Title: Marketing flexibility: a bibliometric analysis and future research directions

Authors: Mohita Maggon

Addresses: Faculty of Marketing and General Management, NICMAR University, Pune, India

Abstract: Flexibility is vital in achieving a competitive advantage in the dynamic business world. The current study is based on a bibliometric analysis of marketing flexibility, an essential activity done by firms to gain an advantage against competitors. The literature well established that marketing flexibility can significantly improve the benefits expected from marketing activities. Future research directions are proposed based on the analysis. The study helps to identify the intellectual structure of flexibility research. Due to the ongoing pandemic, the way firms carried out their operations has changed tremendously. Hence, the framework suggested will be helpful for the continuing COVID era and beyond it. VOSviewer software is used to perform bibliometric analysis of data retrieved from Scopus. The period for bibliometric analysis is 2002-2019. The study draws framework constructs from an existing pool of studies based on marketing flexibility and customer-centric outcomes in services. By providing a holistic framework for flexibility in marketing in connection with performance outcomes, this study contributes to both pools of literature.

Keywords: marketing flexibility; COVID-19; bibliometric analysis; marketing performance.

DOI: 10.1504/IJBBM.2022.126000

International Journal of Bibliometrics in Business and Management, 2022 Vol.2 No.2, pp.170 - 186

Received: 18 Feb 2022
Received in revised form: 08 Jul 2022
Accepted: 12 Jul 2022
Published online: 05 Oct 2022 *

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