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This study aims to delve into the lived experiences, challenges and visions of women entrepreneurs in Jordan, placing a magnifying glass on those spearheading or co-pioneering start-ups. It aims to understand the myriad factors that influence their entrepreneurial journey, from motivation to the future of their niche.

Adopting a qualitative lens, this study is anchored in semi-structured interviews encompassing 20 Jordanian women entrepreneurs. Following this, thematic analysis was deployed to dissect and categorize the garnered insights into ten salient themes.

The study reveals that personal experiences and challenges are pivotal in directing these women towards niche markets, aligning with the theory of planned behaviour (TPB). Tools such as digital instruments, customer feedback and innovative strategies like storytelling and augmented reality are integral to their entrepreneurial success, resonating with the resource-based view (RBV). Additionally, challenges like cultural barriers and infrastructural limitations are navigated through adaptive strategies, reflecting the resilience inherent in these entrepreneurs. Networking, mentorship, embracing technological advancements and implementing sustainable practices are highlighted as crucial elements underpinned by the social identity theory (SIT).

Contrary to the extant body of research, this study provides new insights into the challenges faced by women entrepreneurs in Jordan, highlighting the practical relevance of theories like TPB, RBV and SIT for both policymakers and the start-up community in niche markets.

This study aims to examine the effect of marketing agility of startup companies on their new product creativity and new product performance while examining the moderating role of technological turbulence.

Data were collected from 319 South Korean startups and empirically analyzed using structural equations modeling technique.

First, marketing agility is a potent catalyst that positively influences the novelty and meaningfulness of new products, thereby enhancing new product creativity. Second, marketing agility contributes significantly to new product performance across multiple dimensions, including market, financial, and customer performances. Third, this study underscores the pivotal role of new product creativity, with both novelty and meaningfulness proving to be key drivers of improved new product performance. Technological turbulence is revealed as a moderating force, amplifying the positive relationship between new product novelty and performance. However, while it substantiates some moderating effects, the study does not find significant support for the role of technological turbulence in moderating the relationships among new product meaningfulness, marketing agility, and new product performance.

To the best of our knowledge, this study is the first to analyze the effect of startups’ marketing agility on new product creativity and performance considering the moderating effect of technological turbulence, especially in the South Korean context. This study offers practical insights emphasizing the indispensability of marketing agility for startups operating in rapidly evolving markets. Additionally, it advocates a strategic emphasis on novelty in high-tech turbulence scenarios to bolster new product performance.

This study aims to investigate the role of marketing agencies in aligning brand purpose with the Sustainable Development Goals (SDGs) in the post-pandemic era. This study explores whether and how marketing agencies delineate and execute brand purpose in a way that supports sustainable consumption and marketing models.

Data were gathered from semi-structured interviews with 35 senior managers at UK-based marketing agencies. The interviews were recorded, transcribed and analysed using NVivo software for inductive coding.

The study reveals that brand purpose in the post-pandemic era is increasingly aligned with the SDGs. Marketing agencies play a pivotal role in this alignment, as they not only help to delineate and execute the brand purpose but also do so in a way that amplifies perceived authenticity in the eyes of the brand stakeholders.

This research underscores the significance of marketing agencies in delineating and executing brand purpose that aligns with the SDGs. It enriches the literature by illustrating how agency expertise contributes to the evolution of brand purpose, guiding businesses towards responsible marketing practices and consumption patterns that support a sustainable future.

The surge of artificial intelligence (AI) applications and subsequent adoption by consumers and marketers has ignited substantial research exploring the benefits and opportunities of AI. Despite this, little attention has been given to its unintended negative consequences. In this paper, the authors examine both the practitioner and academic sides of ethical AI. In doing so, the authors conduct an extensive review of the AI literature to identify potential issues pertaining to three areas: individual consumers, societal and legal. The authors identify gaps and offer questions to drive future research.

The authors review recent academic literature on AI in marketing journals, and top ethical principles from three top technology developers (Google, IBM and Meta) in conjunction with media reports of negative AI incents. They also identify gaps and opportunities for future research based on this review.

The bibliographic review reveals a small number of academic papers in marketing that focus on ethical considerations for AI adoption. The authors highlight concerns for academic researchers, marketing practitioners and AI developers across three main areas and highlight important issues relating to interactive marketing.

This paper highlights the under-researched negative outcomes of AI adoption. Through an extensive literature review, coupled with current responsible AI principles adopted by major technology companies, this research provides a framework for examining the dark side of AI.

Although marketing is essential for a firm’s survival and growth, a set of entrepreneurial strategic orientations may help it gain a competitive advantage. Entrepreneurial marketing (EM) is critical for growing businesses to succeed in today's fast-paced industry. The present study aims to measure the role of EM on the business performance (BP) of Indian startups.

For this purpose, a thorough literature review was conducted to develop a scale from the proposed conceptual framework – EMICO by Jones and Rowley (2009b). To assess the reliability and validity of the scale (62 items), the data are analyzed by employing partial least square-structural equation modeling (PLS-SEM).

The scale is empirically tested, and the results lead to discussions. The results show the positive impact of entrepreneurial orientation (EO), marketing orientation (MO), innovation orientation (IO) and customer orientation (CO) on the BP of the startups. The paper concludes by suggesting managerial and practical implications, also providing future research agenda.

Our objective is to address the existing dearth of comprehensive scales for evaluating EM by undertaking a rigorous statistical approach. Notably, our research represents the pioneering effort in adopting the EMICO framework and subsequently formulating and empirically validating a robust scale specifically tailored for nascent or small-scale startups within the Indian context.

This study examines the link between the knowledge creation process, ambidextrous innovation, and competitive advantage. Further, this study also tested the moderating role of organizational agility on the relationship between the knowledge creation process and ambidextrous innovation.

The empirical study’s data were collected by surveying 306 respondents employed in 140 Pakistani Small and Medium Enterprises (SMEs). The questionnaire was designed according to the study’s requirements and was based on theoretical knowledge and findings from previous research on the knowledge-creation process, ambidextrous innovation, and competitive advantage. All hypotheses were tested using a structured regression method.

The study indicates that the knowledge creation process significantly impacts a firm’s competitive advantage. Additionally, this study demonstrates that ambidextrous innovation can moderate the relationship between the knowledge-creation process and competitive advantage.

Future studies should examine mediating factors, such as organizational culture, leadership style, and industry characteristics, as well as moderating variables, such as environmental turbulence.

This study guides SME leaders on the importance of knowledge creation and ambidextrous innovation in achieving operational success and gaining a competitive advantage.

This study explores how the knowledge creation process directly and indirectly, enhances organizational capacity for competitive advantage through the mediating roles of ambidextrous innovation and the moderating role of organizational agility.

This study investigated the effect of green marketing mix on consumer repurchase intention in Ghana. The study focusses on the interaction effect of green knowledge on green marketing mix and consumer repurchase in Ghana.

A quantitative approach to research was employed. In all, 371 participants were chosen using the purposive sampling technique. Data analysis was conducted using the SPSS software.

The findings showed that green price, green place and green promotion had a positive significant effect on repurchase intention. However, green product insignificantly influenced repurchase intention. The findings further showed that green knowledge moderated the relationship between green price and green place, on repurchase intention. Green knowledge was not found to moderate the relationship between green product, green promotion and repurchase intention.

The study advances our knowledge on green marketing mix, green knowledge and repurchase intention within the beverage sector. It reveals the positive implication of green marketing mix on a firm’s customers using the marketing mix theory.

The purpose of this study is to investigate possible drivers of loyalty amongst Islamic banking customers in Gauteng, South Africa. We ponder the relationships of service fairness (a secondorder reflective construct) with perceived value, satisfaction, and loyalty.

Data were obtained from Islamic banking customers in South Africa using interview-administered questionnaires. A total of 350 responses were perceived as being suitable for data analysis. The measurement and structural models were measured through structural equation modelling.

Service fairness and perceived value were found to be important drivers of loyalty within this context.

This study demonstrates that service fairness and perceived value are precursors to the future loyalty intentions of Islamic banking customers. As such, they should be nurtured as key elements of the relationship building process.

The study guides South African Islamic banks and South African banks with Islamic windows to better understand how service fairness (interactional, procedural and distributive) fosters satisfaction, perceived value and loyalty (attitudinal and behavioural).

Enhancing comprehension of the relationship between service fairness and customer loyalty, with satisfaction and perceived value playing intermediary roles, represents an unexplored avenue in academic research within the context of Islamic banking in an emerging African market.

The purpose of this study is to examine how different innovation efforts can support multinational enterprises’ (MNEs’) pursuits of sustainable development goals (SDGs) in emerging markets and under what circumstances they are applied.

The article comprises in-depth case studies on two high-profile Swedish MNEs: a telecom firm and a fast-fashion firm, with data collected both at the headquarter-level and local-market level.

The study shows that MNEs pursue a selection of prioritized SDGs in emerging markets. To overcome challenges related to attaining these goals, we find that MNEs engage in innovation efforts at different levels of commitment. In some instances, they engage in operational innovation aimed at relieving symptoms of sustainability misconduct and ensuring compliance. In other instances, they engage in systemic innovation efforts, which involve the actual market structures underlying sustainability problems.

MNEs are increasingly incorporating the United Nations SDGs into their innovation strategies. The study contributes to international business research on MNEs’ roles in realizing the SDGs by conceptualizing and discussing two pertinent approaches to innovation.

This study aims to investigate how the adoption of sustainable manufacturing practices by companies can positively impact their reputation and environmental performance. Additionally, it aims to explore the specific relationships between these factors within the unique context of manufacturing companies in Tunisia.

The research uses an online questionnaire survey methodology targeted at manufacturing companies in Tunisia. This approach provides detailed insights into the current landscape of sustainable manufacturing practices within the region.

The study underscores the increasing significance of sustainable manufacturing practices for companies striving to align with environmental sustainability while meeting stakeholder expectations. It reveals that embracing these practices can indeed yield favorable impacts on both a company’s environmental performance and its overall reputation.

While the study sheds light on the relationships between sustainable practices, environmental performance and reputation, it acknowledges certain limitations. These limitations might include the scope of the survey, potential biases in responses or constraints within the Tunisian manufacturing context, impacting the generalizability of findings.

This research holds unique value by offering insights into the complex interplay between sustainable manufacturing practices, environmental performance and corporate reputation in a developing country context like Tunisia. The study contributes to a deeper understanding of these dynamics, benefiting both academia and industry practitioners interested in fostering sustainability within the manufacturing sector.