The Agile Innovation Pendulum: A Strategic Marketing Multicultural Model for Family Businesses

This article constitutes the second of two parts of a research project aiming to investigate innovation in family businesses (FBs) and to present a consumer-focused conduit to agility in the strategic marketing multicultural context. The current article explores theoretically the notion of Agile Innovation giving birth to the idea of the Dynamic Equilibrium of Agile Innovation. It subsequently introduces the “missing link” of the Agile Consumer to construct the FB Strategic Marketing Multicultural Agility Pendulum, conceptually and conclusively, while drawing in parallel significant theoretical and executive insights and implications. The research findings and contribution are supportive of family firms’ potentialities, indicating that these organizations have an inherent disposition towards agile innovation, with multicultural management acting as the agent of equilibrium. Caution, however, is demanded in developing the proper value propositions and “softer” agility features that will not perturb the often-delicate balances and unique bundle of features defining FBs. Methodologically, the research retains a scientifically founded exactitude, balancing the primary, the theoretical, and the conceptual countenances through a mixed inductive-deductive approach. The current article is conceptual and is based on a combination of narrative literature review, meta-synthesis literature review, and qualitative primary data (interviews).