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The purpose of this paper is to outline the articles presented in the Special Issue on the topic of “Marketing and flexibility”, and to discuss key issues associated with major debates relating to flexibility in order to position the articles within a wider context and highlight some key issues for further research.

Themes in prior research relating to “Marketing and flexibility” are documented and the growth of research interest into strategic flexibility is tabulated. The contributions of each article are briefly discussed.

There has been a steady growth of research interest into flexibility. To provide an example of this growth, the increase in the number of articles published on the topic of strategic flexibility in scholarly journals is highlighted over a 20‐year period. Key issues in prior research such as alternative definitions and the different postulated relationships between market orientation and strategic flexibility are revealed, as are issues for future research.

Key issues relating to research into flexibility for marketing scholars are revealed.

This paper is a contribution to the literature on the branding of cultural institutions. In particular it focuses on visitor motivation in the field of museums and galleries. Measurement of visitor motivations and associated brand strength of cultural institutions is a relatively new concern for marketers. The need to develop further understanding of how best to market museums in the twenty‐first century motivates this research. Repertory grid analysis was used as the survey method in order to get data that were “rich” in terms of concepts, but also malleable in terms of statistical analysis. The results of an exploratory study of museum brand associations are reported, along with a discussion of the method of repertory grid analysis that was used to obtain the data. A total of 11 museums in London were targeted, with a special focus on the Tate Gallery.

The purpose of this paper is to present George Kelly's The Psychology of Personal Constructs and to discuss how Repertory Grid Technique can aid a better understanding of friends and members in an arts marketing context.

The project is a phenomenological study drawing on Kelly's The Psychology of Personal Constructs. The author conducted 16 unstructured face‐to‐face interviews across the UK during 2007 with individuals who were friends or members of at least five heritage supporter groups as part of a larger mixed methods study. The interviews included the building of Repertory Grids.

Analysis of the Repertory Grids gives a detailed understanding of participants' perceptions of, and involvement in, heritage supporter groups. Five themes emerged from the analysis: Organization; Engagement with the Organization; Involvement; Motivation; and Relationships with other members.

The paper provides a rich understanding of the portfolio of memberships that individuals have and of how they perceive and interact with them.

The paper contributes to the arts marketing literature methodologically by illustrating how to use Repertory Grid Technique in an arts marketing context and by focusing on friends and members, whose perspectives the academic literature does not cover extensively.

SMEs are both users of marketing research and subjects of market research. There is clear evidence that the decision processes in such firms often render the products/services designed for medium and large firms inappropriate. One of the major suppliers of services to the small firms sector is the business support infrastructure. This includes agencies associated with business start‐up/expansion and their management consultancy services concerning marketing, finance, insurance and risk management etc. This paper considers the value of using in‐depth qualitative research to establish the unique features of business support required by small firms. In addition to a review of recent studies that have adopted ethnographic, repertory grid and cognitive mapping qualitative approaches in this context, the paper presents the results from a specific study where the repertory grid procedure was used to establish the risk management practices of high technology small firms. Conclusions are drawn concerning the strengths and limitations of qualitative market research in designing SME training/development support.

Ratings grids, emerging from personal construct theory, measure an individual's perception of a situation. This paper and exercises seek to demonstrate how researchers and managers can use the grid to evaluate visitors' perceptions of an attraction or event.

A training exercise explains how to use the ratings grid, a type of repertory grid, to evaluate tourist attractions or special events. A ratings grid example analyzes visitors' impressions of an art festival (n=142). The steps taken for grid development, administration strategy, and analysis are discussed and described.

The results suggest that visitors' impressions of the art festival are consistent with the festival's communication objectives. These findings suggest that the art festival presents itself to visitors accurately.

Ratings grids are designed to examine only the elements a researcher selects. Important elements to respondents may be overlooked using this test, and the researcher will not get an accurate measure of respondents' attitudes.

The exercise provides guidance to a useful method for measuring visitor perceptions and allows researchers and managers to understand visitor experiences better.

To extend the research focuses of downtown business districts beyond the urban planning literature through application of the resource‐based theory of the firm. Downtowns may act like firms (with a collection of SBUs), and therefore should possess resources that provide competitive advantages.

A multi‐method approach (focus groups; survey) is used to examine, a priori, the resources that provide competitive advantage for downtowns, including brand identity, business mix and community characteristics. Structural equation modeling is used to test the measurement of the constructs as well as estimate the effects of those constructs on downtown success. The data were collected from business owners within 11 downtown business districts in the US Midwest.

Confirmatory factor analyses reveal that brand identity, business mix and community characteristics are three distinct measures of downtown resources. Brand identity was found to have a significant and positive effect on downtown success. Though the literature points to the importance of both business mix and community characteristics, these did not have a significant effect on downtown success.

Brands in general are posited to be less mobile than other firm resources, and thus may provide a more sustainable competitive advantage. By combining diverse areas of study, operationalizing new constructs, and testing measures, both the resource‐based view (RBV) and brand research are extended.

Since most downtown business districts (and the small businesses therein) have finite resources, to identify those which provide the most sustainable competitive advantage is critical to success. In this study, brand identity is the most important resource a downtown can possess.

This research moves the study of brands beyond “product” towards the concept of place branding. It extends the RBV framework to conceptualize downtown business districts as “firms,” thus allowing the identification of resources that lead to successful downtowns.

Most studies of destination brand images have been conducted from the perspective of the leisure tourist. This study identifies brand images from a business tourist perspective (people visiting destinations for business meetings, incentive events, conferences and exhibitions) and tests their relationship with perceived quality and commercial criteria.

Data on the brand image attributes associated with 15 UK destinations promoting themselves as business tourism centres were collected via repertory grid analysis from a sample of 25 organisations using business tourism facilities. A self‐completion questionnaire was used to measure managers’ ratings of the perceived quality of each destination and the commercial criteria used to select a destination. The data were analysed using content analysis, exploratory factor analysis and correlation analysis.

The content analysis identified eight clusters of brand image attributes. Subsequent factor analysis identified three underlying dimensions – overall destination attractiveness, functionality, and ambience. While all three were correlated with perceived quality, commercial criteria were dominated by a destination's functional rather than ambience attributes.

The results of the study provide a more informed and systematic basis on which to develop a destination's business tourism positioning strategy by providing a framework for selecting relevant brand image attributes.

This study aims to attempt to examine whether the increase in hotel room capacity in the USA had a significant impact on nationwide aggregated weekly revenue per available room (RevPAR) during the recession of 2007-2009 and forecast average RevPAR, Occupancy and Average Daily Rate (ADR) for 2013 and 2014.

Using Autoregressive Integrated Moving Average with Intervention analysis technique, this study examined the significance of the fluctuations in weekly RevPAR, room capacity and market demand through the recent recession and forecasted hotel performance for 2013 and 2014.

The results of time series analysis suggest that the fast growth of room capacity during the recession was one of the main causes of the decrease in RevPAR. The 9,878 more than expected increase in average weekly number of rooms probably caused at least $0.10 more than expected decrease in average weekly RevPAR. The findings of this study also suggest that the US lodging industry has been facing more severe oversupply since the recession and fully rebound of RevPAR cannot be expected in the very near future.

The findings of this study will help stakeholders make more informed decisions to cope with possible future economic downturns. By quantifying the capacity increase and forecasting future market demand, this study provides hotel investors with empirical evidence on the overdevelopment and insights into expected overall hotel performance in next two years. This study has also discussed the cyclical patterns of hotel development during the past two recessions.

By identifying overdevelopment as one of the main causes of RevPAR decrease during the recession, this study contributes to the literature by adding an alternative explanation of RevPAR fluctuations and deepens the understanding of the adverse effects overdevelopment has on the lodging industry. The findings of this study will help hotel investors develop more informed future expansion plans.

In this study, art is considered as a product subjected to marketing activities. In this context, this study aims to present a conceptual framework covering the research areas related to art marketing, the relation of art product with brand and consumer and how internet technologies can transform the art market. Finally, the situation of art marketing and its progressing process in a developing country and its potential horizons was discussed.

This study uses a literature review to present a conceptual framework about art marketing activities and their potential horizons in an emerging country.

Globalization, digitalization, democratization of access to art products, art becoming a subject for marketing, open up new horizons for western markets as well as for developing countries. Developing countries constitute a new market segment for the art market. Addressing the changes and the transformations in art market in terms of these markets will provide important opportunities for marketing researchers and practitioners.

This study elaborates the art marketing concept in a developing country. The marketing of art is a subject studied and elaborated mostly in western countries. It is thought that this study is differentiated in terms of addressing these dynamics from a developing country point of view.