The Agility Model of the Banking Industry in Digital Marketing

Salehi, Jalal, Hosseinzadeh, Ali and Bastam, Hadi The Agility Model of the Banking Industry in Digital Marketing. International Journal of Digital Content Management, 2021, vol. 2, n. 3, pp. 217-242. [Journal article (Paginated)]

[thumbnail of DCM_Volume 2_Issue 3_Pages 217-242.pdf]
Preview
 Text
DCM_Volume 2_Issue 3_Pages 217-242.pdf - Published version
Available under License Creative Commons Attribution Non-commercial.
Download (654kB) | Preview

English abstract

The developments of digital marketing in the banking industry have affected the speed of changing customer demands. Therefore, the ability to quickly and agilely adapt to changes plays a key role in creating competitive advantages. Despite the significant role of agility in responding to changes, so far there is no research that identifies the agility components of the banking industry in digital marketing. Thus, based on the designing methods of qualitative research, and investigating digital marketing experimentally and theoretically, this study presents a new model for digital marketing agility in the banking industry. In this research, the key theoretical dimensions of digital marketing agility are identified and some suggestions for facilitating the model implementation are provided. The findings of this study include important results for marketing managers in the banking industry and indicate what strategic measures are needed to establish agile practices in the structure, processes and communications of their digital marketing from a practical perspective in the context of agile digital marketing.

Item type: Journal article (Paginated)
Keywords: Digital Marketing, Agile Digital Marketing, Agility
Subjects: F. Management.
F. Management. > FB. Marketing.
F. Management. > FC. Finance.
F. Management. > FF. Funding.
Depositing user: Mr Saeed Asgharzadeh
Date deposited: 25 Dec 2023 09:44
Last modified: 25 Dec 2023 09:44
URI: http://hdl.handle.net/10760/45091

References

Accardi-Petersen, M. (2011). How to get moving in Agile. In Agile marketing (pp. 171-187). Springer.

Asseraf, Y., Lages, L. F., & Shoham, A. (2019). Assessing the drivers and impact of international marketing agility. International Marketing Review.

Bock, A. J., Opsahl, T., George, G., & Gann, D. M. (2012). The effects of culture and structure on strategic flexibility during business model innovation. Journal of Management studies, 49(2), 279-305.

Buccieri, D., Javalgi, R. G., & Cavusgil, E. (2020). International new venture performance: Role of international entrepreneurial culture, ambidextrous innovation, and dynamic marketing capabilities. International Business Review, 29(2), 101639.

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.

Conboy, K. (2009). Agility from first principles: Reconstructing the concept of agility in information systems development. Information systems research, 20(3), 329-354.

Creswell, J. W., & Miller, D. L. (2000). Determining validity in qualitative inquiry. Theory into practice, 39(3), 124-130.

Cui, A. S. (2013). Portfolio dynamics and alliance termination: The contingent role of resource dissimilarity. Journal of Marketing, 77(3), 15-32.

D'Aveni, R. A., Dagnino, G. B., & Smith, K. G. (2010). The age of temporary advantage. Strategic management journal, 31(13), 1371-1385.

Day, G. S. (2011). Closing the marketing capabilities gap. Journal of marketing, 75(4), 183-195.

Dey, I. (2004). Grounded theory. Qualitative research practice, 80-93.

Eisenhardt, K. M. (1989). Building theories from case study research. Academy of management review, 14(4), 532-550.

Ewel, J. (2013). Getting started with agile marketing. In.

Felipe, C. M., Roldán, J. L., & Leal-Rodríguez, A. L. (2016). An explanatory and predictive model for organizational agility. Journal of Business Research, 69(10), 4624-4631.

Fitzgerald, M., Kruschwitz, N., Bonnet, D., & Welch, M. (2014). Embracing digital technology: A new strategic imperative. MIT sloan management review, 55(2), 1.

Gera, G., Gera, B., & Mishra, A. (2019). Role of Agile marketing in the present era. International Journal of Technical Research & Science, 4(5), 40-44.

Glaser, B., Bailyn, L., Fernandez, W., Holton, J. A., & Levina, N. (2013). What Grounded Theory Is…. Academy of Management Proceedings,

Gligor, D. M., Holcomb, M. C., & Stank, T. P. (2013). A multidisciplinary approach to supply chain agility: Conceptualization and scale development. Journal of Business Logistics, 34(2), 94-108.

Golgeci, I., & Gligor, D. M. (2017). The interplay between key marketing and supply chain management capabilities: the role of integrative mechanisms. Journal of Business & Industrial Marketing.

Hagen, B., Zucchella, A., & Ghauri, P. N. (2019). From fragile to agile: marketing as a key driver of entrepreneurial internationalization. International Marketing Review.

Hult, G. T. M., Ketchen Jr, D. J., & Slater, S. F. (2005). Market orientation and performance: an integration of disparate approaches. Strategic management journal, 26(12), 1173-1181.

Ismail, H., & Sharifi, H. (2006). A balanced approach to building agile supply chains. International Journal of Physical Distribution & Logistics Management.

Kawa, A., & Maryniak, A. (2019). Lean and agile supply chains of e-commerce: empirical research. Journal of Information and Telecommunication, 3(2), 235-247.

Khan, H. (2020). Is marketing agility important for emerging market firms in advanced markets? International Business Review, 29(5), 101733.

Killian, G., & McManus, K. (2015). A marketing communications approach for the digital era: Managerial guidelines for social media integration. Business horizons, 58(5), 539-549.

Kraus, S., Filser, M., Puumalainen, K., Kailer, N., & Thurner, S. (2020). Business model innovation: a systematic literature review. International Journal of Innovation and Technology Management, 17(06), 2050043.

Kuckartz, U. (2016). Qualitative text analysis. A guide to methods, practice and using software.

Li, R., Liu, Y., & Bustinza, O. F. (2019). FDI, service intensity, and international marketing agility: The case of export quality of Chinese enterprises. International Marketing Review.

Lin, C.-T., Chiu, H., & Chu, P.-Y. (2006). Agility index in the supply chain. International Journal of production economics, 100(2), 285-299.

Liu, X., Vredenburg, H., & Steel, P. (2014). A Meta-analysis of Factors Leading to Management Control in International Joint Ventures. Journal of International Management, 20(2), 219-236.

Lu, Y., & Ramamurthy, K. (2011). Understanding the link between information technology capability and organizational agility: An empirical examination. MIS quarterly, 931-954.

Mandal, S. (2018). An examination of the importance of big data analytics in supply chain agility development: A dynamic capability perspective. Management Research Review.

Marhraoui, M. A., & El Manouar, A. (2017). IT innovation and firm's sustainable performance: The mediating role of organizational agility. Proceedings of the 9th International Conference on Information Management and Engineering,

Matthyssens, P., Pauwels, P., & Vandenbempt, K. (2005). Strategic flexibility, rigidity and barriers to the development of absorptive capacity in business markets: Themes and research perspectives. Industrial Marketing Management, 34(6), 547-554.

Miklosik, A., Kuchta, M., Evans, N., & Zak, S. (2019). Towards the adoption of machine learning-based analytical tools in digital marketing. IEEE Access, 7, 85705-85718.

Miles, M. B., & Huberman, A. M. (1984). Qualitative data analysis: A sourcebook of new methods. In Qualitative data analysis: a sourcebook of new methods (pp. 263-263).

Mithas, S., Ramasubbu, N., & Sambamurthy, V. (2011). How information management capability influences firm performance. MIS quarterly, 237-256.

Mitroulis, D., & Kitsios, F. (2019). Digital transformation strategy: a literature review. Proceedings of the 6th National Student Conference of HELORS, Xanthi, Greece,

Mu, J. (2015). Marketing capability, organizational adaptation and new product development performance. Industrial Marketing Management, 49, 151-166.

O’Keeffe, A., Ozuem, W., & Lancaster, G. (2016). Leadership marketing: an exploratory study. Journal of Strategic Marketing, 24(5), 418-443.

Oklander, M., Oklander, T., Yashkina, O., Pedko, I., & Chaikovska, M. P. (2018). Analysis of technological innovations in digital marketing.

Onetti, A., Zucchella, A., Jones, M. V., & McDougall-Covin, P. P. (2012). Internationalization, innovation and entrepreneurship: business models for new technology-based firms. Journal of Management & Governance, 16(3), 337-368.

Overby, E., Bharadwaj, A., & Sambamurthy, V. (2006). Enterprise agility and the enabling role of information technology. European Journal of Information Systems, 15(2), 120-131.

Panda, S., & Rath, S. K. (2017). The effect of human IT capability on organizational agility: an empirical analysis. Management Research Review.

Rathnayaka, U. (2018). Role of digital marketing in retail fashion industry: A synthesis of the theory and the practice. Journal of Accounting & Marketing, 7(02).

Recker, J., Holten, R., Hummel, M., & Rosenkranz, C. (2017). How agile practices impact customer responsiveness and development success: A field study. Project management journal, 48(2), 99-121.

Rigby, D. K., Sutherland, J., & Takeuchi, H. (2016). Embracing agile. Harvard business review, 94(5), 40-50.

Roberts, N., & Grover, V. (2012). Investigating firm's customer agility and firm performance: The importance of aligning sense and respond capabilities. Journal of Business Research, 65(5), 579-585.

Sambamurthy, V., Bharadwaj, A., & Grover, V. (2003). Shaping agility through digital options: Reconceptualizing the role of information technology in contemporary firms. MIS quarterly, 237-263.

Sangari, M. S., & Razmi, J. (2015). Business intelligence competence, agile capabilities, and agile performance in supply chain: An empirical study. The International Journal of Logistics Management.

Schlosser, F. (2012). Mastering the social IT/business alignment challenge.

Sheffi, Y., & Rice Jr, J. B. (2005). A supply chain view of the resilient enterprise. MIT sloan management review, 47(1), 41.

Strauss, A., & Corbin, J. (1998). Basics of qualitative research techniques. Citeseer.

Tahmasebifard, H., Zangoueinezhad, A., & Jafari, P. (2017). The role of entrepreneurial orientation in achieving agility capability. Journal of Applied Economics & Business Research, 7(2), 137-156.

Tallon, P. P., & Pinsonneault, A. (2011). Competing perspectives on the link between strategic information technology alignment and organizational agility: insights from a mediation model. MIS quarterly, 463-486.

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.

Vaillant, Y., & Lafuente, E. (2019). The increased international propensity of serial entrepreneurs demonstrating ambidextrous strategic agility: A precursor to international marketing agility. International Marketing Review.

Varadarajan, P. R., & Cunningham, M. H. (1995). Strategic alliances: a synthesis of conceptual foundations. Journal of the academy of marketing science, 23(4), 282-296.

Wagner, H.-T., Beimborn, D., & Weitzel, T. (2014). How social capital among information technology and business units drives operational alignment and IT business value. Journal of Management Information Systems, 31(1), 241-272.

Xu, H., Guo, H., Zhang, J., & Dang, A. (2018). Facilitating dynamic marketing capabilities development for domestic and foreign firms in an emerging economy. Journal of Business Research, 86, 141-152.

Zainal, A. Y., Yousuf, H., & Salloum, S. A. (2020). Dimensions of agility capabilities organizational competitiveness in sustaining. Joint European-US Workshop on Applications of Invariance in Computer Vision,

Zhanglan, Y., Awino, Z. B., Yabs, J., & Wainaina, G. (2021). Top Management Team Characteristics and Sustainable Competitive Advantage of Chinese Multinational Corporations in Kenya: An Empirical Investigation. Academic Journal of Business & Management, 3(6).

Zhao, R., Bal, J., & Ma, X. (2021). Creating Lean and Agile Supply Chains with Blockchain. 2021 The 3rd International Conference on Blockchain Technology,

Zhou, J., Bi, G., Liu, H., Fang, Y., & Hua, Z. (2018). Understanding employee competence, operational IS alignment, and organizational agility–An ambidexterity perspective. Information & Management, 55(6), 695-708.


Downloads

Downloads per month over past year

Actions (login required)

View Item View Item
Contact us
Send email Sponsors
Sponsor: AIMS Sponsor: D&P Sponsor: UniNa CAB Get connected
Facebook Facebook Twitter Twitter Linkedin LinkedIn RSS RSS