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Modified Total Interpretive Structural Modeling of Marketing Flexibility Factors for Indian Telecommunications Service Providers

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  • Anshul Yadav

    (Tata Teleservice Ltd)

  • Mahim Sagar

    (Indian Institute of Technology)

Abstract

This paper aimed to develop modified total interpretive structural modeling (M-TISM) for marketing flexibility factors in the context of the Indian telecommunications sector. The study uses grounded theory methodology to identify factors for marketing flexibility and uses a modified total interpretative structural model (TISM) to establish hierarchical linkages among factors. MaxQDA software was used for data coding and analysis. The modified TISM model developed shows metrics used in the telecom industry to assess marketing's performance, namely average revenue per user (ARPU), and customer acquisition, as lagging factors. Conversely, availability of access networks, customer contextual usage patterns, and marketing intelligence functions are leading factors. The study is relevant for both practitioners and academia and has significant implications. For practitioners, the structural linkages identified will help enhance marketing program effectiveness and drive the critical metrics for an industry like average revenue per user (ARPU) and customer acquisitions. The study may help telecom practitioners in saving money, time, and efforts to infuse flexibility in their marketing function. Academia and researchers can take reference from methodologies used in this study for exploring factors of interest and developing hierarchical linkages among them.

Suggested Citation

  • Anshul Yadav & Mahim Sagar, 2021. "Modified Total Interpretive Structural Modeling of Marketing Flexibility Factors for Indian Telecommunications Service Providers," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 22(4), pages 307-330, December.
    • Handle: RePEc:spr:gjofsm:v:22:y:2021:i:4:d:10.1007_s40171-021-00278-6
    DOI: 10.1007/s40171-021-00278-6
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    2. Bernardo Gala-Velásquez & Américo Hurtado-Palomino & Angela Y. Arredondo-Salas, 2023. "Organisational Flexibility and Innovation Performance: The Moderating Role of Management Support," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 24(2), pages 219-234, June.
    3. Shekhar & Debadyuti Das, 2023. "Enablers of ‘Creating Shared Value’: A Total Interpretive Structural Modeling–Polarity Approach," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 24(2), pages 291-318, June.
    4. H. Mahesh Prabhu & Amit Kumar Srivastava, 2023. "CEO Transformational Leadership, Supply Chain Agility and Firm Performance: A TISM Modeling among SMEs," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 24(1), pages 51-65, March.
    5. Sorooshian, Shahryar & Tavana, Madjid & Ribeiro-Navarrete, Samuel, 2023. "From classical interpretive structural modeling to total interpretive structural modeling and beyond: A half-century of business research," Journal of Business Research, Elsevier, vol. 157(C).
    6. Mohammad Asim & Saboohi Nasim, 2022. "Modeling Enterprise Flexibility and Competitiveness for Indian Pharmaceutical Firms: A Qualitative Study," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 23(4), pages 551-571, December.
    7. Arpan Kumar Kar & P. S. Varsha & Shivakami Rajan, 2023. "Unravelling the Impact of Generative Artificial Intelligence (GAI) in Industrial Applications: A Review of Scientific and Grey Literature," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 24(4), pages 659-689, December.
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    9. Priyanka Jaiswal, 2022. "Impact of Leader’s Behavioural Flexibility on Intra- and Inter-organizational Governance Flexibility," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 23(1), pages 29-38, December.
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    11. Sushil & Kamala Kannan Dinesh, 2022. "Structured Literature Review with TISM Leading to an Argumentation Based Conceptual Model," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 23(3), pages 387-407, September.
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