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The purpose of this paper is to empirically test the effects of regulatory focus (RF) orientation (promotion/prevention) on decisions to purchase green products. The two experimental studies conducted aimed to test whether individuals in a prevention (promotion) state were more (or less) inclined to buy green products.

To test the effect of RF on green and non-green consumption, the authors carried out two experimental studies (one considering a service – car sharing – the other a physical product – a laundry detergent). The studies are 2 (RF: prevention vs promotion) × 2 (product type: green vs non-green) between factorial design involving 196 and 92 participants, respectively.

Promotion-focus has a powerful influence on green consumption. In both studies, individuals with a promotion focus seemed to be more inclined to buy green products as opposed to individuals in a prevention state.

The main limitations of this study first relate to the results of the two experiments. Even though both studies showed that promotion-focused rather than prevention-focused individuals are more inclined to buy green products, the differences between the two orientations in green condition are not statistically significant. As a result, the studies cannot determine whether to reject or accept the two main hypothesis.

This paper provides some preliminary indications that could be useful to encourage consumers to adopt “green” styles of consumption. Focusing on an individual’s RF is a useful strategy to induce them to change their consumption choices abruptly. Relying more on a “promotion” rather than a “prevention” focus, individuals would be compelled to take immediate responsible behavior.

This paper aims to fill the gap on the role of RF in green consumption. Contrary to the accepted idea that a prevention state is more compatible with consumer ethics than promotion state, the studies showed the controversial role assumed by a prevention state in green consumption.

The purpose of this paper is to understand how Open Innovation Digital Platforms (OIDPs) can facilitate and support knowledge co-creation in Open Innovation (OI) processes. Specifically, it intends to investigate the contribution of OIDPs-oriented to successfully implement all the phases of interactive coupled OI processes.

The paper carries out an exploratory qualitative analysis, adopting the single case study method. The case here investigated is Open Innovation Platform Regione Lombardia (OIPRL).

The case study sheds light on how OIPRL supports knowledge co-creation through its processes, tools and services as a co-creator intermediary. In its launch stage, the platform simply aimed at giving firms a tool to “find partners” and financial resources to achieve innovative projects. Now, however, the platform has developed into an engagement platform for knowledge co-creation.

One limitation lies in the particular perspective used to perform the case study: the perspective of the digital platform itself. Future research should focus on the individuals engaged in the platform to better investigate the processes, tools and services used to implement the OI approach.

The paper suggests ways in which OIDPs could be used by firms for effective exploration, acquisition, integration and development of valuable knowledge.

The study conceptualizes the role of OIDPs in shaping knowledge co-creation, assuming that the platforms act as Open Innovation Intermediaries (OIIs). Specifically, OIDPs can be observed to function as “co-creator intermediaries” that define, develop and implement dedicated processes, specific tools and appropriate services for supporting knowledge co-creation activities.

This paper aims to examine consumer preference for ethical fashion products by focusing on the importance of animal welfare attribute. To explain the attitude-behavior gap, this research proposes to explore the costs and sacrifices associated with the adoption of responsible behaviors.

To analyze in which manner the animal welfare attribute impacts the consumer preference, the authors carried two quantitative studies in the Italy context. The first one (n = 224) proposes to measure the importance of this attribute in the case of luxury vs accessible fashion. The second study (n = 101) examines how the attention given to animal welfare information could vary between prosocials and proselfs. Conjoint analyses that consider “proportion of real fur”; “information about animal treatment” and “price” attributes have been realized. To take into account the individuals characteristics, cluster analysis helped to identify different profiles of consumers.

The results reveal that even if consumers continue to prefer products made entirely from animal fur, they are sensitive to the information on the animal treatment conditions. Also, the animal welfare is not the most important criterion in explaining preference for a fashion product. This result varies, however, regarding the consumers’ social value orientation. Individuals with a high level of prosocial values give more importance to the animal welfare attribute and are less reluctant to the reduction of the proportion of real fur in the clothes. Proself consumers associate a higher sacrifice with the consumption of animal-friendly fashion products.

This research enriches the limited literature on the consumers’ response to animal-friendly products. By considering the consumers’ social value orientation, it provides a better understanding of the attitude-behavior gap in animal-friendly fashion consumption. However, further studies should focus on the way of adapting communication on eco-products to the consumer profile. Moreover, it seems interesting to explore how the integration of innovative environmentally friendly materials can be accepted by the target. Replicating this research with representative consumer samples from different countries is also necessary.

From a practical point of view, this research offers implications for managers operating in fashion apparel industry by giving insights on the consumers’ preference for animal friendly fashion.

This study gives recommendations to help convincing consumers about the importance of animal welfare attribute and to increase their preference for animal-friendly fashion products.

Despite the extensive use of animal fibers, fur and skins in the production of textiles, the few researchers who have shed the light on the consumers’ response to animal-friendly products have considered mainly the case of food. Also, the marketing literature gives little explanation of the attitude-behavior gap in ethical fashion consumption. By examining the consumers’ social value orientation, this study provides a better understanding of this gap.

The paper seeks to fill a research gap that concerns empirical studies on value‐based pricing in durable consumer goods. It aims to analyse the relationship between value for the customer and market prices in the washing machines market.

The customer value of a sample of 129 washing machine models is assessed through the conjoint analysis technique. It is then compared through a regression analysis to the market prices of the products.

The regression analysis reveals that the alignment between price and value for the customer is limited (only one of the two subsamples presents a positive dependence among the variables).

The study lacks explanatory power about the reasons for the misalignment between price and customer value in the investigated sector. The results, moreover, refer to a specific product category and a specific national market, although their representativeness as a mature durable in a mature market suggests a broader relevance of the implications. The size of the samples of the empirical research is also limited.

The paper provides an example and guidelines to practitioners on how to implement a customer value assessment. It provides practitioners a deeper understanding of the consequences of misaligned pricing, and of the potential of understanding the actual value sources for the customers.

The study empirically assesses the relationship between value for the customer and market prices of a category of mature durable goods. The results support the claim that value‐based pricing, although believed to be superior to other pricing policies, is still not established as a prominent practice. Moreover, the findings contribute to the discussion on the value of environment‐related attributes and their lifecycle monetary impact on the customers. It also identifies another possible obstacle to the adoption of value‐based pricing, i.e. the structure of the market, to be added to the ones reviewed in the literature.

This paper aims to investigate how the relationships among the different actors within the business networks affect the evolution of innovation along the different steps of technology life cycle.

The study is supported by a longitudinal case study referred to a mechanical company operating in the knitting machineries industry. A triangulation method integrating multiple data sources in a multiple method design was used to gather data.

The longitudinal study supports the idea that interactions among the actors within the business networks heavily influence the technology evolution.

Although the longitudinal case study reported in this paper refers to a period of time of about 10 years, our findings refer only to a single case study in a specific sector and so they cannot be generalized.

This paper provides important guidelines on how to manage the relationships emerging within a business network to influence the new technologies development.

The paper contributes to business networks literature, filling the gaps about how the relationships among the actors involved in a network can evolve over time and influence the evolution of technology in itself.

Industry 4.0 defines the application of digital technologies on business infrastructure and processes. With the increasing need to take into account the social and environmental impact of technologies, the concept of Society 5.0 has been proposed to restore the centrality of humans in the proper utilization of technology for the exploitation of innovation opportunities. Despite the identification of humans, resilience and sustainability as the key dimensions of Society 5.0, the definition of the key factors that can enable Innovation in the light of 5.0 principles has not been yet assessed.

An SLR, followed by a content analysis of results and a clustering of the main topics, is performed to (1) identify the key domains and dimensions of the Industry 5.0 paradigm; (2) understand their impact on Innovation 5.0; (3) discuss and reflect on the resulting implications for research, managerial practices and the policy-making process.

The findings allow the elaboration of a multileveled framework to redefine Innovation through the 5.0 paradigm by advancing the need to integrate ICT and technology (Industry 5.0) with the human-centric, social and knowledge-based dimensions (Society 5.0).

The study detects guidelines for managers, entrepreneurs and policy-makers in the adoption of effective strategies to promote human resources and knowledge management for the attainment of multiple innovation outcomes (from technological to data-driven and societal innovation).

The purpose of this paper is to explore the emergence of innovation in smart service systems to conceptualize how actor’s relationships through technology-enabled interactions can give birth to novel technologies, processes, strategies and value. The objectives of the study are: to detect the different enablers that activate innovation in smart service systems; and to explore how these can lead dynamically to the emergence of different innovation patterns.

The empirical research adopts an approach based on constructivist grounded theory, performed through observation and semi-structured interviews to investigate the development of innovation in the Italian CTNA (Italian acronym of National Cluster for Aerospace Technology).

The identification and re-elaboration of the novelties that emerged from the analysis of the Cluster allow the elaboration of a diagram that classifies five different shades of innovation, introduced through some related theoretical propositions: technological; process; business model and data-driven; social and eco-sustainable; and practice-based.

The paper embraces a synthesis view that detects the enabling structural and systems dimensions for innovation (the “what”) and the way in which these can be combined to create new technologies, resources, values and social rules (the “how” dimension). The classification of five different kinds of innovation can contribute to enrich extant research on value co-creation and innovation and can shed light on how given technologies and relational strategies can produce varied innovation outcomes according to the diverse stakeholders engaged.

Building on the theory of resource-based view (RBV), this paper is determined to explore the key drivers that drive platform ecosystem adoption by small businesses and mediation mechanisms that facilitate the translation of these drivers into improved firm financial and nonfinancial performance.

In this study, structural equation modeling is used to analyze the data. A survey questionnaire was taken from 430 small businesses operating their businesses on various digital platform ecosystems in China to investigate the links between parameters by testing hypotheses. Digital startups operating their businesses on popular Chinese platform ecosystems, including Alibaba, Taobao, Jingdong, Maituan and HelloChe, were chosen.

The finding deciphers a nuanced interplay of the adoption drivers, with innovation capability emerging as a mediation mechanism translating these drivers into improved financial and non-financial performance.

The acknowledgment of potential drawbacks, such as the focus on specific drivers of platform ecosystem adoption, highlights the need for future research to explore additional factors that may influence adoption decisions. By examining institutional factors, market conditions or external shocks like the COVID-19 pandemic, researchers can provide a more comprehensive understanding of the complexities surrounding platform ecosystem dynamics and offer insights into adaptive strategies for businesses facing uncertainty.

The outcome benefits policymakers and ecosystem designers by creating and overseeing platform ecosystems that support the highlighted drivers. This study further serves as a roadmap for both platform owners and prospective small enterprises as they map their path toward the digital frontier.

The findings from the research indicate that small enterprises that embrace platform ecosystems can experience improved financial and non-financial performance, which in turn promotes economic development and the generation of jobs. By utilizing innovative strategies and maximizing their strategic advantages, these enterprises can not only prosper but also make significant contributions to community development and help alleviate joblessness. This highlights the significance of assisting with the incorporation of digital technology in small businesses to achieve wider societal advantages.

Research originality lies in bridging the gap between strategic inputs and measurable outcomes, stressing the vital function of a firm’s innovation in turning ecosystem-driven opportunities into enhanced performance. This means the pivotal role of this study lies in exploring platform ecosystem adoption drivers based on the theory of RBV and the way innovation capability of platform ecosystems facilitates the translation of these drivers into improved financial and nonfinancial performance.