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This paper aims to contribute to understandings of the dynamics of marketplace exclusion and explore the benefits of a performative approach to knowledge production.

Interactive documentary theatre is used to explore the pressing issue of marketplace exclusion in a deprived UK city. The authors present a series of three vignettes taken from the performance to explore the embodied and dialogical nature of performative knowledge production.

The performative mode of knowledge production has a series of advantages over the more traditional research approaches used in marketing. It is arguably more authentic, embodied and collaborative. However, this mode of research also has its challenges particularly in the interpretation and presentation of the data.

The paper highlights the implications of performative knowledge production for critical consumer learning. It also explores how the hitherto neglected concept of marketplace exclusion might bring together insights into the mechanics and outcomes of exclusion.

While theatrical and performative metaphors have been widely used to theorise interactions in the marketplace, as yet the possibility of using theatre as a form of inquiry within marketing has been largely neglected. Documentary theatre is revealing of the ways in which marketplace cultures can perpetuate social inequality. Involving local communities in the co-production of knowledge in this way gives them a voice in the policy arena not hitherto fully addressed in the marketing field. Similarly, marketplace exclusion as a concept has been sidelined in favour of marketplace discrimination and consumer vulnerability – the authors think it has the potential to bring these fields together in exploring the range of dynamics involved.

This paper aims to analyze the business model innovation in medium and large Brazilian manufacturing companies located in Rio do Sul State.

A holistic multiple case study in five companies was developed. Data were collected through interviews and analyzed according to the content analysis technique.

The main motivation to business model innovation was the innovation in products and services, while the difficulties were the factors relating to the cost. The most common practice among cases was innovation in value proposition and the most widely used method was learning-by-searching. While part of the theory was demonstrated in the case studies, new motivations and practices were identified. The investigation of the learning process on business models’ innovation is pioneered in this study. Further studies on this subject are required.

New business models are likely to provide new opportunities to better address customer needs, generating differentiating itself from its competitors. It is a subject little investigated in the international context, and there are no studies to investigate the experience of Brazilian companies.

This paper aims to understand the significant farm and market-level factors that incentivize the adoption and marketing of pulses influencing its supply response to changing demand.

The authors first use a modified Nerlovian supply response model using secondary data to identify the major price and non-price factors influencing the supply of pigeon pea, black and green gram in the major pulses growing states in India. Second, using primary qualitative data the authors map the pulses value chain from farm to retail to identify the how proportional and fixed transaction costs (FCTs) influence market participation of pulses growers and limit the transmission of price and quality information.

The supply response model shows some positive influence of price on area allocation for pigeon pea and black gram and some negative effects of yield and price increase of competing crops on pigeon pea acreage. However, for the most part, the area of Kharif pulses is inelastic to prices in the long run. Irrigation, rainfall and yields in the lag year are shown to have a significant influence on area allocation for pulses. The market study reveals that low yields, low landholding size and geographical disadvantages of high agro-climatic risk and poor connectivity hinder market access of pulses farmers relative to other crops. Market power in favor of buyers and poor price and quality information is a disadvantage to sellers, influencing their ability to participate in markets.

A quantitative study would be required to identify the magnitude of farm and market-level transaction costs.

This study helps to understand the supply response of pulses and gives suggestions to direct policy to rectify this.

Highly deprived urban contexts, such as informal settlements in the global south, can turn into niches of extreme innovation and sparkle ingenuity out of necessity. But what are the rationales behind the participation of disadvantaged communities in social innovations? Why do they engage in grassroots innovations? What is it that makes these grassroots try novelties and continue experimenting with them, even when the perceived benefits are not clear yet? This paper aims to examine and conceptualize the rationales for engaging in grassroots financial innovations in the context of extremely deprived urban settings.

This paper is based on the case of grassroots organizations which have started experimenting with the development of a community currency in Kisumu, Kenya. This paper is informed by in-depth interviews with members of three grassroots organizations involved in the community currency, together with observations and meeting participation since 2019.

The rationales argued by the participants for engaging in this grassroots innovation are framed in various ways: as a means for seeking poverty alleviation (the development framing); as a challenge to conventional imaginaries of innovations (the digital framing); and as an innovation embedded in community and trust relations (the community framing). These framings have a mobilizing effect that initially draws participants into the innovation. Yet, what explains persistent participation despite the decreasing influence of these framings over time is the organizational space and strategies of incompleteness accommodating these experiments.

This paper contributes to the emerging body of grassroots innovations movements literature. While research has progressed in its understandings of the challenges of scaling up innovative practices, the examination of the grassroots initiatives stemming from extremely deprived settings, and the rationales and framings behind, have been under examined. This paper comes to bridge this gap.

The purpose of this paper is to reconceptualize how managers of multinational enterprises (MNEs) manage risk, particularly in fragile and/or conflict-affected areas of operation. The authors suggest that MNEs consider reducing risk at its source rather than trying to avoid or react to risks as they occur. By incorporating peacebuilding strategies, managers may not only reduce investment risk but also contribute to stability and prosperity in the communities where they operate, and gain a competitive advantage in doing so.

The authors show how firms can take a more holistic approach to working in conflict-affected areas. They do so by overlaying conceptualizations of risk with those of peacebuilding and then use case examples to illustrate how such actions work in practice.

Using a series of examples, the authors find that MNEs that incorporate peacebuilding frameworks in their risk calculations in complex settings tend to have a better understanding of local environments and how they affect firm operations and profitability. These same MNEs may hold a long-term advantage over international competitors that do not share the same understanding.

The authors argue that the study of relationships between international businesses and society in conflict-affected or fragile areas of operation is under-developed and tends to focus on negative (risk-aversion) aspects as opposed to positive (value-added) opportunities. This paper offers new ways in which these relationships can be reconceptualized. The authors’ main takeaway is that a peacebuilding approach does not require corporations to be arbitrators of peace at the expense of profit. Rather, it is instead a broader way to conceptualize and weigh risk when working in the world’s most challenging regions. This approach is more likely to be in the long-term interest of both the firm and the local society where the firm operates.

This work aims to analyze the university–industry interaction in innovation ecosystems. The problem under study addresses how agents can operate in university–industry interactions to enhance the connections, specifically in the aspect of operational mechanisms of an innovation ecosystem.

The study is qualitative, applied through grounded theory approach, cross-sectional and multiple sources of evidence – semi-structured interviews were conducted. An explanatory conceptual model was subsequently compared with the literature and validated with specialists.

The results showed that the university–industry interaction is influenced by several factors, such as networking, legal support, facilitating agents, management practices. Despite this, some other factors were identified for the improvement of U–I relationships, such as: strengthening of triple helix, greater legal certainty and encouragement of open innovation.

The small sample size and the heterogeneity among the universities interviewed did not allow full saturation to occur. In spite of that, a significant level of saturation with respect to the challenges and barriers was observed.

This work has a direct dialogue with researchers, managers and actors involved in university–industry interaction with regard to increasing the capacity for creation and dissemination of knowledge among organizations, educational institutions, government and companies.

By adopting a grounded theory approach, a detailed research agenda addresses research needs in two main areas: activities that precede the interaction between universities and companies, and the organization and management of the consequences of collaborative relationships.

Enterprise systems are commonly implemented by firms through outsourcing arrangements with software vendors. However, deriving benefits from these implementations has proved to be a challenge, and a great deal of variation has been observed in the extent of value generated for client and vendor firms. This research examines the role of co-specialization as a strategy to make the most out of outsourced enterprise systems. The authors develop hypotheses relating resource co-specialization with two indicators of success for implementation of enterprise software: (1) exchange success and (2) firm growth.

The hypotheses are tested using a unique panel data set of 175 firms adopting Advanced Planning and Scheduling (APS) software, a type of enterprise system used for managing manufacturing and logistics. The authors identify organizational factors that support co-specialization and then examine how co-specialization is associated with enterprise software implementation success, controlling for the endogenous choice to co-specialize.

The empirical results suggest that resource co-specialization is positively associated with implementation success and that the two resource co-specialization pathways that are examined complement each other in providing performance benefits.

This paper contributes to the research literature on outsourcing. The study also provides a new empirical test using a unique data set of 175 firms adopting APS Software.

This study aims to explore gender performance in entrepreneurial pitching. Understanding pitching as a social practice, the authors argue that pitch content and body gestures contain gender-based norms and practices. The authors focus on early-stage ventures and the hegemonic masculinities and femininities that are performed in entrepreneurial pitches. The main research question is as follows: How is gender performed in entrepreneurial pitching?

The authors carried out the study with the post-structuralist feminist approach. The authors collected and analyzed nine online pitches with the reflexive thematic method to depict hegemonic masculinities and femininities performed at the pitch.

The authors found that heroic and breadwinner masculinities are dominant in pitching. Both male and female founders perform hegemonic masculinities. Entrepreneurs are expected to be assertive but empathetic people. Finally, there are connections between what entrepreneurs do and what investors ask, indicating the iteration of gender performance and expectations.

While the online setting helps the authors to collect data during the pandemic, it limits the observation of the place, space and interactions between the judges/investors and the entrepreneurs. As a result, the linguistic and gesture communication of the investors in the pitch was not discussed in full-length in this paper. Also, as the authors observed, people would come to the pitch knowing what they should perform and how they should interact. Therefore, the preparation of the pitch as a study context could provide rich details on how gender norms and stereotypes influence people's interactions and their entrepreneurial identity. Lastly, the study has a methodological limitation. The authors did not include aspects of space in the analysis. It is mainly due to the variety of settings that the pitching sessions that the data set had.

For social practices and policies, the results indicate barriers to finance for women entrepreneurs. Women entrepreneurs are rewarded when they perform entrepreneurial hegemonic masculinities with a touch of emphasized femininities. Eventually, if women entrepreneurs do not perform correctly as investors expect them to, they will face barriers to acquiring finance. It is important to acknowledge how certain gendered biases might be (re)constructed and (re)produced through entrepreneurial activities, in which pitching is one of them.

Practitioners could utilize research findings to understand how gender stereotypes exist not only on the pitch stage but also before and after the pitch, such as the choice of business idea and pitch training. In other words, it is necessary to create a more enabling environment for women entrepreneurs, such as customizing the accelerator program so that all business ideas receive relevant support from experts. On a macro level, the study has shown that seemingly gender-equal societies do not practically translate into higher participation of women in entrepreneurship.

For theoretical contributions, the study enhances the discussion that entrepreneurship is gendered; women and men entrepreneurs need to perform certain hegemonic traits to be legitimated as founders. The authors also address various pitching practices that shape pitch performance by including both textual and semiotic data in the study. This study provides social implications on the awareness of gendered norms and the design of entrepreneurial pitching.

This paper aims to analyze the digital servitization (DS) process with the paradox theory lens. The purpose is to catch how intra- and inter-organizational tensions generate complexity along a DS journey to find “where” and “when” industrial companies can intervene to face them.

The methodology is a qualitative, in-depth single case study, which longitudinally explores the DS strategy of a manufacturer along with three phases of development: design, implementation and assessment.

The analysis reveals six intra- and inter-organizational tensions in DS and provides insights on tensions’ origin and how to face them. A theoretical framework on DS complexity and an empirical framework on tensions’ origin is produced.

The research combines service and organizational paradox literature. Together with a longitudinal methodology, it results in a spatial and temporal analysis of DS, from which theoretical and managerial implications are drawn.

The paper intends to show why farms as we know them today may soon be a thing of the past and that organisational behaviour research has an important contribution to make in assisting the upcoming transformation.

Two strains of literature are reviewed and then synthesised: the literature on robots replacing humans in agricultural production and the literature on vertical integration that shifts decisions to agribusiness. Then the potential contribution of organisational behaviour research is outlined.

It is shown how the farm is likely to lose both roles for which their geographic entity is important: making decisions and carrying out production. This requires contributions from organisational behaviour research in the realms of decision designs and social systems.

It can be anticipated that the most profitable strategy for farmland owners in the future will be collaboration with contractors. Farms as organisations, are increasingly losing their importance. This not only has grave social implications for farmworkers and landowners but also for scholars in organisational behaviour research.

The paper challenges an organisational unit that is so familiar to us that it is rarely questioned.