A hybrid PCA-AHP-Multi-grade Fuzzy approach to assess marketing-based flexibility

Abstract

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.

Citation

Mishra, R. and Mishra, O.N. (2018), "A hybrid PCA-AHP-Multi-grade Fuzzy approach to assess marketing-based flexibility", Marketing Intelligence & Planning, Vol. 36 No. 2, pp. 213-229. https://doi.org/10.1108/MIP-07-2017-0144