ASSESSING THE INNOVATION OF AGILE MARKETING INDEXAS A MEASURE OF MARKETING EFFICIENCY
Abstract
ASSESSING THE INNOVATION OF AGILE MARKETING INDEX
AS A MEASURE OF MARKETING EFFICIENCY
JakaphanPraparujiwong
Graduate School, Chulalongkorn University, Bangkok, Thailand
Jakaphan.pra@gmail.com
WilertPuriwat
Chulalongkorn Business School,Chulalongkorn University, Bangkok, Thailand
wilert@cbs.chula.ac.th
DanupolHoonsopon
Chulalongkorn Business School,ChulalongkornUniversity,Bangkok, Thailand
danupol@cbs.chula.ac.th
Abstract— In today's world, all organizations are facing the challenge of an unpredictable environment. These challenges often have unpredictable impacts and severity, including volatility, uncertainty, complexity, and ambiguity, it’s called VUCA events. It requires different strategic management requirements between large and medium-sized enterprises (SMEs), especially in marketing strategy. The uncertainty of the changing landscape situation, in addition to the impact of VUCA, also includes the development of technological factors that changes in consumer demand, behavior and the connection between customers and brands. This has led to an increasing interest in Agile Marketing in the world today and the ability to make decisions based on useful data from various sources, including marketing knowledge. Thus, understanding the level of agility within an organization is crucial for firms to adapt, transform, and maintain their competitive advantage. This requires accurate assessment of the organization's agile capabilities across various dimensions. However, previous studies on Agile have focused on the agile assessment in the supply chain and manufacturing but there is a lack of studies in the marketing area. So, the results of this study have provided the assessment of agile for marketing sector which can support and leads to marketing team effectiveness. The contribution of this research is suitable for entrepreneurs and companies to utilize this index to assess the agility of marketing teams in the organization.
