Figure 1.
The flowchart progresses through 4 phases. Phase 1 covers review planning through problem formulation and protocol development. It includes identifying the research gap and establishing the need for the review, formulating R Q 1 and R Q 2, defining the search strategy, temporal boundaries, and eligibility criteria, and establishing a 3-member review panel and review protocol. Phase 2 covers identification and eligibility. First, a Scopus database search uses titles, abstracts, and keywords and identifies n 623 records. The representative query structure combines terms with and, publication year limits, and subject-area filters covering Business, Management and Accounting. Next, eligibility criteria include English-language publications, peer-reviewed articles and relevant proceedings, innovation, management, and marketing domains, and a publication period from 1 January 2000 to 31 December 2025. Applying these criteria excludes n 95 records for date, language, document-type, or subject-area reasons and retains n 528 records for screening. Phase 3 covers screening and selection. Deduplication and overlap assessment then excludes n 317 duplicate and overlapping outputs and retains n 211 unique publications. Next, full-text relevance assessment considers managerial, market, consumer, or societal relevance, explicit treatment of disruption or enabling technologies, and evidence extraction and research-design classification. This assessment excludes n 130 full texts that fall outside the review content requirements. Reference-list cross-checking then produces a final review sample of n 81 studies. Phase 4 covers synthesis and reporting. Finally, integrative qualitative synthesis classifies the studies through planning, organising, staffing, leading, and controlling, interprets them through internal and external marketing management lenses, and consolidates findings with theoretical and managerial implications.Research design
Source: Authors’ elaboration