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#4799. Modified Total Interpretive Structural Modeling of Marketing Flexibility Factors for Indian Telecommunications Service Providers
| August 2026 | publication date |
| Proposal available till | 26-05-2025 |
| 4 total number of authors per manuscript | 0 $ |
| The title of the journal is available only for the authors who have already paid for |
| Journal’s subject area: |
| Business, Management and Accounting (miscellaneous); Business and International Management; Strategy and Management; Management Information Systems; |
| place 1 | place 2 | place 3 | place 4 |
| Free | Free | Free | Free |
| 2350 $ | 1200 $ | 1050 $ | 900 $ |
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More details about the manuscript: Science Citation Index Expanded or/and Social Sciences Citation Index
Abstract:
This paper aimed to develop modified total interpretive structural modeling (M-TISM) for marketing flexibility factors in the context of the 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 marketings performance, namely average revenue per user (ARPU), and customer acquisition, as lagging 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. Academia and researchers can take reference from methodologies used in this study for exploring factors of interest and developing hierarchical linkages among them.
Keywords:
ARPU (Average revenue per user); Customer contextual usage; Grounded theory; Indian telecommunications service providers; Marketing flexibility; Marketing intelligence; Modified Total interpretative structural modeling (TISM)
Contacts :
2 place - free (for sale)
3 place - free (for sale)
4 place - free (for sale)
More details about the manuscript: Science Citation Index Expanded or/and Social Sciences Citation Index
Abstract:
This paper aimed to develop modified total interpretive structural modeling (M-TISM) for marketing flexibility factors in the context of the 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 marketings performance, namely average revenue per user (ARPU), and customer acquisition, as lagging 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. Academia and researchers can take reference from methodologies used in this study for exploring factors of interest and developing hierarchical linkages among them.
Keywords:
ARPU (Average revenue per user); Customer contextual usage; Grounded theory; Indian telecommunications service providers; Marketing flexibility; Marketing intelligence; Modified Total interpretative structural modeling (TISM)
Contacts :
