AGILE STRATEGIC MANAGEMENT IN UNCERTAIN ENVIRONMENTS: A CASE STUDY OF TECH STARTUPS

Abstract The study explores how technology startups utilize agile strategic management practices to navigate uncertainty and maintain competitive advantage in rapidly evolving markets, bridging the gap between traditional planning frameworks. This aims to examine agile strategic management practices used by successful tech startups, evaluates their effectiveness in uncertain environments, and offers actionable insights for startup leaders and practitioners. The study used a qualitative case study approach, interviewing 24 tech startup C-level executives, analyzing internal documents, and using thematic analysis to identify patterns and frameworks. Successful tech startups use a hybrid approach combining traditional strategic elements with agile methodologies, focusing on adaptive strategic visioning, sprint-based execution, real-time performance monitoring, stakeholder-centric pivoting, and risk-informed decision making. The research enhances strategic management theory by applying agile principles to operational contexts, offering a framework for agile strategic management, and highlighting the need for new education approaches.