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This study aims to investigate a mediation model in which generative learning positively affects marketing innovation and both organizational control and relationship openness mediate the relationship between learning intent and generative learning of international joint ventures (IJVs) in emerging markets. We also decipher the degree of necessity of these factors for generative learning and of generative learning for marketing innovation.

A sample of 181 marketing managers of IJVs in Vietnam, an emerging market, was surveyed to collect data. Partial least squares structural equation modeling (PLS-SEM) was employed to test the net effect, and necessary condition analysis (NCA) was used to decipher the degree of necessity.

The PLS-SEM results demonstrate that the effect of learning intent on generative learning is fully mediated by organizational control and relationship openness, which in turn leads to marketing innovation. The NCA findings reveal that all three factors, namely learning intent, organizational control and relationship openness, serve as necessary conditions for generative learning. However, generative learning does not play the role of a necessary condition for marketing innovation.

The study findings suggest that IJVs in emerging markets should pay attention not only to the net effects of those factors but also to their degrees of necessity for generative learning in order to achieve marketing innovation.

The study contributes to the literature by confirming the mediating roles of organizational control and relationship openness in the relationship between learning intent and generative learning. Furthermore, it is among the first to decipher the degrees of necessity of these factors for generative learning and of generative learning for the marketing innovation of IJVs in emerging markets.

This paper considers the importance of prohibitive voice in organizations' health. This study aims to explore the role of ethical leadership, reflective moral attentiveness and leader identification.

Two waves of data collection were conducted, including 534 responses in T1 and 242 in T2. This research evaluated hypotheses using Partial Least Squares Structural Equation Modeling approach with Smart PLS 3.2.9.

Ethical leadership has a direct positive effect on employees' prohibitive voice. Furthermore, reflective moral attentiveness mediates the associations between ethical leadership and prohibitive voice. Finally, leader identification moderates only the relationship between ethical leadership and employees' moral behavior (prohibitive voice), not moral cognition (reflective moral attentiveness).

This paper provided insight into how and when ethical leaders could promote prohibitive voice behavior. Specifically, the authors explored the mediating role of reflective moral attentiveness and the moderating role of leader identification.