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This article aims to provide greater clarity regarding the conceptualization and critical role of digital marketing ecosystems for the global expansion of multinational enterprises (MNEs) and offer novel research directions to prompt future research.

The authors first review the marketing literature related to marketing ecosystems, highlighting the evolution of this body of work across a range of domains such as services, innovation and new product development, communications and marketing strategy more broadly. Next, two case examples of MNEs whose global expansion efforts have been supported by their marketing ecosystems are used to highlight the role of marketing ecosystems in global market expansion. Finally, novel research directions are offered to prompt future research and provide greater insight into this emerging area.

The case examples we examine yield important insights into the role of marketing ecosystems for MNEs expanding from emerging markets (EMs) to developed markets (DMs). EM-MNEs such as TEMU face more communication and payment ecosystem challenges while opening their supply chain to DMs. Contrary to EM-MNEs, DM-MNEs face institutional and sociocultural challenges that require different marketing ecosystem orchestration approaches.

Marketing ecosystems can provide MNEs with greater multinational flexibility, enabling them to adapt their global strategies to navigate increasing complexities in global markets, such as trends toward increased protectionism and geopolitical disruptions. However, there is surprisingly little research addressing this issue.

Remote working has brought forward many challenges for employees as the phenomenon is still new for most employees across the globe. Some of these challenges may be addressed by the recent adoption of digital technologies by organizations. In this vein, our study explores the impact of digital platform capability on the creativity of employees through the mediating mechanism of explicit and tacit knowledge sharing.

The data were gathered from higher education institutes (HEIs) in a developing country, Pakistan which recently saw a major disruption during the Covid-19 pandemic. The proposed hypotheses were tested through Structural Equational Modeling (SEM) and the results confirmed our hypotheses.

The findings confirmed that the digital platform capabilities impact both tacit and explicit knowledge sharing among these remote employees. Likewise, the results also supported the mediating role of both explicit and tacit knowledge sharing on the creativity of these remote workers.

Our results are significant as they confirm the impact of digitalization on remote workers’ creativity predisposition. We thus advance the academic debate on the problems of knowledge sharing in remote working. We prove that digital capabilities outweigh the challenges created due to new forms of work driven by the pandemic. It further highlights the important areas to focus on while planning human resource policies in the new normal.

We draw upon stress theory and utilize the context of the COVID-19 pandemic to investigate how various coping strategies employed by expatriates affect their psychological stress, subsequently influencing their expatriation satisfaction and intention to withdraw from the host country.

We utilize structural equation modeling to analyze a sample of 453 expatriates residing and working in the United Arab Emirates during the COVID-19 pandemic.

Our analysis shows that the effects of different coping strategies on expatriates vary. Depending on the nature of the strategy, they can have either positive or negative effects. While coping via problem-focused and denial strategies decreases expatriates' stress, coping by distancing increases it. Social support-seeking is not found to be an effective stress-coping strategy. In terms of implications, the problem-focused strategy leads to the most positive outcomes, whereas distancing leads to the most negative outcomes.

Our study provides significant theoretical and practical insights into expatriates' coping mechanisms within the context of natural crises.

Drawing on the knowledge-based view, this study investigates how IT–business alignment influences business model design via organizational learning and examines the moderating role of data-driven culture in the relationship between IT–business alignment and business model design via organizational learning.

Using multi-respondent survey data collected from 597 Chinese firms, mediation and moderated mediation analyses were used to examine this study's hypotheses.

The mediation test results revealed organizational learning served as a mediator between IT–business alignment and two types of business model design (i.e. novelty- and efficiency-centered). In addition, data-driven culture strengthened the indirect effects of IT–business alignment on these two types of business model design via organizational learning.

This study extends current understandings of the relationship between IT–business alignment and business model design by revealing the mediating role of organizational learning and investigating its indirect effects under various degrees of data-driven culture. As such, it contributes to the literature on the business model and IT–business alignment and provides insights for managers seeking to achieve the expected business model design.

The purpose of this study is to examine the mechanisms of absorptive capacity (ACAP) in the specific context of digital product development teams. More precisely, it explores the process of internalizing and utilizing external knowledge from sources outside the team to promote the development of innovative ambidexterity.

The study employs the ACAP framework and directs specific attention to the concept of knowledge assimilation, encompassing comprehension, documentation and dissemination. Seventy-five employees of one of Indonesia’s largest commercial banks were surveyed about two initiatives they participated in. To this end, 12 research hypotheses are formulated, tested and analyzed using structural equation modeling.

Knowledge comprehension, documentation and dissemination are found to mediate between knowledge acquisition and knowledge exploitation. At the same time, the relationship between knowledge acquisition and knowledge transformation is mediated by knowledge comprehension and dissemination, but not documentation. The authors also found that knowledge transformation positively mediates between knowledge comprehension and dissemination on the one hand and ambidexterity on the other hand. Importantly, knowledge exploitation negatively mediates between knowledge comprehension and documentation on the one hand and ambidexterity on the other hand.

This study contributes to the existing body of knowledge by offering nuanced insights into the interplay of knowledge assimilation processes within ACAP, particularly in the context of digital product development. The identification of mediating factors and their impacts on ambidexterity provides valuable implications for both theory and practice in this domain.

This study aims to address sustainability challenges in construction by exploring the structural performance and environmental benefits of incorporating pozzolanic waste glass (WG) into ultra-high-performance reinforced concrete (UHPRC) beams.

A comprehensive evaluation of UHPRC beams was conducted, incorporating varying ratios (10%, 20% and 30%) of WG powder alongside a consistent 0.75% inclusion of basalt fiber. The investigation encompassed the entire UHPRC production process, including curing, casting and molding, while evaluating workability and physical properties. Furthermore, the environmental impact, particularly CO₂ emissions associated with UHPRC mixture components, was also assessed. Type K thermocouples were employed to analyze temperature dynamics during fabrication, providing valuable insights.

The findings demonstrate positive implications for using pozzolanic WG as a cement substitute in UHPRC beams.

This research stands out for its unique focus on the combined effects of incorporating recycled pozzolanic glass waste on the structural performance and environmental footprint of UHPRC beams.

The sustainable development of the platform economy has been hindered by the absence and alienation of platform corporate social responsibility. Previous studies have mainly focused on the contents and governance models for platform corporate social responsibility. This study seeks to explore which strategy participants choose in the governance of platform corporate social responsibility and their influencing factors.

Using a platform ecosystem approach, a quadrilateral evolutionary game model was developed, and the stabilities of subjects’ behavioral strategies and their combinations in various scenarios were analyzed. Additionally, the effects of key parameters on the system’s evolutionary path were simulated.

The ideal steady state system is achieved when platform enterprises, complementors and consumers adopt positive strategies while the government adopts lax regulation. Moreover, the evolutionary strategies of the subjects are influenced by several factors, including the participation costs of governance, the rewards and punishments imposed by platform enterprises, as well as the reputational losses of platform enterprises and complementors due to media coverage.

This study offers insights into improving the governance effectiveness of platform corporate social responsibility for managers and practitioners.

This study contributes to existing literature by considering the rational orientation of platform ecosystem members and revealing the interaction mechanisms among members. Furthermore, this study combines collective action theory and reputation theory to clarify the influencing factors on members’ behaviors.

Against the background of the popularity of social media and heritage tourism, this study aims to focus on world heritage sites, proposing a method to examine and compare the digital spatial footprints left by tourists using geographic information systems.

By analyzing user-generated content from social media, this research explores how digital data shapes the destination image of WHS and the spatial relationships between the components of this destination image. Drawing on the cognitive-affective model (CAM), it investigates through an analysis of integrated data with more than 20,000 reviews and 2,000 photos.

The creativity of this research lies in the creation of a comprehensive method that combines text and image analytics with machine learning and GIS to examine spatial relationships within the CAM framework in a visual manner.

The results reveal tourists' perceptions, emotions, and attitudes towards George Town and Malacca in Malaysia, highlighting several key cognitive impressions, such as history, museums, churches, sea, and food, as well as the primary emotions expressed. Their distributions and relationships are also illustrated on maps.

Tourism practitioners, government officials, and residents can gain valuable insights from this study. The proposed methodology provides a valuable reference for future tourism studies and help to achieve a sustainable competitive advantage for other heritage destinations.

This study uses data from the Chinese banking sector to explore the relationship between green credit and risk-taking in commercial banks. It also examines whether the level of regional green development acts as a moderator regarding this relationship.

Using a dataset composed of annual observations from 57 Chinese commercial banks between 2008 and 2021, this study employs both piecewise and curvilinear models.

Our results indicate that when the scale of green credit is low (<0.164), it increases the risk-taking of commercial banks. Conversely, when the scale of green credit is high (>0.164), it reduces the risk-taking of commercial banks. Moreover, this nonlinear relationship impact exhibits bank heterogeneity. Furthermore, the results show that the level of regional green development and local government policy support negatively moderate the relationship between green credit and commercial bank risk-taking. Furthermore, we find that green credit can directly enhance the net interest margin of commercial banks.

This study is the first to provide evidence of a nonlinear relationship between green credit and risk-taking in commercial banks, and it identifies the significant roles of regional green development level and local government policy support in the Chinese context.

Prior research from transaction costs economics argued that central firms perform better because they have superior access to information to discipline their alliance partners. Central firms may also, however, face higher costs and risks of unintentional learning and weaken their competence through structural inertia. We propose that these costs and risks are influenced by the learning capacities of the firms in the network and can explain different outcomes for focal firm performance.

To test our predictions, we use instrumental variable–generalized method of moments estimation techniques on 15,517 firm-year observations from equity alliance portfolios in the global food industry across a 21-year window.

We find support for our predictions and show that the relationship between network degree centrality and firm performance is negatively influenced by partners’ learning capacity and positively influenced by focal firms’ learning capacity, while firms with low network degree centrality benefit less from their learning capacity.

Future developments in transaction cost economics may consider partner and focal firms’ learning capacity as moderators of the network degree centrality – firm performance relationship.

In alliance decisions, managers must consider that the combination of high network degree centrality and partners’ learning capacity can lead to high costs, risks of unintentional learning, and structural inertia, all of which have negative consequences for performance. In concentrated industries where network positions are controlled by a few large firms, policymakers must acknowledge that firms may face substantial barriers to collaboration with learning-intensive firms.

This study is the first to develop and test a comprehensive transaction cost analysis of the central firm’s unintended knowledge flows and structural inertia in alliance networks. It is also the first to incorporate theoretically and empirically the hazards of complex and unintended information flows on the relationship of network degree centrality to performance in equity alliance portfolios.