Applications of marketing flexibility in manufacturing and service sectors

Most businesses are now faced with extreme pressures that relate to advances in globalization, rapidly evolving technology, as well as changes in the demands and behaviors of consumers. Marketing flexibility is therefore the key strategy for a business which helps to ensure customer satisfaction, achievement of success, differentiation among the competitors and superior performance under the environmental fluctuations. Unlike the plenty of studies pertaining to manufacturing and operational flexibility, there are only little efforts made to investigate and research on the topic marketing flexibility. Hence the concept of marketing flexibility is relevant for the prevailing situation and moreover it is undoubtedly an important topic for researchers that help in investigating firm performance and the sustainability of competitive advantage. This article presents an extensive study about marketing flexibility and its practical as well as theoretical applications through various approaches.