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Motivated by the severe impact of global supply chain disruptions and the lack of understanding of supply chain resilience from an SME exporter perspective in the international marketing literature, this paper sets out to explore how SME exporters achieve resilience through strategic choices related to sourcing and manufacturing during global disruptions.

The study adopts a qualitative, multiple-case-studies approach to identify the key strategic drivers and contextual factors influencing SME exporters’ supply chain resilience. Our study adopted an SME exporter perspective and featured an unprecedented global supply chain disruption context. New Zealand (NZ) was chosen as the key home country context for the participants of this study. Five NZ SME exporters were selected for our case studies.

This study redefines buffering, bridging and a mixed strategy for an SME exporter facing global supply chain disruptions. SME exporters with high situational control are likely to pursue a buffering strategy that reduces their resource dependence on foreign suppliers and their reliance on information support from these suppliers. In contrast, when the firm perceives little control over the supply chain, it will decide upon a bridging strategy that aims to build solid relationships with supply chain partners. Exporters opt for a mixed strategy when they do not see themselves clearly in high or low situational control.

As global disruptions arise and evolve, supply chain uncertainty and exporters’ sense of situational control manifest differently across industries, product lines, markets and sourcing countries. It is essential to understand that firms can choose a mixed strategy based on these supply chain conditions. While our study was fortuitously timed, conducting multi-country studies could provide more comparative insights that transcend national borders. Additionally, our study did not examine organizational and capability-based factors. Future research may benefit from exploring how an SME exporter develops strategic capabilities to achieve resilience over its lifetime.

Businesses see survival as the most pivotal concern during a global supply chain disruption. Many companies have had to make on-the-spot decisions about whether they should shift or redesign their supply chains in the middle of a global disruption. There is no “best strategy” for an SME exporter to take. Rather, managers should make strategic decisions based on how much control or influence they have over a particular part of their supply chain. The level of control is determined by the SME exporter’s overall resource dependencies and information needs in particular parts of their supply chain.

We adopt resource dependence theory and information processing theory to guide our study and place exporters' situational control in the centre of drivers to firms' strategic choices during global disruptions. We make a novel attempt to incorporate the contextual conditions of the COVID-19 pandemic into the theorization of supply chain resilience. We make managerial recommendations to help SME exporters navigate global supply chain disruption challenges.

The COVID-19 lockdown severely impacted organizations in the cultural and tourist business as their products all of a sudden “disappeared”. This study aims to explore if and how the unexpected and disruptive nature of the pandemic accelerated the development of new communication strategies on their social media.

The study draws on data from 24 midsize cultural institutions and tourist attractions in Denmark over the first two months of the lockdown in 2020. Approximately 900 posts on Facebook were collected and analyzed through the netnographic method. The analysis followed a two-layered qualitative approach. First, open coding to identify typologies and enable a comparison with established strategies from the literature review. Then, an exploratory examination was conducted across the typologies.

Nine different content categories were identified in the data and subsequently assessed and discussed in relation to the literature on strategies and dialogic intentions. This resulted in the emergence of two new overarching strategies: hope and host.

While hope is particularly relevant in crisis situations, the utilization of employees in the host role presents an opportunity for further development and engagement. Further, the results call for future research that breaks with the traditional quest for ideal strategies for the benefit of exploring the notion of “strategic doers”.

The identification of the hope and host strategies, along with the analysis of content categories and their alignment with various strategic intentions, contributes to the existing knowledge in this field. Further, the classic perception of engagement as driven by explicit interaction and dialogue is also challenged.

This paper aims to focus on the evolution of nonprofit cultural institutions in Mexico and their relationship with Spain, regarding the four traditional elements of a marketing mix. Specifically, this paper examines marketing advancements in the digital environment, placing emphasis on the virtual exhibition Códices de México: Memorias y Saberes, as well as the marketing activities related to prehispanic and novohispanic codices between 2010 and 2022.

The first part of the present study provides a chronological framework based on the four components of a marketing mix, illustrating the transition of Mexican and Spanish public cultural institutions from their foundations to current times. It particularly provides insight into their recent accomplishments in the digital environment, underscoring potential networking areas. The second part offers an in-depth examination of the exhibition Códices de México: Memorias y Saberes (INAH 2015) and a review of digital sources from Mexican government entities to investigate marketing activities related to prehispanic and novohispanic codices.

Due to the historical approach used to document the transition of nonprofit cultural institutions in Mexico and Spain to the digital era, this article sheds lights on co-joint efforts in the digital marketing domain around prehispanic and novohispanic codices. Additionally, it illustrates the activities used by Mexican cultural institutions during the past two decades to disseminate knowledge on codices.

Regarding the methodological aspects of using historical resources through digital archives, this study solely comprised marketing activities reported in the records available on the official portal of cultural institutions.

This study argues for the utility of the four components rooted in a traditional marketing mix as a tool to illustrate the evolution of marketing practices within the cultural heritage domain. It also highlights the role played by cultural institutions in Mexico and Spain in the digital environment to strategically network around cultural heritage. Additionally, it sheds light on the implementation of methods for presenting Mexican codices grounded in virtual terrain.

Through analysis and discussion of the case study, students should be able to understand the marketing mix concept in the context of the retail industry, analyse how the adoption of new media such as social media transforms the elements of the marketing mix and evaluate the marketing mix strategies and their influence on future buying behaviours.

Founded in 2012, “Gecko Kids” is a designer clothing brand based in Mauritius, renowned for its vibrant and playful designs catering to children's fashion and lifestyle. Inspired by the lively spirit of Mauritius, Gecko Kids offers a diverse range of clothing and accessories designed to ignite children's imaginations and celebrate their sense of adventure. In addition to its captivating designs, Gecko Kids, under the leadership of its lead designer, Varnee Moodely, is committed to sustainability, using organic and ethically sourced materials wherever possible. Through responsible manufacturing processes and partnerships with local artisans, the brand strives to minimise its environmental footprint while supporting the communities that inspire its creations. After 32 years in operation, the brand finds itself struggling with challenges stemming from its current marketing mix strategy. This case study delves into the brand’s struggles across the 4Ps – product, price, place and promotion – and explores potential solutions, especially in the 21st century where most companies are adopting digital marketing strategies. Can the company rectify the repercussions of an inadequate marketing plan to sustain the Gecko Kids brand as a thriving local Mauritian entity?

This case study is suitable for undergraduate-level programmes in marketing.

Teaching notes are available for educators only.

CSS 8: Marketing.

This study investigates the underlying mechanism through which perceived local iconness increases customers’ purchase intentions for culturally mixed products.

It utilizes an online survey with purposive sampling to gather data. Structural equation modeling is applied to examine data gathered from 471 Chinese customers.

Consumers’ perceived local iconness of culturally mixed products positively influences their purchase intentions, and this connection is mediated by perceptions of quality, social and emotional values.

Incorporating Chinese cultural elements that can evoke local iconness perceptions among Chinese consumers is necessary for global brands. Moreover, when creating or promoting culturally mixed products, global brands should carefully consider consumers’ perceived quality, social and emotional values.

Drawing on the signaling theory, this study advances knowledge on how local iconness increases the value of and customers’ desire to purchase culturally mixed products. It provides practical suggestions on how global brands can succeed when launching culturally mixed products in emerging markets.

This article develops an innovative multidisciplinary conceptual framework in the field of refugee entrepreneurship by combining the theory of mixed embeddedness with the concepts of intersectionality and agency. Focusing on the phenomenon of refugee entrepreneurship, this conceptual framework addresses the following questions: how is entrepreneurship informed by the various intersectional positions of refugees? And how do refugees exert their agency based on these intersecting identities?

By revising the mixed embeddedness approach and combining it with an intersectional approach, this study aims to develop a multidimensional conceptual framework.

This research illustrates how the intersectional positions of refugees impact their entrepreneurial motivations, resources and strategies. The authors' findings show that refugee entrepreneurship not only contributes to the economic independence of refugees in new societies but also creates opportunities for refugees to exert their agency.

This conceptual framework can be applied in empirical research and accordingly contributes to refugee entrepreneurship studies and intersectionality theory.

To plan the future university campus, campus executives need decision-making support from theory and practice. Matching the static campus (supply) with the dynamic (demand) - while safeguarding spatial quality and sustainability - requires management information from similar organizations. This study presents an evidence-based briefing approach to support decision-makers of individual universities with management information when making decisions for their future campus.

For the proposed evidence-based briefing approach, the continuous Designing an Accommodation Strategy (DAS) framework is used in a mixed-method research design to evaluate the past to plan for the future. Five campus themes and three campus models (solid, liquid, and gas) are introduced to describe the development and diversification of university campuses and their impact across different university building types. Based on this theoretical framework, first, qualitative interview data are analyzed to understand which standards campus managers expect; second, a quantitative project database is used to demonstrate what is actually realized.

The findings demonstrate that remote working and online education will become more common. Academic workplaces and learning environments are more adaptive to changes than laboratory spaces. The analyses reveal different effective space use strategies to meet the current demand: they include space-efficient mixed-use buildings, and mono-functional generic educational and office spaces. These results show that operationalized evidence-based briefing can help design the future campus.

The study adds knowledge during a critical (post-COVID) period when decision-makers need evidence from others to adapt their campus management strategies to hybrid and sustainable ambitions.

This article explores the education crisis in Cameroon, focusing on the personal experiences of teachers and the strategies they employ to reduce school dropout during the transitional phase from primary to secondary education.

Based on a teacher training programme, 31 interviews with primary and secondary school teachers were conducted. An exploratory research design with an inductive thematic approach was used to identify themes and establish code categories. This design allowed for flexibility in investigating contextual crisis factors by eliciting interpersonal stories and exploring the dynamics of each case.

Three types of dropout prevention strategies – either standalone or mixed – are identified, depending on network, opportunity or service factors. Network-based strategies are considered the most effective and popular, as school dropout is largely influenced by students’ social backgrounds, and teachers remain key players in community life. Lies and fictional narratives, through opportunity- or service-based strategies, create dishonesty and unrealistic expectations regarding final education outcomes. Each type of strategy has significant limitations due to the highly fragmented education system in the country.

The article reveals that school dropout prevention in Cameroon is hampered significantly by education disorganisation. Teachers’ individual practices are insufficient to convey the actual value of education and reverse dropout decisions made after careful consideration. A national pedagogy plan is needed to ensure continuity.

This study aims to present state-of-the-art research on circular economy (CE) implementation in construction and demolition waste management (CDWM) within the construction sector.

A mixed-method (scientometric and critical analysis) review strategy was adopted, involving scientometric and critical analysis to uncover the evolutionary progress within the research area, investigate key research themes in the field, and explore ten issues of CE in CDWM. Moreover, avenues for future research are provided for researchers, practitioners, decision-makers, and planners to bring innovative and new knowledge to this field.

A total of 212 articles were analyzed, and scientometric analysis was performed. The critical analysis findings reveal extensive use of surveys, interviews, case studies, or mixed-method approaches as study methodologies. Furthermore, there is limited focus on the application of modern technologies, modeling approaches, decision support systems, and monitoring and traceability tools of CE in the CDWM field. Additionally, no structured framework to implement CE in CDWM areas has been found, as existing frameworks are based on traditional linear models. Moreover, none of the studies discuss readiness factors, knowledge management systems, performance measurement systems, and life cycle assessment indicators.

The outcomes of this study can be utilized by construction and demolition sector managers, researchers, practitioners, decision-makers, and policymakers to comprehend the state-of-the-art, explore current research topics, and gain detailed insights into future research areas. Additionally, the study offers suggestions on addressing these areas effectively.

This study employs a universal approach to provide the current research progress and holistic knowledge about various important issues of CE in CDWM, offering opportunities for future research directions in the area.

This paper aims to understand how dual sustainable-labeling strategies influence perceived value dimensions (i.e. quality, emotional, social and price) across vice vs virtue products and level of consumers’ consideration of future consequences.

Two online experiments are conducted with private label brands: one with organic and Fairtrade labels and one with organic and local labels. For each experiment, a conditional process analysis was used with the labeling strategy (i.e. no label vs organic label vs Fairtrade/local label vs organic label + Fairtrade/local label) as the independent variable, the product types (i.e. vice vs virtue) and level of consideration of future consequences as moderators, the dimensions of perceived value (quality, emotional, social and price) as the dependent variables.

Dual sustainable-labeling strategies lead to higher positive perceived value levels on all dimensions compared to no-labeling strategy. They however do not necessarily lead to higher levels compared to mono-labeling strategies such as organic labeling strategy (except for social dimension). Additionally, the positive effect of dual sustainable-labeling is lower for virtue products compared to vice products and is stronger for consumers with high level of consideration of future consequences for vice products for the social-value dimension.

Prior research has focused on the effect of multi-labeling strategies on willingness to pay with mixed results. This study brings insights to literature by testing the impact of dual sustainable-labeling strategies on the dimensions of perceived value as well as the moderating effects of the product types and consideration of future consequences.