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This study examines whether consumer brand engagement (CBE) can mitigate the negative effects of economic animosity (EA) on purchase intention (PI) and strengthen the positive effect of country-of-origin (COO) on PI.

Using questionnaires distributed to 372 young Chinese adults, the study collected PI data for US products in the Chinese market. Partial least square structural equation modeling was adopted.

This study found a positive relationship between COO and CBE and a negative relationship between EA and CBE. CBE exhibits a partial mediating effect in the relationship between COO and PI and a full suppression effect on EA toward PI.

This research is limited to China; future research could extend this framework to the United States.

This study contributes to relationship marketing knowledge. Furthermore, it provides new tools for multinational corporations to deploy their marketing strategies and avoid negative consequences stemming from the EA effect in the Chinese market following the US–China trade war.

This study is the first to extend COO and EA research to CBE discipline.

Innovation has attracted considerable interest in recent years in improving competitive advantage for both profit and nonprofit organizations. Service innovation offers the potential for substantially improving the performance, but performance gains are often obstructed by users' unwillingness to accept and use available systems. This research aims to use the concept of Reasoned Action Theory to further examine consumer attitudes toward service innovation and its antecedents.

By focus group discussion and literature review, a conceptual model with six postulated hypotheses is proposed. The Electronic Toll Collecting (ETC) system launched by the Taiwanese government is selected as the service innovation to test the model. A structured questionnaire is designed to collect field data. The structural equation model with LISREL VIII program is used to estimate the structural coefficients and to test the hypotheses.

The results show that perceived ease of use, perceived price fairness, risk averseness and satisfaction with existing service significantly influence consumer attitude, and then influence consumer's intention to adopt service innovation.

Before introducing a service innovation, the service provider must seriously consider the possible difficulties of usage and risk from the consumer's perspective.

Compared with product innovation, research focusing on service innovation is relatively scarce. Services have specific characteristics of intangibility, inseparability, heterogeneity and perishability. Hence, the factors influencing the consumer adoption of service innovation may be different from those of product innovation.

The purpose of this study is to fill the gaps in previous literature and investigate the link between product launch performance and supply chain architecture and performance. During the past 20 years, most of the new product literature has focused on new product development and product innovation. Only a few product launches have been discussed in specific fields.

From the perspective of the manufacturer, interfunctional coordination, supply chain architecture and supply chain performance affect lean launch performance. Lean launches can also add value to product and marketing performance. A questionnaire was used to gather data from project, account and purchasing managers in the high-tech industry and to test the postulated research model and hypotheses. The conceptual model was tested using 242 usable questionnaires.

The results provide evidence that interfunctional coordination is the basis for improving supply chain architecture. The supply chain has a strong, positive effect on lean launch performance. Lean launch is vital to the successful performance of a new product. Although lean launch execution and supply chain performance affect marketing performance and new product performance, the direct effect on marketing performance is non-significant.

This study presents the characteristics of the supply chain architecture specific to the high-tech industry. The authors empirically tested and propose a model to explain how high-tech manufacturers build a solid supply chain and leverage the capabilities of suppliers to improve lean launch execution and new product performance.

Most new product research for the past two decades has focussed on new product development and product innovation. Only a few product launches have been discussed in specific fields. The purpose of this paper is to fill the literature gap regarding enhanced product launch performance by using the customer relationship.

From the contract manufacturer’s perspective, the authors propose that the customer relationship and senior management involvement affects lean launch execution. The customer relationship includes both cooperativeness and behavior monitoring. Studies have suggested that a lean launch exerts a direct influence on new product performance and marketing performance. We used a questionnaire to collect data to test the postulated research model and hypotheses from project, account, and purchasing managers in the high-tech manufacturing industry.

The results provided compelling evidence that the customer relationship exerts a positive effect on lean launch, which in turn exerts a positive effect on new product performance. Although lean launch execution affected marketing performance through new product performance, the direct effect on marketing performance was non-significant. Senior management involvement exerted an indirect influence on lean launch performance through cooperativeness.

This paper suggests and empirically tests a model to explain how contract manufacturers manage brand-customer relationship through cooperativeness and behavior monitoring, leading to higher levels of lean launch execution toward new product performance.

The aim is to review the latest management developments across the globe and pinpoint practical implications from cutting‐edge research and case studies.

The briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

With hundreds of millions of vehicle journeys along the super highway in Taiwan, collecting tolls manually seemed an outdated process, delaying drivers who had to stop and queue at payment booths and requiring the hiring of a considerable number of employees to collect the money. So it seemed common sense for the government to contract a private company to develop and operate an electronic toll collection system which would detect by infra‐red rays a device within the vehicle, automatically deducting the charge from a pre‐paid card that drivers could buy at service stations. Drivers would incur the initial cost of buying and installing the onboard unit and buying their value‐storage card but had the benefit of never again having to stop and wait at tollgates or having to have small change handy.

The article provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

The article provides strategic insights and practical thinking that can have a broader social impact.

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.

Gray market activities have become global, occurring not only in less developed or volatile markets, but also in many well‐developed markets. Although the gray market problem has been discussed in the literature, pertinent research from a demand perspective remains scarce. This study establishes a valid measure of consumer attitude toward gray market goods and investigates the relationships between consumer attitude toward gray market goods and their antecedents. Data analysis reveals that both price‐quality inference and risk averseness significantly and negatively affect consumer attitude toward gray market goods. Strategies for managers of international brands to address gray market problems are presented.