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The purpose of this study is to explore consumer anticipation processes that occur after commitment to a purchase has been made, but before consumption occurs. The authors add to the knowledge and theory building about anticipation that occurs in this liminal phase by investigating the cognitive, emotional and behavioural processes that interact to influence post-consumption evaluations.

An abductive research approach used a phase-based research design using semi-structured interviews. The authors identify interactions between cognitive, emotional and behavioural processes that occur during anticipation and associate these with post-consumption outcomes.

Anticipation of a consumption experience, enacted through thoughts, emotions and actions, and undertaken with peers, is an experience per se, independent from and interdependent with the substantive experience, and contributes to performance of the substantive experience. The authors propose a framework in which anticipation – as a performative phenomenon – influences the overall evaluations of the substantive consumption experience in contexts of delayed consumption. The theoretical grounding of performativity makes a useful contribution through its linkage of thought processes to outcomes. The authors further locate their findings within the literature on attribution theory. By engaging in anticipation, informants perceived the locus of causality to be internal, and expressed pride in having anticipated if the subsequent experience was successful. By anticipating, informants perceived an ability to exert control over future events and felt ashamed of not having adequately anticipated if an experience was subsequently unsuccessful.

The theoretical grounding of performativity makes a useful contribution through its linkage of thought processes to outcomes. The authors further locate their findings within the literature on attribution theory. By engaging in anticipation, informants perceived the locus of causality to be internal and expressed pride in having anticipated if the subsequent experience was successful. By anticipating, informants perceived an ability to exert control over future events and felt ashamed of not having adequately anticipated if an experience was subsequently unsuccessful.

The authors discuss the trade-off service providers face between encouraging anticipation, which raises expectations that might not be met, and facilitating anticipatory preparations, which may reduce the risk of service failure.

The authors provide a new lens by conceptualising anticipation as a performative process and identifying mechanisms by which anticipation is embedded in total consumption experience. This study has important generalisable implications for contexts where mechanisms of performative anticipation may be a means for ameliorating uncertainty about future consumption experiences.

This paper aims to analyse how local agri-food systems (LAFS), compared to other production models, can offer innovative responses to the important environmental challenges facing food production under the twin transition. These responses are more conducive to community inclusion and local development.

The paper combines territorial development, clusters and industrial districts literature with studies on agri-food industry environmental problems and twin transition technologies to develop an agri-food systems typology. This typology is based on a territorial approach to environmental challenges of food production and serves to illustrate the ways in which LAFS can provide innovative responses to these challenges.

The study allows to visualise the differences between LAFS and other agri-food production models, showing how the operationalisation and implementation of digitisation occur at territorial level and how rural communities are involved in the process. The theoretical proposal emphasises not assuming that technology is inherently beneficial but ensuring that its implementation is inclusive and generates social value for the communities.

The paper aims to enrich future research by adopting a territorial perspective to study the twin transition challenges associated with food production systems.

Upon completion, successful students will be able to examine the importance of digitalisation as a competitive tool in business management; use a suitable theory to justify the need for an organisation to engage in e-commerce; develop suitable strategies/solutions to challenges faced by a business organisation in the world of digitalisation of business; explain the way data analytics and digitalisation can affect business strategies and marketing functions; and identify and explain various considerations in the internationalisation of business.

MR.D.I.Y. “The Malaysian Sweetheart” is a case about a home improvement company that has transformed itself from a regular hardware shop into a favourite home improvement retailer in Malaysia. The case looked at the influence of e-commerce and digital transformation marks a rethinking of how an organisation uses technology, people and processes in pursuit of new business models and new revenue streams, driven by changes in customer expectations around products and services. Such transformation has indeed created opportunities and challenges for business organisation throughout the globe in their pursuit of staying competitive for MR.D.I.Y. even though they are considered the largest home improvement retailer in Malaysia. The case also introduces the students to the Uses and Gratification Theory that underpins the e-commerce business model. The management of the company is concerned about its future given the rising competition and gloomy economic conditions.

The target group for this case is undergraduate students. Specifically, it is suitable for those in the field of Entrepreneurship taking e-commerce/small business management/entrepreneurship courses. The main purpose of this case study is to assist students in critically examining how a small business evolved from a tiny neighbourhood shop to become a household name at the national level and eventually emerged as the largest home improvement company locally and abroad. Specifically, the case can be applied to topics like Retailing in Electronic Commerce, Innovative EC Systems, Social Commerce and Launching an Online Business, which all are related to the courses on E-Commerce, and this case is also suitable to any other contemporary business management module. Additionally, educators can use this teaching case as a tool in an executive programme for senior, middle and lower managers to shape their thoughts and attitudes toward managing a contemporary retailing business. With this case, it is hoped that students would be able to understand and decide wisely if they encounter similar circumstances in the future.

Teaching notes are available for educators only.

CSS 3: Entrepreneurship.