Agility decision-making model in digital enterprise markets driven by turbulence of cultural cognition and technological Innovation

Abstract

Agile Methodology is becoming very popular and proven methodology of success in software project management. The concept has recently started to be viewed by non-software project managers and enterprise decision makers as a mechanism of success to other types of industry. Marketing agility is of no exception. In an innovative industry, products that meets customer satisfaction must be delivered as anticipated by the fast-changing customer requirements. Marketing agility is inevitable in this case. After identifying and reviewing the need of marketing agility in decision making, this paper proposes a decision making model based on multiple criteria. These criteria can be split into three main categories: The “cultural cognition” of analysts within the enterprise, the “cultural cognition” issue of potential customers anticipating the new product, and the technological competitiveness among highly turbulent technological environment. The purpose of this “work-in-progress” study is to identify the main driving elements in such industrial sector that necessitate the need of agile marketing projects model for effective decision making in technological turbulent environment.

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