... alignment, unique to marketing agility, enhances customer engagement, refines brand positioning, and impacts market performance, offering insights beyond broader studies on the impact of agility on corporate performance. Incorporating DC theory into the context of startups and new product creativity...

..., and psychological risk on the part of the buyer (Fornell, 1992). © Emerald Group Publishing Limited 2012 Order of entry Switching costs Speed to market Market performance Financial performance Consumers In the dynamic and turbulent environment in which firms compete, the successful...