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

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...