Marketing Agility as a Competitive Capability

Abstract

In increasingly volatile, uncertain, complex, and ambiguous (VUCA) market environments, traditional long-term marketing planning approaches are losing effectiveness. Firms are now required to sense changes rapidly, respond flexibly, and adapt continuously to customer dynamics, competitive actions, and technological disruptions. This study conceptually examines marketing agility as a dynamic competitive capability that enables firms to achieve sustained performance advantages. Drawing upon dynamic capability theory, market orientation, and agile management literature, the paper develops an integrative framework in which market sensing, rapid decision-making, real-time execution, and adaptive learning together form the foundation of marketing agility. The study explains how marketing agility enhances customer responsiveness, innovation performance, and competitive positioning. Managerial implications for digital-era marketing strategy and future research directions are also discussed