New Ideas in Marketing
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The dimensions range from predictability, productivity, quality to responsiveness.

Implementing agile is a strategic decision that can increase efficiency and “velocity” of a brand. But it may require changes to leadership approaches, rewards, recognition and more. Teams must be stable to take full advantage of agile.

With greater stability, they are likely to be more productive, rather than investing time on selecting, orienting, training new members. The author recommends applying agile across various disciplines to improve performance across many dimensions.  

The piece cites a study which found that 54% of people surveyed reported that adopting agile approaches led to improved satisfaction with deliverables. Another reported cited found that agile methodologies ultimately contribute to marketing and financial performance of an organisation.

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