With enhanced complexities and uncertain nature of environment, strategic flexibility has become increasingly importantfor sustaining the competitiveness of the firm. Also all these strategic efforts without being focused on the market will be futile as without this orientation these are sure to fall flat on their nose because of the lack of customer-centric focus. This study attempts to combine the concept of strategic flexibility with market focused approach with a specific focus on the automobile industry. The 4-wheeler segment of industry has been chosen for study as the car manufacturers are reeling under the intense heat of this ever-changing environment. For this extensive literature review has been done to find out crucial attributes of market focused dimensions and then these aspects are integrated with strategic flexibility to give a conceptual model that will help the automobile companies to face the environmental turbulence with clear cut market focused approach without diluting their key focus areas. Study concludes with some specific recommendations for practitioners to enable them to combine the market focussed approach with strategic vision of the company as it has been found that both these aspects help the organization to deal with environment uncertainty in an effective way. This paper offers a fresh approach to the study of the aforementioned concepts from automobile sector perspective and helps the practitioners to deal with increased business environment dynamism effectively

Business involves a rich network of relationship. Relationship with customers, employees, suppliers, competitors, communities, government and environment. The relationships may be classical and contractual or may be formal or informal and enforced primarily by the need the parties have to go on doing business with each other. With the emergence of globalization the environment of business has changed and engendered complex set of relationships for the modern day business. To harmonize these complex sets of relations, modern day business must architect such relations which result in productive human capital and make business complex to simplex. It has become challenge for almost all business running corporations to transform themselves from complex set of relations to simplex and for this business must acknowledge, assure and ensure that intangibles ‘human relations’ are our greatest assets. Relations who result in human capital can be successful when we consider people as our greatest strength, harmonizing ethics with economics, building trust. "The most important, and indeed the truly unique, contribution of management in the 20th Century was the fifty-fold increase in the productivity of the manual worker in manufacturing. The most important contribution management needs to make in the 21st Century is similarly to increase the productivity of knowledge work and the knowledge worker." – Peter Drucker