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

Purpose 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. Design/methodology/approach 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. Findings 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. Originality/value This paper offers integrative and holistic implications to firms looking for ways to improve their overall performance using open and eco-innovations.