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The purpose of this paper is to examine the entrepreneurial practice of intellectual capital sharing (ICS) with client organizations and assess its potential for collaborative business-to-business (B2B) relationship building. B2B collaborations within the traditional marketing paradigm are restricted due to perceived opportunism.

The research is based on the grounded theory approach and involves 22 semi-structured interviews with the employees of a focal organization and its five client organizations regarding 36 implemented projects. Interviews were transcribed, coded and analyzed via constant comparison to surface codes, categories, concepts and themes from which the authors developed propositions based on the particular context of this study.

ICS approach helps customers to reconstruct sellers’ identity from one characterized by opportunism and arm’s length relationships to one defined by openness and collaboration. Identified benefits of ICS include higher trust, commitment, social bonding, value co-creation, individual and organizational performance and learning. Eight propositions and a model of ICS consequences are presented.

The context of the study is limited to a single industry – financial services – however, the findings should be highly relevant for other sales contexts characterized by low buyer trust.

Entrepreneurial marketers can engage in ICS approach quickly at minimal cost, as the capabilities and talent are typically already internal to the organization.

This paper examines a unique relational approach to serving clients called ICS that de-emphasizes the sale. Subject matter experts help buyers overcome challenges outside the scope of the traditional marketing paradigm.

This paper aims to use a case study approach to compare the performance of traditional models and an in‐house and outsourced solution and assess the importance of adequate network bandwidth in the remote replication process.

Using the authors’ autonomous computer system, the cost/benefits of five different disaster recovery (DR) models are determined and reported in a table. Further, experimental data gleaned from a series of data updates on remote replicas connected via the internet are reported.

The results indicate that the traditional models lack performance flexibility. The virtualized replica model and the outsourced solution are similar in terms of investment cost, but the former offers attractive performance and sound reliability characteristics, and provided adequate network bandwidth. The minimum practical speed to support replication updates in the authors’ autonomous system was 10 Mbs.

The results herein are only directly applicable to a system with characteristics similar to the authors’ autonomous system. However, the results do provide a general trend one would expect to carry across a wide variety of autonomous systems.

The primary value of this paper is the evaluation of several DR models in relationship to a live data centre. Each model is evaluated with regard to its cost, complexity, recovery time capabilities, and replication characteristics. While the models themselves are not new, the data puts “a face” on them and provides the reader with the degree of difference among the models.

The purpose of this paper is to paper examine goal orientation and organizational commitment in relation to employees' job attitudes and performance in a hospital. Specifically, it investigates the effects of mastery and performance goals on different facets of organizational commitment and how these effects impact individuals' job outcomes.

The paper utilized an online survey to collect data from 497 hospital employees. The conceptual model was tested using a three‐step mediation procedure of structural equation modeling with maximum likelihood estimation.

The results indicate that while mastery goal is related to the three components of organizational commitment, performance goal is only related to affective commitment. Although affective and normative commitment are both related to job satisfaction, only the former is linked to employees' performance.

The survey is conducted in an East Asian hospital. To ensure greater generalizability of the results, future research should be conducted using a broader Asian sample, preferably, in a different organizational setting, and using longitudinal methods in addition to online surveys.

When managing employees with Asian backgrounds, establishing mastery goal orientation can potentially cultivate higher organizational commitment. Managers may consider aligning affectively and normatively committed employees with more complex job assignments because these employees typically exhibit desirable job attitudes and innovative job performance.

The contributions are two‐fold: managerially and scholarly. Identifying employees' mindset in relation to goal orientation and commitment allows firms to effectively manage employees' performance. The paper also provides evidence for rethinking constructs' relevancy outside of North America.

The purpose of this paper is to integrate the distinctive streams of research on market orientation, quality orientation, and organizational mindfulness, and examine the mediating role of mindful marketing between market orientation and quality orientation, and their linkages to two emerging key outcomes: mindful consumption and value co‐creation.

Based on extant orientation and organizational mindfulness research, a conceptual framework is presented to characterize the nomological network among market and quality orientations, mindful marketing, mindful consumption and value co‐creation. In total, 14 propositions are extracted.

The paper proposes that the synergistic interaction of market and quality orientation has a direct influence on mindful marketing, which in turn influences two outcomes: mindful consumption and value co‐creation. The dual moderating role of market structure is also incorporated among the findings.

The proposed framework demonstrates how managers can emphasize market and/or quality orientation in order to develop an optimal mindful marketing strategy that would take the stakeholders' intrinsic benefits into account. It is suggested that this approach will lead to mindful consumption and increase the opportunities for value co‐creation among the stakeholders, which will ultimately lead to better organizational performance.

The paper represents a first attempt to integrate two strategic orientations, and the concept of mindfulness. It examines the intimate relationship between market and quality orientations and how they jointly lead to the development of mindful marketing. It also explores the role of two emerging constructs in marketing: mindful consumption and value co‐creation.

The purpose of this paper is to explore the role of technology through the study of electronic health record system in delivering patient‐centered services. The goal is to identify the antecedents and consequences of adopting a technology orientation (TECHOR) approach in a large‐scale hospital and healthcare system.

A grounded approach is used whereby extensive literature review and field studies were conducted over a two‐year period. The three major field research activities included observation on hospital premises, semi‐structured interviews, and focus group discussions with hospital employees from a large‐scale hospital and healthcare system.

The findings reveal that TECHOR is institutionalized as a result of its demonstrated effectiveness in delivering patient‐centered services with improved cost effectiveness, efficiency, safety, and quality control.

Empirical testing of the presented framework is an important future research direction to validate the current qualitative investigation.

By understanding the driving forces and consequences of TECHOR, healthcare managers can better understand and manage their technology initiatives. Such effort will help healthcare organizations to create new services in meeting evolving demands and establishing long‐lasting competitive advantage.

This paper fulfills a research gap by presenting a firm‐level construct crucial to successful planning and implementation of technology‐enabled health services.

This study aims to investigate the adoption intention of artificial intelligence (AI) in family businesses through the perspectives of digital entrepreneurship and entrepreneurship orientation.

The study examines contributing factors explaining the adoption intention of AI in the context of family businesses. The developed research model is examined and validated using structural equation modelling based on 631 respondents' data. Purposeful sampling is used to collect the respondents' data.

The proposed model included two endogenous (i.e. business innovativeness and adoption intention) and six exogenous variables (i.e. affordances, culture and flexible design, entrepreneurial orientation, generativity, openness and technology orientation) through ten direct paths and three indirect paths. The results depicted the significant influence of all the exogenous variables on the endogenous variable reflecting support of all the hypotheses. The business innovativeness partially mediates the relationships of culture and flexible design, entrepreneurial orientation and technology orientation with adoption intention. Further, the results demonstrated a model variance of 24.6% for business innovativeness and 64.2% for adoption intention of artificial intelligence in the family business.

The study contributes to theoretical developments in entrepreneurship and family business research and AI's theoretical progress, especially to digital entrepreneurship.

Theoretically, it contributes to the literature of entrepreneurship, particularly digital entrepreneurship. Additionally, the research model adds to the role of entrepreneurial orientation and digital entrepreneurship in the emerging family entrepreneurship literature. Considering the scarcity of research in this field, the empirically validated model explaining critical antecedents of AI adoption intention in the family business is a foundation for discussion, critique and future research.

The purpose of this paper is to reflect on the development and progression of the International Journal of Pharmaceutical and Healthcare Marketing and include comments on its future direction.

The paper takes the approach of an essay format.

The journal has published key papers in pharmaceutical and healthcare research and continues to develop an interdisciplinary character with contributions from scholarly and practice‐oriented sources.

The paper provides a contemporary appraisal of the status and positioning of the journal.

To address the volatile nature of the retail industry, retailers have adopted clothing subscription services (CSS) to meet the demanding needs of consumers. This study provides insight into different types of CSS, as well as a process by which behavioural intentions are influenced by CSS type through cognitive dissonance (wisdom of purchase and emotional dissonance) and attitude towards the CSS.

An experimental design manipulating the CSS type (full/partial/none) was conducted among 358 US consumers to test the proposed hypotheses.

Hayes PROCESS macro model results demonstrated that consumers did not experience more cognitive dissonance towards a partially, fully curated or non-curated CSS. However, a significant interaction effect further uncovered that consumers with high aesthetic perception experience more negative wisdom of purchase towards a fully compared to a partially curated CSS, thereby impacting attitude and behavioural intention towards CSS.

Due to today's rapidly evolving retail industry, retailers endeavouring to engage in this business model should come up with strategies to turn a visitor into a subscriber and decrease hesitation in novice consumers. Moreover, retailers should ascertain consumers’ level of aesthetic perception as it plays an important role in CSS adoption.

We introduced a unique operationalization of CSS types by differentiating between fully, partially and non-curated subscriptions, which are commonly employed in the subscription-box marketplace. The previous literature rarely makes distinctions between these types, although our findings show that consumers perceive them differently.

This study aims to use the extended model of goal-directed behavior (EMGB) to examine the interaction between wine purchasing motivations and prior knowledge and their impact on consumers’ wine purchase intentions and decisions.

The survey was conducted in large discount retail stores in South Korea, and structural equation modeling analysis reveals EMGB’s strong predictive ability to understand wine buying behavior.

Notably, the findings reveal that social life and enjoyment motivations play a significant role in shaping consumers' attitudes. In addition, positive emotions, attitudes, prior knowledge, subjective norms and negative anticipated emotions all have a positive effect on desire, while desire, prior knowledge and frequency of past behavior have a significant impact on behavioral intention. Contrary to previous studies, celebration motivation has no significant effect on attitude and perceived behavioral control has no significant effect on desire and behavioral intention.

The findings provide practical insights for marketers to conduct targeted wine marketing campaigns and increase consumers' intention to purchase wine.

This study furthers the understanding of the complex mechanisms involved in shaping the intention to purchase wine using the EMGB framework.