Embracing human centric marketing for enhanced firm performance: the role of innovation strategy in India
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Tarih
2025
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Emerald Group Publishing Ltd
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
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.
Açıklama
Anahtar Kelimeler
Open innovation, Absorptive capacity, Technology capability, Eco-innovation
Kaynak
Journal of Knowledge Management
WoS Q Değeri
Q1
Scopus Q Değeri
Q1
Cilt
29
Sayı
6
