Embracing human centric marketing for enhanced firm performance: the role of innovation strategy in India

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dc.authorid0000-0002-9668-3584
dc.authorid0000-0001-9457-9292
dc.contributor.authorSharma, Mahak
dc.contributor.authorSingh, Pratibha
dc.contributor.authorBolatan, Gulin
dc.contributor.authorDaim, Tugrul
dc.date.accessioned2026-01-24T12:29:00Z
dc.date.available2026-01-24T12:29:00Z
dc.date.issued2025
dc.departmentAlanya Alaaddin Keykubat Üniversitesi
dc.description.abstractPurposeThe 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.
dc.identifier.doi10.1108/JKM-03-2024-0321
dc.identifier.endpage1913
dc.identifier.issn1367-3270
dc.identifier.issn1758-7484
dc.identifier.issue6
dc.identifier.scopus2-s2.0-105002999091
dc.identifier.scopusqualityQ1
dc.identifier.startpage1880
dc.identifier.urihttps://doi.org/10.1108/JKM-03-2024-0321
dc.identifier.urihttps://hdl.handle.net/20.500.12868/5061
dc.identifier.volume29
dc.identifier.wosWOS:001470482300001
dc.identifier.wosqualityQ1
dc.indekslendigikaynakWeb of Science
dc.indekslendigikaynakScopus
dc.language.isoen
dc.publisherEmerald Group Publishing Ltd
dc.relation.ispartofJournal of Knowledge Management
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanı
dc.rightsinfo:eu-repo/semantics/openAccess
dc.snmzKA_WoS_20260121
dc.subjectOpen innovation
dc.subjectAbsorptive capacity
dc.subjectTechnology capability
dc.subjectEco-innovation
dc.titleEmbracing human centric marketing for enhanced firm performance: the role of innovation strategy in India
dc.typeArticle

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