A Qualitative Research on Agile Branding: Conceptualization and Evaluation from a Dynamic Capabilities Perspective in the Start-Up Context

Abstract

Scholars and practitioners are increasingly advocating the implementation of agile branding strategies to ensure that brands remain relevant and competitive in today's dynamic business environment. Despite the growing consensus on the necessity of agile approaches to branding, there is a notable scarcity of research on the concept. This dissertation aims to analyze the current literature, define and conceptualize agile branding, and critically evaluate its potential in the start-up context. A paper-based approach was chosen, whereby the three published articles build on each other. This dissertation followed a multi-method approach combining quantitative and qualitative methods. A bibliometric and systematic literature review was conducted, followed by qualitative semi-structured interviews with eleven experts, 19 start-ups, and a group discussion with five participants. The literature analysis revealed that scientific research on agile branding is still in its infancy. Applying the dynamic capabilities perspective, five dimensions, including 20 antecedents of agile branding were derived: (1) leadership style and culture, (2) employee skills and competencies, (3) technology and methods, (4) stakeholder and feedback integration, and (5) ambidexterity. Agile branding is found to be a particularly relevant strategy for start-ups. Rapid adaptation to change was identified as its main opportunity in the start-up context. The biggest challenge is to balance brand continuity and adaptation. This dissertation is the first bibliometric analysis to examine agility in the context of branding. It is also the first to provide an expanded definition and conceptualization of agile branding. It provides scholars and practitioners with values and principles for managing brands in an ever-changing world, helping them stay relevant and ahead of the competition.

Additionally, it is the first to analyze the opportunities and challenges of agile branding. However, it only offers an initial step in investigating the concept. To fully understand agile branding, far more scientific research is needed.