Developing the SCF–5C Integrative Conceptual Framework for Marketing Innovation in the Transitional Era: A Conceptual Synthesis of Related Literature
Keywords:
Marketing Innovation, Universal Design, Perceptual Message Design, Digital Transformation EraAbstract
This article aims to synthesize and integrate concepts related to perceptual message design, universal design, and marketing innovation in the digital context to develop an integrated SCF–5C conceptual framework for explaining marketing innovation from the perspective of consumer perception. This study employs a conceptual literature review and synthesis approach to examine the relationships among message design, consumer perception, and marketing innovation within digital environments. The synthesis results lead to the proposed SCF–5C framework, which consists of two key components. First, the SCF principles—Simplicity, Clarity, and Flexibility—serve as guidelines for designing messages that support consumers’ perceptual processes. Second, the 5C message design process includes co-creation of value with customers, customization to individual needs, marketing communication, channel integration, and continuous customer engagement. These elements collectively enhance marketing innovation by improving consumer perception and interaction in digital environments. The proposed framework is presented as an integrated conceptual model for explaining the relationships among message design, marketing innovation, and digital transformation contexts. Furthermore, the SCF–5C framework provides a conceptual foundation for future empirical research and strategic applications in modern organizations.
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