Measuring the agility of omnichannel operations: an agile marketing maturity model

Agile is a widely accepted approach for software development. The deployment of agile in marketing practice is proliferating and appears also relevant for the dynamics and complexity of omnichannel operations. However, prior literature research showed that no well-founded method is available for measuring the agility level of marketing processes. The objective of the systematic literature review presented in this paper is to provide a comprehensive list of agility measurement methods for software development and to identify which ones might also be suitable for adaptation to marketing practice. This resulted in an overview of 52 currently available agility measurement methods that were categorized in three schools of thought: scaling, hierarchical levels, and sub-processes. These methods have shown to be diverse in terms of approach and quality. Five agility measurement methods were further assessed on specific quality criteria. The conclusion is that the OPS framework appears to be the most suitable one for adaptation to marketing practice