WITHDRAWN: Modelling of factors influencing marketing agility of strategic orientation in garment industries: A TISM approach

Abstract

Abstract The purpose of this study is to find the effective strategic orientation factors which affect the marketing agility in the garment industries and explore the interrelationship among the factors. Total Interpretive Structural Modelling (TISM) approach is used to analyse the interrelationships between the factors. The results of the study depict training and development, responsiveness, robustness, and organizational agility are driving factors that play a vital role in achieving marketing agility in the garment industry. The results will also be beneficial for the garment industry to explore the strategic orientation factors that drive towards achieving marketing agility in their organisation. This model will facilitate the garment industries to strategize their marketing and operations accordingly to attain agility.