Yazar "Sharma, Mahak" seçeneğine göre listele

Listeleniyor 1 - 2 / 2
  • [ X ]
    Öğe
    Embracing human centric marketing for enhanced firm performance: the role of innovation strategy in India
    (Emerald Group Publishing Ltd, 2025) Sharma, Mahak; Singh, Pratibha; Bolatan, Gulin; Daim, Tugrul
    PurposeThe purpose of this study is to provide valuable insights to academics as well as practitioners looking for ways to improve their firm performance by judiciously focusing on marketing strategy, i.e. Marketing 5.0.Design/methodology/approachUsing a mixed-method approach, a cross-sectional survey is conducted using 396 responses from an emerging economy setting. Analysis was conducted using a sequential research design, where qualitative interviews are conducted before the quantitative phase.FindingsThe findings suggest that firms should focus on building the right strategies using Marketing 5.0, thereby enhancing technology capability and absorptive capacity to promote open and eco-innovations.Originality/valueThis paper offers integrative and holistic implications to firms looking for ways to improve their overall performance using open and eco-innovations.
  • [ X ]
    Öğe
    Evaluating customer orientation in e-commerce: an organization focused technology assessment
    (Routledge Journals, Taylor & Francis Ltd, 2025) Zarrin, Soheil; Daim, Tugrul; Gillpatrick, Tom; Bolatan, Gulin; Sharma, Mahak
    This research focuses on designing a new maturity model to evaluate and plan an organization's customer-centricity. The Hierarchical Decision Model (HDM) is used as the primary methodology to quantify impacting factors and intensity of influence on the ultimate outcome. To demonstrate the proposed model in the real world, a case study is performed in the e-commerce industry, especially B2C online retailer organizations. This research tackles the scarcity of documentation on creating maturity models that are widely accepted and sustainable, demonstrating the innovative use of the HDM methodology. In summary, the study successfully achieves its overarching objective of crafting a comprehensive model for assessing organizational maturity in the customer-centric approach, encouraging the widespread adoption of the proposed methodology across diverse sectors. This study endeavors to introduce an innovative approach for assessing an organization's customer-centricity, incorporating both product and service deliverables, specifically referred to as Product-Service Systems (PSS). The primary objective of this research is to formulate a novel maturity model, enabling organizations to 1) assess their degree of customer-centricity and 2) receive actionable recommendations aimed at enhancing customer orientation and elevating their customer-centricity maturity level..