Flexibility and the pandemic: Crisis management using marketing agility

Abstract

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

This paper demonstrated the various ways that marketing agility can help firms to handle crises such as the pandemic.

Originality/value

The briefing saves busy executives, strategists 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.

Citation

(2022), "Flexibility and the pandemic: Crisis management using marketing agility", Strategic Direction, Vol. 38 No. 8, pp. 12-13. https://doi.org/10.1108/SD-07-2022-0067