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As government funding continues to decrease, higher education (HE) providers are pressed to become autonomous in terms of managing resources and innovation. Many operate as small and medium-sized enterprises (SMEs), expanding business activities beyond borders by integrating programmes of International Academic Mobility (IAM). Such programmes involve managing the flow of staff beyond national borders, contributing to a key dimension of internationalisation and IAM-driven innovation. This paper seeks to ascertain the motivations, benefits and barriers for undertaking IAM, and the HR processes through which they operate.

A four-stage qualitative methodological approach including interviews with 26 participants is employed to identify factors that motivate staff to participate in IAM programmes.

Eight factors that motivate staff to be involved with IAM (breaking from routine, leisure/recreation, socio-cultural discovery, networking, altruism, developing new skills/capabilities, research/funding collaboration and self-enhancement) and four issues that act as barriers (funding, HR myopia/lack of information, personal circumstances and schedule constraints) are identified.

This study contributes to an important yet under-researched area of employee-driven IAM, developing a conceptual framework that draws from and enriches: expectancy theory, communities of practice, social and human capital theories and intrapreneurship (i.e. employee-driven innovation).

Seeking ways towards a sustainable future is the most dominant socio-political challenge of our time. Marketing should have a crucial role to play in leading research and impact in sustainability, yet it is limited by relying on cognitive behavioural theories rooted in the 1970s, which have proved to have little bearing on actual behaviour. This paper aims to interrogate why marketing is failing to address the challenge of sustainability and identify alternative approaches.

The constraint in theoretical development contextualises the problem, followed by a focus on four key themes to promote theory development: developing sustainable people; models of alternative consumption; building towards sustainable marketplaces; and theoretical domains for the future. These themes were developed and refined during the 2018 Academy of Marketing workshop on seeking sustainable futures. MacInnis’s (2011) framework for conceptual contributions in marketing provides the narrative thread and structure.

The current state of play is explicated, combining the four themes and MacInnis’s framework to identify the failures and gaps in extant approaches to the field.

This paper sets a new research agenda for the marketing discipline in quest for sustainable futures in marketing and consumer research.

Approaches are proposed which will allow the transformation of the dominant socio-economic systems towards a model capable of promoting a sustainable future.

The paper provides thought leadership in marketing and sustainability as befits the special issue, by moving beyond the description of the problem to making a conceptual contribution and setting a research agenda for the future.

The constantly evolving higher education (HE) sector is creating a need for new business models and tools for evaluating performance. In this paper, an overview of the importance-performance analysis (IPA) model and its applicability as a management tool for assessing student satisfaction in the HE sector is provided. The purpose of this paper is to apply IPA in a new and novel manner, undertaking analysis at three levels; the individual student, for individual attributes and at a construct or factor level which combines individual attributes that are correlated. A practical application is illustrated, assessing the gap between the importance placed on specific student satisfaction attributes and corresponding levels of student-perceived performance realised.

The “service product bundle” (Douglas et al., 2006) is refined based on focus group evaluation. Survey responses from 823 students studying across four Malaysian private universities are analysed using factor analysis and the IPA model utilised to identify importance-performance gaps and explore the implication of the iso-rating line as well as alternative cut-off zones.

Factor reduction of 33 original measurement items results in eight definable areas of service provision, which provides a refined and extended management tool of statistically reliable and valid constructs.

The research is undertaken in a private business school context in Malaysia. Further research could focus on other universities or countries, as well as faculties such as computing and engineering or explore other elements of education-based performance.

The research method and study outcomes can support HE managers to allocate resources more effectively and develop strategies to improve quality and increase student satisfaction.

Distinct from other IPA-based studies, analysis is undertaken at three levels; the individual participant, for individual items and at the factor level.

Public entrepreneurship is increasingly being propounded as a key means of ‘doing more with less’ during the tough times associated with successive rounds of neoliberal restructuring and austerity. The primary aim of this chapter is to provide a critical-exploratory review of sponsorship – a disruptive interjection or particular form of public entrepreneurship.

Public entrepreneurship provides a useful theoretical frame for exploring some emergent ways of delivering public services in a post-Credit Crunch global operating environment. Empirical insights are derived from a single local authority in the United Kingdom.

There is a widespread concern that straitened economic conditions can engender the prevalence of short-term financial considerations at the expense of other objectives. Sponsorship, as a discrete form of public entrepreneurship in some circumstances has the potential to achieve multiple objectives, enriching public value. However, this is contingent of specific contextual factors.

By identifying some risks associated with disruptive interjections intended to open new paths for the sponsorship of public services as well as indicating some opportunities for risk reduction, it is hoped that our analysis may benefit public authorities when they are exploring or evaluating sponsorship ‘opportunities’.

Examining sponsorship through a public entrepreneurship conceptual frame has received limited research attention. Whether sponsorship is a ‘winning solution’ is contingent on the particular form of sponsorship as well as the specific time and place.

This study aims to identify the dimensions of business student satisfaction in the Malaysian private higher educational environment and evaluate the influence that demographic factors have on satisfaction.

A questionnaire was developed and distributed to 1,200 undergraduate business students at four private higher educational (PHE) institutions in Malaysia. Exploratory factor analysis was used to identify the underlying dimensions that drive student satisfaction. ANOVA and t-tests were conducted to evaluate the influence that demographic factors have on the results.

Factor analysis resulted in the adoption of a 12-factor solution from an original set of 53 satisfaction items. The results also indicated the influence of demographic factors on the level of business student satisfaction.

This study identified 12 factors or the underlying dimensions that drive business student satisfaction in the Malaysian PHE. The 12 factors are: professional comfortable environment; student assessments and learning experiences; classroom environment; lecture and tutorial facilitating goods; textbook and tuition fees; student support facilities; business procedures; relationship with teaching staff; knowledgeable and responsive faculty; staff helpfulness; feedback; and class sizes. Understanding these factors could help educational institutions to better plan their strategies and inform academics interested in studying student satisfaction.

The influence of electronic word-of-mouth (eWOM) information, such as online reviews, on consumers’ decision making is well documented, but it is unclear if online reviews still matter in post-purchase evaluation and behaviours. The purpose of this paper is to examine the extent to which online reviews (aggregate rating (AR) and individual reviews (IR)) influence consumers’ evaluation and post-purchase behaviour by considering the valence congruence of online reviews and consumption experience (CE).

Following social comparison theory and relevant literature, the authors conduct an online experiment (pre-test: n=180; main study: n=347). The authors rely on a 2 (CE valence) ×2 (AR valence) ×2 (IR valence) between-subjects design.

Congruence/incongruence between the valences of CE, AR and IR affects consumers’ post-purchase evaluation at the emotional, brand and media levels and review-writing behaviour. In comparison to aggregated rating, IR are more important in the post-purchase stage. Similarly, consumers have a higher eWOM-writing intention when there is congruence between the valences of CE, AR and IR.

The authors demonstrate the importance of service providers continually monitoring their business profiles on review sites to ensure consistency of review information, as these influence consumers’ post-purchase evaluation and behaviours. For this reason, the authors illustrate the utility of why media owners of review sites should support the monitoring process to facilitate the engagement of both businesses and customers.

The authors break new ground by empirically testing the impact of online review information post-purchase seen through the theoretical lens of social comparison. The approach is novel in breaking down and testing the dimensions of post-purchase evaluation and behavioural intentions in understanding the social comparison elicited by online reviews in the post-purchase phase.

The purpose of this paper is to explore the brand relationships between a mega-sports event, the Olympic Games, and its branded main sponsors, using the lens of brand personality.

The study uses the internet-based website communications of the sponsor and event brands to assess congruence in brand personality identity exhibited in the communications of sponsors and how these relate to the event brand itself. A lexical analysis of the website text identifies and graphically represents the dominant brand personality traits of the brands relative to each other.

The results show the Olympic Games is communicating excitement as a leading brand personality dimension. Sponsors of the Olympics largely take on its dominant brand dimension, but do not adapt their whole brand personality to that of the Olympics and benefit by adding excitement without losing their individual character. The transference is more pronounced for long-running sponsors.

Sponsorship of the Olympic Games does give brands the opportunity to capture or borrow the excitement dimension alongside building or reinforcing their own dominant brand personality trait or to begin to subtly alter their brand positioning.

This study is the first to examine how the sponsor’s brand aligns with the event being sponsored as a basis for developing a strong shared image and associative dimensions complimentary to the positioning of the brand itself.