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This study develops the idea of smart retailing, exemplified in innovative, technology-enriched retail services as part of service-oriented strategies. In particular, the purpose of this paper is to provide a new integrated framework to understand the emerging retail scenario based on the smart usage of technologies to improve retail service and develop innovation management strategies. This framework will provide a comprehensive understanding the basic forms of smart retailing as the current competitive scenario.

As a viewpoint, this paper employs an interdisciplinary approach, drawing upon the actual challenges in retailing, to propose a new perspective, the smart retailing one, to describe the new competitive scenario and formulates an emerging research agenda.

The present paper contributes to research on innovation and technology management for retailing by examining the key dimensions of smart retailing, which aims to enhancing retail service quality and retailers’ performance.

The paper clearly explains how current retailing is moving to a smart perspective, and how retail management should be adapted to successfully perform in the current service-dominant logic scenario, as consequence of the increasing consumer involvement in service co-production and the rapid growth of digital technologies.

The purpose of this paper is to explore how the macro-environment influences consumer scepticism towards cause-related marketing (CRM), especially in a turbulent economic setting.

An exploratory qualitative research study utilising open-ended, semi-structured Skype interviews with 26 respondents was conducted in a country experiencing economic crisis.

The findings demonstrate that respondents hold a strong scepticism towards CRM campaigns and they are more negative towards the CRM campaigns initiated by foreign enterprises as compared to the domestic ones. This can be attributed to ethnocentrism, or even antipathy or animosity towards foreign companies due to crisis. Furthermore, results reveal that the political and legal elements of the macro-environment have an impact on consumer scepticism towards CRM campaigns, while the impact of the economic crisis itself did not seem to be equally significant.

This work contributes to the existing literature of CRM as it is the first study that explores the impact of macro-environmental elements on consumer scepticism towards CRM within an economic turbulence setting.

This study aims to delineate the phenomenon of stressful eating within generation Z due to the times they are living in and to extract propositions which elucidate phases of stressful eating within Zers.

Based on relevant literature on consumer obesity, theories of pure impulse buying and reasoned action, cognitive constructs eminent for reasoned conditioned behaviour are extracted. Followed by extraction of the reasoned conditioned behaviour and its cognitive constructs within Zers. Thereafter, a conceptual framework is developed with propositions of stressful eating within Zers.

Zers indulge in reasoned conditioned behaviour initially owing to their healthy understanding insights, and the activations of cognitive capacities within them due to the law of effect. The law of effect is cyclical after the first reasoned consumption among Zers, leading to obesity and constricting self-controlling behaviour.

To the best of the authors’ knowledge, this is the first study that provides a deep understanding of the cognitive mechanism orienting generation Z’s stressful eating indulgence even though they have higher healthy lifestyle understandings.

Research into the introduction of innovative technologies directly at the storefront window is limited. The purpose of this paper is to model the behavioural attitudes and the subsequent benefits of, introducing innovative technologies to the storefront, while also considering the role of personal innovativeness in the decision process.

This study employed a sample of 341 consumers who approached this new kind of storefront in two well-known apparel stores in the centre of New York City. A self-administered questionnaire was used as a tool for data collection.

Findings empirically demonstrate that when consumers sense that there are innovative interactive technologies in the storefront windows, they are willing to enter the store, generate positive word-of-mouth communication (sharing the positive experience with friends).

This study is the first to investigate the combination of consumer innovativeness and storefront window on the behavioural attitude, supported with quantitative evidence.

This paper aims to determine new-normal uncertainty considerations stemming from the COVID-19 pandemic to consider within transaction-cost analysis for pharmaceuticals. It also aims to propose new-normal market entry strategies to address the uncertainty as a result of COVID-19's implications and provide for lack of knowledge and information in an uncertain business environment by way of Internet of Things (IoT) ecosystem for pharmaceutical market entry.

In this paper, we focus on the uncertainty facet within transaction-cost analysis consideration and utilise a descriptive three-case study approach taking in Johnson and Johnson (J&J), GlaxoSmithKline (GSK) and Novartis to present an ADO (Antecedent-Decisions-Outcomes) understanding of their usual market entry approach, the approach undertaken during the pandemic and the outcomes thereafter facilitating new-normal uncertainty considerations to factor in. Further with this insight, we develop a conceptual framework addressing the transaction-cost analysis implications of uncertainties toward lack of knowledge and information for a new-normal market entry approach and operating strategy for pharmaceuticals applicable due to IoT (Internet of Things).

Uncertainty (external and internal) is different now in the new-normal business environment for pharmaceuticals and boils down to acute shortage of knowledge and information impact to make an appropriately informed decision. Therefore, considering the changed factors to consider, pharmaceuticals need to be able to undertake market entry with vaccines and medicines by way of IoT thereby enabling, the filling of the gap via real-time data access and sharing, including enhancing predictive analysis for sustenance.

The paper's findings have many theoretical implications highlighted in the manuscript.

The paper's findings have many practical implications highlighted in the manuscript.

This is the first study to our knowledge that throws light on transaction-cost analysis theory's uncertainty facet for pharmaceuticals. It is also the first study that provides a new-normal market entry strategy for pharmaceutical companies built on interoperability of real-time IoT.

This paper aims to investigate customers’ perceptions of the service quality facets of Airbnb accommodation using social exchange theory as a suitable conceptual framework to explain aspects of interactivity between guests and hosts.

A self-administered questionnaire consisting of 25 accommodation-specific service quality attributes, structured according to Akbaba’s (2006) measurement scale and based on the service quality hierarchical conceptualization described by Brady and Cronin (2001) and Cronin and Taylor (1992), was distributed to Airbnb international guests visiting Phuket, Thailand. The sample was chosen through a two-stage sampling process and the PLS-SEM technique was used for data analysis.

The results showed that convenience and assurance are critical contributors to the measurement of service quality in remote Airbnb lodgings. The findings further revealed that Airbnb guests are mainly interested in lodgings which have access to certain tourist sights, and in easily accessible information and efficient resolution of problems during their stay. The authors also found that guests greatly value the convenience and flexibility offered by Airbnb, and that they particularly appreciate the warm hospitality provided by the hosts. Finally, Airbnb guests have very low expectations of the amenities and services available at the lodgings.

Airbnb is one of the most well-known examples of hospitality in the sharing economy, and results cannot be generalized to similar accommodation providers in sharing economies. Despite the appropriateness of using the measurement tool provided by Akbaba (2006), it is only one option among others for measuring service quality.

The current study can assist hosts in gaining better knowledge of guests’ decision-making processes and in designing effective marketing strategies by focusing on guests’ requirements in terms of service quality. The effective use of competitive strengths and the prioritization of business resources would potentially enhance guests’ positive experiences at the accommodation and at the destination.

Limited numbers of studies have focused on the sharing economy and hospitality and in particular on Airbnb, and this is the first study with a focus on service quality issues in terms of Airbnb accommodation.

• Explain what a smart consumer is through Generation Z views

• Understanding the nature of decision-making process with the use of smart technologies

Explain what a smart consumer is through Generation Z views

Understanding the nature of decision-making process with the use of smart technologies

This paper aims to evaluate the relationship between demographics and the choice of retail outlet in the computer retailing sector in Greece so as to provide a general understanding of what criteria home computer users' use in selecting a retail outlet.

A convenience sample of 600 consumers was employed. The respondents had purchased a computer or a peripheral device at most four weeks prior to the interview. The data was collected through personal interviews. Also, a pilot test for content and face validity was conducted. Descriptive statistics, as well regression and factor analysis, were performed to evaluate the data.

Demographics have a strong predicting power over store choice in the computer retailing sector in Greece. Retail location, which is traditionally considered among the most important store choice determinants, is not that strong in the case of the purchase of computers and peripherals.

In order to generalise from the current findings a stratified sample in terms of demographics and geographical coverage could be used and examined. In addition, the influence of e‐purchases should be considered.

Competition in retailing relies on an understanding of consumer behaviour. The results are partially consistent with the findings of previous studies in other retailing sectors and also suggest retailing strategy implication for retailers operating in Greece.

The paper is unique because it analyses store selection criteria in computer retailing, a field where very few similar research studies exist.

The purpose of this study is to discover the extent to which the marketing practices of Greek ski centers take into consideration visitors' preferences and the interests of other stakeholders in order to improve their tourism product. The existing ski centers and destinations are crucial for the ongoing development of winter tourism in Greece.

The study is exploratory in nature and data were collected by carrying out semi‐structured in‐depth interviews with key managers in 14 ski centers in Greece.

The results revealed that the majority of ski centers do not have a marketing department and only a few receive consultation from consultants. Additionally many ski centers do not use specific planning or strategic tools, and about 20 percent of their directors are not in a position to identify and measure customer segments. Individuals who pursue recreation, skiers, and various associations are ski centers' most frequent customers. Finally, respondents have defined customer satisfaction to be of a high level in those ski centers that conduct customer research.

This is a limited exploratory study restricted to one country. Suggestions are presented for future studies and especially for generalization of the findings.

Today's business environment requires the application of a robust, enterprise‐wide plan at Greek ski centers and particular management practices should be explored as possible causes of the inadequate advancement of the tourism product at Greek ski centers.

This study offers empirical findings from ski centers in Greece, where studies are limited. It also broadly creates the need for future research about this particular area and in areas with similar tourism characteristics in the Mediterranean.

The focus of this chapter lies in exploring the views Greek Higher Education academics delivering marketing modules in state universities hold with regard to how they conceptualise ‘creativity’; it also examines whether and how academics incorporate teaching creativity in their curriculum and professional practices. Various concepts and contexts pertaining to creativity in education are introduced, emphasising creativity enhancement through marketing teaching and learning. Although educators recognise the critical role of creativity, the methods to enable the cultivation of students’ creativity remain elusive. In the light of these matters, a qualitative approach has been adopted with online structured interviews, which led to the formation of a thematic map through NVivo; the reflexive thematic analysis applied resulted in five final themes, entailing nine sub-themes, which in turn reveal the core patterns and Greek marketing academics’ perceptions on teaching creativity, along with their instructional practices and the challenges they face in this endeavour.