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Along with technology-based ecosystems, healthcare start-ups are expanding multi-fold. On the other hand, underlying uncertainties pose several challenges for these health-tech enterprises at macro-meso-micro level, influencing their business circumstances and profitability. The current study aims to comprehend the macro-, meso- and micro-level barriers that make it difficult for enterprises to set up healthcare technology start-ups. The study also observed the perceived effect of these challenges on firms' performance and cost structure over time. Using the theory of behaviour under uncertainty, the study revealed multiple systemic, sector-related, human and implementation barriers that hinder business growth and lead to uncertainties for health-tech start-ups.

Using a grounded theory approach, the study collected the views of 51 health tech start-ups in the UK using an online participants pool. The data was collected using qualitative data techniques in the form of open-ended essays, and a content analysis using thematic coding process was conducted. The questions centered around the different institutional uncertainties or barriers while setting up or running a healthcare start-up.

The study revealed several macro-, meso- and micro-level barriers these technology-based enterprises perceive in the healthcare industry. These are recognised as systemic barriers, such as lack of funding and procedural issues; sector-related barriers, such as market-related impediments; human barriers, including psychological barriers and resistance to new technology; and implementation barriers, such as operational and personnel issues.

The study used qualitative, open-ended essay techniques to collect the data. Future studies may use a mixed-methods approach to provide holistic insights. The study is conducted in a single developed country, the UK. Future work may expand these findings by comparing developed market challenges with those of emerging markets and by assessing the viewpoints of healthcare start-ups.

This research will assist the healthcare sector and government understand health tech start-up hurdles and uncertainty. Policymakers must assist start-ups and encourage entrepreneurial innovation. Regulating and enabling policies will help. The paper examines start-ups' macro, meso and micro uncertainties. Policymakers promoting sector entrepreneurship must consider these barriers while designing policy guidelines.

The study contributes to the existing literature on technology start-ups, particularly in the healthcare industry, and identifies significant barriers these start-ups face. The study synthesizes research on health-tech start-up uncertainty and bridges the gap between theory and practice by applying empirical findings.

Advertisements often use fear appeals to encourage prevention focused behaviors. This approach has been somewhat successful in changing attitudes and behaviors, often encouraging consumers to secede from behaviors such as smoking or to adopt preventative behaviors such as engaging in health screenings. However, health-care marketers have been less successful in efforts to reduce obesity. The obesity crisis has led to an abundance of marketing communications designed to influence weight loss. Many of these focus on fear of physical health risks associated with being overweight which have a certain degree of uncertainty surrounding them. This study aims to examine financial threats that have lower perceptions of uncertainty, and the differential impact this type of threat has on elements of the Extended Parallel Process Model (EPPM).

A 2 × 2 experimental design is used to examine the differential impact of messages communicating threat of financial and physical risk on evoked fear, perceived uncertainty, perceived susceptibility, efficacy and intention to lose weight.

Overall results indicate that response to weight loss advertising varies given the type of threat presented. Results indicate that there is a greater level of uncertainty associated with physical health threats than that with financial threats. Moreover, even though individuals were more fearful of and felt more susceptible to physical threats, when they believed that the recommended behavior was feasible, financial threat was more influential.

To encourage weight loss and intentions to lose weight advertising in practice and advertising research primarily focus on the physical health risks associated with being overweight as a motivating factor. Current research explores the impact of financial threats on attitudes and behavioral intention and finds that financial threats are perceived as more certain than physical threats, and the communication of financial threats is more salient in its effect on weight loss intentions. An opportunity for future research is to further explore the impact of uncertainty in relation to components of EPPM and how threats varying in degrees of uncertainty may impact weight loss intentions.

This survey explores the application of real options theory to the field of health economics. The integration of options theory offers a valuable framework to address these challenges, providing insights into healthcare investments, policy analysis and patient care pathways.

This research employs the real options theory, a financial concept, to delve into health economics challenges. Through a systematic approach, three distinct models rooted in this theory are crafted and analyzed. Firstly, the study examines the value of investing in emerging health technology, factoring in future advantages, associated costs and unpredictability. The second model is patient-centric, evaluating the choice between immediate treatment switch and waiting for more clarity, while also weighing the associated risks. Lastly, the research assesses pandemic-related government policies, emphasizing the importance of delaying decisions in the face of uncertainties, thereby promoting data-driven policymaking.

Three different real options models are presented in this study to illustrate their applicability and value in aiding decision-makers. (1) The first evaluates investments in new technology, analyzing future benefits, discount rates and benefit volatility to determine investment value. (2) In the second model, a patient has the option of switching treatments now or waiting for more information before optimally switching treatments. However, waiting has its risks, such as disease progression. By modeling the potential benefits and risks of both options, and factoring in the time value, this model aids doctors and patients in making informed decisions based on a quantified assessment of potential outcomes. (3) The third model concerns pandemic policy: governments can end or prolong lockdowns. While awaiting more data on the virus might lead to economic and societal strain, the model emphasizes the economic value of deferring decisions under uncertainty.

This research provides a quantified perspective on various decisions in healthcare, from investments in new technology to treatment choices for patients to government decisions regarding pandemics. By applying real options theory, stakeholders can make more evidence-driven decisions.

Decisions about patient care pathways and pandemic policies have direct societal implications. For instance, choices regarding the prolongation or ending of lockdowns can lead to economic and societal strain.

The originality of this study lies in its application of real options theory, a concept from finance, to the realm of health economics, offering novel insights and analytical tools for decision-makers in the healthcare sector.

Although the use of management control systems (MCS) in crisis management has received extensive attention, limited knowledge exists regarding the benefits of the broad scope, timeliness, integration and aggregation dimensions. This study aims at examining the performance implications of the context-structure combinations of pandemic management strategy (PMS), MCS use and pandemic-induced uncertainty of public health institutions (PHIs) in Ghana.

Data were collected using online survey questionnaire where 246 public health managers qualified for the study. Data were analyzed using covariance-based structural equations modeling (version 23).

PMS was found to have a significant and positive impact on three (broad scope, timeliness and aggregation) of the four dimensions. The integrated dimension was statistically insignificant. In addition, the three dimensions had a significant impact on top managers’ satisfaction with MCS use, which in turn impact on cost containment and quality of care. Finally, COVID-19 uncertainty moderated the relationship between MCS use and operational performance.

The three dimensions of broad scope, timeliness and aggregation are critical for PHIs when it comes to crisis management. Moreover, the presence of pandemics strengthens the relationship between top manager use of MCS and performance in health care. More sophisticated MCS information is required when managing pandemic-related crisis by PHIs.

This study presents a theoretical framework that integrates PMS, MCS use and performance of public health care from a contingency perspective. It extends the benefits of contingency theory to include the three dimensions of MCS with respect to crisis management.

This study aims to examine uncertainties created due to the pandemic that multinational enterprises (MNEs) had to confront. It also assesses MNEs’ response to these uncertainties through their dynamic capabilities (DCs). It relied on theories of DCs and organizational learning.

MNEs listed in Fortune Global 500 served as the population of the study, while data were retrieved from their respective corporate websites. The final phase generated 704 documents systematically analyzed for dialogic communication. Content analysis was used to make inferences.

This study found six distinct uncertainties created by COVID-19. Furthermore, it was found that irrespective of industry-type or headquarters location, organizations could transform their internal processes and remain resilient by strategically sensing and responding to exogenous shocks through DCs.

The use of dialogic communication through website analysis could be prone to misrepresentations and data exaggeration from organizations. However, this limitation was mitigated by focusing on Fortune Global 500 MNEs, which are reputable global corporations.

Dealing with and coping with the uncertainties created by COVID-19 presents MNEs with valuable capabilities and experience in handling future global viral diseases when they inevitably occur.

Unlike previous shocks, COVID-19 had an immeasurable global disruption to MNEs’ business operations. Evidence was found that MNEs could remain resilient by using DCs in response to uncertainties amid an exogenous shock. It makes a theoretical contribution by extending what was previously known about DCs, uncertainties and exogenous shocks.

This paper aims to create a better understanding of the challenges posed by work from home (WFH) during the ongoing COVID-19 pandemic, to investigate the public sentiment toward this transition, and to develop a conceptual model incorporating the relationships among the factors that influence the effectiveness of WFH.

This paper uses netnography method to collect data from the Twitter platform and uses Python programming language, Natural Language Processing techniques and IBM SPSS 26 to conduct sentiment analysis and directed content analysis on the data. The findings are combined with an extensive review of the remote work literature to develop a conceptual model.

Results show the majority of tweets about WFH during the pandemic are positive and objective with technology and cyber security as the most repeated topics in the tweets. New challenges to WFH during pandemic include future uncertainty, health concerns, home workspaces, self-isolation, lack of recreational activities and support mechanisms. In addition, exhaustion and technostress mediate the relationship between the antecedents and outcomes of WFH during the ongoing COVID-19 pandemic. Finally, the fear of pandemic and coping strategies moderates these relationships.

This paper is one of the first efforts to comprehensively investigate the challenges of WFH during a crisis and to extend the remote work literature by developing a conceptual model incorporating the moderating effects of fear of pandemic and coping strategies. Moreover, it is the first paper to investigate the tweeting behavior of different user types on Twitter who shared posts about WFH during the ongoing pandemic.

This paper aims to investigate the effect of anxiety on information search during food choice and to test a key moderator of the effect of anxiety on search, namely attitude towards nutritional claims.

By means of qualitative study the paper investigates the notion that consumers experience anxiety about health outcomes during food choice. Further, by means of structural equation modelling based on two studies with representative samples of Danish consumers, the paper investigates the effects outlined above.

The authors show that anxiety during food choice increases information search in four product categories – ready dinner meals, salad dressing, biscuits, and cakes. Further, the results show that the positive effect of anxiety on information search is stronger when consumers have a less favourable attitude towards nutritional claims on the product label.

The results suggest that anxiety during food choice is desirable from the consumer welfare point of view since it leads to more informed consumers. The results also indicate that public policy makers should educate consumers to be critical about nutritional claims, since this would increase consumers' propensity to search for health information. In turn, from a managerial point of view this suggests that providers of healthy food should provide extended health information for consumers that are sceptical about nutritional claims since their scepticism towards this type of condensed information will in fact motivate extended information search.

This paper contributes to research in marketing on food choice and consumption: a consumption area that is important but difficult to navigate due to an increasing complexity of nutritional information at the point of sale. This paper demonstrates that situational, choice‐based anxiety and scepticism towards nutritional claims may actually be good things by prompting consumers to undertake search, and hence ultimately make more informed choices.

The purpose of the article is to introduce the outcomes of a study analyzing the relationships between willingness to use technology for health purposes, health information behavior (HIB), health behavior (HB) choices, readiness for COVID-19 vaccination, socioeconomic indicators and self-reported health among older adults aged = 50 years living in Estonia.

A cross-sectional survey was conducted among 501 people aged = 50 in Estonia in 2020, a month after the end of lockdown.

The results of the study indicate that the more recurrent the need for HI was (rho = 0.11, p < 0.05) and the more regularly one searched for it (rho = 0.14, p < 0.01), the more willing a person was to get vaccinated. Also, interest in digital applications corresponded to vaccination readiness (rho = 0.25, p < 0.001). However, this relationship did not emerge in the case of other HBs such as healthy eating and exercise. Differences in HIB should be taken into account when developing effective means of health communication designed especially for crisis situations.

Estonia is known as one of the digital front runners in the world. However, social welfare and the well-being of disadvantaged groups among the population (e.g. older people) have not yet caught up with the more developed Western countries. Thus, learning more about the health-related information behavior of older adults, e.g. the kind of health information they are seeking and using in Estonia, allows policymakers, health information providers and libraries in Estonia to plan and carry out more effective interventions and help them to improve the existing systems so as to furnish older adults with relevant information.

Contemporary business is rather global. Food imports and exports are expanding beyond borders to meet increasing domestic and international food and consumer demands. Genetically modified (GM) food emerged as a potential sustainable solution which aims at meeting consumer demands and to mitigate urgent global food security problem. Because of its nature of existence, GM food is a controversial topic in several countries and has varied acceptance rates by consumers. Both government and consumers are antagonistic towards GM foods in most European countries. In contrast, most Asian consumers are neutral and so do not oppose GM foods. The purpose of this viewpoint paper is to examine the factors determining the difference in acceptance of GM foods between cultures. Such information can facilitate policy implications for governments in global agri-food trade and for producers in segregating markets.

Extensive literature review is done to base the discussions of this viewpoint paper.

This paper presents five factors that describe the difference in acceptance of GM foods between Europeans and Asians: knowledge and trust over the institutions performing research, uncertainty avoidance and health, gender differences, risk perception and material benefits and food for survival.

There is no systematic study that compares factors determining acceptance of GM foods across cultures.

Marketing boards are an integral part of the farm economy in Canada. Their purposes have been debated for decades but seldom from a marketing perspective. Such an approach makes for an interesting way to study them. The purpose of this paper is to assess the pros and cons of marketing boards, suggesting how they can be made more responsive to market forces.

The paper positions the need for Canada to bring agricultural market reforms. The wave toward freer access to world markets makes the study of supply management that more interesting and relevant in the twenty‐first century. A brief history of marketing boards is presented, followed by a discussion of their economic, social and constitutional impacts on Canadian society. Dairy supply management issues are discussed because they serve as the basis for comparative analysis, given that dairy trade liberation has been the most successful. The impact of marketing boards on consumers is well documented.

The research points out that marketing boards lack managerial savvy to make them more efficient and responsive to market changes. Logistical and supply chain management approaches seem to be lacking. A failure to respond to markets has resulted in lost market opportunities, both domestically and abroad. The quota values, the legal and constitutional powers of Canadian marketing boards and the interprovincial trade barriers, among other issues, have stifled entrepreneurship and innovation, all with rising prices to consumers. Trade liberation will not be easy to implement even if it is urgently needed.

Some of the suggested market reforms presented in the paper are bound to have repercussions not only on farmers and their current ways of doing business but on Canadian society as well.

Few studies on marketing boards have been done from a marketing perspective rather than an agricultural economic one. It is the most current review of Canadian marketing boards. Marketing studies are needed to know more about how such boards are managed and function. They need to be more accountable. The recommended managerial studies on boards make the paper unique. While trade liberation is highly recommended for milk and dairy boards to meet world pressure, the paper does not call for their elimination.