International Journal of Digital Content Management

Current Issue

By Issue

By Author

By Subject

Author Index

Keyword Index

About Journal

Aims and Scope

Editorial Board

Publication Ethics

Indexing and Abstracting

Related Links

FAQ

Peer Review Process

News

Journal Metrics

Reviewers2021

Reviewers2022

Reviewers2020

Designing a Model of Agile Digital Marketing Capabilities in the Insurance Industry

Document Type : Original Article

Authors

1 Ph.D, Department of Management, Torbat-e-Heydarieh Branch, Islamic Azad University, Torbat-e-Heydarieh, Iran

2 Msc in Department of Management, Faculty of Humanities, Khorasan Razavi branch, Islamic Azad University, Neishabour, Iran

3 Assistant Professor, Department of Management and Accounting, Faculty of Humanities, University of Zanjan, Zanjan, Iran

Abstract

Purpose: Dynamic features of the market, increased competition, and globalization are primary requirements of active participation in new markets. These days, only companies which benefit from digital agility and function fast, as well as flexibly, can grow and expand their market. The present study aimed to design and illustrate a model of agile digital marketing capabilities in the insurance industry in Iran.
Methodology: The present study is aimed at presenting a model of agile digital marketing capabilities in insurance industry by using semi-structured interviews. By nature the study is exploratory and qualitative; concerning research objective it is an applied study; it is, also, a descriptive survey study in terms of data collection. The population includes all senior managers of insurance firms and decision-makers in digital marketing of insurance industry. Accordingly, the sample includes 42 participants with required subject-matter experience and skill and expertise. By means of qualitative research methods in marketing, and the real-world data-based grounded theory (GT) systematic paradigm, the study tried to present a theoretical model.
Findings: Based on the interview data and following the grounded theory approach, 246 open codes and 41 themes were identified regarding the agile digital marketing capabilities in the insurance industry. In this research, the main categories are Flexibility, Prediction and accountability-prevention, Quality, Reconfiguration, Functional mutual cooperation, Convenience and reaction speed, Perception, Trust and safety, Integrity of skills and performance, the ability of technical integration, the ability of organizational integration. In  addition to the central dimension, five other components (Casual factors, Contextual factors, Intervening factors, Strategies, and Consequences) were identified.
Discussion and Conclusion: The final result of the study is a relatively comprehensive and complete paradigm based on the requirements and characteristics of the insurance industry. The present study aims to expand theoretical foundations and the existing literature on digital agile marketing through an applied and appropriate model, whereas previous researches are focused on speed and accuracy, or on organizational structure, culture, manpower, information equipment, technology, and process, or on reaction speed, flexibility, and responsiveness.  Also, the importance of channels, social media, digital communication, digital technology in digital marketing, and social networks, as well as the special value of the brand , are common knowledge. Studies, also, allude to team-making and management support, and culture . Also, in some cases, adaptability to changeable conditions, cooperative approach, integrative workplace, innovation speed, concentration on prediction, and monitoring market needs were attested in previous literature

Keywords

References
Accardi-Petersen, M. (2011). How To Get Moving In Agile. New York: Springer.
American Marketing Association (2013). Definitions Of Marketing. Https://Www.Ama.Org/The-Definition-Of-Marketing/.
Asseraf, Y., Lages, L. F., & Shoham, A. (2019). Assessing The Drivers And Impact Of International Marketing Agility. International Marketing Review, 36, 289–315. Https://Doi.Org/10.1108/IMR-12-2017-0267.
Ayoub, Haya., & Abdallah, Ayman. (2019). The Effect Of Supply Chain Agility On Export Performance: The Mediating Roles Of Supply Chain Responsiveness And Innovativeness. Journal Of Manufacturing Technology Management. 30. 821-839. 10.1108/JMTM-08-2018-0229.
Bessant, J., Francis, D., Meredith, S., Kaplinsky, R., & Brown, S. (2001). Developing Manufacturing Agility In Smes. International Journal Of Technology Management, 22(1),28–54. 10.1504/IJMTM.2000.001374.
Boudet, Julien., Gordon, Jonathan., Gregg, Brian., Perrey, Jesko., & Robinson, Kelsey. (2020), How Marketing Leaders Can Both Manage The Coronavirus Crisis And Plan For The Future. Mckinsey (April 8). Https://Www.Mckinsey.Com/Business-Functions/Marketing-And-Sales/Our-Insights/How-Marketing-Leaders-Can-Both-Manage-The-Coronavirus-Crisis-And-Plan-For-The-Future.
Buccieri, Dominic., Javalgi, Raj., & Cavusgil, Erin. (2020). International New Venture Performance: Role Of International Entrepreneurial Culture, Ambidextrous Innovation, And Dynamic Marketing Capabilities. International Business Review. 29. 101639. 10.1016/J.Ibusrev.2019.101639.
Chang, S., Gong, Y., Way, S. A., & Jia, L. (2013). Flexibility-Oriented Hrm Systems, Ab-Sorptive Capacity, And Market Responsiveness And firm Innovativeness. Journal Of Management, 39(7), 1924–1951. 10.1177/0149206312466145.
Charmaz, K. (2014). Constructing Grounded Theory: A Practical Guide Through Qualitative Analysis (2nd Edition). London: SAGE.
Chen, Y., Wang, Y., Nevo, S., Benitez-Amado, J., & Kou, G. (2015). IT Capabilities And Product Innovation Performance: The Roles Of Corporate Entrepreneurship And Competitive Intensity. Information & Management, 52(6), 643–657. Https://Doi.Org/10.1016/J.Im.2015.05.003.
Daspit, Joshua. (2017). D. Andreini And C. Bettinelli: Business Model Innovation: From Systematic Literature Review To Future Research Directions. Journal Of Management & Governance. 21. 1-8. 10.1007/S10997-017-9388-2.
Dubey, R., Altay, N., Gunasekaran, A., Blome, C., Papadopoulos, T., & Childe, S. J. (2018). Supply Chain Agility, Adaptability And Alignment: Empirical Evidence From The Indian Auto Components Industry. International Journal Of Operations & Production Management, 38(1), 129–148. Https://Doi.Org/10.1108/IJOPM-04-2016-0173.
Eckstein, D., Goellner, M., Blome, C., & Henke, M. (2015). The Performance Impact Of Supply Chain Agility And Supply Chain Adaptability: The Moderating Efect Of Product Complexity.  International Journal Of Production Research, 53(10), 3028–3046. 10.1080/00207543.2014.970707.
El-Hussein, M., Hirst, S., Salyers, V., & Osuji, J. (2014). Using Grounded Theory As A Method Of Inquiry: Advantages And Disadvantages. The Qualitative Report, 19(27), 1–15. Https://Doi.Org/10.46743/2160-3715/2014.1209.
Ewel, J. (2013). Getting Started With Agile Marketing. Retrieved From. Https://Www.Agilemarketing.Net/Gettingstartedwithagilemarketing.Pdf.
Farook, Fathima., & Abeysekera, Nalin. (2016). Influence Of Social Media Marketing On Customer Engagement. International Journal Of Business And Management Invention. 5. 2319-8028.
Fitzgerald, M., Kruschwitz, N., Bonnet, D., & Welch, M. (2014). Embracing Digital Technology: A New Strategic Imperative. MIT Sloan Management Review, 55, 2.
Gligor, D. M., Esmark, C. L., & Holcomb, M. C. (2015). Performance Outcomes Of Supply Chain Agility: When Should You Be Agile?. Journal Of Operations Management, 33–34, 71–82. Https://Doi.Org/10.1016/J.Jom.2014.10.008.
Golgeci, I., & Gligor, D. M. (2017). The Interplay Between Key Marketing And Supply Chain Manage-Ment Capabilities: The Role Of Integrative Mechanisms. Journal Of Business & Industrial Marketing, 32(3), 472–483. Https://Doi.Org/10.1108/JBIM-05-2016-0102.
Gomes, E., Sousa, C.M.P., & Vendrell-Herrero, F. (2020), "International Marketing Agility: Conceptualization And Research Agenda", International Marketing Review, Vol. 37 No. 2, Pp. 261-272. Https://Doi.Org/10.1108/IMR-07-2019-0171.
Guo, H., Xu, H., Tang, C., Liu-Thompkins, Y., Guo, Z., & Dong, B. (2018). Comparing The Impact Of Diferent Marketing Capabilities: Empirical Evidence From B2B Frms In China. Journal Of Business Research, 93, 79–89. Https://Doi.Org/10.1016/J.Jbusres.2018.04.010.
Hagen, B., Zucchella, A., & Ghauri, P. N. (2018). From Fragile To Agile: Marketing As A Key Driver Of Entrepreneurial Internationalization. International Marketing Review, 36, 260–288. Https://Doi.Org/10.1108/IMR-01-2018-0023.
Haghighi Kafash, M., Bahrami, A., & Haji Karimi, B. (2022). Providing a Marketing Model Insurance Technology ‘Insurtech’ for Start-up Businesses in the Insurance Industry. New Marketing Research Journal, 12(1), 197-216. doi: 10.22108/nmrj.2022.131270.2577.
Hasani Kobutarkhani., Faezeh. (2021). Investigating digital marketing in the development of the insurance industry. The fourth international conference on interdisciplinary studies in management and engineering, Tehran. https://civilica.com/doc/1354153
Hekler, E. B., Klasnja, P., Riley, W. T., Buman, M. P., Huberty, J., Rivera, D. E., & Martin, C. A. (2016). Agile Science: Creating Useful Products For Behavior Change In The Real World. Translational Behavioral Medicine, 6(2), 317–328. Https://Doi.Org/10.1007/S13142-016-0395-7.
Herhausen, Dennis., Miocevic, Dario., Morgan, Robert., & Kleijnen, Mirella. (2020). The Digital Marketing Capabilities Gap. Industrial Marketing Management. 90. 276-290. 10.1016/J.Indmarman.2020.07.022.
Hess, T., Matt, C., Benlian, A., & Wiesböck, F. (2016). Options For Formulating A Digital Transformation Strategy. MIS Quarterly Executive, 15(2), 123–139.
Homburg, Christian., Theel, Marcus., & Hohenburg, Sebestian (2020). Marketing Excellence: Nature, Measurement, And Investor Valuations. Journal Of Marketing, 84 (4), 1–22. 10.1177/0022242920925517.
Hughes, C., Swaminathan, V., & Brooks, G. (2019). Driving Brand Engagement Through Online Social Influencers: An Empirical Investigation Of Sponsored Blogging Campaigns. Journal Of Marketing, 83(5), 78–96. 10.1177/0022242919854374.
Iacocca Institute (1991). 21st Century Enterprise Strategy: An Industry-Led View. Vol. 1/2. Bethlehem, PA: Iacocca Institute.
Ismail, H. S., & Sharif, H. (2006). A Balanced Approach To Building Agile Supply Chains.  International Journal Of Physical Distribution & Logistics Management, 36(6), 431–444. Https://Doi.Org/10.1108/09600030610677384.
Kalaignanam, K., Tuli, K. R., Kushwaha, T., Lee, L., & Gal, D. (2021). Marketing Agility: The Concept, Antecedents, And A Research Agenda. Journal Of Marketing, 85(1), 35–58. Https://Doi.Org/10.1177/0022242920952760.
Kane, G.C., Palmer, D., Phillips, A.N., & Kiron, D. (2015). Is Your Business Ready For A Digital Future. MIT Sloan Management Review, 56, 37-44.
Kannan, P. K., & Li, H. (2017). Digital Marketing: A Framework, Review And Research Agenda. International Journal Of Research In Marketing, 34(1), 22–45. 10.1016/J.Indmarman.2020.07.022.
Khan, Huda. (2020). Is Marketing Agility Important For Emerging Market Firms In Advanced Markets?. International Business Review. 29. 101733. 10.1016/J.Ibusrev.2020.101733.
Killian, G., & Mcmanus, K. (2015). A Marketing Communications Approach For The Digital Era: Managerial Guidelines For Social Media Integration. Business Horizons, 58, 539-549. 10.1016/J.Bushor.2015.05.006.
Lee, Leonard J., Inman, Jeffrey, Argo, Jennifer J., Böttger, Tim, Dholakia, Utpal, Gilbride, Timothy. Et Al. (2018), From Browsing To Buying And Beyond: The Needs-Adaptive Shopper Journey Model. Journal Of The Association For Consumer Research, 3 (3), 277–93.
Lemon, Katherine N., Verhoef, & Peter C. (2016). Understanding Customer Experience And The Customer Journey. Journal Of Marketing, 80 (6), 1–62. 10.1509/Jm.15.0420.
Li, X., Goldsby, T. J., & Holsapple, C. W. (2009). Supply Chain Agility: Scale Development. The International Journal Of Logistics Management, 20(3), 408–424. Https://Doi.Org/10.1108/09574090911002841.
Li, R., Liu, Y., & Bustinza, O. F. (2019). FDI, Service Intensity, And International Marketing Agility: The Case Of Export Quality Of Chinese Enterprises. International Marketing Review, 36(2), 213–238. Https://Doi.Org/10.1108/IMR-01-2018-0031.
Liu, Ying. (2022). Effect Of Digital Marketing Capabilities And Blockchain Technology On Organizational Performance And Psychology. Frontiers In Psychology. 12. 10.3389/Fpsyg.2021.805393.
Lu, Y., & Ramamurthy, K. (2011). Understanding The Link Between Information Technology Capability And Organizational Agility: An Empirical Examination. MIS Quarterly, 35(4), 931–954. Https://Doi.Org/10.2307/41409967.
Mandal, S. (2018). An Examination Of The Importance Of Big Data Analytics In Supply Chain Agility Development: A Dynamic Capability Perspective. Management Research Review, 41(10), 1201–1219. Https://Doi.Org/10.1108/MRR-11-2017-0400.
Massa, Lorenzo., Tucci, Christopher., & Afuah, Allan. (2017). A Critical Assessment Of Business Model Research. Academy Of Management Annals. 11. 73-104. Https://Doi.Org/10.5465/Annals.2014.0072.
Miles, M. B., & Huberman, A. M. (1984). Qualitative Data Analysis: A Sourcebook Of New Methods. Qualitative Data Analysis: A Sourcebook Of New Methods. London: Sage Publications.
Mishra, Alok., Abdalhamid, Samia., Mishra, Deepti., & Ostrovska, Sofiya. (2021). Organizational Issues In Embracing Agile Methods: An Empirical Assessment. International Journal Of System Assurance Engineering And Management, 12(4), 1420-1433.10.1007/S13198-021-01350-1.
Mitroulis, Dimitrios & Kitsios, Fotis. (2019). Digital Transformation Strategy: A Literature Review.
Moi, L., & Cabiddu, F.(2021). Leading Digital Transformation Through An Agile Marketing Capability: The Case Of Spotahome. J Manag Gov 25, 1145–1177. Https://Doi.Org/10.1007/S10997-020-09534-W.
Moi, L., Frau, M., & Cabiddu, F. (2018). Exploring The Role Of Nvivo Software In Marketing Research. Mercati & Competitività, 4, 65–86. 10.3280/MC2018-004005.
Moorman, Christine .(2020). Making The Most Of Your Marketing Team During COVID-19. Forbes (March 30), Https://Www.Forbes.Com/Sites/Christinemoorman/2020/03/30/Making-The-Most-Of-Your-Marketing-Team-During-Covid-19/#7225f1a02321.
O’Keefe, A., Ozuem, W., & Lancaster, G. (2016). Leadership Marketing: An Exploratory Study. Journal Of Strategic Marketing, 24(5), 418–443. 10.1080/0965254X.2014.1001867.
Oliveira-Dias, D., Moyano-Fuentes, J., & Maqueira-Marín, J.M. (2022). Understanding The Relationships Between Information Technology And Lean And Agile Supply Chain Strategies: A Systematic Literature Review. Ann Oper Res. Https://Doi.Org/10.1007/S10479-022-04520-X.
Onetti, Alberto., Zucchella, Antonella., Jones, Marian., & Mcdougall-Covin, Patricia. (2012). Internationalization, Innovation And Entrepreneurship: Business Models For New Technology-Based Firms. Journal Of Management & Governance. 14. 1-32. 10.1007/S10997-010-9154-1.
Panda, S., & Rath, S. K. (2017). The Efect Of Human IT Capability On Organizational Agility: An Empirical Analysis. Management Research Review, 40(7), 800–820. Https://Doi.Org/10.1108/MRR-07-2016-0172.
Poolton, J., Ismail, H. S., Reid, I. R., & Arokiam, I. C. (2006). Agile Marketing For The Manufacturing Based SME. Marketing Intelligence & Planning, 24(7), 681–693. 10.1108/02634500610711851.
Rai, Arun., Patnayakuni, Ravi., Seth, Nainika., & Patnayakuni, Nainika. (2006). Firm Performance Impacts Of Digitally Enabled Supply Chain Integration Capabilities. MIS Quarterly. 30. 225-246. 10.2307/25148729.
Recker, J., Holten, R., Hummel, M., & Rosenkranz, C. (2017). How Agile Practices Impact Customer Responsiveness And Development Success: A Feld Study. Project Management Journal,  48(2), 99–121. Https://Doi.Org/10.1177/875697281704800208.
Roberts, N., & Grover, V. (2012). Leveraging Information Technology Infrastructure To Facilitate A Frm’s Customer Agility And Competitive Activity: An Empirical Investigation.  Journal Of Management Information Systems, 28(4), 231–270. DOI: 10.2753/MIS0742-1222280409.
Rogers, D. L. (2016). The Digital Transformation Playbook: Rethink Your Business For The Digital Age. Columbia University Press.
Russell, D. M., & Swanson, D. (2019). Transforming Information Into Supply Chain Agility: An Agility Adaptation Typology. The International Journal Of Logistics Management, 30(1), 329–355. Https://Doi.Org/10.1108/IJLM-09-2017-0237.
Sambamurthy, V., Bharadwaj, A., & Grover, V. (2003). Shaping Agility Through Digital Options: Reconceptualizing The Role Of Information Technology In Contemporary Frms. MIS Quarterly, 237–263. 10.2307/30036530.
Sangari, M. S., & Razmi, J. (2015). Business Intelligence Competence, Agile Capabilities, And Agile Performance In Supply Chain: An Empirical Study. The International Journal Of Logistics Management, 26(2), 356–380. Https://Doi.Org/10.1108/IJLM-01-2013-0012.
Scheinbaum, Angeline Close (2016). Digital Engagement: Opportunities And Risks For Sponsors: Consumer-Viewpoint And Practical Considerations For Marketing Via Mobile And Digital Platforms. Journal Of Advertising Research. 56. 341-345. 10.2501/JAR-2016-040. 10.2501/JAR-2016-040.
Shafiee Kristensen, S., Shafiee, M., & Shafiee, S. (2021). ORGANIZATION DESIGN IN MOTION: DESIGNING AN ORGANIZATION FOR AGILITY. Proceedings Of The Design Society, 1, 2349-2358. Doi:10.1017/Pds.2021.496.
Sherehiy, Bohdana.,Karwowski, Waldemar.,& Layer, John. (2007). A Review Of Enterprise Agility: Concepts, Frameworks, And Attributes. International Journal Of Industrial Ergonomics. 37. 445-460. 10.1016/J.Ergon.2007.01.007.
Strauss, A., & Corbin, J. (1998). Basics Of Qualitative Research: Techniques And Procedures For Developing Grounded Theory (2nd Ed.). Thousand Oaks, CA: Sage.
Swaford, P. M., Ghosh, S., & Murthy, N. (2006). The Antecedents Of Supply Chain Agility Of A Frm: Scale Development And Model Testing. Journal Of Operations Management, 24(2), 170–188. Https://Doi.Org/10.1016/J.Jom.2005.05.002.
Teece, D.J. (2012). Next Generation Competition: New Concepts For Understanding How Innovation Shapes Competition And Policy In The Digital Economy. Journal Of Law, Economics And Policy, 9, 97–118.
Vaillant, Y., & Lafuente, E. (2019). The Increased International Propensity Of Serial Entrepreneurs Demonstrating Ambidextrous Strategic Agility. International Marketing Review, 36, 239–259. Https://Doi.Org/10.1108/IMR-01-2018-0015.
Walter, Anna-Theresa. (2021). Organizational Agility: Ill-Defined And Somewhat Confusing? A Systematic Literature Review And Conceptualization. Management Review Quarterly, 71, 343-391. 10.1007/S11301-020-00186-6.
Wang, F. (2020). Digital Marketing Capabilities In International firms: A Relational Perspective. Int. Market. Rev. 37, 559–577. Https://Doi.Org/10.1108/IMR-04-2018-0128.
Yusoff, Y., Alias, Z., Abdullah, M., & Mansor, Z. (2019). Agile Marketing Conceptual Framework For Private Higher Education Institutions. International Journal Of Academic Research Business And Social Sciences, 9(1), 1418–1426. Http://Dx.Doi.Org/10.6007/IJARBSS/V9-I1/5896.
Zhang, X., Van Donk, D. P., & Van Der Vaart, T. (2011). Does ICT Influence Supply Chain Management And Performance?: A Review Of Survey-Based Research. International Journal Of Operations And Production Management, 31(11), 1215–1247. Https://Doi.Org/10.1108/01443571111178501.
Zhou, Jing., Mavondo, Felix., & Saunders, Stephen. (2019). The Relationship Between Marketing Agility And Financial Performance Under Different Levels Of Market Turbulence. Industrial Marketing Management, 83, 31-41. 10.1016/J.Indmarman.2018.11.008.‌
 
How to Cite: Delavar Hoseini, S. R., Moghaddas Shargh, A., Salari, T., Banimahd Rankouei, M. M. (2023). Designing a Model of Agile Digital Marketing Capabilities in the Insurance Industry, International Journal of Digital Content Management (IJDCM), 4(7), 435-464.
DOI: 10.22054/dcm.2022.69753.1151
 International Journal of Digital Content Management (IJDCM) is licensed under a Creative Commons Attribution 4.0 International License.
International Journal of Digital Content Management
Volume 4, Issue 7 - Serial Number 7
July 2023
Pages 435-464
Files
History
  • Receive Date: 26 August 2022
  • Revise Date: 18 November 2022
  • Accept Date: 29 November 2022
Share
How to cite
Statistics