Marketing flexibility for new product development
Marketing flexibility for new product development

Summary/Abstract: Considering the new competitive landscape of postmodern marketing, this paper attempts to discuss the role of flexibility in the context of the new marketing paradigms. Starting from an analysis of the modern marketing, both from a theoretical and practical point of view, the concept of flexibility is brought at the forefront of new marketing systems, which are built around procedures that favour customer participation. The flexibility of marketing systems has to be applied to all the processes of participation, interaction and implementation, in order to develop complex value-constellation systems that are capable to maximise the satisfaction and the benefits of all parties involved. The theoretical approach of this study has a number of limitations: first, the model developed and discussed is only a preliminary tentative to identify the main areas of the marketing system that need flexibility in order to enhance the value co-creation process; second, the analysis of flexibility in the context of participative marketing systems has mainly focused on the advantages of this approach; and third, the model presented is only a theoretical construct, that needs to be tested and improved through empirical research. This study can, however, provide a starting point for developing a stream of research into the necessary features of a participative marketing system, organised and managed in order to enhance the value co-creation process between customers, organisations and stakeholders

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