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This paper argues that when incumbent firms counter disruptive threats head-on, they may fail to develop the required new skills. This paper aims to propose an adjacent strategy which proved useful to Fujifilm to counter disruption of its core business of manufacturing photographic film.

The study uses an inductive methodology. Based on a detailed case study of Fujifilm, the study proposes two frameworks: for the conditions under which an adjacent strategy is likely to be fruitful and how firms can make the strategy work in their organizations.

The study finds that an adjacent strategy can be useful to firms under specific circumstances. Not only will the strategy help to counter decline in the core business, but it will also open up new avenues of growth. The success of the strategy requires significant efforts in aligning the leadership and the organization, however.

The frameworks proposed in the study can be useful to incumbent firms in many industries as they battle new disruptive business models and players.

The study’s key argument that incumbent firms can leverage skills from their core business is novel. The study also proposes frameworks that can help firms decide whether an adjacent strategy is appropriate for them and how they can implement it.

This chapter first describes the essential aspects of a currently changing world, which is characterised by digitalisation, globalisation and politically unstable situations. Based on this transformation context, key concepts such as leadership, innovation, innovation leadership and leadership competences are introduced, along with a new definition and framework for innovation leadership. The chapter discusses the distinction between innovation leadership and innovation management, and the connecting lines between these two concepts. The innovation leadership framework is described and related to the individual contributions of the authors in the book. The chapter frames these contributions along the dimensions of self-leadership, team leadership, organisational leadership and ecosystem leadership.

We explore the skills required for digital leadership for reshaping existing business models toward digital models. Digital leadership is pivotal in gaining a competitive advantage and achieving successful digital transformation. However, little is known with regard to the underlying mechanisms related to digital leadership and transformation.

Data are collected through semi-structured interviews involving 20 participants from five Pakistani textile companies. Thematic analysis was employed as a data analysis tool.

Findings show that certain skills such as technological know-how, innovativeness, adaptability, ability to lead and steer, honesty, integrity, transformative vision, communication and collaboration are conducive to successful digital transformation in textile manufacturing firms. Similarly, digital leaders can significantly enhance business model innovation, create value for the firm, help develop new products (value proposition) and create Ecosystem partnerships (value network).

This article bridges gaps between existing literature on digital transformation and leadership. Digital leadership skills for digital transformation and the role of digital leaders in business model innovation have not been explored before. The conceptual framework is put forth, propositions are proposed and the findings offer some future research directions.

Technology-enabled business-to-business (B2B) services contribute the largest share to GDP growth and are fundamental for an economy’s value creation. This article aims to identify key service- and digital technology-driven B2B innovation modes and proposes a research agenda for further exploration.

This conceptual paper adopts a techno-demarcation view on service innovation, encompassing three core dimensions: service offering (the service product, or the “what”), service process (the “how”) and service ecosystem (the “who/for whom”). It delineates the implications of three digital technologies – the internet-of-things (IoT), intelligent automation (IA) and digital platforms – for service innovation across these core dimensions in B2B markets.

Digital technology has immense potential ramifications for value creation by reshaping all three core dimensions of service innovation. Specifically, IoT can transform physical resources into reconfigurable service products, IA can augment and automate a rapidly expanding array of service processes, while digital platforms provide the technical and organizational infrastructure for the integration of resources and stakeholders within service ecosystems.

This study suggests an agenda with six themes for further research, each linked to one or more of the three service innovation dimensions. They are (1) new recurring revenue models, (2) service innovation in the metaverse, (3) scaling up service innovations, (4) ecosystem innovations, (5) power dependency and lock-in effects and (6) security and responsibility in digital domains.

This chapter explores the question – where is the economy? In taking up this question, I explore the action of economists in making the economy, framed in the place of ‘place’ in the economy and how the politics of economic data and calculation and boundaries make economies. In this way, I argue for a performative understanding of regional economics where the economy can be said to be made, often out of real things such as hospitals, factories, shops and schools, and infrastructure, but also out of social practices that echo out of the field of economics into institutions and ways of thinking calculatedly.

To make this case of this approach, and to grasp the slippery fish of where the economy is, I introduce autoethnographic materials from my experience of being a regional economic commentator, holding forth on the Waterford economy. These empirics relay the everyday methods of economic analysis as a material and political practice, alighting on the data, calculations and boundaries that go into making the economy. Here the curious relationship between the economist and their economy, the dancer and the dance come into view and how people, including myself, call an economy into being.

Since influencer marketing becomes more sophisticated, it is difficult for brands to manage the strategy and process of this marketing practice. With a practical focus, this study aims at helping marketers cope with the challenge by developing conceptual typologies for influencers and followers and suggesting marketing implications for each type of influencer and follower.

This study subscribes to the perspectives of virtual community and social information processing to develop conceptual typologies for influencers and followers based on their essential characteristics.

Based on levels of expertise and interactivity, influencers can be categorized as broadcasters, leaders, friends and companions. Each type has advantages in certain branding objectives (e.g. increasing awareness, inducing judgments and feelings, building brand and user imagery, encouraging pro-brand behaviors and managing relationships) and is associated with certain marketing limitations (e.g. reach, domain breadth, informational support, brand congruence and relationship management). Based on levels of behavioral engagement and the point of attachment, followers are categorized into spectators, participants, admirers and advocators, with specific marketing communication strategies most effective for each type (e.g. strategies of content, narratives, engagement and co-branding).

The study translates the idea of influencer community into a practically useful framework for practitioners to best leverage influencer marketing and an innovative perspective for scholars to further investigate the phenomenon.

This paper aims to test a contingency-based path model that concurrently links the role of management accountants (MA) and advanced manufacturing technologies (AMTs) to cost system sophistication (CSS), as well as linking the latter to improvements in organisational performance through improving cost management and product planning decisions.

This paper used the questionnaire survey strategy to collect data from 373 medium and large manufacturing business units based in the UK, then subjected the data to structural equation modelling analysis to test a contingency-based path model.

The results show that the role of MAs and AMTs positively influence CSS. Moreover, it was found that the latter is positively associated with improvements in cost management decisions which, in turn, lead to improvements in organisational performance. However, no support was found for the association between the level of CSS and improvements in product planning decisions, although the latter was found to be positively associated with organisational performance. These results confirm the theory and empirical findings regarding the role that MAs and AMTs play in designing the cost accounting system, and support the argument that adopting sophisticated cost systems does not lead directly to improvements in organisational performance, unless the benefits of such systems, in terms of improved decision-making and cost applications, are used.

This research contributes to the literature by testing a contingency-based path model that incorporates hitherto underexamined contextual factors, namely, the role of MAs and AMTs; examining the effect of CSS on a critical output, organisational performance and the mechanisms of this effect; and considering the complexity of the business environments through the concurrent testing of the relationships involved in the research model.

The purpose of this paper is to investigate the moderating role of leadership between mass collaboration and quality of knowledge in the pharmaceutical sector of Iraq.

The approach that has been taken for conducting the following study is through a questionnaire survey where it has been mainly distributed among the employees of the pharmaceutical sector in Iraq that has been accessed through social media platforms. The total number of individuals that have participated in the study consists of 334. As per the analysis, the Smart PLS tool has been used for analyzing the data where structural equation modeling has been applied.

The results revealed that email, virtual meetings and professional virtual community have a significant and positive influence on the quality of knowledge, whereas discussion board is found to have an insignificant effect. Moreover, in terms of the moderating effect of leadership, it was indicated from the results that leadership moderates on email and professional virtual community concerning the quality of knowledge.

The sample of this study was limited to the pharmaceutical industries in the context of developing countries, specifically Iraq, and therefore, the results could not be generalized to other sectors in other countries because different cultures may lead to different results.

The following study is considered to be the first research that addresses the importance of mass collaboration for the quality of knowledge in the organization of Iraq where the pharmaceutical industry is selected. This study also determines the importance of leadership for mass collaboration where its moderating role has not been analyzed in any previous studies.

Artificial intelligence (AI) is transforming consumers' experiences and how firms identify, create, nurture and manage interactive marketing relationships. However, most marketers do not have a clear understanding of what AI is and how it may mutually benefit consumers and firms. In this paper, the authors conduct an extensive review of the marketing literature, develop an AI framework for understanding value co-creation in interactive buyer–seller marketing relationships, identify research gaps and offer a future research agenda.

The authors first conduct an extensive literature review in 16 top marketing journals on AI. Based on this review, an AI framework for understanding value co-creation in interactive buyer–seller marketing relationships was conceptualized.

The literature review led to a number of key research findings and summary areas: (1) an historical perspective, (2) definitions and boundaries of AI, (3) AI and interactive marketing, (4) relevant theories in the domain of interactive marketing and (5) synthesizing AI research based on antecedents to AI usage, interactive AI usage contexts and AI-enabled value co-creation outcomes.

This is one of the most extensive reviews of AI literature in marketing, including an evaluation of in excess or 300 conceptual and empirical research. Based on the findings, the authors offer a future research agenda, including a visual titled “What is AI in Interactive Marketing? AI design factors, AI core elements & interactive marketing AI usage contexts.”

This paper addresses the growing fragmentation between traditional and digital service innovation (DSI) research and offers a unifying metatheoretical framework.

Grounded in service-dominant (S-D) logic's service ecosystems perspective, this study builds on an institutional and systemic, rather than product-centric and linear, conceptualization of value creation to offer a unifying framework for (digital) service innovation that applies to both physical and digital service provisions.

This paper questions the commonly perpetuated idea that DSI fundamentally changes the nature of innovation. Instead, it highlights resource liquification—the decoupling of information from the technologies that store, transmit, or process this information—as a distinguishing characteristic of DSI. Liquification, however, does not affect the relational and institutional nature of service innovation, which is always characterized by (1) the emergence of novel outcomes, (2) distributed governance and (3) symbiotic design. Instead, liquification makes these three characteristics more salient.

In presenting a cohesive service innovation framework, this study underscores that all innovation processes are rooted in combinatorial evolution. Here, service-providing actors (re)combine technologies (or more generally, institutions) to adapt their value cocreation practices. This research demonstrates that such (re)combinations exhibit emergence, distributed governance and symbiotic design. While these characteristics may initially seem novel and unique to DSI, it reveals that their fundamental mechanisms are not limited to digital service ecosystems. They are, in fact, integral to service innovation across virtual, physical and blended contexts. The study highlights the importance of exercising caution in assuming that the emergence of novel technologies, including digital technologies, necessitates a concurrent rethinking of the fundamental processes of service innovation.