What are the advantages and disadvantages for digital B2C service companies when working with innovation in an agile way?

Abstract: This paper investigates advantages and disadvantages of working agile in an innovation process. Both agile and innovation are two words that can be seen as buzzwords. However, they are two words that in one way or another can make a company successful. The research question was tackled from three different angles; academic theory, expert interviews within the topic, and interviews with employees of a market research and marketing consultancy company that helps their clients with different kinds of innovation processes. The market research and marketing consultancy company in question was also where the practical part of the paper took place. The paper deals with theories from various academic articles that all center around agile, innovation or both. However, additional insights from books, blogs and websites are used. The method used includes semi-structured online interviews. The paper concludes with several advantages and disadvantages of agile working in an innovation project and also puts forward three recommendations: “Continue to recommend the agile way of working in innovation projects”, “Make sure the clients involve and prioritize their customers in their innovation process” and “The digital B2C service companies’ management should provide and prioritize its designated team a clear guideline”. The recommendations are meant for the company where the practical part took place. However, the recommendations are written and analysed to be valuable for digital B2C Service companies in general as well. This is since recommendations are based on academic theories and expert interviews, which both deal with the research question from a general point of view