Business agility refers to the ability of an organization to adapt quickly and effectively to changing conditions – both external and internal. It means that it responds rapidly and flexibly to changing customer demands and can adapt in a cost effective way while maintaining quality and retaining competitive advantage.
To run an agile business management and employees need to live and breathe the agile philosophy which emphasizes undertaking constant assessment and being able to pivot based on this. It needs to emphasize a customer-centric approach to making business decisions and be able to respond to threats and opportunities that arise from a changing environment – be they technological, legal, social or political. Businesses that adopt an agile approach can adapt faster; deliver smaller improvements but more often, and undertake constant testing of the market environment to ensure they remain customer focused.