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The study builds on the multi-stakeholder perspective and applies the DART model to frame and explore barriers to value co-creation in the museum context.

The empirical research followed a multiple case study design, based on six cases selected in accordance with a maximum variation strategy. The analysis of the data gathered from multiple primary and secondary sources was guided by the qualitative content analysis approach and the pattern-matching technique for a multiple case study.

The findings reveal a largely convergent understanding of value co-creation that relates to the social integration of the intrinsic value of museums. The main barriers to value co-creation were identified at both organizational and personal levels, yet important context-bound differences were found regarding the scope and impact of those barriers across defined museum activity areas.

The study enriches literature and museum management by identifying and synthesizing barriers, offering insights for overcoming them through DART model modifications. These insights extend beyond museums, emphasizing stakeholder identification, recognizing activity-specific barriers, understanding interdependence and considering external factors like the pandemic. Managers can leverage this knowledge for informed decisions and interventions.

This study, a systematic review, focuses on the internationalisation of small and medium-sized enterprises (SMEs) originating in developing countries. It critically analyses, evaluates and synthesises studies featuring formal and informal institutions, embedded in social and business networks, as a marketing solution for institutional voids. The review shows that current international marketing studies downplay the role of informal institutions in the internationalisation of SMEs. Thus, the authors set a new research agenda for advancing the institutional theory to account for the impact of informal institutions and networks on firm internationalisation.

This review followed five structured stages, including framing the research questions, identifying relevant studies, assessing their quality, summarising the evidence and interpreting the findings. Based on the systematic approach, 434 papers (374 from Web of Science, 60 from Scopus) were generated. Following that, the authors applied the qualitative inclusion/exclusion criteria, which yielded 63 papers. Their analysis involved three authors, with the fourth author focusing on ensuring quality in the analysis.

The study findings invite a different line of theorising market structures and processes focusing on the role of networks as an alternative to formal institutional systems. The outcome of our review suggests that there is scope for developing the institutional theory that account for the role of informal institutions and networks.

Based on the analysis, we call for new theorisation, in the international marketing literature, which accounts for informal networking amongst internationalising SMEs in the light of institutional voids. Thus, the authors promote novel participatory, bottom to top understanding of relationship between institutions and enterprises.