Marketing Flexibility

How It Works

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.