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Previous studies have found that a proactive market orientation (PMO) has a positive effect on product differentiation and innovation and that the effect is contingent on various factors. However, the influence of logistics on the positive relationship between PMO and product differentiation has received scant attention in marketing research. To fill this research gap, this paper aims to introduce the concept of postponement as a basic logistics strategy, currently used by many firms, and examine the interaction effect of PMO and postponement on new product differentiation.

Drawing on the exploration–exploitation literature, the authors considered PMO and postponement as types of exploration and exploitation, respectively. The authors hypothesized that postponement hampers the positive effect of PMO on product differentiation. The authors tested the hypotheses empirically by applying ordinary least squares regression to a sample of 187 brand managers in the Japanese apparel industry.

PMO is positively related to product differentiation, although the relationship is weakened when design and production systems are postponed, that is, when postponement hinders product differentiation.

Previous studies have examined market orientation and postponement (logistics) separately. However, referring to the exploration–exploitation literature, the authors built a conceptual and empirical bridge between market orientation and logistics management and proposed that this configuration is important for product differentiation.

The paper evaluates trends shaping the post-pandemic reality. The framework adopted is a case study of the V4 region (Poland, the Czech Republic, Slovakia and Hungary) that illustrates broader trends, their direction of change and their influence on the entire region. This paper aims to identify key trends and analyse how they can facilitate or hinder sustainable development.

The paper is based on a multidisciplinary literature review and an online real-time Delphi study carried out across four European countries.

The results indicate that the influence of negative trends on sustainability is much stronger than that of positive ones. Concerning the trends’ driving factors, the blockers of negative trends have a much higher influence on sustainability than the blockers of positive ones. The study shows that the most significant trends affecting sustainability are distributed throughout various fields of human activity, including geopolitics, social issues, education, the environment, technology and health.

The findings presented below can be used primarily by decision makers from the V4 region, who are responsible for crafting strategies regarding post-COVID recovery. The study illustrates trends that V4 countries and other European Union member states might be facing in the future and analyses how they relate to sustainability. The conclusions indicate that the most effective path to the desired level of sustainability is one that incorporates policies built around the blockers of negative trends.

The importance of this study lies in its focus on countries that had previously received little attention in scientific analyses. The paper shows their possible developmental pathways and sheds light on the framework of integrated foresight and its applications in sustainability-related areas.

Scholars and professionals are interested in studying customer value in fast-food restaurants. Previous research on the customer value of fast-food restaurants mainly measured the dimensions and relationships of the customer value. However, the research has not examined a method for identifying sources of customer value in fast-food restaurants. Therefore, this study used customer orientation to find customer needs and generate customer value in fast-food restaurants.

This study presents a conceptual framework with six constructs. A questionnaire was used to gather empirical data from fast-food restaurant customers in Greater Cairo, Egypt. The suggested framework was evaluated using confirmatory factor analysis, reliability and validity analysis, standardized path coefficients and regression-based moderation analysis.

This study found that proactive customer orientation has a substantial direct and positive impact on customer perceived value. Customer perceived value is also positively influenced by responsive and proactive customer orientations, with customer desired value change intensity acting as a moderator. Customer perceived value substantially impacts customer satisfaction, and the latter substantially affects behavioural intention.

This study offers several suggestions for managers of fast-food restaurants on how to employ customer orientation to find current, latent and future customer desires to provide customer value.

This is the first research in the hospitality industry to demonstrate how responsive and proactive customer orientation may be used to recognize customer needs and provide the desired customer value.

This chapter describes practical lessons for leading transformational innovation in industrial firms. These lessons result from theory-building empirical research based on published studies and the authors’ personal observations. These latter are the results of interviews with over 100 senior managers. The research also discriminates between the capabilities for leading core, adjacent and transformational innovations. In practice, each form requires different leadership and skills to ensure success. In the past, firms that use this approach have been described as ambidextrous. However, this oversimplifies the situation rather than considering the continuum of innovation approaches within a firm necessary to ensure long-term sustainability. This is because firms must innovate long-term, deliver ongoing core innovation in their existing portfolio, and evolve their value propositions and business models through adjacent innovation.

Although the literature provides insights into the role of experiential learning based on prototypes in identification of latent customer need, it offers different views on the role of product prototypes in improving the efficacy of learning customer need, and also neglects the role of vicarious learning in prototype-based experiential learning. In a data-rich environment, market big data create new opportunities to learn from vicarious, digitalized experiences that are not observable with prototype-based learning. Therefore, the purpose of this study is to compare the effects of product prototype strategies – basic prototype strategy and enhanced prototype strategy – on identification of latent customer needs, and determine how each prototype strategy interacts with vicarious learning based on market big data to identify latent customer needs.

We collected data from 299 Chinese manufacturing firms via on-site surveys to explore our research question. All of our hypotheses were supported by the regression results.

This study finds that both the enhanced and basic prototype strategies (experiential learning from direct market experience based on prototyping) have positive effects on latent need identification, but the effect of enhanced prototypes is stronger. Furthermore, the enhanced and basic prototype strategies have different interaction effects with market big data (vicarious learning from indirect market experiences) on latent need identification.

This research extends the literature on prototype-based learning for latent need identification. It also contributes to the experiential prototype-based learning literature by exploring the role of vicarious learning based on market big data.

The purpose of this transformative service research (TSR) is to apply, innovate on and extend the understanding of service-dominant logic (SDL) perspectives, sustainable service ecosystem design ideas, transformative value and meeting sustainable development goals (SDGs). This study explores these through volunteers’ lived experiences and their perceived health and well-being outcomes in the context of botanic gardens as health-care service settings.

A total of 3 UK botanic gardens and 84 volunteers between 22 and 87 years of age participated in this qualitative study. Volunteering stories were collected through emails, telephone exchanges, online and in-person interviews, free-flowing discussion and field observations. These were coded and analysed by using computer-assisted qualitative data analysis software, NVivo 14 Plus and Leximancer. Thematic analysis facilitated the mapping of well-being outcomes highlighting transformative value against existing health and well-being indices.

Insights extend knowledge into SDL, TSR and transformative value experienced by volunteers across three UK botanic garden service ecosystems. Environmental, organisational and personal factors, and physical, mental and social health outcomes are presented to emphasise transformative value experienced, especially in retiree volunteers. Theoretical contribution is in the form of empirical evidence to support and extend insights about transformative value and more so, significant epistemological change and meeting SDGs in botanic gardens. Results add to contemporary TSR on health-care-related well-being outcomes and ideas regarding sustainable service ecosystem design.

It is recommended that service research be extended across other botanic gardens, as well as other novel underexplored contexts for comparative studies of transformative value. Continued development and consideration of service designs as ongoing efforts to redefine and reimagine services marketing innovation for botanic gardens are recommended. Botanic gardens are complex service ecosystems worthy of rigorous service research to capture and measure the impact and outcome of ongoing work of the sector in advancing SDGs and having a transformative effect on individual and societal health and well-being.

This study highlights opportunities for greater area-based, coordinated, collaborative, multi-stakeholder services marketing partnerships for strategic sustainable service ecosystem design for the botanic gardens and health-care sectors. These sectors can make better use of service research and marketing to further innovate and co-develop health and well-being strategies, campaigns and opportunities to develop services to transform and influence positive health and well-being outcomes for people. Results reveal greater opportunities for collaborative partnership and services marketing’s role and practice for the ongoing vitality and viability of botanic gardens. Joint efforts would enable innovation on sustainable service ecosystem design, advancing SDGs and improving life on planet Earth.

Transformative value linked to newfound life experiences and meaning to life after retiring with a range of factors, and health and well-being outcomes were prominent. Social connections to the wider community were present, revealing links to a range of people who may not have traditionally had contact with botanic garden heritage and their strategic efforts. Therefore, it is services marketing opportunities for botanic gardens that hold one key to greater transformative value, sustainability and greater influence and impact on individual and societal health and well-being.

To the best of the author’s knowledge, this is the first TSR on botanic gardens as health-care service settings, resulting in a conceptual framework on transformative value and well-being outcomes in meeting SDGs. It extends insights on SDL, sustainable service ecosystem design and roles of marketing for the common good. Botanic gardens are unique research institutes, highly acclaimed for research, conservation, education and displays of special botanical collections, as well as providing health care, among other impactful SDG opportunities. This can be made more explicit through ecosystemic thinking, service research and integrated services marketing of botanic garden’ roles and contributions worldwide.

The purpose of this research is to explore the experiences regarding diversity and inclusion in the professional context. The stories of female IT professionals included the discussion around enablers and blockers of career and development in IT and talking about worst and best daily experiences at the workplace.

This is a qualitative study that presents the findings from four focus groups with 50 participants – selected female IT professionals working in Poland. The IT professionals were taking part in the Women in Tech Summit in Warsaw in 2019. LEGO® SERIOUS PLAY® projective technique has been applied during the group interviews to help the participants express their experiences in a creative way.

The findings include conceptualization of the three main sources of inequalities: (1) Imbalance in rewards and recognition and performance visibility (2) Inability to build wider women-oriented strategic alliances and meaningful relationships around D&I and (3) Willingness but no practical mechanisms to contribute to the business value and being a part of meaningful activities and two concepts of how to improve employee experiences, namely: business strategizing based on daily meaningful experience and mentoring others and impacting business reality through creating professional alliances that matter and are recognized as business value generators as the key directions.

The research was conducted before the pandemic.

The research creates a practical conversational framework for managers giving directions on how to talk about diversity and inclusion in the workplace using a perspective of “daily interactions” and “everyday employee experiences”.

The emerged concepts help to direct the corporate discussions around Social Development Goal No. 5 – Gender Equality in a practical business dimension.

The originality is brought by (1) LEGO® SERIOUS PLAY® – the method of creative exploration used during the focused groups (2) social significance of gender equality in the technological roles and industries, especially in the context of reskilling approaches (3) Central and Eastern European perspective of the research.

The widespread integration of artificial intelligence (AI)-enabled personalization has sparked a need for a deeper understanding of its transformative potential. To address this, this study aims to investigate the mental models held by consumers from diverse cultures regarding the impact and role of AI-enabled personalization in their lives (i.e. individual well-being) and in society (i.e. societal well-being).

This paper uses the theories-in-use approach, collecting qualitative data via the critical incident technique. This data encompasses 487 narratives from 176 consumers in two culturally distinct countries, Belgium and Pakistan. Additionally, it includes insights from a focus group of six experts in the field.

This research reveals that consumers view AI-enabled personalization as a dual-edged sword: it may both extend and restrict the self and also contribute to an affluent society as well as an ailing society. The particular aspects of the extended/restricted self and the affluent/ailing society that emerge differ across respondents from different cultural contexts.

This cross-cultural research contributes to the personalization and well-being literature by providing detailed insight into the transformative potential of AI-enabled personalization while also having important managerial and policy implications.

The purpose of this study is to assess the effect of supply chain (SC) partnerships on sustainable performance (SP) and investigate the potential mediating role of total quality management (TQM).

A total of 185 responses were collected from pharmaceutical industry employees. The research data were analyzed using the partial least squares structural equation modeling approach.

The results reveal that relationships with suppliers (RS), distributors (RD) and intermediaries (RI) have a direct impact on SP. In addition, this study found that TQM serves as a mediator between RS, RD, RI and SP. This study enhances the understanding of the significance of TQM, SC and SP in business environment development. The findings suggest that organizations in the Jordanian pharmaceutical industry should prioritize the enhancement of their RS, intermediaries and distributors to improve their SP.

By providing decision-makers with valuable information, this study enables them to identify and implement TQM and SC practices to enhance the SP of pharmaceutical companies in Jordan.