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The purpose of this research is to review empirical research on customer involvement in innovation and identify future research directions that can better connect this research with marketing strategy literatures and offer opportunities for further theoretical development.

We conduct a review of empirical articles published in eight leading marketing and innovation journals between 2001 and 2017.

The review shows that the literature on customer involvement in innovation is highly diverse and fragmented, lacking a common understanding of what constitutes customer involvement in innovation and its theoretical underpinnings. There exists a multitude of conceptualizations of customer involvement in innovation, which limits effective accumulation of domain knowledge. A large number of studies have taken the customer’s perspective to examine their motivation to participate and ability to contribute, whereas less research has been done from the firm’s perspective to understand how firms may effectively manage the well-recognized challenges of customer involvement as well as the implications of customer involvement for long-term innovation strategy and overall performance. Based on the review, we offer recommendations for future research.

We identify important questions for future research that are highly relevant for the practice of customer involvement in innovation.

We provide a systematic review of the rapidly growing empirical research on customer involvement in innovation. We evaluate key points of differences in the literature and offer a synthesis that helps identify opportunities for future research.

This study investigates the structural relationships among humor leadership, psychological empowerment, innovative behavior, and job performance in the Korean hotel industry. This study reveals following key major findings. First, a leader’s use of humor in leadership significantly and positively influences an employee’s psychological empowerment. Second, an employee’s psychological empowerment significantly and positively influences innovative behavior and job performance. However, innovative behavior does not significantly influence job performance. In the final section, theoretical and managerial implications are discussed.

Purpose: The development of service automation continues to underpin the travel, tourism and hospitality sectors providing benefits for both customers and service companies. The purpose of this chapter is to showcase the practice of self-service technology (SST) usage in the contemporary tourism and hospitality sectors and present a conceptual framework of customer SST adoption.

Design/Methodology/Approach: This chapter offers an examination of theory, research and practice in relation to SST usage in tourism, highlighting the benefits and drawbacks arising for both customers and service providers. Since the benefits are achieved only if SSTs gain effective adoption with customers, this chapter focuses on concepts underpinning the study of customer SST adoption. Drawing on SST adoption factors and SST customer roles, a conceptual framework of SST adoption is discussed.

Findings/Practical Implications: This chapter examines the principles and practice underpinning the usage of self-service technologies in the travel, tourism and hospitality sectors, with specific reference to customer SST roles in co-creation. The customer SST roles provide a more detailed and nuanced picture of the customer perspective on SST usage. These nuanced roles are captured in a conceptual framework which seeks to further refine the understanding of customer SST adoption.

Research Implications & Originality/Value: The framework provides a useful foundation for further research with a focus on customer empowerment in SSTs. The future development of service automation will require a balance between the delivery of a personalised and smarter customer experience and technology applications that are unobtrusive and which do not pose any ethical or privacy concerns.

The management of consumer privacy has become a critical concern for organizations in the age of artificial intelligence–powered marketing. The impact of data on the market environment has brought both benefits and challenges, with marketers gaining valuable insights but also raising privacy concerns. As artificial intelligence–powered marketing advances, consumer vulnerability increases due to the sensitivity of collected data. This vulnerability leads some consumers to resort to falsifying information, posing a significant threat to the digital economy. Privacy empowerment and customer control play a vital role in addressing these challenges. This chapter explores the influencing factors and ethical considerations surrounding data falsification. It also discusses strategies to mitigate perceived vulnerability through privacy controls and explores the consequences of data breaches and customer vulnerability. The chapter further emphasizes the need for organizations to balance benefits, risks, and customer trust while harnessing the value of customer data. An ethical framework for data privacy marketing audits is proposed to help organizations assess their data practices responsibly and competitively. By integrating personal data protection strategies within an ethical framework, organizations can protect consumer privacy, enhance customer trust, and maintain their competitive edge in the market.

Constructive deviance has received increasing attention across the last 20 years. However, because the distinction between constructive and traditional forms of deviance (i.e., destructive) is based on the intent behind the behaviors, it can be difficult to determine which acts are constructive. As an umbrella construct consisting of several forms of deviant acts (e.g., whistle-blowing, employee voice, necessary evils), research into constructive deviance has largely remained focused on the individual behaviors to date. While advancements have been made, this focus has limited the consideration of an overarching understanding of constructive deviance in the workplace. Further, constructs like constructive deviance that straddle the bounds between beneficial and detrimental necessitate the exploration into their antecedents as determined by the employees (i.e., apples), their environments (e.g., barrels), or some combination of the two. The author seeks to advance the research in constructive deviance by proposing a testable model. In which, the author develops an interactionist perspective of the antecedents to reposition constructive deviance as the acts of good employees in restrictive or negative environments. In doing so, the author considers how various aspects of individuals, their organizational environments, and the influence of their leaders interact. The author then develops a multi-stakeholder approach to the outcomes of constructive deviance to consider how the various parties (i.e., organization, coworkers, customers) are expected to respond and how these responses impact the more distal outcomes as well as the likelihood of engaging in future constructive deviance.

Research in the field of corporate social responsibility (CSR) has become a trending topic in recent years. Research that is often done is related to CSR disclosure, mostly for large companies. Likewise, the current standards and guidelines ignore micro, small, and medium enterprises (MSMEs). On the other hand, the MSME business sector in the world also impacts the economy, social, and environment, so CSR is needed. CSR activities and reporting cannot be separated from the concept of materiality due to a large amount of leeway in management’s discretion regarding topics and aspects. The purpose of this study is to analyze the issue of MSMEs materiality. The samples collected were 33 MSMEs. The research results show that the material issues for both sectors are similar, which are customer care and satisfaction (profit), employee rights, training and development (people), electricity consumption, and waste management (planet). The concept of materiality is expected to play an important role in MSMEs as a CSR strategy so that MSMEs can apply it to their business practices. Thus, MSMEs pay attention to profit, social, and environment, which is interpreted simply. The management of MSMEs can use this result to formulate CSR’s business strategies and apply them to their business practices. Thus, MSMEs can play a role in sustainability, which is expected to improve financial performance.

Although cross-cultural research tends to compare deeply held values across nations, different cultures can exist within nations, as evidenced by clashes of cultures in Israel, Afghanistan, Iraq, and elsewhere. We refer to multicultural teams (MCTs) to reflect our interest in team dynamics involving people from varying cultures (which may or may not include people of different nationalities). MCTs are likely to be characterized by “cultural value diversity,” or varying cultural values among members, and we present data in support of the hypothesis that MCT performance is influenced more significantly by cultural value diversity than by the aggregated level of any particular cultural value or demographic diversity within the teams.