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Global Journal of Flexible Systems Management

Erschienen in:

01.09.2015 | Original Article

Marketing Flexibility: Significance and Implications for Automobile Industry

verfasst von: Kumar Shalender, Nripendra Singh

Erschienen in: Global Journal of Flexible Systems Management | Ausgabe 3/2015

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Abstract

Marketing flexibility plays critical role in success and survival of organization in rapidly changing business environment. The purpose of the study is to give a conceptual framework of marketing flexibility integration for automobile organizations. For this, study draws upon extensive literature review on concepts of flexibility and marketing flexibility. Then under the case-study research methodology, carefully selected real-world cases having high contextual relatedness are analysed and inferences are drawn about significance of marketing flexibility for auto companies. Cases are evaluated at multi-level and both straight and cross-pattern learning are derived that, in turn, are used in developing conceptual framework. Study concludes with the finding that enhanced business-environment turbulence and increased market-dynamism has made it mandatory for automobile organizations to have requisite level of flexibility in their marketing-mix. Organizations with marketing flexibility are better equipped in dealing with short-term demand fluctuations as well as long-term existential threats emanating from the ever-changing business environment.

Vorheriger Artikel The Essential Constituents of Flexible Assembly Systems: A Case Study in the Heavy Vehicle Manufacturing Industry

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Titel: Marketing Flexibility: Significance and Implications for Automobile Industry
verfasst von: Kumar Shalender
Nripendra Singh
Publikationsdatum: 01.09.2015
Verlag: Springer India
Erschienen in: Global Journal of Flexible Systems Management / Ausgabe 3/2015
Print ISSN: 0972-2696
Elektronische ISSN: 0974-0198
DOI: https://doi.org/10.1007/s40171-015-0097-x

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