Building Strategic Agility in International Startups: A Systematic Literature Review of Dynamic Marketing Capabilities, Information Intelligence, and Global Growth
DOI:
https://doi.org/10.70142/jbl.v2i1.76Keywords:
Dynamic Marketing Capabilities, Information Intelligence, Strategic Agility, International Startups, Global GrowthAbstract
International startups operate in highly dynamic global markets characterized by technological turbulence, uncertainty, changing customer preferences, and intense competition. This qualitative systematic literature review examines how dynamic marketing capabilities (DMCs) and information intelligence contribute to strategic agility and global growth in international startups. The review synthesizes relevant theoretical and empirical literature on dynamic capabilities, international marketing, information management, knowledge management, and startup internationalization. The findings indicate that DMCs enable startups to sense market changes, adapt marketing strategies, and reconfigure market resources, while information intelligence facilitates the acquisition, interpretation, and strategic utilization of market and environmental information. Their interaction strengthens strategic agility by enabling faster sensing, decision-making, market adaptation, and resource reconfiguration. Strategic agility consequently emerges as an important mechanism connecting capability development with international performance and sustainable global growth. The review proposes an integrated capability-orchestration framework and identifies opportunities for future empirical research across diverse international startup contexts.
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