PurposeThe purpose of this paper is to propose a novel hybrid approach to assess marketing-based flexibility with respect to its source factors, enablers and attributes.Design/methodology/approachThe study demonstrates an application of a hybrid principal component analysis (PCA)-analytical hierarchical process (AHP)-multi-grade fuzzy approach (MFA) to measure marketing-based flexibility. Using PCA method, attributes, enablers and source factors of marketing-based flexibility were identified and a conceptual model was developed. AHP and MFA were used to compute marketing-based flexibility index.FindingsThe proposed approach measures existing level of marketing-based flexibility and therefore it identifies weak areas that should be taken care to improve flexibility.Research limitations/implicationsThe scope of the study is limited to plant level. The validity of the proposed approach is shown using a case study. For generalisation point of view, the application of this proposed approach should be investigated in a large number of firms in different industrial settings.Practical implicationsThe study gives a reliable and valid method, which combines both statistical and MCDM techniques to measure existing level of flexibility and identify weak areas for flexibility improvement.Originality/valueThe findings provide insight into factors that should be worked upon to improve flexibility.
Marketing Intelligence & Planning – Emerald Publishing
Published: Apr 3, 2018
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