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The purpose of this study is to investigate the link between history (heritage) and tourism marketing (destination branding). More specifically, the paper focusses on how heritage is used by private- and public-sector tourism organisations of post-colonial, post-conflict and post-disaster (PCCD) destinations in their branding strategy. In particular, the paper investigates how these organisations use heritage in their branding and logo design.

Within the paradigm of theory building and exploratory approach, this conceptual study is based on a narrative literature review and analysis of research and secondary data on Haiti. The study uses visual research methods to examine and reveal the basis and composition of logos of both private- and public-sector organisations in Haiti.

The findings of this paper suggest that capturing the essence of the destination is critical for any visual identification (i.e. logos), and that the visual identification can either adjust representation of past events to the time being (heritage) or move away from the past with clear expectations for the future. Such findings are reflected within the new marketing strategies adopted by the Haitian destination marketing organisation (DMO) and a private resort that we used as examples. Both moved from an idiosyncratic identity-based logo to a universal “sea-and-sun” stereotyped one that goes against heritage for which authenticity is the most important criterion.

The findings of this research may help destination managers in general, and DMOs in PCCD destinations in particular, to design logos aligned with their marketing and branding strategies. The findings of the paper may also assist industry experts in designing logos that communicate with potential tourists, by leveraging heritage to influence their emotion and decision making.

This paper represents one of the first papers in tourism research that examines branding strategies of both public and private sectors in the context of Haiti. The research contributes to the body of knowledge on heritage and destination marketing by exploring the role of heritage in the Caribbean area’s branding and marketing strategies.

This study aims to outline the influence of various combinations of antecedent conditions for startups being accepted into business incubators in Italy and Romania. The degree to which these conditions affect acceptance is referred to here as the Business Ideas Acceptance Degree (BIAD). The antecedent conditions considered are business idea potential, business plan quality, entrepreneurial team features, business project progress stage, available financial resources, debts of potential incubated companies, commitment to apply for national/EU funds, business area related to incubator mission, proposed technological content level, technological transfer from university/research centres and spin-off of a partner-entity of the incubator.

The methodological toolkit used was mixed: correlation-based analysis (CBA), machine learning (ML) techniques and fsQCA. Principal component analysis enabled the selection of the most representative antecedent conditions from both business incubator samples in Italy and Romania, further used in fsQCA analyses. XGBoost algorithm has been also used. K-Means clustering, an unsupervised learning algorithm that groups unlabeled dataset into different clusters, led to the configuration of two clusters associated to each of the countries involved in this study (Romania and Italy).

The findings reveal the differences between the different antecedent conditions that can contribute to startups being accepted into business incubators in Italy and Romania. The validation of the fsQCA equifinality principle in both samples shows that the selected antecedent conditions, mixed in combinations of “causal recipes”, lead to a high BIAD by business incubators from both countries.

This study reveals the differences between different antecedent conditions, capable to contribute to the start-up acceptance within business incubators from Italy and Romania. Furthermore, the validation of fsQCA equifinality principle in both samples highlight that the selected antecedent conditions, mixed in combinations of causal recipes, lead to a high degree of business ideas' acceptance in business incubators.

Given the nature of corona chaos, tech startups confront strategic disorientation; therefore, this study aims to constructively engage with the theory development process in the area of management decision, adopt causal complexity with a configurational approach of McKinsey's 5R paradigm and the Newtonian gravitational field.

This study provides a novel conceptualization of systematic research of explanatory mechanisms for navigating the turbulence and consequences of the COVID-19 crisis. This configurational study shows how European tech startups adopt strategies in addressing COVID-19 challenges successfully.

The analysis reveals configurations that lead to the outcome of the conceptual model, namely, reimagining the equifinal paths to the next normal. The findings suggest that, in navigating the crisis, tech startups are able to seize market opportunities, capture technological opportunities and consolidate their future positions.

The principal limitation consists of limited empirical evidence regarding tech startups’ ability to navigate Covid-19 crisis and choose the appropriate path to the next normal.

This study enhances European tech startups’ capability to adopt reflexivity and openness while navigating the Covid-19 chaotic context. Furthermore, the study provides a managerial toolkit to guide strategic decisions via deepening their understanding of the new created realities.

This study provides a novel conceptualization of systematic research on explanatory mechanisms for navigating the turbulence and consequences of the COVID-19 crisis context. This configurational study shows how European tech startups adopt strategies that address COVID-19 challenges successfully.

This study aims to investigate the correlations between latent variables embedded into three clusters (equine agritourism, therapeutic horse riding and equine sports) and entrepreneurial intentions of people interested to invest in equestrian sector.

The authors propose a conceptual framework focused on three latent variables that influence the interest of horse enthusiasts to embrace an entrepreneurial career. Statistical analyses via Pearson’s chi-square tests, analysis of variance (statistical formula used to compare variances across the means (or average) of different groups) and regression analysis have been performed to validate our assumptions.

Findings reveal a high level of interest of from horse enthusiasts to opt for an entrepreneurial career, as funding opportunities in this sector are growing due to European union and national funding available for this endeavour.

Very limited research studies have been explored the entrepreneurial intentions in equine industry. This study proves that sports and therapeutic activities influence to the greatest extent, the entrepreneurial intention in the equestrian sector.

The purpose of this paper is to compare perceptions of retail logistics service quality among Romanian and Tunisian customers, and determine which dimensions of logistics service quality have the greatest influence on customer satisfaction and loyalty.

Data were collected using self‐administered questionnaires from two convenience samples of hypermarket customers (100 in Romania and 100 in Tunisia). Logistics service quality was measured using two dimensions: the relational LSQ (The perception of Carrefour employees' assurance, responsiveness and caring) and the operational LSQ (Carrefour reliability). Data were analyzed by using confirmatory factor analysis, ANOVA and linear regression.

Respondents in both countries reported high levels of perceived logistics service quality in Carrefour. However, Romanians reported higher perceived logistics service quality than Tunisians for both dimensions. In the Tunisian sample, relational LSQ was the most important predictor of satisfaction, and the most important predictor of loyalty was the operational LSQ; in the Romanian sample, relational LSQ was the most important predictor of both satisfaction and loyalty.

Romanian Carrefour managers should focus on the customers' relationships with the staff in logistics service by implementing appropriate customer‐oriented training programs. Tunisian Carrefour managers should focus on the ability to perform the promised service dependably and accurately.

Despite the large number of studies on individual countries, no study compares logistics service quality among different countries. The present study compares perceptions of logistics service quality between consumers in two countries – Romania and Tunisia – that have different economic and cultural environments. This study shows that logistics service quality is an essential factor in satisfying and retaining retail customers in the retail sector.

This study aims to understand how digital storytelling advertising impacts online consumers’ responses towards advertisements on Facebook considering the different story features and the different consumers’ cultural backgrounds.

The grounded theory approach guided the development of this study that adopts an interpretivist positioning with an abductive approach that links the already existing knowledge on how storytelling affects consumer behaviour to the empirically retrieved data from two qualitative studies between France and Tunisia using a netnographic method to collect consumers’ responses to culturally adapted storytelling advertising.

The results reveal similarities and differences between Tunisian and French consumers regarding the effectiveness of digital storytelling advertising in influencing their cognitive, affective, and behavioural responses. Specifically, Tunisian consumers tended to hold more cognitive reactions originating from story plot and characters features as compared to French consumers who performed more affective responses towards the story plot feature. Interestingly, only French consumers performed behavioural reactions aligned with a cognitive and behavioural engagement with the storytelling advertising generated by story plot and verisimilitude elements. Findings also highlight the impact of some cultural influences on consumers’ reactions.

To the best of the authors’ knowledge, this is the first known study to explore and compare the effects of digital storytelling advertising between Tunisia and France. The major contribution of this study lies in investigating and comparing consumers’ reactions to digital storytelling advertising across countries. This study adds to the body of literature on international marketing communication by offering two frameworks associating story’s elements with their outcomes in their relevant context and providing fruitful insights for future research and for brand managers to design effective storytelling content.