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This paper aims to develop and argue for a new research path to advance theory on incumbent firm adaptation to discontinuous technological change. Integrating variance and process epistemologies, implications of distinguishing a firm's capacity to adapt from their adaptive choices are highlighted.

The concepts and argument presented are based on an extensive review and synthesis of the literature on the phenomenon.

Distinguishing resource-based capacity variables and behavioral-based choice variables can fuel progress in the literature on incumbent adaptation to technological changes. More attention is needed on the direct, proximate determinants of what occurs in the process of adaptation, e.g. the intermediate choices to adapt, the timing of adaptive actions and the selection of a means for adapting. Work must then associate specific choices with performance outcomes to complete both sides of the mediated cause-effect model connecting characteristics of the decision issue to performance.

Most studies toward understanding how incumbent firms adapt to discontinuous technological innovation have used variance analyses to identify firm and technology characteristics that explain adaptation outcomes. Focusing on characteristics and content, however, does not adequately explain why or how firms adapt. Scholars thus continue to lament the lack of clear, practical theory. I contend one heretofore unaddressed reason for this dissatisfaction is that too much of the research base neglects the importance of understanding choices and the factors affecting them.

The present study attempts to analyze how social entrepreneurs (SEs) develop technological innovation in the face of diverse institutional logics, which are embedded in the National Systems of Innovation (NSI).

Based on the content analysis of Ashoka Fellows, the study compares SEs in developed and developing countries, which represent strong versus weak NSIs.

SEs selectively couple the elements of diverse institutional logics to ensure the resource inflow and legitimacy of their operations. However, SEs particularly at weak NSIs are also decoupling their profit and non-for-profit branches to address conflict among diverse logics. Moreover, the study finds that 12 out of 20 entrepreneurs who identify themselves as technologically innovative did not develop any new technological innovation.

The study shows that being technologically innovative depends on the acquisition of resources and the management of legitimacy challenges, SEs can diversify their innovations by creating more incremental, architectural and modular innovations to address competing demands among logics.

The study reveals that SEs in weak NSIs interact with multiple institutional logics more frequently than their counterparts in strong NSIs. Although this context leads them to diversify their technological innovation, there is a need for improving the NSIs of SEs in developing countries to facilitate the continuity of resource inflow and ensure the legitimacy of their operations.

Integrating two complementary theoretical lenses, the study contributes to the literature by exploring the impact of the interaction between logics nested within a supra system and SEs’ ability to develop technological innovation.

The purpose of this paper is to investigate the role of emotional brand attachment in consumers’ evaluation of new products that represent technological innovation.

A quantitative study was conducted using survey data from a nationally representative probability sample of US consumers (n = 624) to understand the role of emotional brand attachment in the context of consumers’ evaluation of really new products (RNPs). A framework was developed and tested using structural equation modeling that included emotional brand attachment, brand trust, product incongruity, product familiarity, perceived risk, willingness to try, product evaluation and word-of-mouth intentions.

The results support the role of emotional brand attachment in the diffusion of RNPs. Specifically, results indicated that increased brand attachment reduces consumers’ perceived risk associated with a RNP and increases brand trust. Both constructs played a key role in shaping willingness to try the innovation, word-of-mouth intentions and product evaluation. Findings of this paper add explanatory power to demand-prediction models that more accurately describe the mechanism of the innovation adoption process. For marketing managers, the results emphasize the importance of consumer–brand emotional connections.

The paper used a cross-sectional design; it would be interesting to use a longitudinal design to examine if the role of emotional brand attachment changes over time and how the changes might impact consumers’ perceptions and behaviors in the context of RNPs.

This is the first paper to explore the role of emotional brand attachment in the context of RNPs and consumers’ potential behavioral outcomes.

In institutional settings, the decision to adopt technically innovative products is usually made jointly by individuals representing various functional groups. Each individual participant exerts significant influence over the adoption decision; and often the needs and concerns of various participants and groups differ. These characteristics contribute to the complexity of the purchase decision process and accentuate barriers to adoption, thus presenting special challenges for marketers of technically innovative products. The research discussed was designed to investigate the purchase decision process for technically innovative products in institutional markets. The US educational market provides the setting for the investigation. This market’s purchasing process is similar to a variety of tax‐funded institutional markets (e.g. governmental agencies, public health care facilities). Additionally, this market is significant ‐ in its own right ‐ for two important reasons: (1) it currently spends $225 billion annually, and (2) it significantly affects the future socio‐economic success of the USA. The results of the investigation provide important insights into the problems associated with marketing technically innovative products to these types of institutional markets.

In these economically and ecologically challenging times, the purpose of this paper is to investigate how innovation theory can be used to design more effective, proactive B2B green marketing strategies in order to meet the triple bottom line of economic, social, and ecological sustainability.

This conceptual paper provides a literature review of green marketing strategies and competitive advantage, and relates it to diffusion of innovation theory in a new way. First, a brief overview is described of corporate social responsibility (CSR) theories related to green marketing, with this paper providing value by adding innovation theory to address the gap in the literature. Next, a discussion is provided on reactive and proactive B2B green marketing strategies, degrees of innovation, and diffusion theory research, and propositions are developed. Then, a new model is presented on B2B green marketing innovation strategies and competitive advantage. Next, a conceptual analysis is presented using a diffusion of innovation characteristics framework to show relationships of the innovation characteristics with proactive B2B green marketing strategies and competitive advantage.

Five propositions are developed to reflect the relationship of B2B green marketing strategies with types of innovations and competitive advantage. In addition, a conceptual analysis found seven areas of B2B proactive green marketing strategies related to the diffusion of innovation characteristics. Findings also showed diffusion characteristics are associated with 11 key benefits of sustainable B2B green marketing competitive advantage.

Limitations and managerial implications are discussed. Also, this paper suggests recommendations related to diffusion of innovation characteristics in future research.

This paper provides a diffusion of innovation characteristics framework to test the effectiveness of B2B green marketing strategies and to help generate competitive advantages in an ecologically‐sustainable way. Managerial implications are discussed on how organisations can achieve successful competitive advantage while contributing to environmental sustainability for the common good of society.

This study addresses a gap in the literature on environmental/green marketing by being the first study to expand the CSR category of instrumental theories to include diffusion of innovation theory. Diffusion of innovation theory is applicable to green marketing because it includes new innovations (products, services, processes, etc.). An application of diffusion of innovation characteristics and their relationship to proactive B2B green marketing strategies can help shed light on how to increase the rate of adoption for green products, services, and processes to create a competitive advantage, and at the same time, help move the world toward greater ecological sustainability.

Investigation of family firm radical innovation is burgeoning but far less prevalent than studies of family firm innovation in general. Concurrently, studies repeatedly report that family firms exhibit mostly conservative and incremental innovation rather than more radical ones. This is unfortunate because without radical innovation, family firms risk a competency trap in which long-term competitiveness is lost to more innovative rivals. This situation has led to urgent calls among scholars to explicitly acknowledge the heterogeneity of family firm innovation and to understand the conditions for family firm radical innovation.

A systematic review of 51 papers categorized into four scholarly conversations build the foundation for a critical discussion of each line of inquiry.

The authors analyze 51 leading articles and identify four persistent theoretical positions: (1) RBV and capabilities, (2) agency and stewardship, (3) behavioral agency and socioemotional wealth, and (4) the ability and willingness paradox. The authors identify key research problems and research questions needing urgent scholarly and present a framework that captures their complementary and competing assumptions to enable rigorous future research.

To galvanize and spearhead future research efforts, this paper provides a critical analysis of our understanding of family firm radical innovation with a specific emphasis on the theoretical assumptions at the core of existing investigations and the eight most important research questions in need of answers.

The large number of publications about sustainability and sustainable development that have been published during the past decade has dealt largely with the science of sustainability, the content of sustainability initiatives, and increasingly with the need to more closely link the economic, environmental, and social purposes and operating logic of the firm. Recent literature stresses the inherent social nature of the challenges to aggressively moving to more sustainable ways of operating for the well-being of our planet, society, economy, organizations, and humans. Despite rich case examples, guidance on how to organize to achieve the triple bottom line is limited. We take stock of the current state of knowledge, using an adaptive complex system perspective to articulate the challenges of organizing for sustainable effectiveness. Most of the global economy and the knowledge upon which it is predicated carry a logic of resource abundance even in the face of increasing competition for scarce resources, and a singular focus on economic outcomes. We argue that the development of new capabilities to address triple bottom line sustainability requires a change in that logic and requires new rules of interaction, new organizational and interorganizational designs, and new ways of learning. The premise is that systems can build on their inherent capabilities to learn and to act collectively in order to adapt. We argue that by working together to collaboratively explore how to organize for sustainability, academics and practitioners can accelerate knowledge generation and progress. This chapter provides the theoretical framing context for the chapters to come.

Using the case of Foodora, this paper aims to assess the impact of technological innovation of an emerging actor in the sharing economy through stakeholders’ perceptions in the market and non-market domains.

Using a methodological approach called social media analytics (SMA) to explore the case of Foodora, 3,250 user-generated contents in social media are systematically gathered, coded and analysed.

The findings indicate that, while Foodora appears to be a viable provider in the marketplace, there is mounting public concern about the working conditions of its employees. In the market domain, Foodora manages its status as an online delivery platform and provider well, but at the same time, it struggles with its position in the non-market sphere, suggesting that the firm is vulnerable to regulatory change. These insights highlight the importance of simultaneously exploring and balancing market and non-market perceptions when assessing the impact of disruptive innovation.

This study offers originality by providing an integrative approach to consider both the market and non-market domains. It is also novel in its use of SMA as a tool for knowledge acquisition and management to evaluate the impact of emerging technologies in the sharing economy.

There is a rising interest in ethical, moral, and spiritual challenges and imperatives, accountabilities, and responsibilities in the corporation. Governance issues arise whenever a corporate entity assumes a life of its own, and the ownership of an enterprise is separated from its management. How could owners ensure that “professional managers” hired and delegated to run their companies would run the venture to protect owners’ interests? What is and should be the moral quality of the corporation that CEOs govern? What types of corporate governance, ownership, and control modes and models should CEOs adopt such that they ensure long-term objectives of all stakeholders of the corporation? These ethical questions are central issues in the world of corporations today battled as they are with various pressures from governments, Wall Street analysts, credit ratings agencies, banks and promoters, private equity and hedge funds, and hostile takeovers. Such questions will always be crucial when fiduciary rights and duties attached to investment and ownership cannot be applied directly. This is the context of today’s corporate governance that this Epilogue to Volume I explores.