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This study aims to enrich the field of entrepreneurial marketing (EM) by examining decision-making processes in the unique context of start-up ventures. To do so, it extends research on the distinct EM dimensions to the behavioral context by revealing how causation and effectuation principles shape entrepreneurs’ actions.

The study investigates EM behavior through 12 semi-structured interviews with 10 start-up founders and two founder associates in Germany. Use of established frameworks of the EM dimensions and causation/effectuation principles paves the way for an in-depth analysis. This methodology uncovers a distinct pattern of decision-making behaviors characterizing various activities within start-ups.

The findings show that causal logic prevails in start-ups’ EM, and effectual reasoning serves a complementary role. On the dimensional level, the findings reveal a predominant goal-driven focus on customer intensity and value-creation processes. Predictive logic guides opportunity focus, proactiveness and risk management, with nonpredictive behaviors providing adaptability. The principle of affordable loss is also evident in risk management. Finally, start-ups exhibit a blend of causal and effectual logic in innovativeness and resource-leveraging.

To the best of the authors’ knowledge, this study is the first to illuminate the interplay of behavioral logics in start-up firms’ EM by exploring the nuanced principles underpinning the decision-making processes of entrepreneurs. In doing so, it advances understanding of the marketing–entrepreneurship interface and enriches decision-making literature.

The objective of this work is to respond to the calls for research that, in retail and from the company’s perspective, support the importance of retaining a vision towards sustainability-oriented service innovation (SOSI), delving into the nature of this construct and examining its possible antecedent variables (information and communication technologies or ICT) and its consequent variables (volume and radicalness of innovation).

To contrast the proposed hypotheses and respond to the main objective of the research, an empirical study was carried out through face-to-face interviews with 200 managers of retail commercial establishments.

Empirical evidence highlights the important role that SOSI plays in fostering innovative capacity and disrupting innovative practices within the retail sector, particularly from the perspective of store managers, catalysed by the influence of ICT. The findings underline SOSI’s clear contribution to innovation dynamics in retail.

This research analyses SOSI from the perspective of the retail manager within the unique context of the current permacrisis. It contributes to progress in the conceptualisation of SOSI, offering a comprehensive understanding of the construct and its accompanying elements. It provides valuable insights for academics and policy development practitioners navigating the changing landscape of SOSI in the retail sector.

Marketing Technology (Martech) is the cornerstone of creating digital experiences and interactive marketing, providing consumers with high experiential value. Drawing on the mindfulness theory, this study aims to explore how to achieve close psychological distance and experiential value in Martech servicescape (such as augmented reality [AR]).

We employed mixed methods research to clarify the research question. In Study 1, we conducted a systematic literature review of psychological closeness (PC) using a bibliographic coupling approach, identifying gaps in the research stream and discussing the research implications for the interactive marketing field. In Study 2, we used a task-based laboratory assessment to empirically verify our hypotheses and research framework. Two virtual try-on environments, AR and non-AR (e.g. traditional webpage browsing), were applied in a virtual fitting context. The two e-shopping environments were directly compared in terms of their moderating effects on the relationships among the mindfulness-oriented MarTech servicescape, PC and experiential value.

This study elucidates the antecedent of close psychological distance formation, indicating that the features of the mindfulness-oriented Martech servicescape – vivid sensory experience, consumer-focused shopping information and autonomous navigation, then result in creating experiential value. Moreover, this study also revealed that compared to a non-AR e-shopping environment, AR makes the better effect of the mindfulness-oriented Martech servicescape driving experiential marketing.

This study extends the research stream on mindfulness-oriented service to the Martech servicescape (e.g. AR try-on). In this way, this study’s findings will contribute to clarifying the interactive elements and design principles of mindfulness-oriented service in the Martech servicescape. By establishing the association between these three theoretical perspectives—mindfulness-oriented service research stream, construal level theory and experience economy paradigm—the study provides valuable insights into how Martech can enhance experiential marketing. Such research insights can help digital marketing managers shape appropriate Martech servicescape for effective experiential marketing.

This paper aims to identify the combination of innovation determinants driving the creation of innovative products amongst market leaders and market followers in food and beverage (F&B) firms.

This research is based on the case study methodology by using two types of data sources: (1) semi-structured interviews with industry experts and (2) in-depth interviews with managers. In addition, a questionnaire adapted from prior research was used to consider market and firm types.

Suggesting an integrated theoretical framework based on firm-based factors and market-based factors, this study identified a combination of determinants significantly impacting innovative products in the market. Specifically, these determinants are competition intensity and innovation capability (a combination of research and development (R&D) investment and marketing capabilities). The study also examined how these determinants vary depending on whether the firms are market leaders or market followers.

This research provides practical insights for managers working in the F&B industry by using case studies and exploring the determinants of developing innovative products. In doing so, suitable strategies can be selected according to the market and firm situations.

The originality of the study is shown by focussing on how different combinations of market and firm factors could be applied in creating successful innovative products in the food sector.

This study aims to explore the effects of remote work on employee productivity and innovation and how these effects are moderated by knowledge sharing and digital business intensity.

The study draws on survey data from a random sample of 231 remote workers across the USA. The analysis and empirical validation of the research model used partial least square.

The results demonstrate a positive association between remote work and employee productivity. In addition, the findings present empirical support for hitherto anecdotal evidence regarding the impact of remote work on innovation. In particular, the study notes that knowledge sharing and digital business intensity amplified the positive relationship between remote work and employee productivity. The results further revealed that the positive link between remote work and innovation was stronger in the presence of knowledge sharing.

The study contributes to the ongoing inquiry into remote work by drawing on the knowledge-based view as an underlying lens to understand the consequence of remote work. Identifying knowledge sharing and digital business intensity as moderators of the linkage between remote work and employee productivity is an important contribution, especially when researchers and practitioners are trying to understand the business value of working remotely. Furthermore, to the best of the authors’ knowledge, this study is the first to identify knowledge sharing as a key mechanism that strengthens innovation outcomes in a remote work environment.

This study examines the relationship between Environmental, Social and Governance (ESG) practices and financial distress in times of uncertainty.

Thomson Reuters ESG database, Compustat and Center for Research in Security Prices (CRSP) were used to derive a final sample size of 1,572 firms and 11,618 firm-year observations from 2003 to 2022. Fixed-effects regression was used to analyze the data.

It was found that increasing ESG involvement leads to an increase in Z score (i.e. lower financial distress), and this impact was more profound during the COVID-19 period and also when firms' innovativeness increased. However, during the COVID-19 period, increases in capital expenditures weaken the positive effect of ESG on financial distress.

This study contributes to the growing body of literature on the impact of ESG performance on financial distress and the nature of this relationship during times of uncertainty such as COVID-19.

This study offers insights to managers and practitioners when developing their corporate financial strategies, particularly financial distress management, showing the potential benefits of innovativeness and capital intensity during turbulent times similar to COVID-19.

Little knowledge exists on how ESG engagement helps weather financial distress during periods of uncertainty due to external shocks (e.g. COVID-19). This paper looks at the effect of ESG engagement on financial distress and how capital intensity and innovativeness could influence this relationship while giving fresh insights into the impact of COVID-19.

The purpose of this study is to explore the means by which exporters foster innovation via the learning-by-exporting effect and to appraise the moderating role of employee human capital in the export–innovation relationship.

Leveraging the linked-survey-secondary data from the Human Capital Corporate Panel (HCCP) spanning 2011–2017, with 890 observations from 228 Korean exporters, this study utilizes Generalized Least Squares (GLS) regression to empirically test the proposed hypotheses.

The results indicate that exporting significantly boosts a firm’s innovation performance by encouraging the generation of new concepts in products, services, technologies and/or production lines. Moreover, the presence of international talent and highly educated staff positively moderates the relationship between export intensity and innovation performance.

By integrating organizational learning and human capital theories, this study yields theoretical and managerial insights by elucidating the roles of exporting and human capital in advancing innovation performance, thereby guiding corporate export strategies and human resource policies.

Technological start-ups are significant contributor to the innovation and employment provider in an economy. Numerous technological start-ups are established every year; however, only a miniscule percentage of these technological start-ups sustain and scale up in the long run. The aim of this study is to investigate the factors that affect Indian technological start-ups’ competitiveness.

Case study analysis of two technological start-ups (namely, WayCool and Moglix) is undertaken to study the factors affecting the competitiveness of technological start-ups in India. Being a relatively underexplored theme of study in entrepreneurship and strategy, case analysis facilitates exploration and validation of factors influencing competitiveness. Information for case study analysis is drawn from secondary sources of information. The collected data undergoes deductive thematic analysis to systematically identify and examine recurring themes and patterns relevant to the competitiveness of Indian technological start-ups.

Case analysis reveals that innovation intensity, organisational agility and internationalisation influence competitiveness of technological start-ups. The importance of the role of each of these factors for entrepreneurial ventures has been highlighted in literature; however, their effect on competitiveness has not been examined in extant literature.

Being among the few studies on the competitiveness of technological start-ups in specific and start-ups in general, this study highlights the gap in the literature and suggests the need for examining the competitiveness of technological start-ups.

For the practitioners, this study reinforces the need for entrepreneurs to emphasise fundamental factors that build competitiveness. Subsequently, the sources of competitiveness shall enable the start-up to gain a competitive advantage.

This is among the few studies to have explored the competitiveness of technological start-ups in the Indian context.

The purpose of this paper is to examine the effect of the financial structure on innovation.

We utilize the matched firm-level data from two sources: the World Bank Enterprise Survey and the Innovation Follow-Up Survey. A total of 3,664 firms from 11 African countries are included.

The authors find a financially constrained and low technology-intensive firm that uses internal finance more than its peers is less likely to innovate. Our results also show that a firm that uses new equity and debt finance more than its peers is more likely to innovate. The results particularly suggest the significant effect of bank and trade credit finance on firms’ innovation. The extent and, in some cases, the direction of the effect of dependence on internal finance, new equity finance and debt finance on innovation vary due to the heterogeneity in firm size, age and ownership status. Corporate innovation is also associated with firm size, R&D, cooperation, staff training, public support, exportation and group membership.

The management of companies, particularly financially constrained firms, should reduce their dependence on internal finance, which negatively affects their innovation. As a remedy, they could improve their reliance on new equity finance and debt finance, especially bank finance and trade credit finance, which positively affect their innovativeness.

A pending policy task for African business leaders is to design and evaluate reforms that help create strong financial sectors willing to provide capital to a broad range of firms, particularly small and young firms.

This study adds new evidence to the recent surge of debate on the trade-off between going public, using debt or heavily using internal sources to finance innovative projects, and which of these is more important in promoting firm-level innovation.

This study tests whether environmental awareness affects firm creation by using Google Trends data and a novel region-level data set from Italy.

Forward-looking entrepreneurs drive firm creation. The authors hypothesize that more environmentally conscious entrepreneurs will emerge as environmental awareness rises, increasing the number of green and energy firms. The authors test the prediction using Google Trends data and a novel region-level data set from Italy.

The authors find that not only the number of green and energy-innovative firms but also that of all innovative start-ups increases with rising environmental consciousness. The results imply some “innovation spillover” effects from green sectors to other industries with rising environmental awareness.

The paper hypothesizes that as environmental awareness rises, more environmental-conscious entrepreneurs will emerge, which would increase the number of green and energy firms. Robustness and falsification tests are also offered.