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Article
Publication date: 2 March 2021

Matthew Wilson, Jeannette Paschen and Leyland Pitt

Technology is an important force in the entrepreneurial ecosystem as it has the potential to impact entrepreneurial opportunities and processes. This paper explores the…

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Abstract

Purpose

Technology is an important force in the entrepreneurial ecosystem as it has the potential to impact entrepreneurial opportunities and processes. This paper explores the emerging technology of artificial intelligence (AI) and its implications for reverse logistics within the circular economy (CE). It considers key reverse logistics functions and outlines how AI is known to, or has the potential to, impact these functions.

Design/methodology/approach

The paper is conceptual and utilizes the literature from entrepreneurship, the CE and reverse logistics to explore the implications of AI for reverse logistics functions.

Findings

AI provides significant benefits across all functions and tasks in the reverse logistics process; however, the various reverse logistics functions and tasks rely on different forms of AI (mechanical, analytical, intuitive).

Research limitations/implications

The paper highlights the importance of technology, and in particular AI, as a key force in the digital entrepreneurial ecosystem and discusses the specific implications of AI for entrepreneurial practice. For researchers, the paper outlines avenues for future research within the entrepreneurship and/or CE domains of the study.

Originality/value

This paper is the first to present a structured discussion of AI's implications for reverse logistics functions and tasks. It addresses a call for more research on AI and its opportunities for the CE and emphasizes the importance of emerging technologies, particularly AI, as an external force within the entrepreneurial ecosystem. The paper also outlines avenues for future research on AI in reverse logistics.

Details

Management of Environmental Quality: An International Journal, vol. 33 no. 1
Type: Research Article
ISSN: 1477-7835

Keywords

Article
Publication date: 25 September 2018

David Hannah, Michael Parent, Leyland Pitt and Pierre Berthon

The purpose of this paper is to explore in depth the mechanisms that organizations use to keep their innovations secret. This paper examines how, when and why secrecy…

Abstract

Purpose

The purpose of this paper is to explore in depth the mechanisms that organizations use to keep their innovations secret. This paper examines how, when and why secrecy appropriation mechanisms (SAMs) can enable innovators to appropriate value from their innovations.

Design/methodology/approach

Building from an extensive literature review of innovation and secrecy, the paper presents a number of implications for theory and research in the form of testable propositions.

Findings

This conceptualization proposes that SAMs can have both positive and negative effects on a number of organizational dynamics. SAMs involve tradeoffs, and the key to understanding whether they create value to organizations lies in understanding that these tradeoffs exist and the nature of these tradeoffs.

Practical implications

While most managers recognize the importance of secrecy in innovations, many struggle with the practical challenges of doing so. The paper presents guidance for managers to overcome these challenges.

Originality/value

This paper adds to previous research that has identified secrecy as an important appropriation mechanism for firms by digging deeper into the details of SAMs and exploring their sources, characteristics and effects.

Details

Journal of Knowledge Management, vol. 23 no. 2
Type: Research Article
ISSN: 1367-3270

Keywords

Article
Publication date: 27 October 2021

Richard Thomas Watson and Leyland F. Pitt

This vision article alerts service managers to the potential of cognitive computing to reframe their value propositions. Humans are bounded in three ways: perception…

Abstract

Purpose

This vision article alerts service managers to the potential of cognitive computing to reframe their value propositions. Humans are bounded in three ways: perception, rationality and physicality. Cognitive computing, hardware or software that transcends these three limits, offers many opportunities to improve the performance of service systems, in particular those focused on customer engagement. The intangibility spectrum is presented as a mental model for service managers to consider how to use cognitive computing to support augmenting their value proposition by moving across the spectrum.

Design/methodology/approach

Three frameworks are integrated: a five systems framework, a system's impact classification of types of cognitive computing and a tangibility spectrum.

Findings

Three examples illustrate the potential value of this integrative approach for service management.

Originality/value

This is the first integration of these frameworks, and two of them are the result of the first author's research.

Content available
Article
Publication date: 20 June 2016

Johan Bruwer, Leyland Pitt and Pierre R. Berthon

371

Abstract

Details

International Journal of Wine Business Research, vol. 28 no. 2
Type: Research Article
ISSN: 1751-1062

Article
Publication date: 13 November 2017

Jeannette Paschen, Leyland Pitt, Jan Kietzmann, Amir Dabirian and Mana Farshid

Online brand communities provide a wealth of insights about how consumers perceive and talk about a brand, rather than what the firm communicates about the brand. The…

1982

Abstract

Purpose

Online brand communities provide a wealth of insights about how consumers perceive and talk about a brand, rather than what the firm communicates about the brand. The purpose of this paper is to understand whether the brand personality of an online brand community, rather than of the brand itself, can be deduced from the online communication within that brand community.

Design/methodology/approach

The paper is empirical in nature. The authors use community-generated content from eight online brand communities and perform content analysis using the text analysis software Diction. The authors employ the five brand personality dictionaries (competence, excitement, ruggedness, sincerity and sophistication) from the Pitt et al. (2007) dictionary source as the basis for the authors’ analysis.

Findings

The paper offers two main contributions. First, it identifies two types of communities: those focusing on solving functional problems that consumers might encounter with a firm’s offering and those focusing on broader engagement with the brand. Second, the study serves as a blueprint that marketers can adopt to analyze online brand communities using a computerized approach. Such a blueprint is beneficial not only to analyze a firm’s own online brand community but also that of competitors, thus providing insights into how their brand stacks up against competitor brands.

Originality/value

This is the first paper examining the nature of online brand communities by means of computerized content analysis. The authors outline a number of areas that marketing scholars could explore further based on the authors analysis. The paper also highlights implications for marketers when establishing, managing, monitoring and analyzing online brand communities.

Details

Online Information Review, vol. 41 no. 7
Type: Research Article
ISSN: 1468-4527

Keywords

Content available
Article
Publication date: 18 July 2016

Pierre Berthon and Leyland Pitt

292

Abstract

Details

Journal of Product & Brand Management, vol. 25 no. 4
Type: Research Article
ISSN: 1061-0421

Content available
Article
Publication date: 5 March 2020

Kirk Plangger and Leyland Pitt

Abstract

Details

Journal of Product & Brand Management, vol. 29 no. 2
Type: Research Article
ISSN: 1061-0421

Article
Publication date: 20 November 2017

Sussie C. Morrish, Leyland Pitt, Joseph Vella and Elsamari Botha

The purpose of this paper is to illustrate how brand personality and its dimensions can be applied to wine tourism, and how a content analysis of the text taken from a…

Abstract

Purpose

The purpose of this paper is to illustrate how brand personality and its dimensions can be applied to wine tourism, and how a content analysis of the text taken from a wine estate’s website can be used to derive a snapshot of how brand personality is communicated.

Design/methodology/approach

The paper uses the text analysis software DICTION to identify the extent to which each estate’s website communicates the brand personality dimensions of excitement, competence, ruggedness, sincerity and sophistication, and then agglomerates the scores of individual estates within a region to overall scores for the country or wine region in which they are located.

Findings

Major findings are that the southern hemisphere producers, Australia, New Zealand and South Africa, communicate all five brand personality dimensions to a greater extent than do the northern hemisphere regions of Bordeaux and Napa. Furthermore, while the levels of brand personality communication may differ, all countries and regions seem to follow the same pattern, or stated differently, emphasize the same brand personalities as their international counterparts. Excitement is the main dimension communicated, and then sincerity. Ruggedness and competence are communicated to a lesser extent and sophistication is hardly communicated at all.

Research limitations/implications

The countries/regions selected for the study are among the most popular tourist destination wineries within five of the world’s prominent wine producing countries and regions. However, this selection is arbitrary and were also carefully chosen merely by the simplicity and convenience afforded by a Google search. The results are also an aggregation of the wineries within a region and does not give any indication of the brand personality of a single website for a winery with in a region, which might be very different from the aggregation.

Practical implications

Wine tourism is a big business for many wine estates as well as regional and national economies, generating huge potential for economic growth and job creation above and beyond the production and sale of wine. The paper offers a practical insight for wineries that want to portray themselves to the world and especially to their target customers. At a general level, the approach illustrated here provides a way for those who manage wine tourism at the national, regional and estate levels to gauge whether the personality of their brand is being communicated online as they intend it to be.

Social implications

Wine tourism is very social in nature, and the findings in this study offers a unique understanding of how customers could perceive their destination especially where they are looking to experience the wine estate among similar minded people. A wine estate marketer might wish to be conveying a personality of sophistication and competence, and then be informed by a study like this that the brand is instead being communicated as exciting and sincere.

Originality/value

The paper illustrates the use of powerful content analysis software, DICTION, to determine the extent to which this text specifically communicates dimensions of brand personality, and in broader terms gives a feel for the tone of text. Regular use of the technique helps wine marketing decision makers to track their own brand’s personality as well those of competitors over time.

Details

International Journal of Wine Business Research, vol. 29 no. 4
Type: Research Article
ISSN: 1751-1062

Keywords

Content available
Article
Publication date: 7 October 2019

Jeannette Paschen, Leyland Pitt and Jan Kietzmann

529

Abstract

Details

Journal of Business & Industrial Marketing, vol. 34 no. 7
Type: Research Article
ISSN: 0885-8624

Article
Publication date: 27 February 2020

Jan Kietzmann and Leyland F. Pitt

The purpose of this paper is to summarize the main developments from the early days of manual content analysis to the adoption of computer-assisted content analysis and…

1001

Abstract

Purpose

The purpose of this paper is to summarize the main developments from the early days of manual content analysis to the adoption of computer-assisted content analysis and the emerging artificial intelligence (AI)-supported ways to analyze content (primarily text) in marketing and consumer research. A further aim is to outline the many opportunities these new methods offer to marketing scholars and practitioners facing new types of data.

Design/methodology/approach

This conceptual paper maps our methods used for content analysis in marketing and consumer research.

Findings

This paper concludes that many new and emerging forms of unstructured data provide a wealth of insight that is neglected by existing content analysis methods. The main findings of this paper support the fact that emerging methods of making sense of such consumer data will take us beyond text and eventually lead to the adoption of AI-supported tools for all types of content and media.

Originality/value

This paper provides a broad summary of nearly five decades of content analysis in consumer and marketing research. It concludes that, much like in the past, today’s research focuses on the producers of the words than the words themselves and urges researchers to use AI and machine learning to extract meaning and value from the oceans of text and other content generated by organizations and their customers.

1 – 10 of 123