Over the past decade, major transformations have occurred, leading global industries to a fifth industrial revolution (Kumar 2021). This revolution has also led to digital transformation for marketers, called “Marketing 5.0,” resulting in firms rethinking their investment strategies in innovative products and services as well as finding news ways of capturing markets and attracting customers (Verhoef et al. 2021). The transformative nature of market forces requires further research by marketing scholars on firms’ consideration and/or adoption of transformative marketing approaches, defined as “the confluence of a firm’s marketing activities, concepts, metrics, strategies and programs that are in response to marketplace changes and future trends to leapfrog customers with superior value offerings over competition in exchange for profits for the firm and benefits to all stakeholders” (Kumar 2018, p. 2)