International marketing agility: conceptualization and research agenda

Purpose:
The aim of this paper is to conceptualize the notion of International Marketing Agility.

Design/methodology/approach:
The approach adopted is to review and create a synopsis of the existing body of research on strategic agility and develop a conceptualization on how international marketing agility (IMA) should be analyzed.

Findings:
International marketing agility is an emerging concept driven largely by rapid changes in global markets. There is a growing need for exporting SMEs and multinational enterprises to consider IMA as a means of building competitive advantage in foreign markets.

Research implications/limitations:
While the conceptual development presented in this paper is not exhaustive, our model highlights important research avenues in IMA that need exploring.

Originality/value:
This article examines an emerging concept in international marketing that serves as a platform to cope with the changes taking place in this fast-changing global environment. A framework is proposed where we conceptualize IMA as a process triggered by agile logic (a non-conformist and open mental stance), and facilitated by agile learning (being able to search and interpret data), to cause agile actions (being able to commit, co-ordinate and respond quickly with flexibility to ever-changing conditions).