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This paper explores how platforms reconfigure versatile digital resources to achieve marketing agility in international markets.

We draw on a case study of a Chinese digital platform to explore the processes and mechanisms of reconfiguring during marketing agility development. Data from different sources are collected, including interviews, informal dialogue and archival data.

Versatile digital resources create productive applications for previously less amendable marketing and nonmarketing resources to be malleable, editable and reconfigurable in marketing agility development. This study identifies and clarifies three versatile digital resource-enabled reconfiguration activities in marketing agility building: recombining digital artifacts, repurposing human capital and cross-pollinating markets.

Since our study adopts a case study method, future research can extend our insights by using quantitative methods to test and verify our theoretical framework.

First, we provide insights into how organizations can reconfigure versatile digital resources to achieve the benefits of marketing agility in international markets. Second, while recruiting new employees during internationalization is vital, we suggest that assisted by digital artifacts, firms can repurpose the existing workforce, such as via multitasking, swift task-switching and flexible job redirecting to satisfy dynamic international business requirements with lower adjustment costs. Third, we offer two localization approaches in which firms can use digital artifacts as the enabler to remix sociocultural elements with local adaptations to develop glocal content and decentralize content production to generate inclusive local content.

We provide a process model that specifies how platforms reconfigure versatile digital resources to achieve marketing agility in international markets. Furthermore, we provide novel insights into the literature on marketing agility in international markets and localization.

Social media sites facilitate electronic word of mouth (eWOM) communication among consumers of diverse cultures and ethnicities. Based on the theory of planned behaviour (TPB), the present research proposes a conceptual framework for minority consumers' engagement in eWOM associated with the mainstream culture. The model incorporates social capital and social interaction as key factors that affect cross-cultural eWOM communication between minority and mainstream consumers. This research also aims to explore the responses of minority consumers to eWOM communications originating with members of the majority group.

A structural equation modelling (SEM) procedure was applied to data collected from social media (Facebook) users (N = 539) from two minority communities: Israeli Arab and Israeli Ultra-Orthodox Jewish minorities.

The findings show that: (a) minority consumers' engagement with eWOM is indirectly related to social capital, (b) this relationship is mediated by minority consumers' attitudes and their subjective norms regarding eWOM engagement with dominant cultural groups, (c) social interaction of minorities with the dominant culture enhances the influence of social capital on eWOM engagement and (d) behavioural engagement with eWOM varies across cultural minorities, depending on the minority group’s unique cultural characteristics.

The findings have managerial implications for practitioners who use social media in their marketing and business activities, as they demonstrate that the effectiveness of eWOM communication is contingent on the cultural characteristics of the ethnic minority consumer groups being targeted by managers.

The present research contributes to the theory of consumer engagement by demonstrating that engagement is contingent on the intercultural social context in which eWOM is communicated.

This paper aims to examine the barriers that act as a hindrance and are the reason behind the struggles for the successful practice of diversity and inclusion. It also provides suggestions that organisations across the Asian region can adopt to have a conducive work environment to flourish diversity and inclusion.

Qualitative data were collected from 21 in-depth semi-structured interviews, where the male and female interviewee ratio was 6:4. The interviewees were diversity and inclusion leaders, diversity and inclusion consultants and human resources (HR) experts from Asian countries such as India, Sri Lanka, Malaysia, UAE, Singapore, Bangladesh and Nepal. The interviewees belonged to varied industries, including information technology, automobile, manufacturing, engineering, logistics and independent consultants. Every interview recorded was transcribed, and an inductive content analysis technique was used using NVivo. Broad themes and several antecedents were identified which hinder the successful practice of diversity and inclusion.

There exists a patriarchal mindset in society as the main reason; that is why Asian countries are finding it difficult and are struggling to embrace diversity and inclusion successfully. There is a lack of awareness amongst managers about how inclusive gender diversity impacts the company’s financial status. Reports show that companies that have female board members have better profit margins in comparison to those that do not.

This study was conducted within one industry setting, the service sector; therefore, the findings may not apply to other industries because of the different organisational cultures and HR policies.

This study offers managerial implications that can help the organisation foster and embrace diversity and inclusion by overcoming the barriers.

There should be fair and equitable inclusivity of females in the workplace. Female employees should be heard without biases and discrimination and allowed to speak up with equity. Females should not be seen differently during organisational decision-making, participation and empowerment.

To the best of the authors’ knowledge, this study is one of the few to explore the challenges faced by Asian region organisations to embrace diversity and inclusion by empirical evidence. The study shows how the Asian region struggles to go beyond gender diversity and move away from patriarchal hegemony, which is the study’s unique contribution.

The aim of this manuscript is to study the current scientific literature on food marketing and religion, by giving an overview of current knowledge and the possible future research opportunities once found the gaps.

This a classic literature review carried on by considering marketing, consumer behaviour and management journals as well as religion-focused ones.

Current literature highlights how faith impacts on food marketing and religious consumers choices (and not only). Most of the papers focus on Islam. Considering the globalised economy, the authors’ findings highlight also the relevance of religious certifications for less/not religious people, because of certified food is considered safe and healthy.

The paper joins and reviews two research fields whose connection is growing, so it is relevant to know the current status of scientific literature, which is updated compared to recent literature.

Microenterprises in emerging economies are known to operate in turbulent and resource-scarce environments. We test our hypothesis that a more comprehensive “Integrated Capital-Based Model” (ICBM) is needed when explaining the performance of microenterprises in such an environment. The model combines traditionally researched financial, human and social capital with more recently emphasized psychological and cognitive capital, providing greater explanatory power than models using only the traditional types of capital.

We use a pooled linear regression to analyze an existing survey of more than 900 independent business owners who were interviewed seven times between 2008 and 2012 in the Accra and Tema marketplaces in Ghana. We measure the performance of microenterprises using three dependent variables (revenue, profits, and productivity). We contrast the explanatory power of ICBM models against the more traditional models.

The ICBM has significantly higher levels of explanatory power over the traditional models in examining the performance of these microenterprises. These results highlight the importance of psychological and cognitive capital in emerging economies.

We advocate for a more comprehensive view of capital as shown in our ICBM. However, the data were gathered only in an urban setting, which limits the generalizability to rural parts of emerging economies.

These findings suggest the utility of government and appropriate agencies finding ways to enhance the level of psychological and cognitive capital of microenterprise owners.

This paper's originality stems from hypothesizing and empirically confirming the higher predictive efficacy of ICBM against more traditionally researched capital sources.

With the historic rise in globalisation, there is more contact between countries and businesses than ever. Not only due to globalisation, technological change, and shorter product life cycles lead entrepreneurs to adopt internationalisation strategies. Internationalisation is a creative activity conducted by global entrepreneurs who seek to operate part of their businesses in international markets. Entrepreneurs, economists, policymakers, and researchers have long observed that international business success depends upon global entrepreneurial activity.

Over the past 30 years, diversity in the global market has been among the most researched topics in international business literature. However, since the entrepreneurship system consists of interwoven elements, such as an entrepreneur, management system, culture, market, region, customers and workers, diversification in one piece directly or indirectly affects the other components within the system. Therefore, diversity in global entrepreneurship should be examined by considering the dynamics of every element within the system.

In this chapter, the author reviewed and commented upon the development of the literature on diversity, global entrepreneurship, internationalisation, and multinational organisations. In an overview of previous studies, this study aims to analyse the nexus between diversity and global entrepreneurship, the importance of this connection in the international business domain and how this connection can evolve in the future.

This paper first aims to examine associations between factors involved in business-to-business complaints management and results (satisfaction and loyalty) and analyses three types of distributors based on their cultural profile (domestic, low context and high context). Second, the paper investigates whether the identified associations remain stable over time.

Data from a sample of distributors for a manufacturing company were gathered during two periods of time. A factorial analysis of correspondences and a cluster analysis were carried out to visually represent the associations among clients, complaints and results in the associations among clients, complaints and results. The stability over time of these relationships was also analysed by calculating the correlations between the Euclidean distances on the two maps (one per year) and their mobility ratio.

The authors found significant evidence that clients from different cultures are associated with varying profiles of complaint and different result types and that certain associations remain stable over time.

While many studies have analysed complaint behaviour in business-to-consumer contexts, there is a lack of research from an international business-business relations point of view, leaving questions virtually unexplored. Second, the last phases of supply chain management, specifically complaints management, have been undeveloped, limiting the cultural factor to the general scope of negotiation. In this vein, this paper compares different complaint profiles and results, comparing culturally different customers/distributors. Third, research has mostly referred to a single period, while this paper investigates two different periods of time for the same company (and their distributors) to analyse the relevance of the stability (or not) over time of the associations identified.

This paper investigates the factors and how they lead to meat choice decisions based on preferred slaughter practices. The literature has established the role of psychological factors and morality perception in meat choice decisions. However, it explores how consumers' behavioural intention is impacted towards alternative meat when consumer guilt is activated in different cultural settings.

This study included in-depth interviews with consumers from India's emerging market due to its multicultural dimension and diverse religious beliefs about meat consumption. The authors conducted 17 interviews to explore antecedents towards non-halal meat choices.

Utilizing the Theory of planned behaviour (TPB), this paper explores research gaps related to meat consumption preferences based on preferred slaughter practices in an emerging market context. The findings uncover and add to understanding meat preferences in varied cultural contexts that affect consumer choices. The authors advance the current understanding of TPB from the perspective of behavioural intention toward non-halal meat.

The study's findings have significant implications for all the organizations/outlets dealing with non-vegetarian food products, whether packaged or fresh and for meat sellers.

The study is unique in identifying the meat choice preferences based on slaughter practice through the extended prism of TPB. The market chosen for this study is one of the biggest consumer markets and its growing continuously.

The purpose of this study is to explore the acculturation caused by the Korean wave among Indonesian Muslim consumers, especially in the food and cosmetic sectors, based on religious grounds.

Data were collected through focus group interviews with 20 Muslim respondents in Indonesia.

The findings specifically highlighted that Muslim consumers’ acceptance of Korean products varied. Muslim consumers’ acceptance was influenced by similarities and differences in values between Islamic and Korean cultures. Consumers categorised into each acculturation mode (assimilation, separation, integration and marginalisation) showed different behavioural patterns in Korean product acceptance. This study proposes that global products can be optimised through specific and targeted marketing campaigns for different types of Muslim consumers with products that comply with their religious values.

Few studies have explored the importance of religious values (e.g. righteousness, compassion and respect for others) with respect to the acceptance of foreign products in the acculturation context. Additionally, how values from other cultures reconcile with the Indonesian Muslims’ affinity for Korean culture has been limitedly studied. This study aims to fill these gaps by identifying the role of religious factors in the acceptance of global products by taking the example of Indonesian Muslim consumers and Korean products.

The immature research endeavor on refugee entrepreneurship has not adequately covered the success factors of refugees. The current work aims to address this gap through the theory of planned behavior and the theory of procedural utility to identify the success factors of refugee entrepreneurs in the tourism and hospitality industry.

The current work is based on a qualitative approach drawing on data from 24 semistructured interviews with refugee entrepreneurs in Istanbul-Türkiye.

The thematic analysis of the data set revolved around three interrelated themes: personal, organizational and environmental factors, which offer a better understanding of the elements defining successful refugee entrepreneurs.

The paper also offers various practical implications and policy recommendations for the economic integration of refugee entrepreneurs in the public and private sectors.

The results enhance the understanding of successful refugee entrepreneurship in their new hosting environment, contributing to the existing research agenda by identifying the key themes of refugee entrepreneurs’ success factors.