International Marketing Agility and Cost Leadership Strategies: A Qualitative Systematic Literature Review of Frontier Emerging Market Exporters in Advanced Economies
DOI:
https://doi.org/10.70142/ijbge.v3i3.483Keywords:
International Marketing Agility, Cost Leadership Strategy, Frontier Emerging Markets, Advanced Economies, Business Model InnovationAbstract
This study conducts a qualitative systematic literature review to examine how international marketing agility and cost leadership strategies support the competitiveness of frontier emerging market exporters in advanced economies. Drawing on the dynamic capabilities perspective, the review synthesizes prior research on marketing agility, strategic agility, cost based competition, environmental uncertainty, and business model innovation. The findings indicate that international marketing agility functions as a meta dynamic capability that enables exporters to sense market changes, respond rapidly to competitive pressures, and reconfigure resources across complex international environments. Cost leadership emerges as an adaptive strategy rather than a static advantage based solely on low production costs. The review further shows that environmental pressure strengthens the importance of agility and strategic adaptation, while the combination of international marketing agility and cost leadership can stimulate business model innovation and international competitiveness. The study offers theoretical and managerial implications for frontier emerging market exporters.
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