UNIVERSITY OF SUNDERLAND

ASSIGNMENT COVERSHEET
Student ID : SCSJ-0015948 Student Name/ Names of all group
members:
Ahmed Umraan Waheed

Programme: BABM(3+0) Module Code and Name: UGB103

University of Sunderland Core Business Skills

Module Leader/ Module Tutor: Mr.Tan Due Date: 30/10/2013 Hand in Date:
30/10/2013

Assessment Title: Journal Article Critique

Learning Outcomes Assessed: ( number as appropriate)

Mark

Areas for Commendation

Areas for Improvement

General Comments

Assessor Signature : Overall mark ( Moderator Signature

subject to ratification
by the assessment
board)

I confirm that in submitting this assignment that I have read, understood and adhered to the
Universitys Rules and procedures governing infringements of Assessment Regulations.

PRINT Student Name: Ahmed Umraan Waheed Faculty

Stamp (date/time)

Student Signature: ______________________________________________

Module Code and Name: UGB 103, Core Business Skills

Name of Module Tutor: Mr.Tan

 Journal Article Critique
TASK
You are to select a journal article from one of the journals listed below, electronically available in
the University journals section, published between 2005 2010.

Management Decision
Industrial and Commercial Training
Journal of Operations Management
Marketing Management
European Journal of Marketing
Journal of Health Organization and Management
Harvard Business Review
Managing Service Quality
Project ManagementJournal
Journal of Management Development

Download and print the pdf of the article. You are to complete the Journal Article Critique Sheet
in the format given below:

Hint:
Critique comments give both positive/ benefits and negative/ limitations of the journal article.
Name Ahmed Umraan Waheed
Student Number SCSJ-0015948

Author(s) of journal article Ian Combe

Year of publication 2012

Title of Article Marketing and flexibility:debates past,

present and future
Title of Journal European Journal of Marketing

Volume 46
Number 10
Pages 11

MY CRITIQUE
3 Points of interest to me/ things I learned
From reading the article
Usefulness of title of article
Usefulness of Abstract
Usefulness of the Introduction
Usefulness of Research Methods section
Usefulness of Main Research Findings
Usefulness of Conclusion
-How change in consumer behaviour
impacts the need for flexibility in firms
-How economic crisis demands flexibility
-Definitional debates on flexibility and
adaptability
The title gives a clear view of the article as
it is focused on the importance of
flexibility generally and also in marketing
The abstract provided the purpose of the
article along with the methodology,
findings and originality
The introduction highlighted how
flexibility is under-represented in
marketing literature compared to other
business disciplines, stating the need for
the issue
This viewpoint article was prepared on
quantitative research with articles related
to marketing and flexibility documented
and the growth of research into strategic
flexibility tabulated
There has been a steady growth of
research interest into flexibility over a 20
year period and understood the
importance of flexibility to gain a
competitive advantage
The conclusion highlighted that most

Usefulness of References
Would I recommend the journal to other
students?
JOURNAL ARTICLE CRITIQUE SHEET
articles in the issue are focused on the issue
of strategy. Also, that balancing flexibility
with stability to gain a competitive
advantage is an extremely complex issue
The articles referred to included research
on the need for flexibility, antecedents
required to develop flexibility and the
relationships between flexibility and its
consequences
Yes