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Customer activity in service has mainly been understood within the boundaries of interactions with service providers. This paper goes beyond this view to focus on the customer's independent activity, of which interaction is only a part. Moreover, the concept of customer activity remains largely unexplored and undefined. Hence, the purpose of this paper is to develop the concept of customer activity and to show how it can be applied in an empirical study.

The paper reviews the concept of customer activity in service marketing. It then goes on to characterise and operationalise the concept, and finally apply it to an explorative study. The study contrasts customer activity from the provider's interaction-centric point of view with customer activity from the customer's own point of view.

This paper defines customer activities as discrete sequences of behaviour that aim at creating or supporting some types of value in the customer's life or business. A customer-dominant perspective on customer activity allows companies to understand the role of their service in the various activities of different types of customers.

The paper contributes to service research by bringing attention to the concept of customer activity and contrasting it with alternative concepts. The paper is the first to show how customers combine different activities (where service interaction is only one type) into systems, which they maintain to create value for themselves. By profiling customers according to activity systems, providers can understand their own role in the customer's network of value-creating activities.

The purpose of this paper is to establish a connection between the business model (BM) and B2B marketing research by developing a new approach to the BM analysis and improvement, which is based on inter-organizational networks and value chains.

The methodology is based on mutual enrichment of methods and results of BM and business-to-business marketing studies that are relatively isolated from each other, and on integration of them to the unified structured approach that could be applied to analyze both BM and a set of interfirm relationships of networked market players. This paper is based on extensive literature review in the areas of BM and relationship/industrial marketing. The review is based on most cited and contemporary articles found in the Scopus and EBSCO databases.

This paper formulates the key BM research directions and visualizes their development over time. It is demonstrated in the paper that currently, there is little involvement of marketing researchers in the study of BM; however, there are multiple touchpoints between these areas of knowledge, which can help in further developing BM studies. On the basis of these findings, a conceptual model and new network-based approach to BM analysis is offered, which allows addressing the complex nature of networked interaction among BM participants. The approach includes stepwise algorithm for BM analysis designed for business practitioners.

The proposed approach can be applied by business practitioners to analyze and improve their BM via managing the interactions of inter-organizational network participants with a focus on customer interests. While the approach is of a universal character, the specific tools for evaluating BM on each stage may vary across different markets.

This research contributes to the current conceptual knowledge on BM studies development and their relationship with marketing. It also contributes to theory and practice by the development of a new marketing-based approach to the BM analysis focused on managing business relationships, which allows evaluation of the current state of a BM and provides directions for its improvement. This approach evaluates the alignment of interfirm relationships along the value chain and orients it toward the final consumer.

The purpose of this paper is to analyse how start-ups with a clear sustainability focus collaborate with multiple actors at different levels to pursue business ideas and develop sustainable freight transport solutions.

This paper builds on a theoretical approach that includes three levels of analysis: the actor level (micro), business-network level (meso) and society and government level (macro). An embedded case study is used of a focal start-up aiming to innovate on networked platforms and electric and autonomous vehicles (EAVs).

Activities and resources are developed at the firm (micro), network (meso) and societal levels (macro), and all three levels need to be considered for a start-up, with a clear sustainability focus. Interaction within as well as between levels affects the innovation development, integration and implementation. The many-folded collaborations at the meso level serve as a locus for the integration of EAVs. The start-up’s networking activities with actors at meso and macro levels contribute to it gaining legitimacy in the transport system.

This paper focuses on the importance of collaboration in the context of developing innovative solutions for environmental sustainability and freight transport and provides a unique case of how a start-up company manages collaborations at the micro, meso and macro levels.

Acknowledges that SMEs (small to medium‐sized enterprises) cannot do conventional marketing because of the limitations of resources which are inherent to all SMEs and also because SME owner/managers behave and think differently from conventional marketing decision‐making practices in large companies. In this context the discussion focuses on SME characteristics and how these impact upon marketing characteristics within SMEs. In a search for “alternative” marketing approaches, the inherent existence of the owner/manager’s “network” in its various guises such as personal contact networks, social networks, business networks and industry and marketing networks and how these networks are used is considered. Some evidence from an empirical study carried out simultaneously in Northern Ireland and Australia is presented which illustrates how and why networking is used by SME owner/managers as a tool or approach for carrying out meaningful marketing.

Social media (SM) networks offer a golden opportunity for firms that particularly engage in international activities to set up sustainable customer relationships and improve competitiveness. The purpose of this study is to examine the influence of SM adoption on the export intensity (EI) of firms listed on Borsa Istanbul (BIST) for the years 2010–2020. The authors use social media index (SMI) to measure SM adoption and firm size (FSize) as a moderator on exploring the interaction of SM and EI.

Using a sample of 150 firms listed on the BIST Industrials Index, this study explores how the adoption of SM affects EI by using panel data analysis over the period of 2010–2020.

The results indicate that the SMI has a positive and significant effect on the EI. FSize positively moderates the interaction of SMI and EI, indicating that large firms benefit more from the SM in increasing export performance. The findings reflect high potential of EI improvement through adopting right SM policies in emerging markets.

The sample covers only public companies listed on the BIST Industrials Index. Future studies may extend the coverage and include multiple emerging markets to draw generalized results for the export-oriented firms. This research also analyzes solely four SM networks, i.e. Facebook, Instagram, Twitter and YouTube. However, there are many other SM networks that firms use in online marketing in foreign markets. Finally, this research did not discuss the potential factors that could influence the use of SM in emerging market firms.

This study denotes the significant role of SM adoption on the EI of firms in an emerging market setting from the perspective of resource-based view. It presents an insightful approach in understanding the mission played by SM networks in enhancing the EI of Turkish firms. Policymakers may use the findings to develop public support programs to promote the adoption and implementation of the SM among exporting firms in emerging markets.

The study provides evidence on the effects of SM adoption on the EI from the perspective of emerging countries. It also helps to gain a deeper understanding of how different SM platforms contribute to the internationalization of firms.

The purpose of this empirical research is to identify the key success factors engrained in the new product development (NPD) practices of companies that belong to the Italian sport shoe cluster of Montebelluna.

Statistical analyses were undertaken on data collected through a questionnaire submitted to a conveniently selected group of the population of firms localized in Montebelluna. A series of one‐way ANOVAs was run on the NPD performance metric. We then measured the Pearson correlation between the degree of new product success and the factors that were found to be statistically significant. We converted the response variable into a dummy and then we tested the hypotheses with the normalized Cramer's V‐square to discriminate between the best performers and the rest. Finally, we performed a regression analysis to build a model that explains a large part of the variation in new product success.

Three macro factors have a positive influence on new product success: extended team approach (also cross‐company); customer orientation; and the use of advanced ICTs for new product development.

Further investigation is needed on the role of networking with suppliers in new product development.

Sport shoe manufacturers should: proactively develop close relationships with their customers aimed at NPD; integrate lead users in the NPD process; and implement strategies to overcome their inhibition from investing in advanced ICTs for NPD.

Some factors that have been found as being important drivers of new product success in other researches do not seem to play a relevant role in the companies we analyzed. The study highlights the strategic role of lead users in contributing to the enhanced performance of successful companies.

Amid an increasingly turbulent and competitive business environment, strategic marketing plann‐ing is typically referred to as the management discipline which enables the firm to improve its competitiveness by becoming more responsive and adaptable to changing market conditions. Most of the literature, however, deals with the application of strategic marketing planning as it relates to big business. By contrast, this article provides an understanding of how all the key principles can be applied in the smaller business, in the form of a practical framework for plan development. In addition, it features a case study showing how a small UK‐based computer company used the framework to develop its marketing plan.

The rate of urbanisation in China has accelerated community heterogeneity, and yet it has also led to challenges and problems in community governance. This trend has been accompanied by the rapid expansion of information and communication technology (ICT) and online activities. Based on the example of Jiangqiao Township in Shanghai, this paper aims to probe the link between online participation using the internet and its impacts on social capital formation and community development.

A literature review was conducted, and a case study method based on quantitative data was applied to test the theoretical framework in the interactions of users’ online participation and perceptions of community governance.

Participation in an online community through the internet was found to foster new social capital. Distributed social capital had a positive impact on perceptions of governance at the community level, which was due to the resulting network density and social trust of the locality.

This study offers an expanded perspective on the impact of the internet on the behaviour of netizens in China in the context of community governance in new settlements and townships. During the COVID-19 pandemic, it is interesting to investigate how the use of mass communication channels, such as the internet and other digital platforms, affects social behaviour and generates new social norms. This study offers quantitative evidence from China to support the theory of Putnam (1993; 1995a). It thus extends beyond the field of sociology to the fields of public administration and urban development.

The business engineering (BE) methodology is used to design process-oriented and customer-centred companies in a systematic and holistic way. However, BE demands a high learning effort with regard to the logical flow, instruments and supporting software. The purpose of this paper is to explore which elements of action learning are most useful regarding BE.

To enable students to learn BE, a graduate-level course based on action learning is designed. Within a one-week schedule, participants are guided through the three phases of BE covering 31 learning elements. A post-test measures the learning experience. Regression analysis identifies elements that lead to high learning performance.

Results from five courses with 79 students reveal that action learning is useful to obtain declarative and procedural knowledge of BE. Learning elements delivering theoretical input and the use of an exemplary case could be reduced, while more time should be devoted to group work on a self-developed case study.

The paper is based on a specific course design for the topic of BE, which might limit the results’ transferability to other business process management (BPM) teaching areas. However, it provides implications about the decisive elements for learning how to design process-oriented companies.

The results can be used by instructors to design more meaningful courses on BE.

The paper delivers new insights into how issues of BPM should be taught. This area, particularly regarding BE, has received little research attention.

This chapter exemplifies how assessment is performed in innovation and entrepreneurship (I&E) at the university education and how educators apply and view formative assessment as an important tool in enhancing students’ learning outcomes.

A case study methodology was applied to characterize the diversity of assessment and evaluation in I&E-education. Covering major scholarly disciplines 10 cases were selected based on mapping of course outlines obtained from university databases across 7 Danish universities. Semi-structured interviews were conducted with course responsible educators focusing on alignment between learning goals, assessment forms and criteria, and feedback.

The analysis shows that educators emphasize the importance of formative and learner-centered assessment forms alongside summative, credit-giving assessment. Educators experience that logbooks, learning journals, prototypes, informal feedback session with stakeholders have a crucial potential for enhancing students’ transformative learning.

This study is descriptive and solely based on the educators’ perspectives. To provide more scientifically sound knowledge on the relationship between assessment types and I&E learning outcomes, future research should include students’ perspective and preferably apply both quantitative experimental and qualitative research designs.

The study provides inspiration to educators, researchers, and policy-makers on how to conduct assessment that stimulates students learning in I&E-education.

Considering that the research on how assessment in I&E-education impacts students learning is limited, this study provides important contribution by identifying links between formative assessment types and enhancement of student learning.