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Article
Publication date: 12 March 2024

Elena Isabel Vazquez Melendez, Paul Bergey and Brett Smith

This study aims to examine the blockchain landscape in supply chain management by drawing insights from academic and industry literature. It identifies the key drivers…

155

Abstract

Purpose

This study aims to examine the blockchain landscape in supply chain management by drawing insights from academic and industry literature. It identifies the key drivers, categorizes the products involved and highlights the business values achieved by early adopters of blockchain technology within the supply chain domain. Additionally, it explores fingerprinting techniques to establish a robust connection between physical products and the blockchain ledger.

Design/methodology/approach

The authors combined the interpretive sensemaking systematic literature review to offer insights into how organizations interpreted their business challenges and adopted blockchain technology in their specific supply chain context; content analysis (using Leximancer automated text mining software) for concept mapping visualization, facilitating the identification of key themes, trends and relationships, and qualitative thematic analysis (NVivo) for data organization, coding and enhancing the depth and efficiency of analysis.

Findings

The findings highlight the transformative potential of blockchain technology and offer valuable insights into its implementation in optimizing supply chain operations. Furthermore, it emphasizes the importance of product provenance information to consumers, with blockchain technology offering certainty and increasing customer loyalty toward brands that prioritize transparency.

Research limitations/implications

This research has several limitations that should be acknowledged. First, there is a possibility that some relevant investigations may have been missed or omitted, which could impact the findings. In addition, the limited availability of literature on blockchain adoption in supply chains may restrict the scope of the conclusions. The evolving nature of blockchain adoption in supply chains also poses a limitation. As the technology is in its infancy, the authors expect that a rapidly emerging body of literature will provide more extensive evidence-based general conclusions in the future. Another limitation is the lack of information contrasting academic and industry research, which could have provided more balanced insights into the technology’s advancement. The authors attributed this limitation to the narrow collaborations between academia and industry in the field of blockchain for supply chain management.

Practical implications

Practitioners recognize the potential of blockchain in addressing industry-specific challenges, such as ensuring transparency and data provenance. Understanding the benefits achieved by early adopters can serve as a starting point for companies considering blockchain adoption. Blockchain technology can verify product origin, enable truthful certifications and comply with established standards, reinforcing trust among stakeholders and customers. Thus, implementing blockchain solutions can enhance brand reputation and consumer confidence by ensuring product authenticity and quality. Based on the results, companies can align their strategies and initiatives with their needs and expectations.

Social implications

In essence, the integration of blockchain technology within supply chain provenance initiatives not only influences economic aspects but also brings substantial social impacts by reinforcing consumer trust, encouraging sustainable and ethical practices, combating product counterfeiting, empowering stakeholders and contributing to a more responsible, transparent and progressive socioeconomic environment.

Originality/value

This study consolidates current knowledge on blockchain’s capacity and identifies the specific drivers and business values associated with early blockchain adoption in supply chain provenance. Furthermore, it underscores the critical role of product fingerprinting techniques in supporting blockchain for supply chain provenance, facilitating more robust and efficient supply chain operations.

Details

Supply Chain Management: An International Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1359-8546

Keywords

Article
Publication date: 22 January 2024

Dinesh Kumar and Nidhi Suthar

Artificial intelligence (AI) has sparked interest in various areas, including marketing. However, this exhilaration is being tempered by growing concerns about the moral and legal…

Abstract

Purpose

Artificial intelligence (AI) has sparked interest in various areas, including marketing. However, this exhilaration is being tempered by growing concerns about the moral and legal implications of using AI in marketing. Although previous research has revealed various ethical and legal issues, such as algorithmic discrimination and data privacy, there are no definitive answers. This paper aims to fill this gap by investigating AI’s ethical and legal concerns in marketing and suggesting feasible solutions.

Design/methodology/approach

The paper synthesises information from academic articles, industry reports, case studies and legal documents through a thematic literature review. A qualitative analysis approach categorises and interprets ethical and legal challenges and proposes potential solutions.

Findings

The findings of this paper raise concerns about ethical and legal challenges related to AI in the marketing area. Ethical concerns related to discrimination, bias, manipulation, job displacement, absence of social interaction, cybersecurity, unintended consequences, environmental impact, privacy and legal issues such as consumer security, responsibility, liability, brand protection, competition law, agreements, data protection, consumer protection and intellectual property rights are discussed in the paper, and their potential solutions are discussed.

Research limitations/implications

Notwithstanding the interesting insights gathered from this investigation of the ethical and legal consequences of AI in marketing, it is important to recognise the limits of this research. Initially, the focus of this study is confined to a review of the most important ethical and legal issues pertaining to AI in marketing. Additional possible repercussions, such as those associated with intellectual property, contracts and licencing, should be investigated more deeply in future studies. Despite the fact that this study gives various answers and best practices for tackling the stated ethical and legal concerns, the viability and efficacy of these solutions may differ depending on the context and industry. Thus, more research and case studies are required to evaluate the applicability and efficacy of these solutions in other circumstances. This research is mostly based on a literature review and may not represent the experiences or opinions of all stakeholders engaged in AI-powered marketing. Further study might involve interviews or surveys with marketing professionals, customers and other key stakeholders to offer a full knowledge of the practical difficulties and solutions. Because of the rapid speed of technical progress, AI’s ethical and regulatory ramifications in marketing are continually increasing. Consequently, this work should be a springboard for more research and continuing conversations on this subject.

Practical implications

This study’s findings have several practical implications for marketing professionals. Emphasising openness and explainability: Marketing professionals should prioritise transparency in their use of AI, ensuring that customers are fully informed about data collection and utilisation for targeted advertising. By promoting openness and explainability, marketers can foster customer trust and avoid the negative consequences of a lack of transparency. Establishing ethical guidelines: Marketing professionals need to develop ethical rules for the creation and implementation of AI-powered marketing strategies. Adhering to ethical principles ensures compliance with legal norms and aligns with the organisation’s values and ideals. Investing in bias detection tools and privacy-enhancing technology: To mitigate risks associated with AI in marketing, marketers should allocate resources to develop and implement bias detection tools and privacy-enhancing technology. These tools can identify and address biases in AI algorithms, safeguard consumer privacy and extract valuable insights from consumer data.

Social implications

This study’s social implications emphasise the need for a comprehensive approach to address the ethical and legal challenges of AI in marketing. This includes adopting a responsible innovation framework, promoting ethical leadership, using ethical decision-making frameworks and conducting multidisciplinary research. By incorporating these approaches, marketers can navigate the complexities of AI in marketing responsibly, foster an ethical organisational culture, make informed ethical decisions and develop effective solutions. Such practices promote public trust, ensure equitable distribution of benefits and risk, and mitigate potential negative social consequences associated with AI in marketing.

Originality/value

To the best of the authors’ knowledge, this paper is among the first to explore potential solutions comprehensively. This paper provides a nuanced understanding of the challenges by using a multidisciplinary framework and synthesising various sources. It contributes valuable insights for academia and industry.

Details

Journal of Information, Communication and Ethics in Society, vol. 22 no. 1
Type: Research Article
ISSN: 1477-996X

Keywords

Article
Publication date: 25 March 2024

Piyush Ranjan

This study aims to develop a moderated mediation model that enables the examination of the direct relationship between brand orientation (BO) and export performance, the mediating…

Abstract

Purpose

This study aims to develop a moderated mediation model that enables the examination of the direct relationship between brand orientation (BO) and export performance, the mediating effects of external and internal branding capabilities on the BO-export performance link, and the moderating influence of institutional environment, i.e. regulatory turbulence and policy support.

Design/methodology/approach

A time-lag primary data was collected from two-wave survey of 684 cross-industry exporting small and medium-sized enterprises (SMEs) using an online-email based survey technique, and the research model was validated using ordinary least squares regression analysis in SPSSV.27 and Hayes’ PROCESS macroV.2.13.

Findings

Regression findings indicate that the relationship between BO and export performance is not direct, but rather mediated by means of both external and internal branding capabilities. It further helps to uncover the dual role of institutional environment, with regulatory turbulence weakening and policy support strengthening the indirect influences of BO on export performance via external and internal branding capabilities.

Research limitations/implications

This study advances branding literature by conceptualizing and empirically testing the role of BO associated with internal and external branding capabilities and, subsequently, with export performance.

Practical implications

The research findings indicate that brand-oriented SMEs must actively engage in the development of branding capabilities to improve their export performance.

Originality/value

While brand creation is essential for the success and growth of SMEs competing in the worldwide marketplaces, there is a dearth of research explaining the underlying mechanisms and boundary conditions through which BO influences export performance.

Details

International Marketing Review, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 20 June 2023

Mir Shahid Satar, Raouf Ahmad Rather, Sadia Cheema, Shakir Hussain Parrey, Zahed Ghaderi and Lisa Cain

The business ambiguity because of COVID-19 has brought the tourism industry under stress. Using the service-dominant-logic and elaboration-likelihood-model, this study tested the…

Abstract

Purpose

The business ambiguity because of COVID-19 has brought the tourism industry under stress. Using the service-dominant-logic and elaboration-likelihood-model, this study tested the effects of destination-based cognitive, affective and behavioral customer brand engagement (CBE) on customer brand co-creation (CBC). This research also examined the effects of involvement and CBC on customer revisit intention (CRI) during the COVID-19 pandemic. This study also tested the moderating role of customers’ age among the modeled relationships.

Design/methodology/approach

Investigating these matters, a sample of 315 tourists was recruited and adopted a mixed-method approach, including structural equation modeling (SEM) as well as fuzzy set qualitative-comparative analysis (fsQCA).

Findings

SEM results render that CBE’s dimensions exercise different impacts on CBC, which affect revisit-intention. Results ascertain customer involvement’s direct effects on CBC and revisit intention. Multi-group analysis uncovers that consumer age significantly moderates the CBC and CRI relationship, and their effect increases as consumers get older. The fsQCA results revealed more heterogenous combinations to predict CBC and revisit intention.

Research limitations/implications

This study focuses on CBE, CBC and involvement, and contributes unique insight to tourism marketing research; thus, it identifies plentiful opportunities for further research, as summarized.

Practical implications

This study offers key implications for destinations to build tourism/marketing strategies to strengthen the CBE/CBC or tourist/destination–brand relationship.

Originality/value

Though CBE/CBC and involvement are identified as important research priorities, empirically derived insights among these and related factors remain limited in the course of the COVID-19 crisis.

设计/方法/方法

本文采用结构方程模型(SEM)和模糊集定性比较分析(fsQCA)相结合的方法, 对315名游客进行了调查。

目的

由于新型冠状病毒感染症(COVID-19)产生的业务不定性给旅游业带来了压力。本研究运用服务主导逻辑和精细似然模型, 检验了基于目的地的认知、情感和行为顾客品牌参与(CBE)对顾客品牌共同创造(CBC)的影响。本研究还考察了COVID-19大流行期间参与和CBC对客户重访意愿(CRI)的影响。检验了顾客年龄在模型关系中的调节作用。

调查结果

SEM结果表明, CBE的维度对CBC有不同的影响, 而这种影响又会影响着重游意愿。结果确定了游客参与对CBC和重访意愿的直接影响。多群体分析发现, 消费者年龄显著调节CBC和CRI关系, 且随着消费者年龄的增长, 其作用增强。fsQCA结果显示需更多的异质组合来预测CBC和再访意向。

研究局限/启示

-本研究关注CBE、CBC和参与, 为旅游营销研究提供了独特的见解, 因此总结出了许多进一步研究的机会。

实践意义

本研究为目的地建立旅游/营销策略以加强CBE/CBC或游客/目的地-品牌关系提供了重要启示。

原创性/价值

尽管CBE/CBC和参与被认为重要的研究重点, 但在covid −19危机期间, 从这些因素和相关因素中得出的经验见解仍然有限。

Diseño/metodología/enfoque

Para investigar estas cuestiones, se seleccionó una muestra de 315 turistas y se utilizó un enfoque metodológico mixto que incluía el modelo de ecuaciones estructurales (SEM) y el análisis cualitativo-comparativo de conjuntos difusos (fsQCA).

Objetivo

La confusión empresarial debida a la pandemia del COVID-19 ha sometido al sector turístico a una fuerte tensión. Utilizando la lógica dominante del servicio y el modelo de elaboración de verosimilitud, este estudio examinó los efectos del compromiso cognitivo, afectivo y comportamental del cliente con la marca del destino (CBE) en la cocreación de la marca (CBC). Esta investigación también analizó los efectos de la implicación y la CBC en la intención de revisita (IRC) durante la pandemia COVID-19. Este estudio también evaluó el papel moderador de la edad de los clientes entre las relaciones establecidas.

Conclusiones

Los resultados del SEM muestran que las dimensiones de la CBE ejercen diferentes impactos sobre la CBC, que afectan a la intención de revisita. Los resultados determinan los efectos directos de la implicación del cliente sobre la CBC y la intención de revisita. El análisis multigrupo revela que la edad del consumidor modera significativamente la relación entre el CBC y el IRC, y que su efecto aumenta a medida que los consumidores envejecen. Los resultados del fsQCA revelaron combinaciones más heterogéneas para predecir el CBC y la intención de volver a visitar.

Limitaciones/implicaciones de la investigación

Este estudio se centra en la CBE, la CBC y la implicación, y aporta una visión única a la investigación del marketing turístico, por lo que identifica numerosas oportunidades para futuras investigaciones.

Implicaciones prácticas

Este estudio ofrece implicaciones clave para que los destinos construyan estrategias de turismo/marketing en el fortalecimiento de la relación CBE/CBC o turista/destino-marca.

Originalidad/valor

Aunque la CBE/CBC y la implicación se identifican como importantes prioridades de investigación, las percepciones derivadas empíricamente entre estos factores y otros relacionados siguen siendo limitadas en el transcurso de la crisis del COVID-19.

Article
Publication date: 20 March 2024

Anni Rahimah, Ben-Roy Do, Angelina Nhat Hanh Le and Julian Ming Sung Cheng

This study aims to investigate specific green-brand affect in terms of commitment and connection through the morality–mortality determinants of consumer social responsibility and…

Abstract

Purpose

This study aims to investigate specific green-brand affect in terms of commitment and connection through the morality–mortality determinants of consumer social responsibility and the assumptions of terror management theory in the proposed three-layered framework. Religiosity serves as a moderator within the framework.

Design/methodology/approach

Data are collected in Taipei, Taiwan, while quota sampling is applied, and 420 valid questionnaires are collected. The partial least squares technique is applied for data analysis.

Findings

With the contingent role of religiosity, consumer social responsibility influences socially conscious consumption, which in turn drives the commitment and connection of green-brand affect. The death anxiety and self-esteem outlined in terror management theory influence materialism, which then drives green-brand commitment; however, contrary to expectations, they do not drive green-brand connection.

Originality/value

By considering green brands beyond their cognitive aspects and into their affective counterparts, morality–mortality drivers of green-brand commitment and green-grand connection are explored to provide unique contributions so as to better understand socially responsible consumption.

Details

Journal of Product & Brand Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1061-0421

Keywords

Open Access
Article
Publication date: 21 February 2024

Mehrgan Malekpour, Federica Caboni, Mohsen Nikzadask and Vincenzo Basile

This paper aims to identify the combination of innovation determinants driving the creation of innovative products amongst market leaders and market followers in food and beverage…

Abstract

Purpose

This paper aims to identify the combination of innovation determinants driving the creation of innovative products amongst market leaders and market followers in food and beverage (F&B) firms.

Design/methodology/approach

This research is based on the case study methodology by using two types of data sources: (1) semi-structured interviews with industry experts and (2) in-depth interviews with managers. In addition, a questionnaire adapted from prior research was used to consider market and firm types.

Findings

Suggesting an integrated theoretical framework based on firm-based factors and market-based factors, this study identified a combination of determinants significantly impacting innovative products in the market. Specifically, these determinants are competition intensity and innovation capability (a combination of research and development (R&D) investment and marketing capabilities). The study also examined how these determinants vary depending on whether the firms are market leaders or market followers.

Practical implications

This research provides practical insights for managers working in the F&B industry by using case studies and exploring the determinants of developing innovative products. In doing so, suitable strategies can be selected according to the market and firm situations.

Originality/value

The originality of the study is shown by focussing on how different combinations of market and firm factors could be applied in creating successful innovative products in the food sector.

Details

British Food Journal, vol. 126 no. 13
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 29 April 2021

Efpraxia D. Zamani, Anastasia Griva, Konstantina Spanaki, Paidi O'Raghallaigh and David Sammon

The study aims to provide insights in the sensemaking process and the use of business analytics (BA) for project selection and prioritisation in start-up settings. A major focus…

Abstract

Purpose

The study aims to provide insights in the sensemaking process and the use of business analytics (BA) for project selection and prioritisation in start-up settings. A major focus is on the various ways start-ups can understand their data through the analytical process of sensemaking.

Design/methodology/approach

This is a comparative case study of two start-ups that use BA in their projects. The authors follow an interpretive approach and draw from the constructivist grounded theory method (GTM) for the purpose of data analysis, whereby the theory of sensemaking functions as the sensitising device that supports the interpretation of the data.

Findings

The key findings lie within the scope of project selection and prioritisation, where the sensemaking process is implicitly influenced by each start-up's strategy and business model. BA helps start-ups notice changes within their internal and external environment and focus their attention on the more critical questions along the lines of their processes, operations and business model. However, BA alone cannot support decision-making around less structured problems such as project selection and prioritisation, where intuitive judgement and personal opinion are still heavily used.

Originality/value

This study extends the research on BA applied in organisations as tools for business development. Specifically, the authors draw on the literature of BA tools in support of project management from multiple perspectives. The perspectives include but are not limited to project assessment and prioritisation. The authors view the decision-making process and the path from insight to value, as a sensemaking process, where data become part of the sensemaking roadmap and BA helps start-ups navigate the decision-making process.

Details

Information Technology & People, vol. 37 no. 2
Type: Research Article
ISSN: 0959-3845

Keywords

Article
Publication date: 2 November 2023

Amrou Awaysheh, Robert D. Klassen, Asad Shafiq and P. Fraser Johnson

Globalization and increased outsourcing have contributed to increased supply chain complexity, exposing firms to greater vulnerability in the areas of product safety and supply…

Abstract

Purpose

Globalization and increased outsourcing have contributed to increased supply chain complexity, exposing firms to greater vulnerability in the areas of product safety and supply chain security. Meanwhile, stakeholders pressure firms to ensure that their products are safe, and their supply chains are secure. Drawing from stakeholder theory, this paper aims to explore how the supply chain characteristics of distance and power affect the adoption of consumer protection (CP) practices, which ensure product safety and supply chain security.

Design/methodology/approach

Using primary survey data from a sample of Canadian manufacturing firms, this research examines the relationships among supply chain characteristics, adoption of CP practices and firm performance.

Findings

Analysis supported the use of two practices related to product safety (consumer education and product design) and three practices for supply chain security (packaging, tracking and authenticity). Greater cultural distance between the focal firm and its suppliers was positively associated with investments in safer design practices, while increased geographical distance between the focal firm and the customer was significantly related to increased consumer education. Moreover, as power of a focal firm relative to its suppliers increased, so too did investments in supply chain security. Finally, CP practices were related to improved operational performance along multiple dimensions.

Originality/value

This research focuses on the critical role of two key stakeholder groups in improving product safety and supply chain security: suppliers and customers. The authors add to the theoretical discussion of product safety and supply chain security by identifying critical differences between suppliers and customers for the focal firm. Second, the research informs the managerial community of the potential benefits of investments in CP practices.

Details

Supply Chain Management: An International Journal, vol. 29 no. 2
Type: Research Article
ISSN: 1359-8546

Keywords

Article
Publication date: 15 March 2024

Salman Majeed and Woo Gon Kim

To influence consumer pre-purchase decision-making processes, such as brand selection and perceived brand experience, brands are interested in adopting hyperconnected…

Abstract

Purpose

To influence consumer pre-purchase decision-making processes, such as brand selection and perceived brand experience, brands are interested in adopting hyperconnected technological stimuli, such as artificial intelligence, augmented reality (AR), virtual reality, social media and tech devices. However, the understanding of different hyperconnected touchpoints remained shallow and results mixed in previous literature, despite the fact that these touchpoints span different technological interfaces/devices and may influence consumer brand selection. This paper aims to solidify the conceptual underpinnings of the role of online hyperconnected stimuli, which may influence consumer psychological reactions in terms of brand selection and experience.

Design/methodology/approach

This paper is conceptual and presents a discussion based on extant literature from various international publishers.

Findings

The authors revealed different technological stimuli in the online hyperconnected environment that may influence consumer online hyperconnected brand selection (OHBS), perceived online hyperconnected brand experience (OHBE), perceived well-being and behavioral intention.

Originality/value

The conceptual understanding of OHBS and perceived OHBE was mixed and inconsistent in previous studies. This paper brings together extant literature to establish the conceptual understanding of antecedents and outcomes of OHBS, i.e. perceived OHBE, perceived well-being and behavioral intention, and presents a cohesive conceptual framework.

Details

Journal of Consumer Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 3 October 2023

Joeri Van den Bergh, Patrick De Pelsmacker and Ben Worsley

The purpose of this study is to identify segments in the Gen Z population (born between 1996 and 2010) in Europe, the USA and Australia, based on brand- and lifestyle-related…

1657

Abstract

Purpose

The purpose of this study is to identify segments in the Gen Z population (born between 1996 and 2010) in Europe, the USA and Australia, based on brand- and lifestyle-related variables and perceptions about their online activities. This study explores how these segments differ and provide insights into cross-country similarities and differences.

Design/methodology/approach

An online survey was conducted with 4,304 participants, and cluster analysis and analysis of variance were used to identify and profile Gen Z segments in each of three geographical areas.

Findings

Five segments in Europe and four segments in the USA and in Australia were identified. Segments differ in terms of the importance they attach to exclusivity, inclusivity and sustainability of brands, how Gen Z members perceive money issues and stand in life and how they perceive their online activities. Similar segments are found in the three geographical areas.

Research limitations/implications

This study proposes a conceptual and analytical approach for exploring intra-cohort diversity. Future research can apply this approach to different generational cohorts and use it to study intra-cohort diversity in other parts of the world.

Practical implications

This study provides input for marketing practitioners to create better focused and more effective campaigns.

Originality/value

Cross-country generational cohort research is scarce, and especially intra-cohort diversity is under-researched. This study offers a deep and fine-grained insight into the diversity of the Gen Z cohort across three geographical areas, based on representative samples in these areas.

Details

Young Consumers, vol. 25 no. 2
Type: Research Article
ISSN: 1747-3616

Keywords

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