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This study aims to examine internal and external factors as well as main obstacles to managers’/owners’ participation in education and training.

The sample comprises managers of 151 Bulgarian predominantly micro- and small-size enterprises. The data was gathered in 2020 through direct standardized interviews at the respondent’s workplace. This study uses quantitative estimation methods including binominal and multinominal logistic regression as well as nonparametric testing.

Regarding the findings in the relevant studies, the results confirm that the larger firm's size, the existence of human resource management strategy and practices as well as learning-oriented culture stimulate employer-financed management training. The lack of trainers with relevant need-specific expertise appears to be a major barrier. Additionally, the outputs highlight the role of other important determinants not being extensively discussed so far such as the level of development of the region in which the company operates, involvement in R&D and innovation activity as well as the issue of trust in trainer.

This study provides insights into (under)investments in continuing vocational training which might lead to practical implications for businesses, education and government policy in lifelong learning. Moreover, this study focuses on a country with one of the lowest participation rates in adult education across Europe which allows for a better understanding of similar examples.

To the best of the author’s knowledge, this is the first paper examining determinants of management training in Bulgaria and one of the few in the European context. It gives support to the existing literature but adds new findings as well.

Flexible staffing arrangements have become a permanent feature of employment in many industrial societies. This article examines how employers perceive the consequences of using flexible staffing arrangements. It presents and assesses theoretically informed hypotheses on organisational situations in which negative consequences are more likely to be perceived.

This study uses data (n = 761) from a bespoke employers survey, fielded in the Netherlands in 2019. Structural equation modelling (SEM) is used to measure and explain employers' perception of downsides to flexible staffing arrangements.

Employers report distinct downsides to the use of flexible staffing arrangements in terms of performance, management and employee well-being. Model estimates show that employers using flexible staffing arrangements to acquire specific expertise or to follow other organisations in their sector perceive more downsides.

Empirical research on employers' perception of the disadvantageous consequences of using flexible staffing arrangements is scarce. This article highlights that this practice can discourage investments in human capital and lead to a sense of insecurity among young workers. It draws attention to the relevance of distinguishing between strategic motives when trying to understand organisational behaviour regarding non-standard forms of employment.

Firms are the primary producers of innovations, and understanding how these agents acquire, update and manage the knowledge of their employees is central to understanding economic growth. However, in developing economies, technology adaptation plays a critical role in innovation compared to knowledge creation. Thus, this research investigates the role of human capital in innovation at the firm level in the case of a small developing economy, which ranks highly on several human capital dimensions but shows declining levels of investment in advanced human capital development in its manufacturing sector.

This research examines the relationship between innovation and human capital at the firm level in a small peripheral economy. The human capital theory is applied to a firm context to understand variations in innovative behavior depending on the size of manufacturing companies. The effect of several human capital dimensions on product innovation is estimated by applying binomial logistic regression models with firm and time-fixed effects.

This article contributes to innovation economics and public policy by highlighting that not all dimensions of human capital operate similarly for all companies in the context of developing economies. In such settings, technology adaptation plays a critical role in innovation. While employees' human capital endowments significantly impact small firms in that context, firm-level practices such as internal training are crucial for large companies. Consequently, policymakers should consider that firms' human capital endowments impact their innovative behavior differently to avoid one-size-fits-all policy design approaches in this regard.

Prior research on the relationship between human capital and innovation in developing economies was based on a cross-sectional approach. This research's unique panel dataset covering 11-year triennial innovation surveys enabled a modeling strategy that controls for time-invariant unobservable firm characteristics. Three aspects of firms' human capital have been analyzed human capital endowments, internal training and human resource management (HRM) practices for the first time longitudinally in a developing economy, enabling to contrast of empirical findings with policy design.

This paper aims to integrate the consumption perspective within the Industrial Marketing and Purchasing (IMP) debate. The study delves into how consumer communities can be conceived like other network business actors. The perspective of sustainable new ventures (SNVs) in the fashion industry is adopted, considering their specific connection with consumer communities.

Adopting a multiple case study methodology, this paper uses a qualitative approach. Data collection mainly relies on interviews conducted with 10 SNVs in the fashion industry; this sector is a fertile ground for studying sustainability and consumer communities. For data analysis, the abductive approach of systematic combining is applied.

The paper identifies four distinct types of consumer communities and four roles that they can assume as business actors in the business network. Owing to their engagement in these specific roles, consumer communities become part of the SNVs’ network, akin to other business-to-business players.

This study represents one of the initial endeavors to introduce consumption into the IMP theoretical framework. In this paper’s conceptualization, consumer communities are groups of consumers and collective actors in the business network. Additionally, this study advances the research on sustainability as a network concept by including consumer communities’ roles in business networks.

Successful commercialization is crucial to innovative firms, but further investigation is needed on how diverse stakeholders can contribute to the commercialization of a radical innovation that requires particular market creation support. This paper aims to, therefore, analyze the key stakeholders and their contributive activities in commercialization and market creation, particularly in the case of radical innovations.

This study relies on qualitative research design including interviews with key stakeholders, such as regulators, scientists, experts, licensing partners, core company representatives and extensive secondary data. This single-case study concerns a functional food product, which is a radical innovation requiring the development of a novel product category positioned between the food and medicine categories in global market settings. Since its market launch in 1995, the involvement of multiple stakeholders was needed for its successful commercialization in over 30 countries.

Results uncover the contributions of diverse stakeholders to commercialization and market creation, particularly of radical innovation. Stakeholders performed market creation activities such as regulating the marketing and labeling of food products, conducting safety assessments, revealing and validating the positive health effects of the novelty and raising awareness of healthy living and cardiovascular health. The commercialization activities included distributing the products overseas, applying the ingredient to different food products and making the products available for users.

This single-case study provides an overview of the positive stakeholder activities with contributions to market creation and commercialization of functional food innovations. Although the user perspective was not included in the empirical part of this study because of our focus on B2B actors, users of the innovation can contribute to R&D activities to a great extent.

The developed framework of stakeholders’ contributive activities in radical innovation commercialization and market creation contributes to literature discussing market creation as well as commercialization within the marketing and innovation management research fields. This work also generates practical advice for managers who commercialize (radical) innovations.

The main purpose of this research is to investigate the influence of promotional inputs presented to salespeople, such as continuing medical education (CME) sponsorship and drug samples, on adaptive selling and sales performance.

This study used a mixed-methods approach. First, depth interviews were done and this was followed by a survey on 247 pharmaceutical executives in India. Data analysis was done using AMOS, Process Macro and floodlight analysis.

Results showed that CME sponsorship and drug samples drove adaptive selling and sales performance positively. Additionally, results reveal that CME program sponsorship negatively moderated the adaptive selling–sales performance relationship; free drug samples too negatively moderated this relationship.

Firms may hire salespersons with high customer orientation and adaptive selling and train them hone these further. The present research also crucially suggests that pharma firms may allocate CME sponsorship and drug samples to salespeople low on adaptive selling.

This could be the first study, to the best of the authors’ knowledge, that uses promotional inputs (such as CME sponsorship and drug samples) as an antecedent to adaptive selling and sales performance. Moreover, this is the only research that has tested CME sponsorships and drug samples as moderators to customer orientation–adaptive selling and adaptive selling–sales performance.

This research investigates how the value creation interests and activities of different stakeholder groups within one open source software (OSS) project influence the project's development over time.

The authors conducted a case study of OpenSimulator using textual and thematic analyses of the initial four years of OpenSimulator developer mailing list to identify each stakeholder group and guide our analysis of their interests and value creation activities over time.

The analysis revealed that while each stakeholder group was active within the OSS project's development, the different groups possessed complementary interests that enabled the project to evolve. In the formative period, entrepreneurs were interested in the software's strategic direction in the market, academics and SMEs in software functionality and large firms and hobbyists in software testing. Each group retained its primary interest in the maturing period with academics and SMEs separating into server- and client-side usability. The analysis shed light on how the different stakeholder groups overcame tensions amongst themselves and took specific actions to sustain the project.

The authors extend stakeholder theory by reconceptualizing the focal organization and its stakeholders for OSS projects. To date, OSS research has primarily focused on examining one project relative to its marketplace. Using stakeholder theory, we identified stakeholder groups within a single OSS project to demonstrate their distinct interests and how these interests influence their value creation activities over time. Collectively, these interests enable the project's long-term development.

Enabled by pronounced advancement in technology, branded apps have dramatically changed how consumers communicate with brands. However, despite the proliferation of mobile apps, brands are struggling to engage users. Without engagement, a mobile app is unable to attract continued usage and brands are unable to establish relationships with consumers. Grounded in construal level theory, this study aims to adopt a fresh perspective to examine the determinants of psychological distance, which plays a key role in branded app engagement.

An online survey with valid data from 396 app users of UberEats, Foodpanda, 7-11 and FamilyMart in Taiwan was conducted.

Perceived synchronicity, localization, homophily, ease of use and design aesthetics are the key determinants that drive branded app engagement, which, in turn, facilitates continuous app usage intention, a positive brand attitude and brand loyalty.

This study contributes to the literature by revealing the five determinants of psychological distance that exert impacts on the establishment of branded app engagement. This research provides valuable findings that practitioners can emphasize to drive branded app engagement.

In an era where complex technological advances increasingly govern service delivery, it is incumbent on service firms to pioneer innovative strategies to sustain customer engagement and cultivate loyalty. This conceptual paper examines the transformative potential of artificial intelligence (AI) in the realm of online customer communities, with a particular focus on its creation, management and enhancement facets. The authors explore how AI can revolutionize the dynamics of customer interaction, feedback mechanisms and overall engagement within the service industry.

This conceptual paper draws from marketing and management literature focusing on customer communities and AI in service and customer engagement contexts with a robust future research agenda.

A classification of online customer community engagement is provided along with a conceptual framework to guide our understanding of the integration of AI into online customer communities.

This exploration underscores the imperative for service firms to embrace AI-driven approaches to online customer community management, not only as a means to optimize their operations but as a vital strategy to stay competitive in the ever-evolving digital landscape. This paper examines the novel combination of AI with online customer communities and provides the framework in the form of an input-process-output (IPO) model for future research into this integration.

Online customer communities have become a strategic tool for business-to-business (B2B) firms to drive collaboration among customers around the company’s products and services. This paper aims to argue that the three social capital dimensions, that is, structural, relational and cognitive, themselves driven by brand community trust, can affect brand loyalty for the organization.

The authors use a survey to collect data and structural equation modeling to test the conceptual framework by collecting data from 214 participants across three online B2B communities operated by three technology firms in India.

Brand community trust is found to have a strong association with social network ties, identification and norm of reciprocity and shared vision. These three have concomitant effects on the quality of customer-to-customer (C2C) interactions. Such communication generates functional, emotional and social benefits, which, in turn, curate brand loyalty.

The authors’ findings guide community managers in leveraging such conversations in shaping customer loyalty for the corporate brand.

This work provides an integrated framework to explain the important role of C2C interactions in B2B online brand communities.