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Owing to dual constraints including liability of foreignness and liability of origin when emerging multinationals internationalize, they inevitably face the challenge of overseas legitimation. However, few studies have explored how latecomers cross the threshold of legitimacy in the dynamic context of transnational operation. The purpose of this paper is to unravel the evolution process, triggers and specific strategies of overseas legitimacy threshold crossing of emerging multinationals.

Through the longitudinal case study of Haier Group and Goldwind Sci & Tech Co., Ltd, this study investigates the periodical characteristics of overseas legitimacy threshold crossings and the co-evolution among critical factors influencing the legitimation process in the host country.

First, it summarizes that the legitimacy threshold in the host country experiences a sequential process from pragmatic legitimacy to normative legitimacy, and finally cognitive legitimacy. It is an inevitable choice for emerging multinational enterprises to realize and sustain legitimation from passive adaptation to active creation. Second, it reveals that the triggers for crossing the threshold of overseas legitimacy include periodically dynamic factors – international network linkage and resource system reconfiguration, as well as cross-stage spiral interaction effects. Third, it determines the specific strategies for crossing the threshold of overseas legitimacy, namely, replacement, upgrading and reconstruction of organizational identity, and reveals the important role of insisting on the country-of-origin Facebook in promoting the legitimation.

This study enriches the legitimacy threshold crossing literature from an evolutional perspective, especially the traditional static legitimacy research. This study also reveals the key impacting factors – international network linkage and resource system reconfiguration – and their evolution process interacted with the legitimation process.

The emerging multinationals should break the stereotypes from developed markets in that only creating new cognitive patterns through active legitimate strategies can they truly cross the legitimacy threshold in the host country. The emerging multinationals also need to retain their own home country legitimacy traits – Facebook and balance the relation between the image of the home country and the image of host country.

This paper investigates the process of overseas legitimacy threshold crossing for emerging multinationals in a dynamic context of transnational operation, particularly with respect to the evolutionary role played by international network linkage and resource system reconfiguration.

Purpose: This study links SDG goal 9 of industry, innovation strategies and another infrastructural environment to branding relating to destination and interactive marketing. Digital marketing tools with various applications aim to offer hi-tech services to customers in interactive marketing services, namely multiple goods and services, data and innovative techniques in the tourism and travel sector. Exploring the study would add to the existing literature supporting interactive marketing procedures and destination branding. Branding relating to destinations fosters tourists around the globe facilitating economic growth and development and supporting the local economies.

Need for the Study: It is observed from the literature that very few studies have been identified across the globe from various researchers on the interactive marketing and destination branding that ensures brand loyalty and reassesses the intent of the tourists just before the epidemic pandemic in the form of COVID-19. Artificial Intelligence, as part of information technology, offers various interactive marketing services in the form of different social media marketing strategies, attractive websites for tourists and travel providers and image building on destination branding. This study would help fill the marketing gap, which results in branding relating to destination, brand loyalty and reassessing the intent of various tours and travel plans just before the pandemic.

Methodology: The study focused on the literature, demonstrating the stimulus organism methodology and examining the impact of potential marketing strategy, which is interactive focusing on the destination branding, loyalty relating to the brand and also procedures to revert with the intent that would motivate and facilitate the customer’s confidence showering the loyalty relating to the brand in the travel and tourism sector.

Findings and their Practical Implications: The study revealed that the marketing relating to interactive methodologies in the hi-tech digital approaches ought to be carried out to create opportunities for prospective tourists willing to get information about various tourists destinations with the help of various marketing techniques such as different social media applications, easy access of websites for accessing the tourist destinations and relevant information, accessing images pertinent to the tourism destinations with the ease of chat box and providing suitable audios and video sources to the potential customers.

The purpose of this paper is to investigate how business-to-business (B2B) companies operating in durable goods use digital communications after the COVID-19 outbreak. In particular, this paper focuses on the objectives of these digital communication tools for the marketing strategies of B2B white goods firms.

As the research objective is explorative, the authors conducted a qualitative analysis by collecting 13 semi-structured interviews with B2B marketing professionals working for white goods firms in Italy. Primary data was triangulated with secondary data about the white goods industry, such as sector reports.

The findings of this paper show an acceleration in the adoption of digital communication tools among B2B firms after COVID-19. The authors also discuss the effects in the use of such tools both in the short and long term.

This paper attempts to contribute to the B2B marketing literature by providing an original analysis of the consequences of the COVID-19 outbreak focusing on the use of digital communication tools among white goods firms. It also provides managerial implications for firms operating in B2B.

Robots face fundamental challenges in achieving reliable and stable operations for complex home service scenarios. This is one of the crucial topics of robotics methods to imitate human beings’ advanced cognitive characteristics and apply them to solve complex tasks. The purpose of this study is to enable robots to have the ability to understand the scene and task process in complex scenes and to provide a reference method for robot task programming in complex scenes.

This paper constructs a task modeling method for robots in complex environments based on the characteristics of the perception-motor memory model of human cognition. In the aspect of episodic memory construction, the task execution process is included in the category of qualitative spatio-temporal calculus. The topology interaction of objects in a task scenario is used to define scene attributes. The task process can be regarded as changing scene attributes on a time scale. The qualitative spatio-temporal activity graphs are used to analyze the change process of the object state with time during the robot task execution. The tasks are divided according to the different values of scene attributes at different times during task execution. Based on this, in procedural memory, an object-centered motion model is developed by analyzing the changes in the relationship between objects in the scene episode by analyzing the scene changes before and after the robot performs the actions. Finally, the task execution process of the robot is constructed by alternately reconstructing episodic memory and procedural memory.

To verify the applicability of the proposed model, a scenario where the robot combines the object (one of the most common tasks in-home service) is set up. The proposed method can obtain the landscape of robot tasks in a complex environment.

The robot can achieve high-level task programming through the alternating interpretation of scenarios and actions. The proposed model differs from traditional methods based on geometric or physical feature information. However, it focuses on the spatial relationship of objects, which is more similar to the cognitive mechanism of human understanding of the environment.

This study examines how formal and cultural management control systems (MCSs) are used to support the promotion of gender equality through a case study of a Japanese bank.

A case study was adopted to investigate the use of formal and cultural MCSs in promoting gender equality. Primary data were gathered through semi-structured interviews with managers experienced in promoting gender equality. Then, the data were analysed by reading the interview answers repeatedly and coding interviewees' comments to generate themes.

The findings indicate that both formal and cultural MCSs can be critical aspects in promoting gender equality. The use of cultural MCS fostered norms and cultures over time that enhances the process of formal MCS to achieve gender equality. Formal MCS was also designed and utilised under the constructed norms and cultures to promote gender equality. Furthermore, the use of formal MCS contributes to shaping norms and cultures that encourage gender equality by controlling and discussing the process of promoting gender equality.

This study clarifies how formal and cultural MCSs can be used to promote gender equality, which is an unresolved issue in Japanese companies. Mechanisms for companies in male-dominated societies are also provided to promote gender equality in terms of MCSs.

This study's aim was to investigate the role of the perceived values of gaming on consumers' perceptions of brands as cool as well as the impacts on the consumer–brand equity relationship. The study proposed a framework highlighting the influences of fashion-branded games on brand coolness and building fashion brands' overall equity. As significant factors affecting gamers, gender and gaming have been studied as moderators affecting the overall proposed framework.

A quantitative method was used to assess the significance of the relationships within the proposed model. Partial least squares structural equation modeling technique was implemented to assess the framework's relationships with a sample size of 248 active online gamers.

The findings indicate that brand equity is positively associated with perceived brand coolness. Furthermore, of the three core online game values, perceived enjoyment was most strongly associated with perceived brand coolness, with other values, such as self-expression and perceived emotional challenge, having a weaker association. The multigroup analysis results further suggest that in the fashion industry, building brand equity through online games is strongly related to perceived brand coolness among female respondents, with the role of perceived brand coolness affecting male respondents to a lesser degree.

The contribution of this study to the existing literature consists in providing a deeper understanding of the impact of branded games on fashion brands' overall equity. The results provide insights for fashion brand managers into the significant effect of fashion gaming collaborations on consumers' behavioral outcomes.

Driven by the dual-carbon target and the widespread digital transformation, leveraging digital technology (DT) to facilitate sustainable, green and high-quality development in heavy-polluting industries has emerged as a pivotal and timely research focus. However, existing studies diverge in their perspectives on whether DT’s impact on green innovation is synergistic or leads to a crowding-out effect. In pursuit of optimizing the synergy between DT and green innovation, this paper aims to investigate the mechanisms that can be harnessed to render DT a more constructive force in advancing green innovation.

Drawing from the theoretical framework of resource orchestration, the authors offer a comprehensive elucidation of how DT intricately influences the green innovation efficiency of enterprises. Given the intricate interplay within the synergistic relationship between DT and green innovation, the authors use the fuzzy-set qualitative comparative analysis method to explore diverse configurations of antecedent conditions leading to optimal solutions. This approach transcends conventional linear thinking to provide a more nuanced understanding of the complex dynamics involved.

The findings reveal that antecedent configurations fostering high green innovation efficiency actually differ across various stages. First, there are three distinct configuration patterns that can enhance the green technology research and development (R&D) efficiency of enterprises, namely, digitally driven resource integration (RI), digitally driven resource synergy (RSy) and high resource orchestration capability. Then, the authors also identify three configuration patterns that can bolster the high green achievement transfer efficiency of enterprises, including a digitally optimized resource portfolio, digitally driven RSy and efficient RI. The findings not only contribute to advancing the resource orchestration theory in the digital ecosystem but also provide empirical evidence and practical insights to support the sustainable development of green innovation.

The findings can offer valuable insights for enterprise managers, providing decision-making guidance on effectively harnessing the innovation-driven value of internal and external resources through resource restructuring, bundling and leveraging, whether with or without the support of DT.

The research findings contribute to heavy-polluting enterprises addressing the paradoxical tensions between digital transformation and resource constraints under environmental regulatory pressures. It aims to facilitate the simultaneous achievement of environmental and commercial success by enhancing their green innovation capabilities, ultimately leading to sustainability across profit and the environment.

Compared with previous literature, this research introduces a distinctive theoretical perspective, the resource orchestration view, to shed light on the paradoxical relationship on resource-occupancy between DT application and green innovation. It unveils the “black box” of how digitalization impacts green innovation efficiency from a more dynamic resource-based perspective. While most studies regard green innovation activities as a whole, this study delves into the impact of digitalization on green innovation within the distinct realms of green technology R&D and green achievement transfer, taking into account a two-stage value chain perspective. Finally, in contrast to previous literature that predominantly analyzes influence mechanisms through linear impact, the authors use configuration analysis to intricately unravel the complex influences arising from various combinatorial relationships of digitalization and resource orchestration behaviors on green innovation efficiency.

The purpose of this paper is to share architecture as a tool that is increasingly implemented in nature areas and its potential for stimulating transformative experiences among visitors in nature-based tourism.

Based on three examples of architecture in nature, the value of architecture to nature-based tourism is presented.

It was found that architecture in nature has a wide range of benefits for nature-based tourism and may form a catalyst for gaining transformative experiences in the examples presented.

The findings presented in this paper touch upon a new way of stimulating transformative experiences among visitors in nature-based tourism by implementing architecture.

This study aims to profile the government microbloggers and evaluate their roles. The results can help improve the governments' response capability to public emergencies.

This study proposes the user profiling and role evaluation model of government microbloggers in the context of public emergencies. The indicators are designed from the four dimensions of time, content, scale and influence, and the feature labels are identified. Three different public emergencies were investigated, including the West Africa Ebola outbreak, the Middle East respiratory syndrome outbreak and the Shandong vaccine case in China.

The results found that most government microbloggers were follower responders, short-term participants, originators, occasional participants and low influencers. The role distribution of government microbloggers was highly concentrated. However, in terms of individual profiles, the role of a government microblogger varied with events.

The findings can provide a reference for the performance assessment of the government microbloggers in the context of public emergencies and help them improve their ability to communicate with the public and respond to public emergencies.

By analyzing the performance of government microbloggers from the four dimensions of time, content, scale and influence, this paper fills the gap in existing literature on designing the user profiling and role evaluation model of government microbloggers in the context of public emergencies.