ItemArticle

Strategic framework to analyze critical success factors of marketing 4.0 operations: evidence from an emerging economy

Title
Strategic framework to analyze critical success factors of marketing 4.0 operations: evidence from an emerging economy
Creator
Vishnoi, Sushant Kumar; Sharma, Shikha; Mathur, Smriti; Virmani, Naveen; Singh, Rajesh Kumar; Bernadett, Koles
Description
Purpose This research study aims to develop a strategic framework that identifies, classifies and prioritizes the critical success factors (CSFs) essential for implementing Marketing 4.0 in emerging economies. It seeks to bridge the gap between theoretical discourse and operational realities in digitally transforming markets. Design/methodology/approach Following an elaborate review of the extant literature, 38 such CSFs emerged, which were then segmented using principal component analysis into seven relevant dimensions. The constructs were validated using confirmatory factor analysis (CFA). Thereafter, the fuzzy-decision-making trial and evaluation laboratory (DEMATEL) was used to map the cause-and-effect relationship among the reduced component factors. Findings The results demonstrate that digital marketing (S2), channel cohesiveness (S3), driving technologies (S5) and mutual value proposition (S7) are found to be cause factors, while customer engagement (S1), market dynamism (S4) and strategic marketing (S6) are identified as effect factors. Originality/value The novelty of this study is embedded in integrating multianalytical approaches like principal component analysis, CFA and Fuzzy-DEMATEL to empirically validate and rank the CSFs of Marketing 4.0. This study also extends the theoretical understanding of Marketing 4.0 by aligning critical enablers with the dynamics of emerging markets. 2026 Emerald Publishing Limited
Source
International Journal of Innovation Science;pp.1-31
Date
01-01-2026
Publisher
Emerald Publishing
Subject
Critical success factors; Digital transformation; Fuzzy-DEMATEL; Marketing 4.0
Coverage
Vishnoi S.K., Department of Marketing, Institute of Management Studies (IMS) Ghaziabad -B School, Ghaziabad, India; Sharma S., School of Business studies, Vivekananda Institute of Professional Studies, New Delhi, India; Mathur S., School of Business and Management, Christ University, Bangalore, India; Virmani N., Department of Operations Management, Institute of Management Studies (IMS) Ghaziabad- B School, Ghaziabad, India; Singh R.K., Department of Operations Management, Management Development Institute, Gurgaon, India; Bernadett K., Department of Marketing, SKEMA Business School - UniversitCe dAzur, Nice, France
Rights
Restricted Access; Hardcopy may be available in the library
Relation
ISSN: 17572223;
Format
online
Language
English
Type
Article

Citation

Vishnoi, Sushant Kumar; Sharma, Shikha; Mathur, Smriti; Virmani, Naveen; Singh, Rajesh Kumar; Bernadett, Koles, “Strategic framework to analyze critical success factors of marketing 4.0 operations: evidence from an emerging economy,” CHRIST (Deemed To Be University) Institutional Repository, accessed June 19, 2026, https://archives.christuniversity.in/items/show/22869.

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