Title: Past, present, and future of work innovation research landscape in marketing: science mapping and thematic clustering

Authors: Abhinna Baxi Bhatnagar; Nitin Sharma; Bhoopendra Bharti; Akash Kumar Srivastava; Vibhuti Narayan Singh

Addresses: IIMT College of Management, IIMT Group of Colleges, Greater Noida, Uttar Pradesh, 201310, India ' IIMT College of Management, IIMT Group of Colleges, Greater Noida, Uttar Pradesh, 201310, India ' Department of Management Sciences, Tecnia Institute of Advanced Studies, New Delhi, 110085, India ' IIMT College of Management, IIMT Group of Colleges, Greater Noida, Uttar Pradesh, 201310, India ' Department of Management, PSIT College of Higher Education, Kanpur, Uttar Pradesh, 209305, India

Abstract: This research carried out a comprehensive synthesis of the existing literature on the landscape of work innovation research in marketing using bibliometric analysis. The pertinent documents are acquired from the Scopus database, with 640 papers selected for inclusion in the bibliometric study based on predefined criteria for inclusion and exclusion. The process of citation analysis is employed to identify the most influential documents and authors in this domain. Furthermore, the authors with the highest productivity and the sources with the most significant number of publications are identified through productivity analysis. The application of bibliographic coupling enabled the identification of four distinct thematic clusters. Moreover, co-citation analysis is employed to discern citation patterns, and co-occurrence analysis is utilised to reveal the thematic trends. Ultimately, the articles outline the future directions that can be pursued for further study in this field.

Keywords: work innovation; marketing; bibliometric analysis; word cloud; co-occurrence analysis.

DOI: 10.1504/IJPMB.2025.143987

International Journal of Process Management and Benchmarking, 2025 Vol.19 No.2, pp.266 - 288

Received: 12 Oct 2023
Accepted: 17 Oct 2023
Published online: 17 Jan 2025 *

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