{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,3,14]],"date-time":"2026-03-14T18:05:07Z","timestamp":1773511507411,"version":"3.50.1"},"reference-count":189,"publisher":"Emerald","issue":"6","content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2025,6,30]]},"abstract":"<jats:sec>\n                    <jats:title>Purpose<\/jats:title>\n                    <jats:p>The 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.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Design\/methodology\/approach<\/jats:title>\n                    <jats:p>Using 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.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Findings<\/jats:title>\n                    <jats:p>The 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.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Originality\/value<\/jats:title>\n                    <jats:p>This paper offers integrative and holistic implications to firms looking for ways to improve their overall performance using open and eco-innovations.<\/jats:p>\n                  <\/jats:sec>","DOI":"10.1108\/jkm-03-2024-0321","type":"journal-article","created":{"date-parts":[[2025,4,21]],"date-time":"2025-04-21T02:33:21Z","timestamp":1745202801000},"page":"1880-1913","source":"Crossref","is-referenced-by-count":3,"title":["Embracing human centric marketing for enhanced firm performance: the role of innovation strategy in India"],"prefix":"10.1108","volume":"29","author":[{"given":"Mahak","family":"Sharma","sequence":"first","affiliation":[{"name":"University of Twente Department of Industrial Engineering and Business Information Systems, Faculty of Behaviourial Management and Social Sciences, , Enschede,","place":["The Netherlands"]}]},{"given":"Pratibha","family":"Singh","sequence":"additional","affiliation":[{"name":"Birla Institute of Management Technology Faculty of Marketing, , Greater Noida,","place":["India"]}]},{"given":"Gulin","family":"Bolatan","sequence":"additional","affiliation":[{"name":"Portland State University Mark O. Hatfield Cybersecurity and Cyber Defense Policy Center, , Portland, Oregon, , and Department of Industrial Engineering, , Antalya,","place":["USA Turkey"]},{"name":"Alanya Alaaddin Keykubat Universitesi Mark O. Hatfield Cybersecurity and Cyber Defense Policy Center, , Portland, Oregon, , and Department of Industrial Engineering, , Antalya,","place":["USA Turkey"]}]},{"given":"Tugrul","family":"Daim","sequence":"additional","affiliation":[{"name":"Portland State University Mark O. Hatfield Cybersecurity and Cyber Defense Policy Center, , Portland, Oregon, , and , Taichung,","place":["USA Taiwan"]},{"name":"Chaoyang University of Technology Mark O. 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