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Despite the important role that exploitation plays in innovation and new product development (NPD), research on the relative impact of internal organisational stocks of existing knowledge on subsequent exploitation is largely absent. In particular, there is lack of clarity within the extant literature regarding the associations between organisational exploitation and, respectively, the distal-proximal technological experience and radical-incremental innovative experience generated by multiproduct firms. Thus, this study seeks to further enhance researchers’ theoretical understanding on the relationship between organisational exploitation and internal knowledge stocks categorised along two dimensions of organisational experience accumulated by multiproduct firms that have not previously been considered jointly.

This paper pursues a focussed literature review approach and applies the underlying theory of exploitation to develop a theory explaining the possible relationships between organisational exploitation and internal knowledge stocks.

Based on the theory of exploitation, this paper proposes a new direction in studying the various internal knowledge stocks and their respective impact on subsequent organisational exploitation.

The proposed research direction suggests an emerging framework of possible relationships between exploitative new radical products development in firms, and respectively, proximal and distal technological experience, and radical and incremental innovative experience, accumulated in multiproduct firms. This novel framework can guide further research on this topic.

To fill a research gap regarding the possible relationships between subsequent exploitative endeavours and two dimensions of organisational experience that have been traditionally associated with the exploration-exploitation construct, this paper proposes and develops a novel typology of knowledge stocks categorised along two dimensions of organisational experience accumulated by multiproduct firms that have not previously been considered jointly in the literature.

The purpose of this paper is to explore situational influences on customers' actual choice between self‐service and personal service and to examine the impact of past experiences on self‐service technology (SST) attitudes and behavior.

A supermarket self‐checkout machine is the SST under investigation. A mixed qualitative research design was used and a total of 209 observations and 47 interviews were obtained from customers in five supermarket stores in Australia.

Perceived waiting time, perceived task complexity, and companion influence are the three situational factors that impact on a customer's actual choice between self‐service and personal service. Past experiences influence SST attitudes and behavior in a more complex manner than SST characteristics and other individual difference variables.

The findings may not be generalizable to internet‐ or telephone‐based SST contexts.

By understanding what factors affect a customer's choice, better strategies can be developed to manage and coordinate multiple service delivery options. The findings also highlight the importance of preventing frequent failure and providing speedy recovery in the SST context.

This paper goes beyond SST attitudes/intentions and focuses on the moderating effect of situational factors on a customer's actual SST behavior. It also examines the impact of focal product and product‐norm experiences on SST attitudes and behavior.

The authors' research examines how negative electronic word-of-mouth (e-WOM) alters focal customers' post-recovery justice perceptions and attitudes to determine their future behavior with the service provider. Specifically, this paper develops and tests a conceptual model to investigate how negative e-WOM alters focal customers' perceptual and attitudinal outcomes after the service recovery experience. It also examines the post-recovery effect of negative e-WOM on focal customers’ willingness to patronize the service after their recovery experience.

To test the hypotheses, two pretests and two experimental studies with created scenarios in the retail context were conducted.

The authors' findings reveal that services are judged during and well beyond failure and recovery occurrences. To maintain a loyal customer base, service managers should develop processes that address service complaints both within and beyond the service consumption stage. The authors also find that despite a favorable recovery, focal customers gravitate toward the failure experience and develop unfavorable attitudes toward the service provider, leading to likely defections.

The authors' research demonstrates the persuasive power of negative e-WOM at the post-service recovery stage, making a unique contribution to the service recovery literature. This research also contributes to the persuasive effect of negative e-WOM, demonstrating message context as a boundary condition of negative e-WOM effects. In general, the authors' work highlights the importance of understanding the psychological processes involved in eliciting the persuasive influence of negative e-WOM in the post-service recovery stage that may lead to the defection of “so-called” successfully recovered customers.

By outsourcing or partnering with two or more firms to perform certain activities targeted toward customers, firms are engaging in service networks. This research begins to examine how customers evaluate firms in a strategic, B2B service network and how their assessment of firms involved in co‐producing after‐sales service affects their evaluations of a focal selling firm. These evaluations include the key relational outcomes of brand image, satisfaction, and behavioral intentions.

The conceptual model examines the effects of partner firm performance on customers' evaluations of a focal selling firm. Key factors such as focal brand strength and the strength of the relationship between the partner firm and the focal selling firm are proposed to influence this relationship.

Post‐sale business services provided directly to the customer are likely to play an important role in building a firm's brand image and equity, whether those services are provided by the firm or its partners.

The individual firm to individual customer dyad approach that currently dominates the literature does not adequately capture the complex nature of today's B2B service relationships. This research develops a conceptual model that directly addresses the way customers evaluate service when it is performed by multiple partners.

Discovering how customers evaluate service experiences in which multiple firms co‐produce the service within a B2B service network can provide firms with the guidance needed to improve the performance of the entire network and the overall service experience of network customers.

This paper presents new theoretical developments in the area of business‐to‐business service networks. This research also addresses several gaps in the industrial marketing literature, particularly B2B services and branding.

Enterprises' multichannel operations provide various avenues for customer interaction; however, existing literature investigating customer-to-customer interaction (CCI) mainly focuses on a single channel. The purpose of this paper is to investigate the spillover effect of CCI and potential underlying mediating mechanisms in different information channels.

Three between-subjects experiments with 946 participants were employed to empirically validate the proposed hypotheses in the context of an experiential product and a material product.

Results suggest the clear spillover effect of CCI, indicating that positive CCI improves focal customers' satisfaction and purchase intention, whereas negative CCI reduces focal customers' satisfaction and purchase intention. Moreover, CCI's spillover effect varies based on the CCI channel. Offline CCI has a stronger positive spillover effect than online CCI. Contrarily, online CCI has a stronger negative spillover effect than offline CCI. Customer experience and trust are demonstrated to have mediating roles in this process.

This study is the first to comprehensively understand and compare the CCI spillover effect of the two information channels. The findings add to the existing knowledge of information processing in the psychological mechanisms influencing the belief in addition to providing insights for companies engaged in multichannel operations management across different channels.

In every industry there are resources. Some are moving, others more fixed; some are technical, others social. People working with the resources, for example, as buyers or sellers, or users or producers, may not make much notice of them. A product sells. A facility functions. The business relationship in which we make our money has “always” been there. However, some times this picture of order is disturbed. A user having purchased a product for decades may “suddenly” say to the producer that s/he does not appreciate the product. And a producer having received an order of a product that s/he thought was well known, may find it impossible to sell it. Such disturbances may be ignored. Or they can be used as a platform for development. In this study we investigate the latter option, theoretically and through real world data. Concerning theory we draw on the industrial network approach. We see industrial actors as part of (industrial) networks. In their activities actors use and produce resources. Moreover, the actors interact − bilaterally and multilaterally. This leads to development of resources and networks. Through “thick” descriptions of two cases we illustrate and try to understand the interactive character of resource development and how actors do business on features of resources. The cases are about a certain type of resource, a product − goat milk. The main message to industrial actors is that they should pay attention to that products can be co-created. Successful co-creation of products, moreover, may require development also of business relationships and their connections (“networking”).

This study aims to characterize how ecosystem actors shape customer experience (CX). The study also proposes implications for managers and research regarding the customer ecosystem, its actors and actor constellations in the context of CXs.

A qualitative study is conducted among activity tracker users to identify how actors within their ecosystems shape CXs. Data include 28 in-depth interviews and ten self-reported diaries.

This study delineates six actor categories in the customer ecosystem shaping CX within and beyond the service. The number of actors and their importance to the focal customer in various actor constellations form individual-, brand- and socially driven ecosystems. These customer ecosystem types show how actors combine to drive CXs.

Researchers should shift their attention to experiences emerging in the customer’s lifeworld. A customer ecosystem highlights the customer-centered actor configuration emergent within the customer’s lifeworld. It is self-constructed based on the customer’s reference point.

Managers should aim to locate, monitor and join the customer’s lifeworld to gain more insight into how CXs emerge in the customer ecosystem based on customer logic.

Customers are not isolated actors simply experiencing service; rather, they construct idiosyncratic actor constellations that include various providers, social groups and peers.

This paper extends the theory on CXs by illustrating how the various actors and actor constellations forming the customer ecosystem shape CXs.

User-generated content (UGC), e.g. YouTube videos on social media, is all around us. These UGCs are primarily demonstrational and/or informational in their execution format. However, viewers could easily misclassify the UGCs and that may be detrimental to the focal product in the UGC. This study aims to investigate this phenomenon.

The study uses an online survey (N = 459). The respondents were randomly exposed to one of the two UGCs – informational or demonstrational – and then responded to questions measuring their attribution and their purchase intention towards the focal product in the UGC.

Results indicate that about 20% of the respondents misclassified the type of UGC. Further, UGC characteristics such as vicarious experience, transparency and connectedness significantly enhance purchase intention, especially for demonstrational videos; demonstrational UGC, when correctly perceived yield the most favorable results; and misclassification does suppress these relationships.

This study contributes to the theory and practice by linking the viewer evaluation of UGC on various evaluative dimensions (i.e. vicarious experience, connectedness, transparency and perceived risk), purchase intention towards the focal product in the UGC and correct or incorrect classification of the UGC format (demonstrational or informational). This study adds to the knowledge base about UGC by highlighting some of the pitfalls when viewers misclassify the UGC format and emphasizes the importance of a match between the content of the UGC and the perceptions and expectations associated with the medium on which it is uploaded. Like any other research, this study too has its limitations. It has only looked at a few possible variables that would predict the purchase intention in the context of the complex and rich phenomenon of UGC. Future studies should look at other sources of misclassification.

Given the ubiquitous nature of social media and their role in consumer decision-making, the findings of this study have serious practical implications. The results of the study highlight steps to be taken by both creators and marketers to improve effectiveness of UGCs.

While this study does not focus on the social aspects of UGCs, it is not difficult to imagine the phenomenon of UGC misclassification, either as a mistake or deliberately induced and its social implications. Fake news seems to be not uncommon.

Even though the impact of consumer-to-consumer information exchange and UGC on consumers’ brand attitude and purchase intention is well recognized, there is limited research on this topic. Further, to the best of the authors’ knowledge, this study is the first to explicitly examine the concept of misclassification and corresponding issues in the context of UGCs.

The purpose of this study is to understand how young consumers engage in the multi-category context. To that end, engagement on the focal product (dating platforms) and the other product (matrimony platforms) were studied. The objective is to find an answer to the following research question: Why do consumers tend to engage more with the focal product, yet are likely to purchase its complement or substitute?

Semi-structured depth interviews and Straussian grounded theory method were used to collect, analyze and interpret the data.

Self-determination theory provides an answer to the research question. This study suggests: young consumers experience different levels of need fulfilment when they evaluate the focal product in the single-category and in the multi-category contexts; young consumers’ motivational orientation (controlled motivation, autonomous motivation and intrinsic motivation) results into high-level behavior and engagement (pleasure-seeking, platform abandonment, goal-oriented pleasure-seeking, goal-oriented problem-solving, anxious and outsourcing) with the focal product and the other product.

Value of the paper lies in developing a grounded theory framework for engagement in the multi-category context. This study can help practitioners in making important business decisions, especially in the dating and matrimony e-business categories.