Sharma, MahakSingh, PratibhaBolatan, GulinDaim, Tugrul2026-01-242026-01-2420251367-32701758-7484https://doi.org/10.1108/JKM-03-2024-0321https://hdl.handle.net/20.500.12868/5061PurposeThe 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.eninfo:eu-repo/semantics/openAccessOpen innovationAbsorptive capacityTechnology capabilityEco-innovationArticle10.1108/JKM-03-2024-0321296188019132-s2.0-105002999091Q1WOS:001470482300001Q1