Purpose To outline the articles presented in the special issue on the topic of 'Marketing and Flexibility'. 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. Design/methodology/approach 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

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... ach article are briefly discussed. Findings 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 journal 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. Originality/value Key issues relating to research into flexibility for marketing scholars are revealed.