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In retail, product fitting is a critical operational practice. For many products, the operational outcome of the retail supply chain is determined by the customer physically fitting products. Digital product fitting is an emerging operational practice in retail that uses digital models of products and customers to match product supply to customer requirements. This paper aims to explore potential supply chain outcomes of digitalizing the operational practice of product fitting. The purpose is to explore and propose the potential of the practice to improve responsiveness to customer requirements and the utilization of existing variety in mass-produced products.

A maturity model of product fitting is developed to specify three levels of digitalization and potential outcomes for each level. Potential outcomes are developed based on empirical data from a case survey of three technology-developing companies, 13 retail cases and a review of academic literature.

With increasing maturity of digital product fitting, the practice can be used for more purposes. Besides matching product supply to customer demand, the practice can improve material flows, customer relationship management, assortment planning and product development. The practice of digital product fitting is most relevant for products where the final product configuration is difficult to make to order, product and customer attributes are easily measurable and tacit knowledge of customers and products can be formalized using digital modeling.

Potential outcomes are conceptualized and proposed. Further research is needed to observe actual outcomes and understand the mechanisms for both proposed and surprising outcomes in specific contexts.

The maturity model helps companies assess how their operations can benefit from digital product fitting and the efforts required to achieve beneficial outcomes.

This paper is a first attempt to describe the potential outcomes of introducing digital product fitting in retail supply chains.

The paper explores coordination practices in digital–physical product development and their consequences for companies traditionally relying on physical product development.

Using an embedded case study design, the paper reports four action research initiatives addressing the digital–physical coordination challenges encountered by a leading B2C company.

Effective coordination of digital–physical product development, firstly, involves standardization of process, output and skills to accommodate the stability needed for efficient physical product development and manufacturing. Secondly, it involves agile coordination events, such as Scrum ceremonies and PI planning, to facilitate the mutual adjustment needed to allow agility and the differences between digital and physical product development to be continuously and successfully negotiated.

The paper illustrates a research model with case evidence and suggests tentative theory in the form of propositions. Future research should explore coordination problems and solutions in different digital–physical project types and contexts.

Coordination practices for digital–physical product development are presented and analyzed, providing inspiration for companies.

The paper is the first to explore coordination practices within the emerging field of digital–physical product development.

Companies are increasingly leveraging digital technologies toward innovation strategies that deliver novel features to customers sequentially through successive new product generations (i.e., successive innovation). Extant literature examining successive innovation is both limited and fragmented across marketing and management literatures. Our goal is to synthesize literature on concepts related to successive innovation (such as versioning and upgrades) to identify the core dimensions of successive innovation and provide a cohesive framework to guide future research in this domain.

Given the equivocality in understanding the conceptual domain of successive innovation, we review and synthesize literature across three disciplinary domains: marketing, management, and information and decision sciences. Based on the emerging patterns from the literature review, we develop a conceptual framework of successive innovation with the aim of moving the discussion toward greater theoretical clarity.

Based on the literature review and synthesis, we identify three core-dimensions that define successive innovation and compare these across digital and physical product realms: coexistence, embeddedness, and adoption controllability.

Our proposed conceptual dimensions of successive innovation, and discussion of differences across physical and digital product domains, offer important directions for future research and a common vocabulary.

As physical and digital successive innovations can differ in coexistence, embeddedness, and adoption controllability, firms need to consider relevant barriers to adoption of successive product generations and select appropriate strategies to promote and communicate successive innovation. Our proposed successive innovation conceptual dimensions help managers comprehend the complexity of arranging such innovation in business and consumer segments.

Our contribution to the emerging literature on successive innovation is threefold. First, by conducting a comprehensive literature review, we integrate insights from different fields of inquiry (i.e., marketing, management, and information and decision sciences). Second, based on the synthesis of the literature, we offer a conceptual framework of successive innovation, which aims to move the discussion toward greater theoretical clarity. Third, based on our review and conceptual framework, we discuss a set of future research directions to guide academic research efforts.

This paper aims to explore digital fashion products in the metaverse platform contexts and empirically examine the effect of the metaverse platform characteristics on the purchase intention of digital fashion products through users' flow experience and perceived value of the products.

A survey method was used in this study. Answers from 314 metaverse users were analyzed, and the hypotheses were tested using the structural equations modeling and bootstrapping analysis.

The analyses showed that telepresence, social interaction and economic flow had significant effects on users' flow experience among the metaverse platform characteristics, while the continuity and content creation of the metaverse platform did not have significant effects. The flow experience also appeared to have significant effects on multiple consumption values, including pleasure value, self-expression value and economic value. Last, the perceived pleasure value and economic value of digital fashion products had a positive effect on purchase intention.

The main contribution of this research is that it is one of the first empirical attempts to investigate individual consumers' perceptions and experiences of digital fashion products in the context of metaverse platforms.

The purpose of this paper is to investigate how digital and physical product development can be successfully coordinated and which new product development and contextual practices are suitable for the combined digital-physical product development process.

The paper is based on a multiple-case study within one company with three digital-physical product development projects as the units of analysis. The data collection and analysis are guided by an existing research model. The case study is used deductively to illustrate the model.

When combining digital and physical development processes, one or both need to change. This may lead to sub-optimization of one or both of the processes but optimizes the combined digital-physical process. Various development and coordination practices as well as contextual measures must be put into place to improve fit to the digital-physical process characteristics and mixed materiality.

The paper illustrates the research model with case evidence and suggests tentative theory in the form of propositions. Further research needs to explore the impact of the practices and contextual measures proposed.

This research proposes a range of conditions facilitating the successful development of digital-physical products.

This paper is among the first to empirically explore the complex process of digital-physical product development. Taking a process perspective and focusing on organizational and managerial practices and the influence of context, organization theory is used as the theoretical lens.

While previous research has demonstrated the positive effects of digital business strategies on operational efficiency, financial performance and value creation, little is known about how such strategies influence innovation performance. To address the gap, this paper aims to investigate the impact of a firm’s digital business strategy on its innovation performance.

Drawing on the dynamic capability view, this study examines the mechanism through which a digital business strategy affects innovation performance. Data were collected from 215 firms in China and analyzed using multiple regression and structural equation modeling.

The empirical analysis reveals that a firm’s digital business strategy has positive impacts on both product and process innovation performance. These impacts are partially mediated by knowledge-based dynamic capability. Additionally, a firm’s digital business strategy interacts positively with its entrepreneurial orientation in facilitating knowledge-based dynamic capability. Moreover, market turbulence enhances the strength of this interaction effect. Therefore, entrepreneurial-oriented firms operating in turbulent markets can benefit more from digital business strategies to enhance their knowledge-based dynamic capabilities and consequently improve their innovation performance.

This study contributes to the understanding of how a firm’s digital business strategy interacts with entrepreneurial orientation in turbulent markets to shape knowledge-based dynamic capability, which in turn enhances the firm’s innovation performance.

Manufacturers increasingly resort to digital transformation to shape their competitiveness in the digital economy era, while supply chain (SC) collaborative innovation helps them cope with market uncertainties. However, whether and how digital transformation can facilitate SC collaborative innovation remain unclear. To address this gap, we aims to investigate the effects of digital transformation (strategy and capability) on SC collaborative (process and product) innovation and market performance.

We use partial least squares-structural equation modelling (PLS-SEM) with a sample of 210 Chinese manufacturers to investigate the effects of digital transformation (strategy and capability) on SC collaborative (process and product) innovation and market performance.

The results show that digital strategy and capability positively impact SC collaborative process and product innovation, which enhances market performance. In addition, SC collaborative innovation mediates the relationship between digital transformation and market performance.

This study contributes to the literature by identifying how digital transformation drives SC collaborative innovation towards improving market performance and providing practical guidance for enterprises in promoting digital transformation and SC collaborative innovation.

Food sustainability is a world-acknowledged issue that requires urgent integrated solutions at multi-levels. This study aims to explore how food firms can improve their sustainability performance through digital traceability practices, considering the mediating effect of sustainability-oriented innovation (SOI) and the moderating effect of supply chain learning (SCL) for the food supply chain therein.

Hierarchical regression with a moderated mediation model is used to test the proposed hypotheses with a sample of 359 food firms from four provinces in China.

Digital traceability has a significant positive impact on the three pillars of sustainability performances among food firms. SOI (product innovation, process innovation and organisational innovation) mediates the relationship between digital traceability and sustainability performance. SCL plays moderating roles in the linkage between digital traceability and both product and process innovation, respectively.

This paper contributes as one of the first studies to develop digital traceability practices and their sustainability-related improvements for Chinese food firms; it extends studies on supply chain traceability to a typical emerging market. This finding can support food sustainability practice in terms of where and how to invest in sustainability innovation and how to improve economic, environmental and social performance.

Despite the support of digital technology, there is a high degree of ambiguity and fluidity in the boundaries of digital products. This is because the addition of distributed innovation entities has an impact on the scope and scale of digital product innovation. Building upon the knowledge orchestration perspective, this study aims to construct a theoretical model, comprising distributed innovation, knowledge reorchestration and digital product innovation performance, and discuss the moderating roles of intellectual property protection and knowledge exchange activities.

Using a sample of 362 Chinese science and technology enterprises, the scholarship’s framework and hypotheses were tested using regression and bootstrap analysis.

The results confirm that distributed innovation positively enhances enterprises’ digital product innovation performance; knowledge reorchestration plays a partial mediating role in the linkage amongst distributed innovation and digital product innovation performance; and intellectual property protection and knowledge exchange activities negatively and positively moderate the mediating role of knowledge reorchestration amongst distributed innovation and digital product innovation performance, respectively.

This empirical scholarship explores the effect mechanism of intellectual property protection, knowledge exchange activities and knowledge reorchestration on the linkage amongst distributed innovation and digital product innovation performance. This paper expands the theoretical application of distributed innovation, knowledge orchestration and other related theories in the context of the digital economy and further provides a policymaking reference for the improvement of enterprises’ digital product innovations.

In 2022, the new normal era began to experience an increase in the number of tourists visiting Bali. Even though spiritual tourism was optimistic in attracting foreign visitors, most tourists come from nearby nations like Australia, indicating that the visits had a brief duration in this new era. To sustain the income of spiritual tourism advocates, it is possible to overcome the brief visit. Therefore, this study aims to analyze the collaboration of digitalized spiritual tourism activities in 2022. Data were collected through literature study, observation and in-depth interviews to determine the spiritual tourism hybrid business. The result showed that the digitalization of spiritual tourism builds an on-off hybrid method in marketing and products, thus developing a theory of the characteristics. This on-off hybrid provides a touch of experience for tourists to visit directly. Therefore, digitalization builds the resilience of spiritual tourism in the new normal era through marketing and service of hybrid products.

The gap between word-of-mouth marketing habits, direct product service and the tendency to digitize creates adaptation problems that take time. These problems make a practical contribution to building marketing and spiritual tourism products. The theoretical contribution is to build integrated marketing and spiritual tourism digital product concepts. A qualitative research method was adopted because the population of spiritual tourism is very limited. Therefore, it needs to be explored through experienced and knowledgeable informants. Literature study, observation and in-depth interviews were used to collect data. The literature study technique collects data from written sources, namely books, articles and internet sources. Observations were made by analyzing non-participants by recording various marketing activities and services for spiritual tourism products. Additionally, in-depth interviews were conducted with informants about digitalization in the new normal era.

The result showed that the digitalization of spiritual tourism builds an on-off hybrid method in marketing and products, thus developing a theory of the characteristics. This on-off hybrid provides a touch of experience for tourists to visit directly. Therefore, digitalization builds the resilience of spiritual tourism in the new normal era through marketing and service of hybrid products.

The method has successfully built digital and direct visit products. Digital products share knowledge, while direct visit products serve to gain hands-on experience. These products provide income for spiritual tourism actors. However, direct visit products are more emphasized to spread income, such as hotels, restaurants and souvenirs. This development provides a theoretical implication that the characteristics of tourism products can be enjoyed at the service provider’s premises and the area of origin of tourists with digital technology. Therefore, digitalization has changed the theory of the characteristics of tourism products from having to be enjoyed by service providers (Yoeti, 1991).