Do we agree on what marketing agility is? Examining its nature and the distinct roles of its components

Marketing agility (MA) is considered the future of marketing, yet the literature lacks conceptual, construct, and theoretical clarity, impeding knowledge accumulation and effective operationalization. By adopting a problematization approach, we propose that MA is not a de novo concept and that its components play distinct roles. Drawing on an analysis of 103 peer-reviewed articles yielding 20 MA definitions, we disentangle MA from adjacent concepts and advance an action-attribute architecture that distinguishes between what actions are taken (sensemaking, responsiveness, and iteration) and how these actions are enacted (proactiveness, flexibility, and speed). We define MA as the entity’s ability to iterate between sensemaking and responding to customer needs and market changes, enacted proactively, flexibly, and with speed , and frame it as a dynamic capability. We propose a measurement architecture to guide future operationalization and highlight inherent tensions among MA components that require careful calibration rather than simple maximization.