Functionalized arylmagnesium reagents bearing an ester, cyano, nonaflate or trialkylsityloxy group undergo fast cross-coupling reactions with alkenyl iodides or bromides in the presence of catalytic amounts of Fe(acac)(3) (5 mol%) at -20 degreesC within 1 hour resulting in the formation of the desired cross-coupling products in satisfactory yields, Excellent yields can be achieved by performing the cross-coupling reaction on solid phase by generating the Grignard reagent on the resin.