{"id":"https://openalex.org/W4406132208","doi":"https://doi.org/10.1002/mcda.70005","title":"Exploring Barriers to Innovative Marketing in MSMEs : An Analysis Using a BWM \u2010 ISM Multi\u2010Criteria Decision\u2010Making Framework","display_name":"Exploring Barriers to Innovative Marketing in MSMEs : An Analysis Using a BWM \u2010 ISM Multi\u2010Criteria Decision\u2010Making Framework","publication_year":2025,"publication_date":"2025-01-06","ids":{"openalex":"https://openalex.org/W4406132208","doi":"https://doi.org/10.1002/mcda.70005"},"language":"en","primary_location":{"id":"doi:10.1002/mcda.70005","doi":"https://doi.org/10.1002/mcda.70005","is_oa":true,"landing_page_url":"https://doi.org/10.1002/mcda.70005","pdf_url":"https://onlinelibrary.wiley.com/doi/pdfdirect/10.1002/mcda.70005","source":{"id":"https://openalex.org/S197149224","display_name":"Journal of Multi-Criteria Decision Analysis","issn_l":"1057-9214","issn":["1057-9214","1099-1360"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-b","anvur-scientific","cwts-core","jufo-1","norway-1","poland-40","russia-white-list-2","vabb-shw"],"host_organization":"https://openalex.org/P4310320595","host_organization_name":"Wiley","host_organization_lineage":["https://openalex.org/P4310320595"],"host_organization_lineage_names":["Wiley"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Multi-Criteria Decision Analysis","raw_type":"journal-article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"bronze","oa_url":"https://onlinelibrary.wiley.com/doi/pdfdirect/10.1002/mcda.70005","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5029087132","display_name":"Sourav Mondal","orcid":"https://orcid.org/0000-0002-4391-1520","observed_orcids":["https://orcid.org/0000-0002-4391-1520","https://orcid.org/0009-0008-9052-7098"]},"institutions":[{"id":"https://openalex.org/I244572783","display_name":"Symbiosis International University","ror":"https://ror.org/005r2ww51","country_code":"IN","type":"education","lineage":["https://openalex.org/I244572783"]},{"id":"https://openalex.org/I4405255249","display_name":"Indian Institute of Management Jammu","ror":"https://ror.org/02shpj718","country_code":"IN","type":"education","lineage":["https://openalex.org/I4405255249"]}],"countries":["IN"],"is_corresponding":false,"raw_author_name":"Sourav Mondal","raw_affiliation_strings":["Symbiosis International (Deemed University) Symbiosis Centre for Management Studiesand Indian Institute of Management Jammu, Pune and jammu, India"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Symbiosis International (Deemed University) Symbiosis Centre for Management Studiesand Indian Institute of Management Jammu, Pune and jammu, India","institution_ids":["https://openalex.org/I244572783","https://openalex.org/I4405255249"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5063662524","display_name":"Saumya Singh","orcid":"https://orcid.org/0000-0001-7726-6104","observed_orcids":["https://orcid.org/0000-0001-7726-6104"]},"institutions":[{"id":"https://openalex.org/I189109744","display_name":"Indian Institute of Technology Dhanbad","ror":"https://ror.org/013v3cc28","country_code":"IN","type":"education","lineage":["https://openalex.org/I189109744"]}],"countries":["IN"],"is_corresponding":false,"raw_author_name":"Saumya Singh","raw_affiliation_strings":["Department of Management Studies & Industrial Engineering IIT(ISM) Dhanbad Dhanbad India"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Department of Management Studies & Industrial Engineering IIT(ISM) Dhanbad Dhanbad India","institution_ids":["https://openalex.org/I189109744"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5042852797","display_name":"Himanshu Gupta","orcid":"https://orcid.org/0000-0001-9202-4728","observed_orcids":["https://orcid.org/0000-0001-9202-4728"]},"institutions":[{"id":"https://openalex.org/I189109744","display_name":"Indian Institute of Technology Dhanbad","ror":"https://ror.org/013v3cc28","country_code":"IN","type":"education","lineage":["https://openalex.org/I189109744"]}],"countries":["IN"],"is_corresponding":true,"raw_author_name":"Himanshu Gupta","raw_affiliation_strings":["Department of Management Studies & Industrial Engineering IIT(ISM) Dhanbad Dhanbad India"],"raw_orcid":"https://orcid.org/0000-0001-9202-4728","affiliations":[{"raw_affiliation_string":"Department of Management Studies & Industrial Engineering IIT(ISM) Dhanbad Dhanbad India","institution_ids":["https://openalex.org/I189109744"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":3,"corresponding_author_ids":["https://openalex.org/A5042852797"],"corresponding_institution_ids":["https://openalex.org/I189109744"],"apc_list":{"value":2900,"currency":"USD","value_usd":2900},"apc_paid":null,"fwci":11.8432,"has_fulltext":true,"cited_by_count":16,"citation_normalized_percentile":{"value":0.9828123,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":98,"max":99},"biblio":{"volume":"32","issue":"1","first_page":null,"last_page":null},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.3107999861240387,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.3107999861240387,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10003","display_name":"Innovation and Knowledge Management","score":0.17329999804496765,"subfield":{"id":"https://openalex.org/subfields/1408","display_name":"Strategy and Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10880","display_name":"Environmental Sustainability in Business","score":0.08839999884366989,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/innovative-marketing","display_name":"innovative marketing","score":0.925000011920929},{"id":"https://openalex.org/keywords/barriers-to-innovation","display_name":"barriers to innovation","score":0.7910000085830688},{"id":"https://openalex.org/keywords/micro-small-and-medium-enterprises","display_name":"micro, small and medium enterprises","score":0.9869999885559082},{"id":"https://openalex.org/keywords/infrastructure-support","display_name":"infrastructure support","score":0.703000009059906},{"id":"https://openalex.org/keywords/resource-based-view","display_name":"resource-based view","score":0.5920000076293945},{"id":"https://openalex.org/keywords/social-capital-theory","display_name":"social capital theory","score":0.9350000023841858},{"id":"https://openalex.org/keywords/innovation-resistance-theory","display_name":"innovation resistance theory","score":0.9570000171661377},{"id":"https://openalex.org/keywords/institutional-theory","display_name":"institutional theory","score":0.996999979019165},{"id":"https://openalex.org/keywords/micmac-analysis","display_name":"MICMAC analysis","score":0.8069999814033508},{"id":"https://openalex.org/keywords/interpretive-structural-modeling","display_name":"interpretive structural modeling","score":0.7749999761581421},{"id":"https://openalex.org/keywords/best-worst-method","display_name":"best-worst method","score":0.8640000224113464},{"id":"https://openalex.org/keywords/sustainable-development","display_name":"sustainable development","score":0.5540000200271606},{"id":"https://openalex.org/keywords/india","display_name":"India","score":0.6520000100135803}],"concepts":[{"id":"https://openalex.org/C206345919","wikidata":"https://www.wikidata.org/wiki/Q20380951","display_name":"Resource (disambiguation)","level":2,"score":0.49829745292663574},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.47328445315361023},{"id":"https://openalex.org/C129361004","wikidata":"https://www.wikidata.org/wiki/Q2470236","display_name":"Profitability index","level":2,"score":0.4343535304069519},{"id":"https://openalex.org/C56739046","wikidata":"https://www.wikidata.org/wiki/Q192060","display_name":"Knowledge management","level":1,"score":0.42916160821914673},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.3988250494003296},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.31994128227233887},{"id":"https://openalex.org/C10138342","wikidata":"https://www.wikidata.org/wiki/Q43015","display_name":"Finance","level":1,"score":0.0},{"id":"https://openalex.org/C31258907","wikidata":"https://www.wikidata.org/wiki/Q1301371","display_name":"Computer network","level":1,"score":0.0}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1002/mcda.70005","doi":"https://doi.org/10.1002/mcda.70005","is_oa":true,"landing_page_url":"https://doi.org/10.1002/mcda.70005","pdf_url":"https://onlinelibrary.wiley.com/doi/pdfdirect/10.1002/mcda.70005","source":{"id":"https://openalex.org/S197149224","display_name":"Journal of Multi-Criteria Decision Analysis","issn_l":"1057-9214","issn":["1057-9214","1099-1360"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-b","anvur-scientific","cwts-core","jufo-1","norway-1","poland-40","russia-white-list-2","vabb-shw"],"host_organization":"https://openalex.org/P4310320595","host_organization_name":"Wiley","host_organization_lineage":["https://openalex.org/P4310320595"],"host_organization_lineage_names":["Wiley"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Multi-Criteria Decision Analysis","raw_type":"journal-article"}],"best_oa_location":{"id":"doi:10.1002/mcda.70005","doi":"https://doi.org/10.1002/mcda.70005","is_oa":true,"landing_page_url":"https://doi.org/10.1002/mcda.70005","pdf_url":"https://onlinelibrary.wiley.com/doi/pdfdirect/10.1002/mcda.70005","source":{"id":"https://openalex.org/S197149224","display_name":"Journal of Multi-Criteria Decision Analysis","issn_l":"1057-9214","issn":["1057-9214","1099-1360"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-b","anvur-scientific","cwts-core","jufo-1","norway-1","poland-40","russia-white-list-2","vabb-shw"],"host_organization":"https://openalex.org/P4310320595","host_organization_name":"Wiley","host_organization_lineage":["https://openalex.org/P4310320595"],"host_organization_lineage_names":["Wiley"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Multi-Criteria Decision Analysis","raw_type":"journal-article"},"sustainable_development_goals":[{"score":1.0,"id":"https://metadata.un.org/sdg/9","display_name":"Industry, innovation and infrastructure"}],"study_designs":[],"awards":[],"funders":[],"has_content":{"grobid_xml":true,"pdf":true},"content_urls":{"pdf":"https://content.openalex.org/works/W4406132208.pdf","grobid_xml":"https://content.openalex.org/works/W4406132208.grobid-xml"},"referenced_works_count":97,"referenced_works":["https://openalex.org/W85144339","https://openalex.org/W1185641274","https://openalex.org/W1494167801","https://openalex.org/W1563668701","https://openalex.org/W1590908979","https://openalex.org/W1821382381","https://openalex.org/W1968725939","https://openalex.org/W1980137968","https://openalex.org/W1992414220","https://openalex.org/W1993568211","https://openalex.org/W1994536368","https://openalex.org/W2001989295","https://openalex.org/W2033401964","https://openalex.org/W2033481613","https://openalex.org/W2049920389","https://openalex.org/W2055329682","https://openalex.org/W2067138523","https://openalex.org/W2067869977","https://openalex.org/W2070651925","https://openalex.org/W2075411796","https://openalex.org/W2096483068","https://openalex.org/W2097171824","https://openalex.org/W2105529335","https://openalex.org/W2122369844","https://openalex.org/W2123724276","https://openalex.org/W2140956556","https://openalex.org/W2145581390","https://openalex.org/W2154374169","https://openalex.org/W2184152087","https://openalex.org/W2189718286","https://openalex.org/W2193971591","https://openalex.org/W2473182623","https://openalex.org/W2488375393","https://openalex.org/W2510741002","https://openalex.org/W2534440613","https://openalex.org/W2577615734","https://openalex.org/W2611017444","https://openalex.org/W2614818579","https://openalex.org/W2771239937","https://openalex.org/W2779692531","https://openalex.org/W2779953858","https://openalex.org/W2792445274","https://openalex.org/W2793935162","https://openalex.org/W2800570523","https://openalex.org/W2801971566","https://openalex.org/W2811309465","https://openalex.org/W2843969754","https://openalex.org/W2884311385","https://openalex.org/W2897358992","https://openalex.org/W2899245837","https://openalex.org/W2914551575","https://openalex.org/W2950374396","https://openalex.org/W2969211673","https://openalex.org/W2971623088","https://openalex.org/W2978916914","https://openalex.org/W2984355360","https://openalex.org/W2989523734","https://openalex.org/W2990661000","https://openalex.org/W2996476899","https://openalex.org/W2996532790","https://openalex.org/W3001812644","https://openalex.org/W3009530019","https://openalex.org/W3013966454","https://openalex.org/W3015624533","https://openalex.org/W3016964845","https://openalex.org/W3018015424","https://openalex.org/W3021655875","https://openalex.org/W3032532898","https://openalex.org/W3037156514","https://openalex.org/W3048595451","https://openalex.org/W3048597376","https://openalex.org/W3048881352","https://openalex.org/W3092953934","https://openalex.org/W3094777143","https://openalex.org/W3100571996","https://openalex.org/W3120207096","https://openalex.org/W3122190505","https://openalex.org/W3122215043","https://openalex.org/W3137287290","https://openalex.org/W3150623028","https://openalex.org/W3165271223","https://openalex.org/W3170728875","https://openalex.org/W3175325679","https://openalex.org/W3207288948","https://openalex.org/W3213160328","https://openalex.org/W3213320326","https://openalex.org/W4210873178","https://openalex.org/W4280529235","https://openalex.org/W4291001468","https://openalex.org/W4304087188","https://openalex.org/W4307593158","https://openalex.org/W4313256956","https://openalex.org/W4317039569","https://openalex.org/W4362616141","https://openalex.org/W4364377483","https://openalex.org/W4382789306","https://openalex.org/W4386750724"],"related_works":["https://openalex.org/W3164390520","https://openalex.org/W2598835158","https://openalex.org/W4392851933","https://openalex.org/W4414013306","https://openalex.org/W4414403758","https://openalex.org/W4416021441","https://openalex.org/W7219246484","https://openalex.org/W4381549924","https://openalex.org/W3101142764","https://openalex.org/W4243207221"],"abstract_inverted_index":{"ABSTRACT":[0],"In":[1],"today's":[2],"dynamic":[3],"business":[4],"landscape,":[5],"organisations":[6,28],"increasingly":[7],"realise":[8],"the":[9,38,56,65,96,101,107,114,129,164,192,199,209],"pivotal":[10],"role":[11],"of":[12,41,48,64,81,89],"innovative":[13,42],"marketing":[14,233],"approaches":[15,43],"(IMA)":[16],"in":[17,44,71,142],"gaining":[18],"a":[19,60,79,132,143,215],"competitive":[20],"edge":[21],"and":[22,34,58,73,83,92,113,127,138,177,204,212,240],"driving":[23,216],"sustainable":[24,222],"growth.":[25],"However,":[26],"many":[27],"encounter":[29],"formidable":[30],"barriers":[31,66,203,211],"to":[32,52,125,162,173,190],"adopting":[33,72],"developing":[35,74,144],"IMA,":[36],"despite":[37],"growing":[39],"importance":[40],"marketing.":[45],"The":[46,76,194,224],"purpose":[47],"this":[49,227],"research":[50,77],"is":[51],"identify,":[53],"prioritise,":[54],"establish":[55,174],"inter\u2010relationships":[57],"propose":[59],"\u2018level\u2010wise":[61],"structural":[62,168],"model\u2019":[63],"that":[67,155,197,235],"an":[68],"organisation":[69],"faces":[70],"IMA.":[75],"employed":[78,189],"mix":[80],"quantitative":[82],"qualitative":[84],"methods.":[85],"An":[86],"exhaustive":[87],"review":[88],"related":[90],"literature":[91],"theoretical":[93],"frameworks":[94],"(namely":[95],"\u2018resource\u2010based":[97],"view\u2019":[98],"(RBV)":[99],"theory,":[100,106,112],"\u2018social":[102],"capital":[103],"theory\u2019":[104,110,116],"(SCT)":[105],"\u2018innovation":[108],"resistance":[109],"(IRT)":[111],"\u2018institutional":[115],"(IT)":[117],"theory),":[118],"along":[119,149],"with":[120,150,238],"expert":[121],"feedback,":[122],"are":[123],"used":[124,172],"categorise":[126],"finalise":[128],"barriers.":[130,165,193],"Further,":[131],"case":[133],"study":[134,228],"from":[135,205,226],"\u2018micro,":[136],"small":[137],"medium":[139],"enterprises\u2019":[140],"(MSMEs)":[141],"nation":[145],"such":[146],"as":[147,214],"India":[148],"hybrid":[151],"\u2018multi\u2010criteria":[152],"decision\u2010making\u2019":[153],"(MCDM),":[154],"is,":[156],"best\u2010worst":[157],"method":[158],"(BWM),":[159],"was":[160,171,188],"applied":[161],"prioritise":[163],"While":[166],"\u2018interpretive":[167],"modelling\u2019":[169],"(ISM)":[170],"contextual":[175],"relationships,":[176],"\u2018matrice":[178],"d'impacts":[179],"crois\u00e9s":[180],"multiplication":[181],"appliqu\u00e9e":[182],"\u00e1":[183],"un":[184],"classment\u2019":[185],"(MICMAC)":[186],"analysis":[187],"cluster":[191],"findings":[195,225],"suggest":[196],"among":[198],"main":[200],"category":[201],"technology\u2010related":[202],"subcategories,":[206],"infrastructure":[207],"supports":[208],"top":[210],"works":[213],"obstacle":[217],"while":[218],"building":[219],"IMA":[220],"for":[221],"development.":[223],"can":[229],"help":[230],"develop":[231],"effective":[232],"strategies":[234],"align":[236],"profitability":[237],"environmental":[239],"social":[241],"responsibility.":[242]},"counts_by_year":[{"year":2026,"cited_by_count":7},{"year":2025,"cited_by_count":9}],"updated_date":"2026-11-11T12:16:26.678958","created_date":"2025-01-08T00:00:00"}