AUTOFLEX: marketing flexibility measurement scale for automobile companies

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,...