“…This paper refers to the term strategy tool as a vehicle to identify and explore market opportunities (Rengarajan, Moser, & Narayanamurthy, 2021). Prior papers referring to agile approaches as a strategy tool are conceptual (Denning, 2018a; Holbeche, 2019; Ivory & Brooks, 2018; Srinivasan et al, 2020; Thrassou, Vrontis, & Bresciani, 2018), provide some examples but lack the depths a single case study can offer and do not explain how firms implemented agile in the strategy context (Annosi et al, 2020; Denning, 2017a, 2017b, 2019; Doz & Kosonen, 2010), or focus on niche aspects of agility in the strategy context, like cultural barriers that constrain managers' agile decision‐making (Hodgkinson, Ravishankar, & Fischer, 2017) or evaluation of innovative ideas (Dziallas, 2020). The conceptual studies mainly rephrase the well‐established dynamic capabilities literature, heavily influenced by Teece, Pisano, and Shuen (1997).…”