Management of non-technological projects by embracing agile methodologies

This study aims to address an emerging area of application of agile methodologies outside the traditional technological environment, particularly outside the context of software engineering. In this sense, it intends to understand and contextualise the problems and challenges that are posed by traditional methodologies and explore how agile methodologies can complement or substitute to traditional methodologies in non-technological environments. For this purpose, a qualitative study was performed through three case studies operating in different sectors of activity like digital marketing, management consulting, and tourism. The findings indicate that both traditional and agile methodologies can coexist, and it is common to find hybrid methodologies that are adopted and customised according to the needs of each project and client. Furthermore, it was possible to conclude that following agile practices that make sense to the cultural values of the organisation is more important than adopting a specific agile methodology.