European Journal of Marketing: Volume 46 Issue 10

“Marketing and flexibility”: debates past, present and future

Ian Combe

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…

Coping with unpredictable supply: the role of flexibility and adaptation

Bent Dreyer, Kjell Grønhaug

This paper aims to address how firms cope when input due to primary uncertainty is unpredictable, and thus timely and adequate supply to customers are impossible to guarantee.

Co‐creation of meaning as a prerequisite for market‐focused strategic flexibility

Catharina Gylling, Richard Elliott, Marja Toivonen

In this paper the authors aim to introduce the perspective of shared meanings as a prerequisite for the formation of market‐focused strategic flexibility.

Acquiring market flexibility via niche portfolios: The case of Fisher & Paykel Appliance Holdings Ltd

Robert Hamlin, James Henry, Ron Cuthbert

This paper seeks to establish that the instability of niche markets, and their predisposition to catastrophic collapse, makes market flexibility a prerequisite for long‐term…

Antecedents to strategic flexibility: Management cognition, firm resources and strategic options

Ian A. Combe, John M. Rudd, Peter S.H. Leeflang, Gordon E. Greenley

Current conceptualisations of strategic flexibility and its antecedents are theory‐driven, which has resulted in a lack of consensus. To summarise this domain the paper aims to…

Flexible business models

Katy Mason, Stefanos Mouzas

The aim in this paper is to describe and explain the flexibility offered by different business models adopted by different firms as they strive to achieve higher levels of…

Strategic flexibility in open innovation – designing business models for open source software

Risto Rajala, Mika Westerlund, Kristian Möller

This paper seeks to explore how market orientation facilitates the strategic flexibility of business models grounded in open innovation. The authors suggest that the new paradigm…

Pursuing “flexible commitment” as strategic ambidexterity: An empirical justification in high technology firms

Yiannis Kouropalatis, Paul Hughes, Robert E. Morgan

Firms face high velocity conditions today that render product market strategies increasingly temporal. Strategic flexibility is critical for enabling rapid adaptation to a…

Strategic flexibilities and export performance: The moderating roles of export market‐oriented behavior and the export environment

John W. Cadogan, Sanna Sundqvist, Kaisu Puumalainen, Risto T. Salminen

The study aims to develop and test a model of export performance, focusing on the degree to which firms have different types of export flexibility and the degree to which firms…