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.

Newly created ventures face many challenges, of which, successfully competing with rivals is a daunting task. In order to grow, and turn profitable, start-up firms must extensively search for strategies that create and sustain competitive advantage. Adoption of e-commerce is considered as a very potent strategy to beat competitors and generate profits. Taking tourism and hospitality, an information-intensive industry, this study set two primary objectives regarding e-commerce adoption. First, to investigate the antecedents of e-commerce adoption and second, to gather empirical evidences about the impact of e-commerce adoption on such firms. The study was motivated by the paucity of literature on adoption of e-commerce by start-up firms, especially in the tourism and hospitality industry. The empirical results showed that market- and organization-related factors were prime determinants of e-commerce adoption by start-up firms. The study also confirmed the improved performance of tourism and hospitality start-ups as a result of e-commerce adoption.

Purpose The purpose of this paper is to investigate the underlying relationships between entrepreneurial orientation and supply chain flexibility (SCF) in a market characterised by several uncertainties. Design/methodology/approach The study applies an explanatory sequential mixed method, in which an analytical approach is proposed and validated to establish the underlying relationships between environmental uncertainties, SCF, and entrepreneurial orientation. Thereafter, a focus group study is carried out to explain the findings of a case study analysis. Findings The study evaluates and prioritises dimensions of entrepreneurial orientation to develop SCF in a market characterised by several environmental uncertainties. It also develops a structured, effective, and flexible methodological approach to establish the relationships between environmental uncertainty, SCF, and entrepreneurial orientation. Research limitations/implications The study is limited to a single firm; therefore, the use of larger sample size can improve its generalisability. Practical implications Supply chain practitioners should emphasise on innovative culture to support SCF. The study also proposes an analytical approach to improve flexibility in the supply chain. Originality/value The study contributes to the area of interdisciplinary research by developing an integrated analytical approach that identifies and brings together concepts that existed in the disparate form in supply chain, flexibility, and entrepreneurship literature.

Purpose A significant amount of work has been done on new product development (NPD); however, studies on the flexibility aspect in NPD are scant. This study aims to investigate the relationship between NPD flexibility and five infrastructural factors, namely, marketing and manufacturing integration practices (MMIPs), advanced human resource practices (AHRPs), supplier integration practices (SIPs), operational improvement practices (OIPs) and advanced manufacturing technologies (AMTs). Design/methodology/approach The study applies a questionnaire-based survey approach to examine the proposed relationships between different variables and NPD flexibility. Using a 39-item questionnaire, 262 valid and usable responses were collected from Indian manufacturing firms. Data were analysed using principal component analysis and confirmatory factor analysis. Further, structural equation modelling was applied to examine the contribution of different infrastructural factors to NPD flexibility. Findings In light of the empirical evidence produced in this study, the study suggests that MMIPs, AHRPs, SIPs, OIPs and AMTs have a direct, positive and significant influence on NPD flexibility. Among all the predictors, SIPs are the strongest predictor of NPD flexibility, followed by OIPs and AMTs. Research limitations/implications The findings extend prior studies of NPD by broadening the theory related to NPD flexibility. Practitioners should take a macro approach and focus on several practices to enhance flexibility in NPD. Originality/value Unlike earlier studies that provide limited empirical evidence on NPD flexibility and deal with the concept in isolation, this empirical study applies a systematic approach to understand factors influencing NPD flexibility.

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