Marketing Flexibility Interaction Matrix and Consumer Clusters Preference Criteria in Telecommunication Sector

Global Journal of Flexible Systems Management

Volumn 16, Issue 3, 2015, Pages 295-307

  Sharma, Arbuda ^a   Medudula, Murali Krishna ^b   Patro, Sanjay ^a  

^a XLRI XAVIER SCHOOL OF MANAGEMENT   (India)

^b INDIAN INSTITUTE OF TECHNOLOGY DELHI   (India)

Author keywords

Cluster analysis; Consumer profiles; Customer preferences; Delphi technique; Interaction matrix; k Means clustering; Point of purchase

Indexed keywords

EID: 84938593497     PISSN: 09722696     EISSN: 09740198     Source Type: Journal    
DOI: 10.1007/s40171-015-0101-5     Document Type: Article

References (83)

1. Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347–356.
2. Aaker, D. A., Kumar, V., & Day, G. S. (2008). Marketing research, 9th ed, New Delhi: Wiley.
3. Aaker, D. A., & Mascarenhas, B. (1984). The need for strategic flexibility. Journal of Business Strategy, 5(2), 74–82.
4. Abbott, A., & Banerji, K. (2003). Strategic flexibility and firm performance: The case of US based transnational corporations. Global Journal of Flexible Systems Management, 4(1 & 2), 1–8.
5. AMA. (2013). Definition of marketing. Resource document. American Marketing Association. Retrieved March 21, 2014 from https://www.ama.org/AboutAMA/Pages/Definition-of-Marketing.aspx.
6. Areni, C. S., Duhan, D. F., & Kiecker, P. (1999). Point-of-purchase displays, product organization, and brand purchase likelihoods. Journal of the Academy of Marketing Science, 27(4), 428–441.
7. Atuahene-Gima, K. (1996). Market orientation and innovation. Journal of Business Research, 35(2), 93–103.
8. Bahrami, H. (1996). The emerging flexible organization: Perspectives from Silicon Valley. The California Management Review, 34(4), 55–75.
9. Batt, C. E., & Katz, J. E. (1998). Consumer spending behaviour and telecommunications services. Telecommunications Policy, 22(1), 23–46.
10. Bierly, P. E., & Chakrabarti, A. K. (1996). Technological learning, strategic flexibility, and new product development in the pharmaceutical industry. IEEE Transactions on Engineering Management, 43(4), 368–380.
11. Bounie, D., Bourreau, M., Gensollen, M., & Waelbroeck, P. (2008). Do online customer reviews matter? Evidence from the video game industry. Telecom Paris Tech Working Paper No. ESS-08-02.
12. Buckley, A. (1997). Valuing tactical and strategic flexibility. Journal of General Management, 22(3), 74–91.
13. Carlsson, B. (1989). Flexibility and the theory of the firm. International Journal of Industrial Organization, 7(2), 179–203.
14. Chang, T. Z., & Wildt, A. R. (1994). Price, product information, and purchase intention: An empirical study. Journal of the Academy of Marketing science, 22(1), 16–27.
15. Chaubey, D.S. & Zafar, S.M.T. (2010). Consumer buying motives and perceptions about mobile phone services: A study of consumers of Uttarakhand. Pragyaan: Journal of Management, 8(1), 22–32.
16. Combe, I. (2012). Marketing and flexibility: Debates past, present and future. European Journal of Marketing, 46(10), 1257–1267.
17. Combe, I. A., & Greenley, G. E. (2004). Capabilities for strategic flexibility: A cognitive content framework. European Journal of Marketing, 38(11/12), 1456–1480.
18. Competition Commission of India. (2012). 3G spectrum auction in India. Resource document. Retrieved March 12, 2014 from http://www.cci.in/pdfs/articles/3G-Spectrum-Auction-in-India.pdf.
19. Daneshvary, R., & Schwer, R. K. (2000). The association endorsement and consumers’ intention to purchase. Journal of Consumer Marketing, 17(3), 203–213.
20. DeSanto, B., & Moss, D. (2005). Rediscovering what PR managers do: Rethinking the measurement of managerial behaviour in the public relations context. Journal of Communication Management, 9(2), 179–196.
21. Dreyer, B., & Grønhaug, K. (2004). Uncertainty, flexibility, and sustained competitive advantage. Journal of Business Research, 57, 484–494.
22. Erdogan, B. Z. (1999). Celebrity endorsement: A literature review. Journal of Marketing Management, 15(4), 291–314.
23. Evans, J. S. (1991). Strategic flexibility for high technology manoeuvres: A conceptual framework. Journal of management studies, 28(1), 69–89.
24. Fellenz, M. R. (2000). Flexibility in management theory: Towards clarification of an elusive concept. Resource document. Social Science Research Network. Retrieved August 10, 2014 from http://ssrn.com/abstract=1098111.
25. Fornell, C. (1992). A national customer satisfaction barometer: The Swedish experience. Journal of Marketing, 56(1), 6–21.
26. Garavelli, A. C. (2003). Flexibility configurations for the supply chain management. International Journal of Production Economics, 85(2), 141–153.
27. Gotlieb, J. B., & Sarel, D. (1992). The influence of type of advertisement, price, and source credibility on perceived quality. Journal of the Academy of Marketing Science, 20(3), 253–260.
28. Grönroos, C. (1994). From marketing mix to relationship marketing: Towards a paradigm shift in marketing. Management decision, 32(2), 4–20.
29. Gupta, M. P., & Nehra, G. (2002). Analysis of flexibility and supply chain management in select Indian Industries. Global Journal of Flexible Systems Management, 3(2/3), 31–44.
30. Harrigan, K. R. (1985). Strategies for joint ventures. Lexington, MA: Lexington Books
31. Hart, A. G. (1951). Anticipations, uncertainty, and dynamic planning (2nd ed.). New York: AM Kelley.
32. Heinl, P., Horn, S., Jablonski, S., Neeb, J., Stein, K., & Teschke, M. (1999). A comprehensive approach to flexibility in workflow management systems. ACM SIGSOFT Software Engineering Notes, 24(2), 79–88.
33. Hitt, M., Keats, B., and DeMarie, S. (1998). Navigating in the new competitive landscape: Building strategic flexibility and competitive advantage in the 21st century. Academy of Management Executive, 12(4), 22–43.
34. Houston, F. S. (1986). The marketing concept: What it is and what it is not. Journal of Marketing,50(2), 81–87.
35. Hung, S. Y., Yen, D. C., & Wang, H. Y. (2006). Applying data mining to telecom churn management. Expert Systems with Applications, 31(3), 515–524.
36. Janis, I. L. (1972). Victims of groupthink: A psychological study of foreign-policy decisions and fiascoes, Oxford, England: Houghton Mifflin.
37. Javalgi, R. R. G., Whipple, T. W., Ghosh, A. K., & Young, R. B. (2005). Market orientation, strategic flexibility, and performance: Implications for services providers. Journal of Services Marketing, 19(4), 212–221.
38. Jiang, P. (2000). Segment-based mass customization: An exploration of a new conceptual marketing framework. Internet Research, 10(3), 215–226.
39. Johnson, J. L., Lee, R. P. W., Saini, A., & Grohmann, B. (2003). Market-focused strategic flexibility: Conceptual advances and an integrative model. Journal of the Academy of Marketing Science, 31(1), 74–89.
40. Joshi, S. (2014). Customer experience management: An exploratory study on the parameters affecting customer experience for cellular mobile services of a telecom company. Procedia-Social and Behavioral Sciences, 133, 392–399.
41. Kahle, L. R., & Homer, P. M. (1985). Physical attractiveness of the celebrity endorser: A social adaptation perspective. Journal of Consumer Research, 11, 954–961.
42. Kak, A., & Sushil. (2008). Core competence and flexibility in strategy formulation—For sustainable competitive advantage. Delhi: GIFT Publishing, Global Institute of Flexible Systems Management.
43. Kotler, P. (1973). The major tasks of marketing management. Journal of Marketing, 37(4), 42–49.
44. Kotler, P. (1997). Marketing management, 9th ed, New Jersey: Prentice-Hall International.
45. Kotler, P., & Armstrong, G. (2013). Principles of marketing, 15th ed, Harlow: Pearson.
46. Kulatilaka, N., & Marks, S. G. (1988). The strategic value of flexibility: Reducing the ability to compromise. The American Economic Review, 78(3), 574–580.
47. Kumar, M. P., & Sagar, M. (2010). Entry of Mobile Virtual Network Operators (MVNOs) in India: A strategic analysis. Journal of Telecommunications Management, 3(2), 148–163.
48. Lee, J., Lee, J., & Feick, L. (2006). Incorporating word-of-mouth effects in estimating customer lifetime value. Journal of Database Marketing & Customer Strategy Management, 14(1), 29–39.
49. Leonard-Barton, D. (1992). Core capabilities and core rigidities: A paradox in managing new product development. Strategic Management Journal, 13, 111–125.
50. Lu, J., Liu, C., Yu, C. S., & Wang, K. (2008). Determinants of accepting wireless mobile data services in China. Information & Management, 45(1), 52–64.
51. Marschak, T., & Nelson, R. (1962). Flexibility, uncertainty, and economic theory. Metroeconomica, 14(1/2/3), 42–58.
52. McKenna, H. P. (1994). The Delphi technique: A worthwhile research approach for nursing? Journal of advanced nursing, 19(6), 1221–1225.
53. Meenaghan, T. (1995). The role of advertising in brand image development. Journal of Product & Brand Management, 4(4), 23–34.
54. Mintzberg, H. (1994). Fall and rise of strategic planning. Harvard Business Review, 72(1), 107–114.
55. Mooi, E., & Sarstedt, M. (2011). A concise guide to market research: The process, data, and methods using IBM SPSS statistics. Heidelberg: Springer Publication.
56. Oyeniyi, O. & Abiodun, A. J. (2008). Customer service in the retention of mobile phone users in Nigeria. African Journal of Business Management, 2(2), 26–31.
57. Phillips, H., & Bradshaw, R. (1993). How customers actually shop: Customer interaction with the point of sale. Journal of the Market Research Society, 35(1), 51–62.
58. Piore, M. (1989). Corporate reform in American manufacturing and the challenge to economic theory. Working Paper. Massachusetts Institute of Technology. Retrieved June 15, 2014 from http://dspace.mit.edu/bitstream/handle/1721.1/47074/corporatereformi00pior.pdf?sequence=1.
59. Rao, A. R., & Monroe, K. B. (1989). The effect of price, brand name, and store name on buyers’ perceptions of product quality: An integrative review. Journal of marketing Research, 26(3), 351–357.
60. Ries, A., & Trout, J. (2001). Positioning: The battle for your mind. 2nd ed, New York: McGraw Hill Education.
61. Roos, I., Gustafsson, A., & Edvardsson, B. (2005). The role of customer clubs in recent telecom relationships. International Journal of Service Industry Management, 16(5), 436–454.
62. Rosenhead, J., Elton, M., & Gupta, S. K. (1972). Robustness and optimality as criteria for strategic decisions. Operational Research Quarterly, 23(4), 413–431.
63. Sanchez, R. (1993). Strategic flexibility, firm organization, and managerial work in dynamic markets: A strategic options perspective. In P. Shrivastava, A. Huff & J. Dutton (Eds.), Advances in strategic management (Vol. 9, pp. 251–291). Greenwich, CT: JAI Press.
64. Seno, D., & Lukas, B. A. (2007). The equity effect of product endorsement by celebrities: A conceptual framework from a co-branding perspective. European Journal of Marketing, 41(1/2), 121–134.
65. Sheth, J. N., Sisodia, R. S., & Sharma, A. (2000). The antecedents and consequences of customer-centric marketing. Journal of the Academy of Marketing Science, 28(1), 55–66.
66. Sheu, J. B. (2010). A hybrid dynamic forecast model for analyzing celebrity endorsement effects on consumer attitudes. Mathematical and Computer Modelling, 52(9), 1554–1569.
67. Sigurdsson, V., Engilbertsson, H., & Foxall, G. (2010). The effects of a point-of-purchase display on relative sales: An in-store experimental evaluation. Journal of Organizational Behavior Management, 30(3), 222–233.
68. Singh, N. (2010). A Conceptual framework for flexible marketing system. Global Journal of Flexible Systems Management, 11(4), 11–16.
69. Slater, S. F., & Narver, J. C. (1995). Market orientation and the learning organization. Journal of Marketing, 59(3), 63–74.
70. Smith, W. R. (1956). Product differentiation and market segmentation as alternative marketing strategies. Journal of Marketing, 21(1), 3–8.
71. Suarez, F. E., Cusumano, M. A., & Fine, C. H. (1995). An empirical study of flexibility in manufacturing. Sloan Management Review, 37(1), 25–32.
72. Sushil. (1997). Flexible systems management: An evolving paradigm. Systems Research and Behavioral Science, 14(4), 259–275.
73. Sushil. (2001). Demythifying flexibility. Management Decision, 39(10), 860–865.
74. Sushil. (2012a). Multiple perspectives of flexible systems management. Global Journal of Flexible Systems Management, 13(1), 1–2.
75. Sushil (2012b). Making flowing stream strategy work. GlobalJournal of Flexible Systems Management, 13(1), 25–40.
76. Sushil (2015). Strategic flexibility: The evolving paradigm of strategic management. Global Journal of Flexible Systems Management, 16(2), 113–114.
77. Tanguturi, V. P., & Harmantzis, F. C. (2006). Migration to 3G wireless broadband internet and real options: The case of an operator in India. Telecommunications Policy, 30(7), 400–419.
78. TRAI. (2014a). Indian telecom services performance indicator report. Resource document. Telecom Regulatory Authority of India. Retrieved August 12, 2014 from http://www.trai.gov.in/WriteReadData/WhatsNew/Documents/quarterly%20press%20release%20-final.pdf.
79. TRAI. (2014b). The telecommunication tariff (fifty eighth amendment) order, 2014 No. 7 of 2014. Resource document. Telecom Regulatory Authority of India. Retrieved August 15, 2014 from http://www.trai.gov.in/content/VerReg/97_0_2.aspx.
80. Tripp, C., Jensen, T. D., & Carlson, L. (1994). The effects of multiple product endorsements by celebrities on consumers’ attitudes and intentions. Journal of Consumer Research, 20(4), 535–547.
81. Uncles, M. D., East, R., & Lomax, W. (2013). Good customers: The value of customers by mode of acquisition. Australasian Marketing Journal, 21(2), 119–125.
82. Volberda, H. W. (1998). Building the flexible firm—How to remain competitive. Oxford, UK: Oxford University Press.
83. Wang, Y., Lo, H. P., & Yang, Y. (2004). An integrated framework for service quality, customer value, satisfaction: Evidence from China’s telecommunication industry. Information Systems Frontiers, 6(4), 325–340.