The Influence of Internet-Enabled Technologies on Customer Agility: A Strategic-Cognitive Perspective

In fast changing business environments, firms’ dynamic capabilities help them to identify and exploit market opportunities. Customer agility is a vital dynamic capability, which helps managers identify untapped customer demand and reconfigure existing firm assets and capabilities. The purpose of this research-in-progress paper is to set the stage for an empirical study, which aims to explore how internet-enabled technologies influence the development of customer agility. From a theoretical standpoint, this study proposes to draw on two streams of literature: (a) concepts associated with the notion of dynamic capabilities and (b) the literature on cognitive biases and frame reorganization. Broadly, the study intends to contribute to the existing IS research by bridging the strategic and cognitive dimensions of developing internetenabled customer agility.