TY  - JOUR
AB  - Purpose The 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/approach The 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.Findings The 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/implications The 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 implications The 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/value The findings provide insight into factors that should be worked upon to improve flexibility.
VL  - 36
IS  - 2
SN  - 0263-4503
DO  - 10.1108/MIP-07-2017-0144
UR  - https://doi.org/10.1108/MIP-07-2017-0144
AU  - Mishra Ruchi
AU  - Mishra Onkar Nath
PY  - 2017
Y1  - 2017/01/01
TI  - A hybrid PCA-AHP-Multi-grade Fuzzy approach to assess marketing-based flexibility
T2  - Marketing Intelligence & Planning
PB  - Emerald Publishing Limited
SP  - 213
EP  - 229
Y2  - 2024/04/24
ER  -