Marketing activities in an unpredictable environment : Agility and the VUCA approach

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings In industries subject to high levels of unpredictability, existing marketing strategies can become ineffective. Firms can address this problem when leaders possess the managerial skills needed to adapt marketing mix elements to create a marketing strategy that is agile and flexible enough to meet customer demands as they evolve. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.