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Prior research assumes that customer integration enhances customer value. However, the mechanisms and conditions under which customer integration contributes to customer value are less understood. This study aims to draw insight from the resource-based view (RBV) to conceptualize customer integration as an input resource that triggers product and process innovation capabilities to enhance customer value. The study further draws on the contingent RBV to examine supply chain network complexity (SCNC) conditions under which customer integration contributes to customer value through product and process innovation capabilities.

This study’s conceptual framework is tested on primary data from 335 firms in Ghana. PROCESS and ordinary least square regression analyses were used to test the study hypotheses. Additional analyses were conducted using structural equation modeling and two-stage least square regression analysis.

This study finds that, beyond the significant direct positive association between customer integration and customer value, product and process innovation capabilities mediate the association between customer integration and customer value. Evidence further shows that the indirect associations between customer integration and customer value through product and process innovations are strengthened when SCNC increases.

This research validates the presumed relationship between customer integration and customer value and provides theoretical arguments and empirical evidence to demonstrate how process and product innovation capabilities uniquely and in interaction with SCNC transform this relationship.

The purpose of this paper is twofold: to publish scholarly works that extend knowledge on the drivers, consequences and boundary conditions of international marketing strategies employed by emerging market firms of all sizes and types; and to advance a narrative for future research on emerging market firms’ international marketing activities.

To achieve this agenda, the authors invited scholars to submit quality manuscripts to the special issue. Manuscripts that addressed the special issue theme from varied theoretical perspectives and methodological approaches were invited.

Out of 70 manuscripts reviewed, 7 are eventually accepted for inclusion in this special issue. The papers touched on interesting research topics bothering on international marketing practices of emerging market firms using blend of interesting theoretical perspectives and variety of methods. Key theoretical perspectives used include resource-based theory, internationalization theory, institutional theory and corporate visual identity theory. The authors employed unique sets of methods including literature review, surveys, panel data, and process-based qualitative and case-study enquiries. The authors used some of the most advanced analytical techniques to analyze their data.

This introduction to the special issue provides a review of the extant literature on the international marketing strategy of emerging market firms, focusing on summarizing key empirical contributions on the topic over the last three decades. Subsequently, the authors discuss how each paper included in this special issue helps advance the agenda to develop scholarly knowledge on emerging market firms’ international marketing strategy.

The purpose of this paper is to highlight important contemporary themes in international marketing strategy from the perspective of Sub-Saharan African firms.

The approach adopted is a review and synopsis of the existing body of research on international marketing research in Sub-Saharan Africa, and a discussion of the manuscripts included in the special issue.

International marketing in Sub-Sahara Africa is growing steadily, driven largely by rapid changes in socio-economic and demographic characteristics of consumers in this market. The growing appetite of multinational enterprises to explore new growth opportunities on this continent and the increasing intra-Africa cross-border transactions is driving unique approaches to international marketing that are predicated on using non-traditional means to produce, communicate and distribute products and services.

While the international marketing opportunities and challenges discussed in this paper are not exhaustive, the paper highlights important research themes that need consideration regarding international marketing research in Sub-Saharan Africa.

This introductory paper emphasizes the unique international business landscape in Sub-Saharan Africa and discusses its international marketing strategy implications. The paper further draws attention to a number of unanswered research questions that require additional research, and thus bring Sub-Saharan Africa to international marketing scholarly enquiry.

The aim of the study is to examine the effects of opportunity creation and discovery on the performance of family firms. Specifically, from the tenets of dynamic capabilities and organizational contingency perspectives, this study proposes and tests a framework of how family firms' creation and discovery behavior impact venture growth and the conditions under which such impact can vary.

The study uses moderated-hierarchical regression to analyze survey data from 156 family-owned small and medium-sized enterprises (SMEs) operating within a sub-Saharan African economy.

The findings indicate that creation behavior has a curvilinear U-shaped relationship with venture growth, while discovery behavior has a direct positive relationship with venture growth. Further analysis reveals that the curvilinearity of the U-shaped relationship between creation and venture growth will be stronger for older family firms than for younger ones.

The study findings may be limited by the cross-sectional nature of the data and the specific focus on family firms only.

The results highlight the significance of pursuing both opportunities among family firms. In fact, both creation and discovery opportunities are significant drivers of family firm growth, albeit in different capacities. Relatedly, managers of older family firms (compared to younger firms) can invest more in exploiting creative opportunities.

From these findings, governments and other stakeholders should create enabling environment and institutional frameworks conducive to exploiting opportunities by entrepreneurial firms.

The study is novel – as it provides unique findings on the performance implications of creation and discovery behavior of entrepreneurial family firms within developing economies.

The purpose of this paper is to examine how employee engagement and affective commitment mediate the relationship between transformational leadership and voluntary turnover intention. The study also investigates the moderating role of psychological climate in the relationship between affective organisational commitment and voluntary turnover intention.

This study employed a cross-sectional design as its framework. In addition, hierarchical linear modelling with bootstrapping analysis was conducted using data from a sample of 336 employees in a large public sector organisation in Ghana.

The results showed that transformational leadership positively influenced engagement, which was then negatively related to employee turnover intention. Furthermore, employee engagement was found to mediate the link between transformational leadership and affective organisational commitment, whereas both employee engagement and affective organisational commitment were found to mediate the link between transformational leadership and voluntary turnover intention. Finally, psychological climate was found to moderate the link between affective commitment and voluntary turnover intention.

Despite the practical significance of this study in lessening the turnover decision of employees, the study has some limitations. Most significantly, the sample size of this cross-sectional study was small and limited to employees from only one large public sector organisation in Ghana. Findings of this study could be generalised by using large samples from other sectors and geographical areas. Furthermore, future studies should consider positive outcomes such as OCB and innovative work behaviour to help extend our conceptual framework.

Overall, findings of this study provide tentative support to the proposition that employee engagement and affective commitment help to minimise the decision of employees to leave the organisation regardless of how they perceive the leadership style of their immediate supervisors. Most importantly, psychological climate which is referred to as individual employee perceptions of their work environment had a strong contingent effect on the negative relationship between affective commitment and turnover intention such that employees’ positive perception of the work environment weakens the link between commitment and turnover, whereas a negative perception of the working environment strengthens the relationship between commitment and turnover. As a result, employees’ positive perception of their work environment decreased their turnover intention decisions.

This special issue seeks to create an interdisciplinary community of researchers applying decision-making theory to the international marketing context. The articles published in this special issue contain cutting-edge conceptual and empirical studies that enhance existing knowledge on international marketing decision-making.

Thirty-six (36) manuscripts were submitted to the editorial office focusing on a broad range of international marketing decision-making. Following a thorough review process, a collection of five original empirical studies on different facets of international marketing decision-making from multiple theoretical, contextual and methodological perspectives are included in this Special Issue.

Overall, the combined evidence presented in this Special Issue shows that the general field of international marketing decision-making is starting to mature. Evidence from the contributors to this Special Issue shows that researchers have taken inspiration from both the past and the present when designing and crafting their research and, by doing so, they have collectively contributed to new knowledge in terms of international marketing decision-making principles, decision-maker personality traits, the consequences of international marketing decisions and cross-cultural differences with regards to decision-making influences and behavior.

With few exceptions, not much is known about how international marketing decisions are made. Yet, the way international marketing decisions are made is critical for international marketing success. This sphere of international marketing decision-making research, while relatively anemic, is typically underpinned by behavioral economic theories of decision-making, such that a duality in decision-making processes is identified. Nevertheless, international marketing and management studies are dominated by the planning paradigm, while in practice, managers often see the attempt to deviate from planning as irresponsible and dangerous. The articles included in this special issue have addressed major unanswered questions regarding the content and processes of international marketing decision-making.

Contemporary sales scholarship suggests that salespersons pursuing customer satisfaction should improvise (think and act on their feet) to find solutions to customers’ emergent problems. A missing link in this literature, however, is the relational context within which improvisation takes place and becomes effective. This study aims to examine how the tone of the salesperson–customer relationship (whether cordial or coercive) drives and conditions salesperson improvisation and its implications for customer satisfaction.

The study tests the proposed model using dyadic salesperson–customer data from business-to-business (B2B) markets in Ghana. The relationships are tested using structural equation modeling technique.

The study finds that salesperson improvisation is associated with customer satisfaction. It also finds the extent of cordiality between salespersons and their customers predicts but does not enhance the value of improvisation for customer satisfaction. The reverse is true for customer exercised coercive power which is not a significant driver of improvisation but can substantially alter its benefits for the worse.

By implication, salespersons should improvise more to be able to satisfy customers. However, such improvisation must be tempered with a consciousness of the relationship shared with customers and the level of power they exercise in the relationship.

Because improvised behavior deviates from routines and may be unsettling for customers, improvising salespersons must first understand whether their customers would be willing to accommodate such deviations. Yet, the literature is silent on this relational context surrounding improvisation. This study, by exploring facilitating and inhibitory relational variables implicated in improvisation, addresses this gap.

This paper aims to investigate the relationship between job satisfaction and distributive justice on employee perceptions of absence legitimacy. This paper also examined the moderating effects of turnover intentions on the relevant relationships.

The authors used convenience sampling to collect data from 298 employees working in private and public sector organizations in the manufacturing and service sectors in Ghana. Drawing on institutional theory, this study investigates the effects of employee perceptions of the legitimacy of absenteeism on their attitudes toward their job and pay. Structural equation modeling was used to test the direct and moderation effects.

Job satisfaction and perceived distributive justice were found to be significantly related to the absence of legitimacy. Additionally, turnover intentions moderated the relationship between job satisfaction and absence legitimacy; however, unexpectedly, this was associated only marginally with distributive justice.

The main limitation of this study was that it was cross-sectional, but the analysis did not show a common method bias. This study was conducted in a developing country where valid and accurate absence data are non-existent. The hypotheses were supported. When employees felt a sense of inequity and were dissatisfied with their jobs, they were likely to perceive absenteeism as legitimate behavior. These relationships were more pronounced when employees intended to leave their organizations.

From a practical standpoint, as employees are likely to engage in absenteeism as a means to reduce their perceptions of imbalance and because absenteeism is a costly behavior, it would be in the employer’s best interest to mitigate these high costs. It behooves employers to comprehend the factors that lead to the legitimization of absences. Doing so, they would be able to implement attendance management systems and strategies that would delegitimize some of these factors, thus improving attendance and potentially increasing productivity and job satisfaction and reducing turnover intentions.

This study contributes to absenteeism research because, unlike most studies in the area, it examined employee cognitions of the behavior. Such cognitions should provide insights into how employee perceptions of the legitimacy of absences would affect attitudinal variables such as job satisfaction, feelings of equity and turnover intentions. Moreover, even though the study was conducted in Ghana, absence legitimacy can be investigated in different settings at different levels of analysis. This is because it is free from contamination such as, dissimilar absence reporting systems within and across organizations and nations that affect the validity and accuracy of absence data.