Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Faculty Publications Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Creator An entity primarily responsible for making the resource Vishnoi, Sushant Kumar; Sharma, Shikha; Mathur, Smriti; Virmani, Naveen; Singh, Rajesh Kumar; Bernadett, Koles Title A name given to the resource Strategic framework to analyze critical success factors of marketing 4.0 operations: evidence from an emerging economy Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2026 Source A related resource from which the described resource is derived International Journal of Innovation Science;pp.1-31 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1108/IJIS-02-2025-0061" target="_blank" rel="noreferrer noopener">https://doi.org/10.1108/IJIS-02-2025-0061</a> <br /><br /><a href="https://www.scopus.com/pages/publications/105028889593?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/105028889593?origin=resultslist</a> Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant 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 Description An account of the resource 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 Subject The topic of the resource Critical success factors; Digital transformation; Fuzzy-DEMATEL; Marketing 4.0 Publisher An entity responsible for making the resource available Emerald Publishing Relation A related resource ISSN: 17572223; Language A language of the resource English Type The nature or genre of the resource Article Rights Information about rights held in and over the resource Restricted Access; Hardcopy may be available in the library Format The file format, physical medium, or dimensions of the resource online