In spite of the normative appeal of flexibility, the concept has rarely been considered from a strategic marketing perspective. Without being market focused, flexibility will not result in superior value creation and a sustainable competitive advantage. In the light of the above shortcomings,...

In spite of the normative appeal of flexibility, the concept has rarely been considered from strategic marketing perspective. Without being market focused, flexibility will not result in superior value creation and sustainable competitive advantage. In the light of the above shortcomings, this...