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This paper aims to analyse how processes of institutional change in environments of institutional 'voids' affect smallholder farmer market access in Zambia and Malawi, and explores the role of different dis/enabling institutional agents and logics. The authors examine this in the context of two divergent routes of institutional change – one externally imposed and the second driven from within the ecosystem itself. The authors consider how these different institutional processes impact upon smallholder farmers and how they are able to adapt to these changes.

A qualitative research approach is used which lends itself to an analysis of multiple institutional logics that is based upon the multiple positions of market actors. It uses a comparative case study design methodology focused on two broad cases of smallholder farmers in Zambia and Malawi.

The research demonstrates the tension that multiple institutional logics can create especially amongst those most vulnerable particularly where these are not embedded in local realities and mindful of social settings.

It contributes to the understanding of poverty alleviation in rural developing regions, on overcoming institutional voids, market inclusivity and the role of social entrepreneurs and intermediaries, and builds on the perspective of markets as social spaces for economic exchange.

This study aims to outline an axiology of inclusivity, which can facilitate self-reflection on the possible impact of acting and pursuing a more inclusive branding and marketing for places.

By deconstructing the main assumption, which constitutes the new inclusive paradigm in the marketing and branding of places as more participatory, responsible and democratic, this article tackles critical and pragmatist concerns about the political dimension and its implications for branding and marketing theories and practices in the realm of places.

The article argues that, to be understood and enacted as inclusive, branding and marketing should be seen and act as (bio)political arts of government, characterized by the impolitical as an alternative form of political praxis, whose axiological foundation is based on a particular form of civism, which offers a different mode and stance of approaching political effects and impacts for all stakeholders involved.

Little has been written about the political value, substance and appearance that indicate inclusivity as a fundamental notion for participation, engagement and democracy. This article contributes to the existing literature, arguing that inclusivity should be demystified, as it may present a self-fulfilling discourse that might create political problems.

This study aims to determine the perception and attitude of consumers toward the presence of cybernetic avatars (CAs) as part of a social inclusion initiative.

A mixed method was used to conduct the study using facial recognition expressions and surveys. Three studies were conducted. Study 1 examines consumers’ attitudes and perceptions of a CA and what it can do to promote social inclusivity among people who have mobility disabilities but wish to work. Study 2 tests a conceptual model to determine the factors that affect consumers’ intention to visit an establishment that uses CAs as their employees. Study 3 extends Study 2 and tests two moderators predicted to influence consumers’ attitudes toward CAs and their intention to visit an establishment that uses CAs.

The results show that consumers generally accept and are excited about such technological developments. Study 2 further supports this positive perception with its conceptual model. Study 3 provides insights into how the moderating factors influence a consumer’s attitude toward CAs and their intention to visit the establishment. Between consumers who have a mobility disability and those who do not, those who have mobility disabilities showed a more positive attitude and intention to patronize such an establishment.

Studies on CAs are still in the infancy stage. This study provides insight into how society can use technology to promote social inclusion, contrary to prior opposing arguments towards integrating robots into society.

In the past years, many contributions have been published addressing frugal innovation and other types of resource-constrained innovations in the management field. Throughout this paper frugal innovation is reported as a phenomenon, concept, research field and strategy, showing the different ways the literature refers to it and how scattered the concept is. However, based on the understanding, the authors decided to address frugal innovation as a kind of innovation strategy that helps companies to innovate in resource-constrained environments. Therefore, considering the increasing interest in the frugal innovation topic and adding the perspective of business strategy for resource-constrained conditions, the research question addressed in this paper is: what are the main features of the frugal innovation literature that unfold its current perspectives for business strategy? In this sense, the purpose of this study is to analyze the scientific production in frugal innovation through a literature mapping and review to better understand it, delimiting different perspectives and creating boundaries to other business strategies or approaches.

The authors performed a co-citation analysis using the Vosviewer software to notice how authors are arranged in clusters based on their understanding of the topic. Furthermore, the authors also performed a systematic literature review (SLR) analyzing the extant literature on frugal innovation based on the clusters found through the co-citation method. The final sample used in the study included 42 papers published between 2011 and 2019, using the Web of Science platform as a data source.

By means of SLR, the findings of this study provided a more organized view of frugal innovation through the co-citation analysis and the qualitative analysis of the clusters, which were the basis for the parameters established. After the conceptualization of frugal innovation strategy (FIS) and the delimitation of boundaries of FIS, the authors bring the reflections about the contribution to the literature and the practice (managers and society) by showing three assumptions to be tested and confirmed in future studies and a framework to guide companies in search of a FIS.

This study contributes to the discussion on frugal innovation moving a step forward to clarify the research field on this subject providing the main characteristics for researchers and practitioners. The paper has delimited the boundaries of FIS. The assumptions established in the discussion can become hypotheses for empirical studies. In addition, the authors explain why, what is, where and to whom the FIS can be developed and applied. Furthermore, the authors contribute by developing the FIS framework, with four strategic positions based on the boundaries of FIS organized by the complexity technological level. The strategic positions are frugal innovation orientation (FIO), FIO to value shared, FIO to market and FIS.

Brands are increasingly reflecting social values, and many brands have begun to embrace equality and inclusivity as a marketing strategy. Accordingly, consumers are increasingly being exposed to brands associated with different social groups. This paper aims to examine how consumers who have experienced pride respond to brands associated with dissociative out-groups.

Four studies were conducted. Study 1 tested the basic effect of how the experience of different facets of pride affects consumers’ brand attitudes toward a brand associated with a dissociative out-group. Studies 2 and 3 examined the underlying mechanism of consumers’ psychological endorsement of egalitarianism using both mediation and moderation approaches. Study 4 derived implications of our findings for marketers.

The results show that consumers respond differently to a brand associated with a dissociative out-group based on the facets of pride they experience. When consumers experience authentic (vs hubristic) pride, they exhibit a more favorable attitude toward the brand associated with the dissociative out-group. This is because authentic (vs hubristic) pride increases consumers’ psychological endorsement of egalitarianism, which enhances consumers’ brand attitudes toward the brand associated with the dissociative out-group.

The findings suggest that brand managers should think about ways to elicit consumers’ authentic pride to minimize the potential backlash from consumers when promoting equality and inclusivity in their brand communications, particularly when such communications contain cues of dissociative out-groups.

This paper contributes to the branding literature by identifying pride as an important determinant that can help brands overcome the negative impact of dissociative out-groups on consumers’ brand reactions, enriches the literature on pride by documenting a novel effect of the two facets of pride on consumer behavior and extends the literature of egalitarianism by demonstrating pride as a driver of consumers’ psychological endorsement of egalitarianism.

Emerging public discourses on Islam and Islamophobia in Western countries have led to religious discrimination among this group. This exploratory study aims to understand how marketers promote anti-discrimination efforts against Muslims on the notion of future collective unity.

This exploratory study uses Social Identity theory to explain the behaviour and attitude of vulnerable Muslims. The dimension of racialisation, the Whiteness theory, the oppression model and the ethnocentrism theory were synthesised to explain the practice of racism and oppression. The theory of customer diversity, equity and inclusion was synthesised to understand the importance of inclusive marketing. Data were gathered through in-depth interviews with 15 senior marketing executives.

This study observed how the minority Muslims had influenced the marketers' behaviours in combating anti-religious discrimination through various tactics such as extending the corporates' products and services offerings, being inclusive and avoiding stereotyping in their marketing communication styles and shifting the company's processes and systems to meeting this group's cultural needs.

While this study sample's demographics were motivated by senior marketing executives' profiles, most of the participants were highly educated, had similar cultural backgrounds and were mainly from the West.

This study attempts to shed light on the understanding of Muslims’ discrimination or Islamophobia in non-Muslim majority countries. It is hoped that this study acts as a catalyst for collective unity and would galvanise communities, including marketers to tackle discrimination through a better understanding of a targeted group like Muslims in the marketplace. In this current time of racial and religious tension, business leaders and marketers can act as mediators of social change to normalise more positive relations between minority and mainstream consumers.

The purpose of this study is to discuss policy review in the interest of sustainable innovations in Malaysia’s public procurement. This study also offers the overall relationship between existing policies related to sustainable innovations in public procurement and the coherences towards the four dimensions of sustainable innovations.

This study outlines the current policies in Malaysia which are related to sustainable innovation initiatives and explores the cohesiveness that appears disconnected and understood separately. Policy content analysis is conducted on the current policies related to sustainable innovations in the context of Malaysia’s public procurement.

This study observed that the current policies related to sustainable innovations in public procurement are actually interconnected with each other through a hierarchical framework. This study also demonstrates that the 12th Malaysia Plan has comprehensively encompassed every aspect of the environment, social, economic and innovation to contribute to one primary goal – green economic growth.

The proposed policy framework is expected to be beneficial for the administrator executive among the civil servant to connect the independent policies and, at the same time, contribute to the overall goal of green economic growth. Through a broad policy structure too, this study helps the industry player to recognize their potential in any area related to sustainable innovation.

The policy framework illustrated is new to the literature, especially in Malaysia’s context. The compilation of current policy grounded by the 12th Malaysia Plan has not been presented in any publications.

The purpose of this paper is to periodize the history of the US senior market segment, a large, lucrative target market.

The paper uses a four‐step adaptation of an existing framework, periodizing the segment's history into three phases: independence phase, mid‐nineteenth century‐1935; growing affluence phase, 1935‐1965; and maturity phase, 1965 to present.

The senior market began with urbanization resulting from the industrial revolution. The growth of private pensions, two World Wars, a variety of governmental programs such as the GI Bill and Social Security and Medicare Acts, political power resulting from the establishment of groups such as the American Association of Retired Persons, and increasing stress on inclusiveness in marketing accelerated the growth of the market. As baby boomers age, the market is sure to grow in scope and market power.

Time and space limitations require that this paper focus on the senior market only in the USA, and analyze only broad activities, events, and trends.

This paper contributes to the study of marketing history and market segmentation in particular by analyzing the origins and growth of this very large and unique market segment – largely due to the fact that it currently represents about 12 percent of the US population, unique in that all Americans are or likely will be members. It illustrates the confluence of government policy, marketers' never‐ending drive to find new target markets via product differentiation, and the importance of demographic change.

This viewpoint sheds light on an as yet underrepresented consumer group. Considering impaired consumers in our theories would not only change these theories’ meaning but also add variance. These theories would therefore develop from a specific case theory to a broadly acceptable and applicable theory.

As a viewpoint paper, this work relies on previously published literature and highlights exemplary shortcomings in the servicescape and customer experience theory.

The paper specifies shortcomings in the current theory development and application. While service marketing scholars consistently consider the normal and representative consumer, changing the customer groups will lead to a broader understanding of consumer behavior.

This paper not only highlights impaired consumers’ different needs and expectations, but also discusses the difference between impairment and disability. Given this distinction, the paper calls for further research on such consumers.