---

No empirical study has been reported on market- focused strategic flexibility, this is the first and only study conducted on this subject in a developing country so far. This book reports this study, while it provides insight into the use of market-focused strategic flexibility as a viable marketing strategy in a dynamic competitive environment. Research instrument administered to a sizeable number of firms and responses were subjected to descriptive, structural equation modeling, correlation and regression analysis. This book will serve as invaluable companion for students of marketing, business administration, management and readers as it contributes greatly to strategic marketing and management knowledge.

---

Olalekan Asikhia obtained DBL in Marketing from University of South Africa at Pretoria. His research interest include; Strategic Marketing, Bank Marketing, Entertainment Marketing, Integrated Marketing Communication, and Entrepreneurship. He has published in international reputable journals. He lectures at the Covenant University.

---