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This study examines the effect of contextual perceived value activated by contextual marketing offers and information privacy concerns on consumer loyalty in mobile commerce.

The survey was conducted through 340 mobile users in Morocco and the collected data were analyzed using structural equation modeling.

This study's results show that contextual marketing and information privacy concerns are key determinants in improving customer loyalty in the m-commerce context. Perceived ubiquity has a positive impact on perceived trust, which also impacts consumer loyalty. Information privacy concerns also have a positive impact on customer satisfaction, yet it does not impact perceived trust, which is contrary to the results of other researchers. It can also be concluded that customer satisfaction and trust are important antecedents of consumer loyalty.

This research gives rise to some important managerial and strategic implications in order to integrate contextual marketing strategies, as well as theoretical implications that concern this field of study.

This research makes a significant contribution to knowledge by examining the role of contextual marketing and information privacy concerns in the m-commerce context. These results will be considered useful for marketers and for businesses in general who wish to integrate a marketing strategy that is based on a customer-centric approach. It also contributes to the related literature, as there are few studies focused on m-commerce and contextual marketing within the context of Morocco.

The purpose of this paper is to explore international market development for mature products and practices used in a novel business context.

Taking a qualitative approach, the case study method was chosen to investigate how firms develop markets in relation to a new international business context. Critical international decisions are analysed using a managerial perspective.

The success of international ventures depends on managerial learning and effectiveness. In this paper, the authors argue that decisions about international market development can add significantly to the understanding of how business firms enter and develop markets in novel business contexts. Two case studies show different approaches for meeting challenges in distant markets. Four propositions are developed.

A theoretical contribution of this study is the importance of factors that explain international market development decisions in novel business contexts. The balance between incomplete knowledge and making resource commitments is of central concern to international managers. Some of this is tacit knowledge that a firm achieves and learns during the process of market development and other knowledge can only become available after an actual market entry. A second theoretical contribution of this study is the significance of contextual market knowledge in a novel business context.

The intention of the empirics is to contribute to the general understanding of investor responses to market price shocks. The authors review assumptions about investor behavior in response to price shocks and investigate alternative rebalancing heuristics.

The authors use market data over 40 years to define market shocks. Portfolio rebalancing implements constrained Markowitz mean-variance (MV) heuristics.

Momentum rebalancing in portfolio management outperforms contrarian rebalancing in the study interval. Sensitivity analysis by decade, sector constraints and proportion of security holdings bought or sold continue to support momentum rebalancing.

The results are consistent with under-responding to price shocks at consensus levels in financial markets. The theoretical background provides a basis for experimental lab studies of shocks of different magnitudes under conditions in which participants have information on the levels of other participants and a condition in which they can only observe their previous estimates.

Managing portfolios in the face of price disturbances of different magnitudes is informed by empirical studies and their implications for investor behavior.

This is the first study the authors can locate that uses market data with alternative rebalancing heuristics to estimate price returns from the respective heuristics over a time interval of 40 years. The authors support the results with sensitivity estimates and consider implications for the underlying agent heuristics in light of background studies.

The philosophical foundations determine how an academic discipline identifies, understands and analyzes phenomena. The choice of philosophical perspective is vital for both marketing and service research. This paper aims to propose a social and systemic perspective that addresses current challenges in service and marketing research by revisiting the philosophy of science debate.

The paper revisits the philosophy of science debate to address the implications of an emergent, complex and adaptive view of marketing and service research. It draws on critical realism by combining structuration and systemic perspectives.

A recursive perspective, drawing on structures and action, is suggested as it includes multiple actors’ intentions and captures underlying drivers of market exchange as a basis for developing marketing and service strategies in practice. This is aligned with other scholars arguing for a more systemic, adaptive and complex view of markets in light of emerging streams in academic marketing and service research, ranging from value cocreation, effectuation, emergence and open source to empirical phenomena such as digitalization, robotization and the growth of international networks.

The reciprocal dynamic between individuals and the overarching system provides a reflexivity approach intrinsic to the service ecosystem. This creates new avenues for research on marketing and service phenomena.

This paper discusses critics, conflicts and conceptualization in service research. It suggests a possible approach for service research and marketing scholars capable of responding to current complexities and turbulence in economic and societal contexts.

This meta-analysis aims to examine and compare the pleasant ambient scent effects on consumers’ affective, cognitive and behavioural responses in the retail and hospitality sectors.

55 articles, including 102 effect sizes, are collected from electronic databases and search engines. The effect of pleasant ambient scents on consumer responses is examined using meta-regression analysis.

The results show a positive effect of pleasant ambient scent on all responses in both sectors, while the effects on cognitive and behavioural responses are stronger in hospitality than retailing. Moreover, the scent effects in hospitality research vary with method aspects, including sampling frame, research design, setting and location.

The findings provide theoretical insights on the sensory tangibilization of experience and methodological insights on designing scent research.

The stronger effect of pleasant ambient scents on cognitive and behavioural responses in a hospitality environment signals that contextual differences should not be neglected. Moreover, hospitality researchers need to stay vigilant to the methodological influence on the findings about scent effects. These findings enrich the sensory marketing literature, in which contextual comparison is scarce.

Using Gibson and Tarrant's (2010) resilience triangle model, this study explores how small northwest Himalayan organisations respond to contextual challenges and opportunities and embed sustainability strategies in the organisations' operational values.

A qualitative exploratory design through individual and group interviews with owner-managers and employees was held in five small northwest Himalayan organisations.

The findings reveal multiple contextual challenges facing small organisations in northwest Himalayas, including ecological conditions, remoteness, underdeveloped infrastructure and human competencies. The investigated organisations respond to these challenges through reactive and innovation-based services like eco-tourism, conservation and educational initiatives. The organisations engage communities through participatory and educational activities. Owner-managers adjust the respective vision and mission statements, train employees on sustainability values and lobby the government on policy changes to embed sustainability strategies. Some organisations invest in resources and capabilities and others in process capabilities.

Small organisations can improve how the organisations predict contextual issues by developing the organisations' process capabilities, specifically by creating practical tools with parameters relevant to ecological conditions. These organisations can set the tools through participatory actions with the broader communities to ensure the (un)intended consequences of environmental issues are considered. Furthermore, improvements in process and human capabilities will provide new approaches to raising business opportunities, especially in post-pandemic business environments.

This study develops a framework that enhances the understanding of how process capabilities, leadership, people and knowledge capabilities are critical to developing and embedding sustainability strategies in small organisations.

Contextual changes in communications, social activism and perceptions of commercialization have changed the dynamics in sponsorship. This paper investigated the patterns in sponsorship and social justice within the context of a major sports event.

The European Football Championship serves as an impactful platform for sponsors due to its global reach. The sponsorship activations of the twelve official sponsors were investigated by analysing sponsorship expressions on the LED boarding during every match of the tournament. Furthermore, additional data on sponsorship characteristics and brand positioning was collected for every sponsor to define relevant factors to understand the differences in sponsorship communications.

During UEFA EURO 2020, five official sponsors changed their sponsorship activations. Adjustments were made in sponsorship expressions to position the brand on diversity and inclusion. The analyses of over 90,000 press photos and 51 official match videos clarified the dynamics of brand positioning, sponsorship characteristics in perspective of globalization patterns and different sponsorship approaches in different geographical, social and political contexts.

Decision makers in the global sports industry are challenged in their brand management and sponsorship approaches for the social good. This study supports to understand the sponsorship approaches and factors affecting these different strategies.

Despite the growing attention to social justice issues in sports, there is a need to understand inclusive marketing strategies in sponsorship relationships. Using data triangulation, the findings enabled to clarify differences in sponsor approaches to social justice and illustrate the complex dynamics of brand positioning on diversity and inclusion in the sponsorship ecosystem.

This study aims to expose the challenges associated with theory development and its implementation, as it relates to services marketing and hospitality management. The author summarizes the literature, creates a conceptual model and proposes directions to bridge the theory–practice divide.

The author synthesizes and extends the literatures of services marketing, general marketing and hospitality management through a systematic literature review. A conceptual model is created to illustrate the challenges related to theory development and implementation.

Four types of theory challenges and three contemporary practical challenges are presented. The challenges for theory development include a communications gap, difficulties in applying universal theories into idiosyncratic organizations, researchers disconnected from practice and practitioners disconnected from research. Contemporary practical concerns include: human resource constraints, customer behavior and misbehavior and the organizational and business environment.

Managers can bring contemporary business challenges to the forefront by collaborating and writing with scholars. Similarly, keeping abreast of the latest advances in customer service, applying best practices in human resource management, educating and cocreating with customers are among several recommendations proposed to managers and marketers. Internal and external scanning can assure that managers engage in efforts to reduce barriers to implementation and improve services in their organizations.

Despite the decades-long study of customer service, organizations still struggle to deliver exceptional service. This study informs scholars on developing and communicating theories and managers on how to better access and interpret the latest research. In order for research to be successfully generated and implemented, scholars can engage in efforts aimed at joint (researchers and managers) idea generation, publication in multiple outlets, sampling that resembles real life, adoption of contingency theories and reconsidering journal editorial and institutional policies.

This study aims to fill a gap in the literature. The notion of giveaways/free has not been well addressed in management history literature and arguably is a valuable contribution in that it has a strategic dimension.

This paper is conceptual. It is a structured survey of ideas/opinions about the notion of “free” in commercial endeavor. The survey is organized largely from a historical perspective.

Several categories of “free” are delineated and placed into a historical and strategic context.

The work has strategic implications and lays out a new research agenda for management historians.

The present research aims to explore the relationship between the university's new identity and its architectural design, and to investigate the impact of COVID-19 pandemic on this model. It also aims to analyze the declared identity of the new Egyptian universities.

To formulate the hypothesis of the relational model, the research started with the literature related to physical and nonphysical variables of university's identity (organizational and visual identity) and the impact of the pandemic on its identity. Secondly, an online questionnaire targeting academic leaders was conducted to identify the relative importance of the selected variables of university's identity pre- and post-pandemic. Thirdly, a content analysis of the new Egyptian universities' identity was used to track the correlation between the selected variables based on information accessible on universities' websites. Finally, the results of the content analysis and the questionnaire were compared to test the hypothesis.

The study reveals the most important physical variable of university's new identity pre- and post-pandemic is technological infrastructure and flexible design, while the least important is university's unique design. The results highlight that the universities need to revisit the declared identity to reflect the new challenges posed by COVID-19.

This study is considered one of the first researches that links the physical and nonphysical variables of university's new identity. The current study contributes to analyzing the impact of COVID-19 on university identity and architecture.