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This study aims to expand the existing body of knowledge on crowdfunding (CF) motivational patterns with special reference to intangible factors, which most scholars assume to be the most important ones, especially in non-investment-based CF. The purpose is to understand how the presence of an established brand in a CF campaign can affect backers’ funding choices and the reasons behind them. To this end, the authors combine principles from identification, brand relationship and self-determination theories.

The authors considered the (altruistic in nature) domain of CF for social causes as the most widespread type of branded CF and chose the relevant empirical setting of “research CF” run by universities which seem to be more and more interested in connecting branding and fundraising efforts through the active involvement of their “relational circles”. Accordingly, the authors surveyed an extensive sample of students as a primary stakeholder group of potentially engaged backers from one of the first Italian universities to launch a CF program and used structural equation modelling to test the research hypotheses.

The authors found that, despite the CF domain considered, the choices made by backers (counterintuitively, women, in particular) manifest themselves as mostly self-oriented. This is partly explained by brand identification, which fully mediates the effect of brand pride and partially mediates the effect of brand respect (BR) on funding intention. Moreover, BR also directly drives CF choices.

This study portrays a remarkably different CF playground compared with conventional campaigns for both project proponents and backers with several theoretical and managerial implications.

The purpose of this paper is to explore the role of different learning sources in the process of capability building of Chinese firms (CFs) approaching international markets.

The paper is based on the case study of the company “Goodbaby.” The primary data sources are two semi-structured interviews with one of the firm’s managers, which have been triangulated with point of sale visits, interviews with industry experts, and secondary data such as corporate records, patent and trademark data, industry reports and news articles.

Both the home-country and foreign markets act as sources of learning to support the development of CFs’ marketing capabilities. Learning at home is triggered by the complexity of the national market and the exposure to foreign entrants. Foreign learning is stimulated by the relationships with leading foreign partners and the exposure to advanced final markets. Moreover, each learning source has a positive effect on the development of CFs’ marketing capabilities in both market contexts in which they compete, i.e. the home-market and international markets.

CFs’ managers should be simultaneously receptive to the domestic and foreign contexts, as both may support the development of marketing capabilities. CFs’ managers should recognize the learning opportunities embedded in each of these contexts, and identify the markets where these can be effectively redeployed.

The authors distinguish between different sources of learning in the context of CFs’ internationalization, and explore their triggering factors and their role in the development of an underinvestigated type of capabilities, i.e. the marketing capabilities.

The purpose of this paper is to analyze the distribution strategies implemented by foreign firms in emerging markets, and to investigate whether they represent an opportunity for firms to innovate their practice. China is selected as the setting of the investigation as distribution is a critical determinant of business success for international firms operating there.

A multiple-case study approach is adopted by investigating the distribution strategies of four Italian firms in China. The collected data consist of interviews with firm managers and their distributors. To ensure triangulation and cross-verify the findings from the primary data, secondary data consisting of sector reports and newspaper articles were analyzed.

Results discuss how foreign firms develop their distribution system in China and suggest that emerging markets can enable reverse innovation in their distribution strategies.

The research suffers from the limitations of the generalizability of the findings as the study was carried out on a restricted number of firms, and it considered their strategies in one single market.

Managerial implications are discussed on the extent to which the Chinese distribution system still represents a key issue for foreign firms, but it also provides with opportunity for innovation.

While previous research on innovation in emerging markets has mainly focused on product innovation, this study suggests some areas for distribution innovation.

This study aims to investigate the logic between digital transformation and export performance by analysing a large sample of Vietnamese exporters. The theoretical model is further extended by investigating the driving role of digital transformational leadership and mediating effects of firm digital capabilities and employee exploration and exploitation innovation.

The study sample comprised 364 middle managers at 107 export firms in Ho Chi Minh City, Vietnam. The data are analysed using a partial least square-structural equation model (PLS-SEM).

Digital transformation may be an indispensable tool for enhancing the export performance of businesses. Moreover, digital transformational leadership may drive digital transformation through the mediating mechanisms of firm digital capabilities and employee exploration and exploitation innovations to achieve high export performance.

This initial study contributes significantly to international business theory through the lens of dynamic capabilities theory, which reveals the role of digital transformation in export performance via mechanisms of digital transformational leadership, firm digital capabilities and employee exploration and exploitation innovation.