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This paper aims to first, identify the external and internal factors that a company needs to analyze when formulating its digital platform strategy. Based on the framework of PESTNPG (political economic social and culture technological population and globalization) and internal analysis a company should analyze both internal and external factors to formulate its digital platform strategy. For companies from emerging markets the institutional-based market created by national or local governments is important for digital platform strategy. Second dynamic capability theory and its linkages to digital platform strategy. The dynamic capabilities view is considered as a primary theoretical lens in the strategy literature to analyze a company’s strategies to achieve sustainable competitive advantages. To carry out a successful digital platform strategy companies need to build strong dynamic capabilities to capture or create opportunities and reconfigure their resources simultaneously. Third the advantages and disadvantages of different digital platform strategies (i.e. an independent digital platform and online–offline integration platform) and the possible consequences and risks of different strategies. It is important to evaluate different types of digital platform strategies that require different capabilities in terms of business structure product structure revenue structure organizational structure and technology architecture. A company needs to link these capabilities to a digital platform strategy to enable the integration (or separation) of online business with offline business. It also increases the accuracy and efficiency of online business. Fourth key points of digital platform strategy implementation. Companies need to identify key profit models for their digital platform to promote business growth and financial returns. It is equally important to increase customer value by leveraging its digital exhibition platform and to learn to use digital technology to foster organizational dematerialization.

Zhejiang Meorient Commerce & Exhibition Inc. (hereinafter referred to as “Meorient”) was a leading company in the exhibition industry in China. The unexpected outbreak of COVID-19 plunged Meorient into a state of emergency that forced it to fight for survival. Further, China had launched a national strategy of Digital China, which created new market opportunities for Meorient. As a result, Meorient gradually developed and launched its digital exhibition services in 2015. Meorient suffered significant losses in 2020 due to COVID-19 and had to formulate a new strategy based on a digital exhibition platform in 2021. Chairman Pan Jianjun had two options. One was a purely digital platform strategy without the original offline exhibition business. The other one was an online and offline integration strategy. Which option was the best way forward for Meorient? Pan had to make a choice. Some of the top management team members believed Meorient should completely transform into a digital platform company and provide comprehensive online digital exhibition services. Over the previous 20 years, Meorient had accumulated a large amount of data from domestic and foreign exhibitors and professional buyers and had gradually developed a digital exhibition platform. It was one of the companies that pioneered digital transformation within China’s exhibition industry. More conservative thinking held that Meorient's strategy should focus more narrowly on the integration of online and offline exhibition businesses. Toward the post-pandemic era, China’s national strategy of “Digital China” accelerated the development of digital infrastructures. During such critical transitional period, Meorient had to choose wisely if it was to sustain its profits or even survive.

The case is aimed at students in undergraduate, MBA, short course executive, EMBA or other executive education programs, especially where digital transformation is featured subject matter.

Teaching notes are available for educators only.

CSS 11: Strategy

The success of social commerce depends on the actual transactions of consumers, which will be prevented in the presence of high uncertainty. However, attention paid to the uncertainty reduction strategies in social commerce is limited, especially from a unified theoretical framework. Based on uncertainty reduction theory (URT), this paper aims to investigate how three uncertainty reduction strategies (i.e. situational normality, perceived effectiveness of social commerce institutional mechanisms (PESIM) and swift guanxi) affect perceived uncertainty in social commerce, which in turn affects buyers' purchase intention and purchase behavior. The moderating effects of PESIM on the relationships between the other two strategies and perceived uncertainty were also tested.

In this study longitudinal data from 211 buyers who have usage experience of Xiaohongshu were collected to test the proposed model and hypotheses.

Results show that the three uncertainty reduction strategies significantly reduce perceived uncertainty. PESIM negatively moderates the relationships between situational normality and perceived uncertainty, swift guanxi and perceived uncertainty. Perceived uncertainty is negatively related to purchase intention. Purchase intention positively affects purchase behavior.

This study focuses on the role of uncertainty reduction mechanisms in promoting purchase behavior through uncertainty reduction and sheds light on the relationships among situational normality, PESIM, swift guanxi and perceived uncertainty based on URT, which have not been extensively studied from a theoretical perspective in social commerce contexts. Besides, this study investigates the moderating role of PESIM, which improves the understanding of the role of swift guanxi and situational normality in reducing perceived uncertainty under the boundary condition of PESIM.

Mon intention est de présenter le tourisme en tant que source du vécu. Je lierai les arguments psychologiques et sociologiques aux reflets de la réalité touristique, principalement en Pologne.

Ci‐après, nous publions — le programme du 21e Congrès de l'AIEST — Association internationale d'experts scientifiques du tourisme,

The purpose of this paper is to derive the relationship between color schemes and emotion to serve for designers and consumers.

The three attributes of hue, brightness and saturation of the selected sample color are analyzed, and the Semantic Differential (SD) method is used for the emotional evaluation of color schemes, and data obtained from the emotional evaluation of color schemes is analyzed by using Excel software for mean statistics and SPSS software for factor analysis and cluster analysis.

From the results of the factor analysis, three main factors that affect the feeling of the color scheme can be extracted: “personality”, “gender” and “fashion”. Color emotions can be achieved by changing the level of color saturation and brightness, the cold and warmth of the hue and the way of color combination.

Since it takes a long time to fill out the questionnaire, the number of valid questionnaires collected is a little less and the research data is limited. In addition, some problems are not taken into account such as geography and so on, so the results of the statistical analysis are not very precise and further research is needed.

It can provide information of emotional color schemes for designers and consumers, and based on the SD method, an emotional color matching questionnaire is designed and statistical analysis is conducted to establish the relationship between emotion and color schemes.

Based on the fashion color sample and color harmony theory, the color matching rules and color matching schemes are designed independently.

Les étrangers possèdent désormais 39% des établissements et 43% des chambres, les groupes multinationaux (où entrent des capitaux locaux) respectivement 10 et 20%. L'étendue du contrôle national demeure cependant exceptionnellement élevée pour la Caraïbe: 51% des hôtels, les plus petits puisqu'ils ne regroupent que 37% des chambres; ils dominent nettement dans les zones traditionnelles, Kingston et Montego Bay, niais ne s'insèrent que très peu dans les secteurs nouveaux, tels qu'Ocho Rios sur la côte nord, où les établissements, plus grands, plus isolés, plus luxueux, dépendent des capitaux britanniques, américains ou canadiens.

The purpose of this paper is to investigate the impact of buyer-seller interpersonal interactions on the purchase intention of buyers, incorporating swift guanxi as a mediator.

Based on survey data obtained from 336 Taobao Live users, PLS techniques were used to test hypotheses.

Swift guanxi exists in buyer-seller interactions and matters, as it drives buyers' purchase intention in live stream shopping. Perceived expertise, perceived similarity and perceived likeability are found to be the three essential interpersonal interaction factors promoting the formation of swift guanxi. Perceived familiarity is also found to be significant but to a lesser extent. In addition, all these interpersonal interaction factors are found to significantly affect purchase intention through the mediation of swift guanxi.

Swift guanxi has been less explored in live stream shopping. This study takes the lead in empirically examining the mediating role of swift guanxi in the relationship between interpersonal interaction factors and purchase intention and offers a description of key buyer-seller interpersonal interaction factors (perceived expertise, perceived similarity and perceived likeability), thereby helping to extend the swift guanxi literature in social commerce.

This paper reappraises the global and regional integration for 6 Southeast Asian stock markets. A time‐varying analysis based on Barari (2004) suggests that Malaysia, South Korea and Thailand have shown significant movement towards international financial integration.The estimates based on TARCH model imply significant support for returns and volatility spillover effects from the World as well as regional markets to all the stock markets except Pakistan. The stock market liberalization measures such as First Country Fund, First Depository Receipt, and First Cross Listing appeared to have induced more positive return spillover effects from the World to India, Indonesia and South Korea. These results have policy implication for the international portfolio investors in sense that portfolio diversification advantages are rather less in Malaysia, South Korea compared to India and Pakistan which still provide higher returns through portfolio diversification.

To study the spatial layout of urban sports parks, the constraint graph model was used to quantitatively analyze the construction of urban sports parks in China. At the same time, theories on the construction and development of urban sports parks and urban renewal at home and abroad were reviewed. The construction status of urban sports parks in China was systematically studied. Foreign case cities were investigated. Finally, the case cities in our country were discussed. The results showed that in addition to the influence of certain policies and economic factors, the development of sports parks was affected by factors such as urban space development, population size and living distribution, urban culture, regional environmental characteristics and the layout of original sports resources. Therefore, the impact of the above factors should be considered in the development of sports parks and their spatial layout. The layout of the sports park should be balanced to meet the diverse needs of the residents.

Recently, the popularity and growth of social media have boosted the development of social commerce (s-commerce). The purpose of this paper is to investigate consumers’ decisions in s-commerce, for which this study conducted empirical research on WeChat, a very popular social media in China, to validate how guanxi elements (e.g. ganqing, renqing and xinren) affect consumers’ decisions in s-commerce.

To examine the research model, an online survey instrument was developed to gather data. The hypotheses were tested using partial least squares modeling.

The results confirm that guanxi elements are positively related to eWOM sharing intention and social shopping intention. Moreover, these effects are mediated by a sense of belonging.

This study enhances the existing literature by introducing the concept of guanxi elements to the context of s-commerce, and linking the concept of guanxi elements and consumers’ decisions. Moreover, this study improves the theoretical and empirical understanding of guanxi elements by investigating its impact on eWOM sharing intention and social shopping intention. Third, the results confirm that guanxi elements not only influence a sense of belonging but also conjointly impacts eWOM sharing intention and social shopping intention in s-commerce.