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Based on the Oktoberfest context and memory-dominant logic (MDL), the purpose of the study included assessing drivers of the perceptions of experience uniqueness; if these drivers and experience uniqueness perceptions transformed in memorable experiences; and if memorable experiences translated into enhanced life satisfaction. Based on these relationships, a typology and theory extension is provided integrating practical examples.

A five-factor model was tested using exploratory structural equation modeling and structural equation modeling; the factors included food and beverage quality; connectedness; experience uniqueness; meaningfulness and memorability; and life satisfaction.

Guests connectedness impacted life satisfaction perceptions. Positive perceptions of the experience uniqueness resulted in higher memorability. Food and beverage quality impacted both memorability and life satisfaction. Higher memorability resulted in higher life satisfaction. Attendee nationality impacted the relationship among several of the study’s factors.

Progress was made on assessing the MDL concepts and translating them into quantitative values. Study results supported the impact of connectedness and product quality on perceptions of Oktoberfest experience uniqueness along with the impact of meaningfulness of the experience on life satisfaction perceptions. The authors acknowledged limitations because of one Oktoberfest beer tent focus and the weaknesses of survey methodology, limiting pre- and post-activity reporting and future investigation of moderating effects.

The consideration of higher order impacts (i.e. life satisfaction) is needed when delivering experiences and to entice loyalty and social media apostles. Consumers’ experience connectedness with high-quality perceptions and unique service design are likely to translate to memorable experiences, leading to life satisfaction perceptions. The concept of creating the experience “with” the customer appears to be a key aspect of memorability.

These results tested aspects of MDL and a typology emerged of ideal types as a modified MDL framework driven by two continua: transactional vs experiential quality and experiences designed “to” vs “with” customers.

This study aims to explore memory-dominant logic (MDL) in the luxury hotel context to assess the flow of management experience decisions to memorable experiences, which lead to guest outcomes. While research into memorable experiences has gained traction, the theoretical underpinnings of what makes an experience memorable in a luxury hotel setting are not well documented.

A grounded theory, qualitative methodology was used to assess MDL value transformation. Inductive methods included conducting in-depth interviews with hotel managers and analyzing social media reviews for each hotel. Guest reviews served as an indicator of memory outcomes and the counterpoint to the managerial interviews, supporting or refuting interview findings.

Key dimensions emerged, emphasizing the importance of managerial inputs to experience design, service experience attributes and memorable experience creation, demonstrating a sequence of memory-based value creation and outcomes such as positive word of mouth/electronic word of mouth (WOM/eWOM). Sentiment analysis identified attributes that appear to be a “must-have” to avoid dissatisfaction, as well as areas at risk for negative memories. Dimensions were developed into a framework using themes derived from MDL value transformation, management and consumer inputs that influence memorable experience outcomes in this context.

The study supported the MDL theoretical framework by illustrating the flow from managerial inputs to the service experience, to elements of experience co-creation, and through to the guests’ WOM/eWOM and experience memories. The findings highlighted the symbiotic relationship between firm culture and service experience design, providing guidance for managerial practice going forward.

This paper uncovers major themes and dimensions identified by guests and managers as necessary in creating memorable experiences in a luxury setting and develops a framework that serves as a foundation for further study, including anteceding factors and their impact on hedonic consumption across experience domains.

There has been a paradigm shift within research exploring autistic experience in recent decades towards greater participation, agency and voice for autistic researchers and the autistic community more generally (Fletcher-Watson et al., 2019). This approach has shown a greater focus on research oriented towards the priorities or preferences of the autistic community (Fletcher-Watson & Happé, 2019; Pellicano et al., 2014), curtails concerns regarding epistemic injustice and has influenced understandings of autistic ontology and neurology. Co-produced research, characterised by the inclusion of diverse stakeholders, builds trust between participants. Nonetheless, co-production in research requires careful planning and support (Stark et al., 2021), sometimes proving ‘turbulent’ and ‘challenging’ (Worsley et al., 2021). This chapter explores the experiences and reflections of a team of autistic and non-autistic researchers conducting co-produced research amid the global COVID-19 pandemic. With research practices and systems altered due to increased remote work, online communication and limited in-person interaction, this topic is especially pertinent. With the increasing emphasis on involving members of the autistic community in research at all levels of development, the impact of the pandemic on how participatory research is carried out may be complex. This chapter has implications for planning and conducting co-produced research in our new reality, considering both the opportunities and obstacles it presents.

This chapter explores the notion that paying regular, systematic attention to children's voices in unstructured, open-ended contexts, such as that offered by forest school, may support genuine child-centred practice. It suggests ways in which such practices may be developed even within structured institutional contexts, such as mainstream school. It notes the tendency of the outcome focused dominant model of education to silence children's voices and explores alternative child-centred approaches to education (such as Reggio Emilia), drawing upon the author's experiences both as a teacher and facilitator of a child-led forest school programme. It explores both forest school research and pedagogical practice that amplifies children's voices. Ultimately, it suggests that the practical application of forest school approaches could spread respectful listening practices beyond education and into other childhood disciplines.

Prior research has examined the sociopolitical force as simply a part of all types of environmental pressures, yet we argue that this force calls for a unique examination of marketing's role in firm responses to sociopolitical pressures. Understanding the degree to which firms attempt to manage forces and pressures in the external business environment is key to understanding marketing's role in impeding vs aiding public policy initiatives, and is the problem this research investigates.

Using structural equation modeling, data from 71 firms demonstrate that managing the sociopolitical force is, in fact, distinct from managing the other four market-based forces – consumer demand, supplier power, competition and technological shifts. Managing the sociopolitical force is shown to require fundamentally different skills and resources.

Results suggest that firm sociopolitical receptivity drives attempts to influence this unique external business environmental force, in turn limiting marketplace sociopolitical receptivity. Furthermore, attempts to influence such a unique force relies on resource-light marketing resources, which limits resource-heavy marketing.

Managing a political force with marketplace ramifications involves strategy that utilizes marketing, but is driven by relationships with social and political agents. This is truly an environmental management concept distinct from the management of the other four market-based forces. The analysis in this study demonstrates that managing another environmental force (i.e. competition force) involves different receptivity influences and marketing tactic outcomes.

Scholars have called for diversity in methods and multi-method research to enhance relevance to practice. However, many of the calls have only gone so far as to suggest the use of multiple methods within the positivism paradigm, which dominates the discipline and may constrain the ability to develop middle-range theory and propose workable solutions to today’s supply chain challenges. The purpose of this paper is to present a rationale for expanding the methodological toolbox of the field to include interpretive research methods.

This research conceptually illustrates how positivist and interpretive philosophies translate into different research approaches by reviewing an extant positivist qualitative study that uses grounded theory and then detailing how an interpretive researcher would approach the same phenomenon using the hermeneutic method.

This research expands the boundaries and impact of the field by broadening the set of questions research can address. It contributes a detailed illustration of the interpretive research process, as well as applications for the interpretive approach in future research, particularly theory elaboration, middle-range theorizing, and emerging domains such as the farm-to-fork supply chain and the consumer-based supply chain.

The development of alternative ways of seeking knowledge enhances the potential for creativity, expansion, and progress in the field.

Practical implications of this research include enabling researchers to elaborate theory and develop middle-range theories through an alternative philosophical paradigm. This paradigm facilitates practical insights that are directly relevant to particular domains and move beyond general theories seeking generalizability.

Social implications of this research are much more indirect in nature. This research encourages supply chain management (SCM) scholars to look at phenomena (including those with social implications) from a different philosophical perspective, which can reveal new insights.

This research contributes a rationale for expanding the methodological toolbox of the field to include interpretive research methods and also contributes a methodological operationalization of the interpretive approach. By reflecting on the nature of science and method in SCM, the study opens the door for creativity and progress to expand the boundaries and impact of the field.