Flexibility is an important concept when conducting business or managing distribution channels, particularly in retailing, especially in the current era when consumer demands are challenging and competition is tense. Flexibility in retailing is an emerging research domain. There is limited research into flexibility in the market orientation literature in retailing. This article, led through a case study of an Indian retailer, is intended to stimulate research activity to develop new knowledge on marketing and flexibility. This may create a positive gain of developing and using resource and coordination flexibilities that create the strategic options and resulting strategic flexibilities that are most useful in managing the future uncertainties facing an organization.