Integrating strategic flexibility and marketing system to achieve sustainable competitive advantage: conceptual refinement and framework
by Kumar Shalender; Naman Sharma
World Review of Entrepreneurship, Management and Sustainable Development (WREMSD), Vol. 18, No. 1/2, 2022

Abstract: The purpose of the research is to integrate strategic flexibility and the marketing system of an organisation. Using the extant literature, the study redefines the importance of the relationship between strategic flexibility and the firm's marketing system. Further, with real-world cases from the Passenger Vehicle (PV) segment of the Indian automobile industry, the study highlights the competitive advantage an automobile firm can have due to this integration. The authors then propose an integrative model comprising a strategic flexibility and marketing system in pivotal positions while describing prerequisites required to achieve such a successful integration. The integrative model also features a mediating factor of environment turbulence which could either amplify or attenuates the necessary degree of integration between strategic flexibility and marketing system. The study has implications for both academia and industry which are discussed in the concluding section of the research.

Online publication date: Tue, 08-Feb-2022

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