"Marketing and flexibility": debates past present and future

Research output: Contribution to journalEditorialpeer-review


Special issue editorial:
Purpose – The purpose of this paper is to outline the articles presented in the Special Issue on the topic of “Marketing and flexibility”, and to discuss key issues associated with major debates relating to flexibility in order to position the articles within a wider context and highlight some key issues for further research.
Design/methodology/approach – Themes in prior research relating to “Marketing and flexibility” are documented and the growth of research interest into strategic flexibility is tabulated. The contributions of each article are briefly discussed.
Findings – There has been a steady growth of research interest into flexibility. To provide an example of this growth, the increase in the number of articles published on the topic of strategic flexibility in scholarly journals is highlighted over a 20-year period. Key issues in prior research such as alternative definitions and the different postulated relationships between market orientation and strategic flexibility are revealed, as are issues for future research.
Originality/value – Key issues relating to research into flexibility for marketing scholars are revealed.
Original languageEnglish
Pages (from-to)1257-1267
Number of pages11
JournalEuropean Journal of Marketing
Issue number10
Publication statusPublished - Sept 2012


  • flexibility
  • strategic flexibility
  • marketing strategy
  • management strategy


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