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AUTOFLEX: marketing flexibility measurement scale for automobile companies

Abstract Undergirded by theoretical foundation of extant literature, this article conceives, conceptualizes, constructs, develops and validates marketing flexibility measurement scale (AUTOFLEX) for automobile companies. Study uses two stages of empirical data analysis in order to first develop and then validate AUTOFLEX scale. AUTOFLEX scale developed in this research is 26-item scale of six different dimensions: Price, Customer Orientation, Product, Place, Promotion and Structural Hierarchy. Scale confirms to various tests of reliability and validity as shown by exploratory and confirmatory factor analysis. Study discusses direction of future research on marketing flexibility in addition to listing its limitations. Academic as well as managerial implications of AUTOFLEX scale are also mentioned in final section of study.