marketing strategies and processes from a practical perspective, in the context of an Agile Marketing Capability.

Suggested Citation

  • Ludovica Moi & Francesca Cabiddu, 2021. "Leading digital transformation through an Agile Marketing Capability: the case of Spotahome," Journal of Management & Governance, Springer;Accademia Italiana di Economia Aziendale (AIDEA), vol. 25(4), pages 1145-1177, December.
    • Handle: RePEc:kap:jmgtgv:v:25:y:2021:i:4:d:10.1007_s10997-020-09534-w
    DOI: 10.1007/s10997-020-09534-w
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    3. Muhammad Yusuf & Batara Surya & Firman Menne & Muhlis Ruslan & Seri Suriani & Iskandar Iskandar, 2022. "Business Agility and Competitive Advantage of SMEs in Makassar City, Indonesia," Sustainability, MDPI, vol. 15(1), pages 1-23, December.

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