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The purpose of this paper is to explore international market development for mature products and practices used in a novel business context.

Taking a qualitative approach, the case study method was chosen to investigate how firms develop markets in relation to a new international business context. Critical international decisions are analysed using a managerial perspective.

The success of international ventures depends on managerial learning and effectiveness. In this paper, the authors argue that decisions about international market development can add significantly to the understanding of how business firms enter and develop markets in novel business contexts. Two case studies show different approaches for meeting challenges in distant markets. Four propositions are developed.

A theoretical contribution of this study is the importance of factors that explain international market development decisions in novel business contexts. The balance between incomplete knowledge and making resource commitments is of central concern to international managers. Some of this is tacit knowledge that a firm achieves and learns during the process of market development and other knowledge can only become available after an actual market entry. A second theoretical contribution of this study is the significance of contextual market knowledge in a novel business context.

In the past few decades, relationship management (RM) theory and RM strategies in business-to-business (B2B) contexts have evolved tremendously, driven by constant innovation. Hence, the purpose of this study is to understand the trends and evolution of RM and relationship quality (RQ) in B2B contexts and empirical insights on RM and RQ in B2B, which in turn would provide insights into trends and future research directions.

Grounded on the industrial marketing and purchasing group, this study adopts a critical systematic literature review to provide a comprehensive analysis of the past, current and future trends in empirical research insights of RM and RQ in B2B markets.

This study provides some novel insights into RM in B2B context by using a multidimensional approach to RM and RQ and analyzing prior marketing research from three perspectives: the evolution of RM and RQ in B2B context; prior empirical research; and practical business insights. Overall, these perspectives inform the development of an evolving side of RQ in B2B contexts, leading to some predictions regarding the future of RM in B2B markets.

The exploratory results of this study shed light on the key factors that drive RQ and the importance of RM in B2B markets in the digital age where customers still long for human interaction regardless of the prevalence of advanced technology.

In the wake of advanced technologies and particularly, B2B companies had to turn to virtual platforms and embrace digital transformation to establish and manage their customer relationships. Yet, managing relationships via digital channels has its own challenges for both B2B practitioners and scholars. This indicates that there is still a huge need for attuned RM strategies that align with the changing environments – mainly driven by technological advancement – in B2B markets.

This study proposes a portfolio of new venture signals that are likely to attract investors' attention in the context of an emerging market and examines how they work in combination to affect the likelihood of obtaining funding.

The authors use data on early-stage venture capital investments for high-tech start-ups in Turkey. The authors adopt a configurational approach and use fuzzy QCA and regression analysis.

The findings suggest that financing of new ventures in an emerging economy is shaped by signals of context-specific capabilities that are required to survive and thrive in this market environment alongside and in interaction with signals of general capabilities required for business success. Different combinations of these signals provide equifinal pathways to obtain funding. Furthermore, signals that differ in type and content interact in complex ways to affect investors' decisions.

The findings suggest that entrepreneurs with no prior experience in the emerging market context can increase their chances of obtaining funding by affiliating with a venture development organization. Another promising strategy is to form a founding team that includes members affiliated with a developed country together with members who have emerging market experience. Finally, entrepreneurs may consider combining signals of context-specific capabilities with signals of general capabilities as they work in a complementary way to attract funding.

This study addresses two major shortcomings of the literature on new venture signaling, first, by positing the emerging market context as a unique signaling environment and, second, by demonstrating the value of considering signals as portfolios with potential interdependencies.

This paper aims to apply a mixed-methods approach to redefine essential work skill sets, propose components of these skill sets that are necessary for workers in the contexts of emerging market economies (EMEs), examine potential selection tools that should be applied across firms and explain implications for the labour process theory (LPT) of work.

During the first phase of this study, qualitative data was collected from methods, including semi-structured interviews with human resources (HR) experts from the Personnel Management Association of Thailand, top and HR executives and managers of firms across industries in Thailand. Non-participant observations were made during the pre-interview, interview and post-interview stages. Analysis of archival documents and Web-based resources was then conducted. The authors used the qualitative data obtained from the first phase to develop survey instruments for conducting quantitative research during the second phase of this study.

The empirical findings demonstrate that essential work skill sets are “soft skills” that help workers survive and thrive in the business arena in EMEs. These essential work skill sets have implications for the LPT of work in that they play an important role in transferring the power of negotiation from employers to workers in the labour market. Essential work skill sets here can be divided into eight skill domains: (1) ideation and system thinking, (2) information and digital literacy, (3) social skills with appreciation for diversity and inclusion, (4) communication and language, (5) creativity and innovation, (6) emotional quotient (EQ) for self-management and development, (7) growth/outward mindset and (8) cognitive skills for the job role. Within each essential work skill set, there are several skills that workers in the current world of work need to possess (42 skills in total). Additionally, potential selection tools include behavioural observation, behavioural-based interviews, STAR (Situation, Task, Action and Results) interviews, role plays, case studies and simulations, high-pressure interview questions, project assignments, assessment centres, in-depth interview questions and special methods, such as face reading and fingerprint reading. Top and HR managers across industries strongly agree that the eight essential work skill sets and 42 skills are necessary for workers to survive in the business arena in EMEs. They also strongly agree that talent selection tools, especially behavioural-based interviews, are used by their firms to select high-skilled job candidates in the labour market.

Because the eight essential skill sets proposed in this paper are based primarily on the qualitative data obtained from top/HR managers in firms across some industries, generalization to respondents across other industries or across other EMEs may be limited. It is possible that the context of other EMEs may be different from that of Thailand. In this regard, some of the essential work skill sets that are suitable in the case of Thailand may not be suitable in the case of other EMEs. Future studies should thus explore how institutional contexts of other countries/economies shape the definition of essential skill sets and their components, as well as potential selection tools that shall be applied to select high-skilled labour in those contexts.

This paper provides practical implications for top managers and/or HR managers of firms across various industries in EMEs. In particular, managers should internally train and develop their employees/workers to possess the eight essential skill sets: (1) ideation and system thinking, (2) information and digital literacy, (3) social skills with appreciation for diversity and inclusion, (4) communication and language, (5) creativity and innovation, (6) EQ for self-management and development, (7) growth/outward mindset and (8) cognitive skills for the specific job role so that their employees/workers can survive and thrive in the era of the brittleness, anxiety, non-linearity and incomprehensibility of the business world under pandemic conditions. Additionally, top managers and/or HR managers of these firms should apply the potential selection tools proposed in this paper to probe into job candidates’ past experience and behaviours to better predict such candidates’ success at work. In this regard, job candidates/workers should prepare themselves to possess these essential work skill sets so that they can be successful in the business arena and should understand potential selection tools that firms may apply to recruit and select them.

This paper provides social/policy implications for the government and/or relevant public agencies of Thailand and of other EMEs. These governments should encourage firms across industries to invest resources in training and developing their employees/workers to possess those essential work skill sets so that these employees/workers are industry-ready, leading to the alleviation of the problems of skill and mismatch in the labour market.

This paper contributes to the prior literature on human resource management (HRM), the comparative institutional perspective on employment systems based on the varieties of capitalism (VoC) framework and the LPT of work in the following ways: first, this paper fills in the research gap in the field of HRM that calls for studies that explore how the COVID-19 pandemic shapes essential skill sets and skills development among workers within firms (Cooke et al., 2021). Second, this paper provides implications for the LPT of work regarding how essential work skill sets are likely to return the power of negotiation from employers to workers in EMEs during the current situation. Third, the VoC framework tends to focus on only two types of economies, liberal market economies and coordinated market economies. However, this paper examines essential work skill sets and potential screening tools in the context of the underresearched country of Thailand, an EME. In fact, the Thai labour market is quite different from that of other EMEs labour markets, as it is impacted by an aging workforce. This paper contributes to the literature on comparative institutional perspectives on employment systems as it redefines essential work skill sets, proposes various components of these skill sets among workers and examines potential selection tools that are applied across firms located in EMEs.

The purpose of this paper is to examine the financial factors across multiple levels of analysis that influence the performance effects of the unrelated diversification strategy, including institutional-, industry- and firm-levels.

Using a unique panel dataset of Italian firms from 1980 to 2010, the paper tests hypotheses on how industry external financial dependence and the firm's financial constraints both separately and jointly alter the performance benefits of unrelated diversification in contexts with financial market inefficiencies.

Unrelated diversification increases performance in weak financial contexts and such positive effect is enhanced by greater industry external financial dependence and greater firm financial constraints. However, as financial markets develop, the moderating effects of firm financial constraints shrink.

The study highlights the importance of recognizing the multiple financial contingencies that may alter the benefits of the unrelated diversification strategy, suggesting caution in its pursuit to boost firm performance.

The authors develop a theoretical framework that explains the performance outcomes of unrelated diversification, linking the benefits of an internal capital market (ICM) with the financial context of the firm and offering a fine-grained analysis that moves beyond the advanced/emerging economy dichotomy. Furthermore, leveraging on the unprecedented time frame of the empirical analysis, the paper highlights the crucial role of industry- and firm-level financial contingencies and demonstrates that their effects change at varying levels of development of the financial context.

The main purpose of this study is to fill the research gap on how B2B global service firms integrate dynamic capabilities within their omnichannel management to influence positive word of mouth (WOM), customer engagement (CE) and customer equity.

Drawing on the dynamic capability and WOM theories, a model has been developed that defines the subjects of the empirical test. The paper reports on data collected from 312 service-oriented global firms in Australia, through a cross-sectional survey. Data were analyzed using structural equation modeling.

The findings suggest that content management (i.e. information consistency, source trustworthiness and endorsement) and concerns management (i.e. privacy, security and recovery) capabilities are the two significant antecedents of positive WOM within a B2B omnichannel setting in international marketing. The findings also confirm the key mediating role of CE between positive WOM and customer equity.

The findings extend dynamic capability theory in the context of international marketing by linking WOM, CE and customer equity. The findings add further theoretical rigor by establishing the nomological chain between positive WOM and customer equity, in which CE plays a key mediating role.

This study aims to conduct a thorough literature review to map current studies on international marketing capabilities (IMCs) applying dynamic capabilities view (DCV). The aim of this study is to increase the chances for more conceptual and terminological rigor in future research in this particular research area.

This is a systematic literature review following the established review process of reviews in leading (international) marketing journals. A multilevel analytical approach was adopted, combining inductive coding with deductive coding and following the logic of antecedents-phenomena-consequences.

Synthesis of 20 rigorously selected previous empirical studies on IMCs applying DCV reveals that academic interest in these capabilities is well justified and growing and there are some well researched antecedents to focal capabilities (e.g. inter-organizational capabilities, outside-in market orientation) as well as their prevalent consequences (e.g. export and innovation performance). There is little knowledge of moderators to these links, especially with regard to consequences. This review illustrates that the current research lacks consistency in how key constructs are defined and measured, provides the guide to future conceptualization and measurement of so-called International Dynamic Marketing Capabilities (IDMCs) and proposes some concrete research directions.

The authors extend prior research in the investigated topic by critically evaluating prior works, providing improved conceptualization of IDMCs as well as concrete research agenda for IDMCs structured along recommendations for Theory, Context and Methods (TCM framework).

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 study examines the effect of contextual perceived value activated by contextual marketing offers and information privacy concerns on consumer loyalty in mobile commerce.

The survey was conducted through 340 mobile users in Morocco and the collected data were analyzed using structural equation modeling.

This study's results show that contextual marketing and information privacy concerns are key determinants in improving customer loyalty in the m-commerce context. Perceived ubiquity has a positive impact on perceived trust, which also impacts consumer loyalty. Information privacy concerns also have a positive impact on customer satisfaction, yet it does not impact perceived trust, which is contrary to the results of other researchers. It can also be concluded that customer satisfaction and trust are important antecedents of consumer loyalty.

This research gives rise to some important managerial and strategic implications in order to integrate contextual marketing strategies, as well as theoretical implications that concern this field of study.

This research makes a significant contribution to knowledge by examining the role of contextual marketing and information privacy concerns in the m-commerce context. These results will be considered useful for marketers and for businesses in general who wish to integrate a marketing strategy that is based on a customer-centric approach. It also contributes to the related literature, as there are few studies focused on m-commerce and contextual marketing within the context of Morocco.

The purpose of this paper is to analyze to what extent and in what ways signaling theory has been explored within the field of international marketing. This paper systematically reviews the use of signaling theory in the field of international marketing. Communication is a core aspect of the international marketing process. Research in this field has explored effective and unique ways of improving the communication flow to reduce the asymmetry of information between international consumers and the firm. This notion is adopted, enhanced and strengthened by signaling theory. Signaling theory has recently received the attention of international marketing scholars.

The systematic review methodology was applied for the purpose of identifying the relevant studies. We extracted academic articles over the last 23 years from the domain of international marketing that directly contribute to signaling theory based on 57 journal articles extracted through the systematic review process.

Based on systematic research the results reveal that the topic has grown and continues to expand within the broader international marketing field. We offer a theoretical conceptual framework to better understand signaling theory in the context of international marketing.

The authors map and critically evaluate the use of signaling theory in international marketing. Relevance of signaling theory in international marketing is growing and authors present an integrative framework that organizes the existing literature, and provides scholars to further expand on emerging themes of the domain. The paper offers some useful future research directions.