Indian Journal of Marketing
1Associate Professor, Bharati Vidyapeeth (Deemed to be University), Institute of Management and Research, A-4, Main Rohtak Rd, Shiva Enclave, Paschim Vihar, New Delhi. (Email : [email protected]) ; ORCID iD : https://orcid.org/0009-0002-5206-2388
2Senior Regional Scientific Manager, Ambrosia Nutrition Pvt. Ltd., 215, Dimple Arcade, Thakur Complex Rd, Gayatri Nagar, Asha Nagar, Kandivali, Mumbai, Maharashtra. & Research Scholar, Rushford Business School, Blegistrasse 15, 6340 Baar, Switzerland. (Email : [email protected]) ; ORCID iD : https://orcid.org/0009-0005-6230-1903
3Research Faculty (Corresponding Author), Faculty of Management Studies, Marwadi University Research Centre, Marwadi University, Rajkot - 360 003, Gujarat. (Email : [email protected]) ; ORCID iD : https://orcid.org/0000-0002-1205-2794
Purpose : This perspective paper aimed to examine whether conventional digital-health growth metrics, including acquisition, conversion, engagement, and retention, adequately reflected meaningful user value. It focused on the risk that stronger commercial performance could coexist with inappropriate or poorly informed adoption.
Design/Methodology/Approach : The perspective critically conceptualized the conversion–appropriateness gap, where commercially successful conversion could diverge from informed and appropriate adoption. The study further introduced metric validity to question whether conventional growth indicators represented the value they were assumed to measure.
Findings : Building on these arguments, the paper proposed Responsible Entrepreneurial Marketing as a venture-growth logic that integrated commercial performance with informed choice and user value. A Responsible Growth Decision-Gate Framework operationalized this approach through four principles- relevance, transparency, proportionality, and continuing value and classified growth as value-aligned, value-ambiguous, or value-displacing.
Practical Implications : The framework provided entrepreneurs, investors, and policymakers with actionable criteria to scale, modify, pause, or discontinue growth mechanisms.
Originality/Value : The perspective contributed to entrepreneurship research by repositioning responsibility from an external ethical constraint to a criterion for evaluating the quality and legitimacy of digital-health venture growth.
Jain, N., Patel, M., & Kumar, A. (2026). Growth at what cost? Responsible entrepreneurial marketing in digital health ventures. Indian Journal of Marketing, 56(10), 73–82. https://doi.org/10.17010/ijom/2026/v56/i10/176111
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