Title: Integrating strategic flexibility and marketing system to achieve sustainable competitive advantage: conceptual refinement and framework

Authors: Kumar Shalender; Naman Sharma

Addresses: Chitkara Business School, Chitkara University, Rajpura, Punjab, India ' Indian Institute of Foreign Trade, Kolkata, West Bengal, India

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.

Keywords: automobile; customers; flexibility; marketing; performance; strategy; sustainability.

DOI: 10.1504/WREMSD.2022.10044910

World Review of Entrepreneurship, Management and Sustainable Development, 2022 Vol.18 No.1/2, pp.175 - 194

Accepted: 09 Jun 2021
Published online: 08 Feb 2022 *

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