Marketing agility in volatile, uncertain, complex and ambiguous (VUCA) contexts: a systematic literature review and future research agenda

Article

Eckstein, Gary, Shrestha, Anup, Sassenberg, Anne-Marie and Dwivedi, Yogesh K.. 2023. "Marketing agility in volatile, uncertain, complex and ambiguous (VUCA) contexts: a systematic literature review and future research agenda." Management Review Quarterly. https://doi.org/10.1007/s11301-023-00382-0
Article Title

Marketing agility in volatile, uncertain, complex and ambiguous (VUCA) contexts: a systematic literature review and future research agenda

ERA Journal ID213616
Article CategoryArticle
AuthorsEckstein, Gary, Shrestha, Anup, Sassenberg, Anne-Marie and Dwivedi, Yogesh K.
Journal TitleManagement Review Quarterly
Number of Pages29
Year2023
PublisherSpringer
Place of PublicationGermany
ISSN2198-1620
2198-1639
Digital Object Identifier (DOI)https://doi.org/10.1007/s11301-023-00382-0
Web Address (URL)https://link.springer.com/article/10.1007/s11301-023-00382-0
Abstract

Firms increasingly need to be customer-focused and adaptable to changing markets. Marketing agility (MA), a dynamic capability, supports an organization to respond to market changes faster, often resulting in performance benefits. While MA provides advantages in volatile, uncertain, complex, and ambiguous (VUCA) contexts, limited research exists that inform MA conceptualization and practice in VUCA contexts. Furthermore, conceptualization of MA has resulted in many, often overlapping, constructs. In this review, we searched four databases and used snowballing to arrive at a corpus of 27 articles. The corpus is summarised using the theory–context–characteristics–methodology framework, with an emphasis on practical implementation. From our findings, we offer propositions in response to our research question that addresses an important research gap, and future research directions are discussed. We advance theory and offer conceptual clarity by finding that MA in VUCA contexts may be reimagined using seven overarching constructs and summarizing extant literature that will benefit academics and practitioners.

KeywordsDynamic capabilities, Marketing agility, Sensemaking, Systematic literature review, TCCM, VUCA
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Is supplemented byCorrection: Marketing agility in volatile, uncertain, complex and ambiguous (VUCA) contexts: a systematic literature review and future research agenda
Contains Sensitive ContentDoes not contain sensitive content
ANZSRC Field of Research 2020350605. Marketing management (incl. strategy and customer relations)
350709. Organisation and management theory
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Byline AffiliationsUniversity of Southern Queensland
Swansea University, United Kingdom
Symbiosis International, India
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Ali, Omar, Shrestha, Anup, Chatfield, Akemi and Murray, Peter A.. 2020. "Assessing information security risks in the cloud: a case study of Australian local government authorities." Government Information Quarterly: an international journal of information technology management, policies, and practices. 37 (1). https://doi.org/10.1016/j.giq.2019.101419
Optimal delivery and replenishment policies for perishable products considering lost sale cost: an efficient hybrid algorithm
Babagolzadeh, Mahla, Pirayesh, Mohammadali and Shrestha, Anup. 2021. "Optimal delivery and replenishment policies for perishable products considering lost sale cost: an efficient hybrid algorithm." International Journal of Industrial and Systems Engineering. 37 (3), pp. 306-333. https://doi.org/10.1504/IJISE.2020.10024103
Development and evaluation of a software-mediated process assessment method for IT service management
Shrestha, Anup, Cater-Steel, Aileen, Toleman, Mark, Behari, Suren and Rajaeian, Mohammad Mehdi. 2020. "Development and evaluation of a software-mediated process assessment method for IT service management." Information and Management. 57 (4). https://doi.org/10.1016/j.im.2019.103213
Towards a taxonomy of process quality characteristics for assessment
Shrestha, Anup. 2018. "Towards a taxonomy of process quality characteristics for assessment." Stamelos, Ioannis, O'Connor, Rory V., Rout, Terry and Dorling, Alec (ed.) 18th International Conference on Software Process Improvement and Capability Determination (SPICE 2018). Thessaloniki, Greece 09 - 10 Oct 2018 Cham, Switzerland. https://doi.org/10.1007/978-3-030-00623-5_4
Managing knowledge and learning for process improvement: a software-mediated process assessment approach for IT service management
Shrestha, Anup, Kong, Eric and Cater-Steel, Aileen. 2018. "Managing knowledge and learning for process improvement: a software-mediated process assessment approach for IT service management." Syed, Jawad, Murray, Peter A., Hislop, Donald and Mouzughi, Yusra (ed.) The Palgrave handbook of knowledge management. Houndmills, United Kingdom. Palgrave Macmillan. pp. 621-641
A systematic literature mapping to investigate the role of IT in knowledge stock and transfer
Pant, Aastha, Shrestha, Anup, Kong, Eric and Ally, Mustafa. 2018. "A systematic literature mapping to investigate the role of IT in knowledge stock and transfer." Tanabu, Motonari and Senoo, Dai (ed.) 22nd Pacific Asia Conference on Information Systems (PACIS 2018). Yokohama, Japan 26 - 30 Jun 2018
Interpretation and reporting of process capability results: focus on improvement
Behari, Suren, Cater-Steel, Aileen, Shrestha, Anup and Soar, Jeffrey. 2018. "Interpretation and reporting of process capability results: focus on improvement." Stamelos, Ioannis, O’Connor, Rory v., Rout, Terry and Dorling, Alec (ed.) 18th International Conference on Software Process Improvement and Capability Determination (SPICE 2018). Thessaloniki, Greece 09 - 10 Oct 2018 Cham, Switzerland. https://doi.org/10.1007/978-3-030-00623-5_12
A software artefact to support standard-based process assessment: evolution of the TIPA® framework in a design science research project
Barafort, Beatrix, Shrestha, Anup, Cortina, Stephane and Renault, Alain. 2018. "A software artefact to support standard-based process assessment: evolution of the TIPA® framework in a design science research project." Computer Standards and Interfaces. 60, pp. 37-47. https://doi.org/10.1016/j.csi.2018.04.009
Benefits and relevance of International Standards in a design science research project for process assessments
Shrestha, Anup, Cater-Steel, Aileen, Toleman, Mark and Rout, Terry. 2018. "Benefits and relevance of International Standards in a design science research project for process assessments." Computer Standards and Interfaces. 60, pp. 48-56. https://doi.org/10.1016/j.csi.2018.04.011
Cloud computing-enabled healthcare opportunities, issues, and applications: a systematic review
Ali, Omar, Shrestha, Anup, Soar, Jeffrey and Wamba, Samuel Fosso. 2018. "Cloud computing-enabled healthcare opportunities, issues, and applications: a systematic review." International Journal of Information Management. 43, pp. 146-158. https://doi.org/10.1016/j.ijinfomgt.2018.07.009
Perceived potential for value creation from cloud computing: a study of the Australian regional government sector
Ali, Omar, Soar, Jeffrey and Shrestha, Anup. 2018. "Perceived potential for value creation from cloud computing: a study of the Australian regional government sector." Behaviour and Information Technology. 37 (12), pp. 1157-1176. https://doi.org/10.1080/0144929X.2018.1488991
Knowledge management: (potential) future research directions
Hislop, Donald, Murray, Peter A., Shrestha, Anup, Syed, Jawad and Mouzughi, Yusra. 2018. "Knowledge management: (potential) future research directions." Syed, Jawad, Murray, Peter A., Hislop, Donald and Mouzughi, Yusra (ed.) The Palgrave handbook of knowledge management. Houndmills, United Kingdom. Palgrave Macmillan. pp. 691-703
On valuation of smart grid architectures: an enterprise engineering perspective
Razo-Zapata, Ivan S., Shrestha, Anup and Proper, Erik. 2017. "On valuation of smart grid architectures: an enterprise engineering perspective." Reinhartz-Berger, I., Gulden, J., Nurcan, S., Guédria, W. and Bera, P. (ed.) Enterprise, Business-Process and Information Systems Modeling. (BPMDS 2017, EMMSAD 2017). Essen, Germany 12 - 13 Jun 2017 Switzerland. https://doi.org/10.1007/978-3-319-59466-8_22
Analysis of the Total Cost of Ownership for Cloud Computing Technology Adoption: A Case Study of Regional Municipal Government Sector
Ali, Omar and Shrestha, Anup. 2017. "Analysis of the Total Cost of Ownership for Cloud Computing Technology Adoption: A Case Study of Regional Municipal Government Sector." Riemer, Kai, Indulska, Marta and Tuunainen, Virpi Kristiina (ed.) 28th Australasian Conference on Information Systems (ACIS 2017). Hobart, Australia 04 - 06 Dec 2017 Hobart, Australia.
Facilitating Knowledge Transfer for Innovation: Towards a Decision Support System to Identify Knowledge Stock in the ICT Profession
Shrestha, Anup, Kong, Eric and Collins, Paul. 2017. "Facilitating Knowledge Transfer for Innovation: Towards a Decision Support System to Identify Knowledge Stock in the ICT Profession." Riemer, Kai, Indulska, Marta and Tuunainen, Virpi Kristiina (ed.) 28th Australasian Conference on Information Systems (ACIS 2017). Hobart, Australia 04 - 06 Dec 2017 Hobart, Australia.
An Assessment Framework to Determine the Strategic Value of IT Architectures in Smart Grids
Razo-Zapata, Ivan S., Shrestha, Anup and Proper, Erik. 2017. "An Assessment Framework to Determine the Strategic Value of IT Architectures in Smart Grids." Riemer, Kai, Indulska, Marta and Tuunainen, Virpi Kristiina (ed.) 28th Australasian Conference on Information Systems (ACIS 2017). Hobart, Australia 04 - 06 Dec 2017 Hobart, Australia.
The evolution of the TIPA framework: towards the automation of the assessment process in a design science research project
Barafort, Beatrix, Shrestha, Anup and Cortina, Stephane. 2017. "The evolution of the TIPA framework: towards the automation of the assessment process in a design science research project." Mas, Antonia, Mesquida, Antoni, O'Connor, Rory V., Rout, Terry and Dorling, Alec (ed.) 17th International Conference on Software Process Improvement and Capability Determination (SPICE 2017). Palma de Mallorca, Spain 04 - 05 Oct 2017 Cham, Switzerland. https://doi.org/10.1007/978-3-319-67383-7_9
The role of international standards to corroborate artefact development and evaluation: experiences from a design science research project in process assessment
Shrestha, Anup, Cater-Steel, Aileen, Toleman, Mark and Rout, Terry. 2017. "The role of international standards to corroborate artefact development and evaluation: experiences from a design science research project in process assessment." Mas, Antonia, Mesquida, Antoni, O'Connor, Rory V., Rout, Terry and Dorling, Alec (ed.) 17th International Conference on Software Process Improvement and Capability Determination (SPICE 2017). Palma de Mallorca, Spain 04 - 05 Oct 2017 Cham, Switzerland. https://doi.org/10.1007/978-3-319-67383-7_32
Managing the risks of data security and privacy in the cloud: a shared responsibility between the cloud service provider and the client organisation
Lane, Michael, Shrestha, Anup and Ali, Omar. 2017. "Managing the risks of data security and privacy in the cloud: a shared responsibility between the cloud service provider and the client organisation." Bright Internet Global Summit 2017. Seoul, Korea 08 - 10 Dec 2017
Conducting software-mediated assessments for improvement
Shrestha, Anup. 2017. "Conducting software-mediated assessments for improvement." Sharing experiences of business computing between Australia and Korea (2017). Hobart, Australia 06 Dec 2017
Decision support systems for IT service management
Cater-Steel, Aileen, Valverde, Raul, Shrestha, Anup and Toleman, Mark. 2016. "Decision support systems for IT service management." International Journal of Information and Decision Sciences. 8 (3), pp. 284-304. https://doi.org/10.1504/IJIDS.2016.078588
Innovative decision support for IT service management
Shrestha, Anup, Cater-Steel, Aileen and Toleman, Mark. 2016. "Innovative decision support for IT service management." Journal of Decision Systems. 25 (Supplement 1), pp. 486-499. https://doi.org/10.1080/12460125.2016.1187424
Evaluation of software mediated process assessments for IT service management
Shrestha, Anup, Cater-Steel, Aileen, Toleman, Mark and Rout, Terry. 2015. "Evaluation of software mediated process assessments for IT service management." Rout, Terry, O’Connor, Rory V. and Dorling, Alec (ed.) 15th International Conference on Software Process Improvement and Capability Determination (SPICE 2015). Gothenburg, Sweden 16 - 17 Jun 2015 Cham, Switzerland. https://doi.org/10.1007/978-3-319-19860-6_7
Software-mediated process assessment in IT service management
Cater-Steel, Aileen, Tan, Wui-Gee, Toleman, Mark, Rout, Terry and Shrestha, Anup. 2013. "Software-mediated process assessment in IT service management." Woronowicz, Tanja, Rout, Terry, O'Connor, Rory and Dorling, Alec (ed.) 13th International Conference on Software Process Improvement and Capability Determination (SPICE 2013). Bremen, Germany 04 - 06 Jun 2013 Berlin, Germany. https://doi.org/10.1007/978-3-642-38833-0_17
An empirical analysis of SNS users and their privacy and security awareness of risks associated with sharing SNS profiles (online identities)
Lane, Michael Steven and Shrestha, Anup. 2011. "An empirical analysis of SNS users and their privacy and security awareness of risks associated with sharing SNS profiles (online identities)." Rotchanakitumnuai, Siriluck and Kaewkitipong, Laddawan (ed.) 11th International Conference on Electronic Business: Borderless e-Business for the Next Decade (ICEB 2011). Bangkok, Thailand 28 Nov - 02 Dec 2011 Bangkok, Thailand.
A measurement model to link process operational measures to risks associated with attainment of business critical success factors
Behari, Suren, Cater-Steel, Aileen, Shrestha, Anup and Soar, Jeffrey. 2016. "A measurement model to link process operational measures to risks associated with attainment of business critical success factors." 6th International Engaged Management Scholarship Conference (EMS 2016). Paris, France 08 - 11 Sep 2016
Software-mediated process assessment for IT service capability management
Shrestha, Anup, Cater-Steel, Aileen, Tan, Wui-Gee and Toleman, Mark. 2014. "Software-mediated process assessment for IT service capability management." Avgerou, Chrisanthi and Te'eni, Dov (ed.) 22nd European Conference on Information Systems (ECIS 2014): Digital Work, Digital Life. Tel Aviv, Israel 09 - 11 Jun 2014 Tel Aviv, Israel.
How to communicate evaluation work in design science research? An exemplar case study
Shrestha, Anup, Cater-Steel, Aileen and Toleman, Mark. 2014. "How to communicate evaluation work in design science research? An exemplar case study." Tan, Felix and Bunker, Deborah (ed.) 25th Australasian Conference on Information Systems (ACIS 2014). Auckland, New Zealand 08 - 10 Dec 2014 Auckland, New Zealand.
A decision support tool to define scope in IT service management process assessment and improvement
Shrestha, Anup, Cater-Steel, Aileen, Toleman, Mark and Tan, Wui-Gee. 2013. "A decision support tool to define scope in IT service management process assessment and improvement." vom Brocke, Jan, Hekkala, Riitta, Ram, Sudha and Rossi, Matti (ed.) 8th International Conference on Design Science at the Intersection of Physical and Virtual Design (DESRIST 2013). Helsinki, Finland 11 - 12 Jun 2013 Germany. Springer. https://doi.org/10.1007/978-3-642-38827-9_21
Building a software tool for transparent and efficient process assessments in IT service management
Shrestha, Anup, Cater-Steel, Aileen, Toleman, Mark and Tan, Wui-Gee. 2014. "Building a software tool for transparent and efficient process assessments in IT service management." Tremblay, M. C., VanderMeer, D., Rothenberger, M., Gupta, A. and Yoon, V. (ed.) 9th International Conference on Design Science Research in Information Systems and Technologies (DESRIST 2014): Advancing the Impact of Design Science: Moving from Theory to Practice. Miami, United States 22 - 23 May 2014 Germany. Springer. https://doi.org/10.1007/978-3-319-06701-8_16
Virtualising process assessments to facilitate continual service improvement in IT service management
Shrestha, Anup, Cater-Steel, Aileen and Toleman, Mark. 2015. "Virtualising process assessments to facilitate continual service improvement in IT service management." 26th Australasian Conference on Information Systems (ACIS 2015). Adelaide, Australia 30 Nov - 04 Dec 2015 Adelaide, South Australia.
The issue of reliability in software mediated process assessments
Shrestha, Anup, Cater-Steel, Aileen, Toleman, Mark, Rout, Terry and Behari, Suren. 2016. "The issue of reliability in software mediated process assessments." Clarke, Paul M., O'Connor, Rory V., Rout, Terry and Dorling, Alec (ed.) Software Process Improvement and Capability Determination 16th International Conference, SPICE 2016. Dublin, Ireland 09 - 10 Jun 2016 Switzerland. https://doi.org/10.1007/978-3-319-38980-6_15
The type of sport celebrity transgression: does it impact on the associated sponsors and sport?
Sassenberg, Anne-Marie. 2016. "The type of sport celebrity transgression: does it impact on the associated sponsors and sport?" 5th International Conference on Advances in Economics, Management and Social Study. Kuala Lumpur, Malaysia 12 - 13 Mar 2016 United States. https://doi.org/10.15224/978-1-634248-089-7-33
Effects of sport celebrity transgressions: an exploratory study
Sassenberg, A.. 2015. "Effects of sport celebrity transgressions: an exploratory study." Sport Marketing Quarterly. 24 (2), pp. 78-90.
Towards transparent and efficient process assessments for IT service management
Shrestha, Anup, Cater-Steel, Aileen, Toleman, Mark and Rout, Terry. 2014. "Towards transparent and efficient process assessments for IT service management." Communications in Computer and Information Science. 477, pp. 165-176. https://doi.org/10.1007/978-3-319-13036-1_15
Consistent! Transparent! D.I.Y. ITSM process assessment approach
Shrestha, Anup and Kennedy, Graham. 2014. "Consistent! Transparent! D.I.Y. ITSM process assessment approach." iTSMF Australia Annual Conference (LEADit 2014): IT Service Management in a Connected World. Melbourne, Australia 13 - 15 Aug 2014 Melbourne, Australia.
A method to select IT service management processes for improvement
Shrestha, Anup, Cater-Steel, Aileen, Toleman, Mark and Tan, Wui-Gee. 2014. "A method to select IT service management processes for improvement." JITTA: an information systems journal. 15 (3), pp. 31-56.
Smart tools for IT service management: a review of two decision support system projects
Valverde, Raul, Cater-Steel, Aileen, Shrestha, Anup and Toleman, Mark. 2014. "Smart tools for IT service management: a review of two decision support system projects." Sharda, Ramesh and Sagarnaga, Jose (ed.) 4th International Conference on Engaged Management Scholarship (EDBA 2014): Bridging. Tulsa, United States 11 - 14 Sep 2014 Tulsa, OK. United States. https://doi.org/10.2139/ssrn.2553012
Development and evaluation of a software-mediated process assessment approach in IT service management
Shrestha, Anup. 2015. Development and evaluation of a software-mediated process assessment approach in IT service management. PhD Thesis Doctor of Philosophy. University of Southern Queensland.
Effects of sport celebrity transgressions in the sport industry
Sassenberg, Anne-Marie. 2015. Effects of sport celebrity transgressions in the sport industry. PhD Thesis Doctor of Philosophy. University of Southern Queensland.
A tool for IT service management process assessment for process improvement
Shrestha, Anup, Cater-Steel, Aileen, Tan, Wui-Gee, Toleman, Mark and Rout, Terry. 2013. "A tool for IT service management process assessment for process improvement." Heidrich, Jens, Oivo, Markku, Jedlitschka, Andreas and Baldassarre, Marie Teresa (ed.) 14th International Conference on Product-Focused Software Process Improvement (PROFES 2013). Paphos, Cyprus 12 - 14 Jun 2013 Berlin, Germany. Springer. https://doi.org/10.1007/978-3-642-39259-7_27
ITSM process assessments using ISO/IEC 15504 for CSI
Shrestha, Anup, Collins, Paul and Cater-Steel, Aileen. 2013. "ITSM process assessments using ISO/IEC 15504 for CSI." Informed Intelligence: ITSMF Australia Bulletin.
Efficient intrusion detection scheme based on SVM
Zhou, Guangping and Shrestha, Anup. 2013. "Efficient intrusion detection scheme based on SVM." Journal of Networks. 8 (9), pp. 2128-2134. https://doi.org/10.4304/jnw.8.9.2128-2134
Social ITSM - challenges and benefits
Shrestha, Anup. 2012. "Social ITSM - challenges and benefits." At Your Service. 2 (3), pp. 3-7.
Social ITSM: exploring challenges and benefits
Shrestha, Anup. 2012. "Social ITSM: exploring challenges and benefits." ITSMF Bulletin: Informed Intelligence.
A model to select processes for IT service management improvement
Shrestha, Anup, Cater-Steel, Aileen, Tan, Wui-Gee and Toleman, Mark. 2012. "A model to select processes for IT service management improvement." Lamp, John (ed.) 23rd Australasian Conference on Information Systems (ACIS 2012). Geelong, Australia 03 - 05 Dec 2012 Geelong, Australia.
Towards an improved IT service desk system and processes: a case study
Jäntti, Marko, Cater-Steel, Aileen and Shrestha, Anup. 2012. "Towards an improved IT service desk system and processes: a case study." International Journal on Advances in Systems and Measurements. 5 (3 & 4), pp. 203-215.
A sport celebrity brand image: a conceptual model
Sassenberg, Anne-Marie, Verreynne, Martie-Louise and Johnson Morgan, Melissa. 2012. "A sport celebrity brand image: a conceptual model." International Journal of Organisational Behaviour. 17 (2), pp. 108-121.
Scandals, sports and sponsors: what impact do sport celebrity transgressions have on consumer's perceptions of the celebrity's brand image and the brand image of their sponsors?
Sassenberg, Anne-Marie and Johnson Morgan, Melissa. 2010. "Scandals, sports and sponsors: what impact do sport celebrity transgressions have on consumer's perceptions of the celebrity's brand image and the brand image of their sponsors?" Schwartz, Eric (ed.) 8th Annual Sports Marketing Association Conference: Sport Marketing Strategies in Hard Times (SMA 2010). New Orleans, United States 26 - 29 Oct 2010 New Orleans, United States.
A sport celebrity image model: focusing efforts to improve outcomes
Sassenberg, Anne-Marie and Verreynne, Martie-Louise. 2010. "A sport celebrity image model: focusing efforts to improve outcomes." Ballantine, Paul and Finsterwalder, Jörg (ed.) ANZMAC 2010: Doing More With Less. Christchurch, New Zealand 29 Nov - 01 Dec 2010 Christchurch, New Zealand.
The impact of negative publicity on: an individual sporting celebrity's brand DNA; the brand DNA of their associated team and/or sport; and attitudes of their sponsors and partners
Johnson Morgan, Melissa, Summers, Jane and Sassenberg, Anne-Marie. 2008. "The impact of negative publicity on: an individual sporting celebrity's brand DNA; the brand DNA of their associated team and/or sport; and attitudes of their sponsors and partners." James, Jeffrey, Summers, Jane and Johnson Morgan, Melissa (ed.) 6th Annual Sport Marketing Association Conference: Bridging the Gap: Bringing the World Down Under 6th Annual Sport Marketing Association Conference (SMA 2008). Gold Coast, Australia 17 - 19 Jul 2008 Toowoomba, Australia.