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

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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.

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  1. Tata Teleservice Ltd, 2A-Old Ishwar Nagar, Main Mathura Road, New Delhi, India

    Anshul Yadav

  2. Department of Management Studies, Indian Institute of Technology, New Delhi, India

    Mahim Sagar

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  1. Anshul Yadav
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Appendix 1

Appendix 1

See Tables 7 and 8.

Table 7 Interview guide for In-depth interviews
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Table 8 Working Details for Development of TISM for Developing Marketing Flexibility for Indian Telecom Service Providers
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Yadav, A., Sagar, M. Modified Total Interpretive Structural Modeling of Marketing Flexibility Factors for Indian Telecommunications Service Providers. Glob J Flex Syst Manag 22, 307–330 (2021). https://doi.org/10.1007/s40171-021-00278-6

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