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This study examines current dynamics, consolidates current knowledge, elicits trends, identifies and analyzes primary research clusters, offers future directions, and develops an integrated framework for Product Advantage (PA) research.

Using the SCOPUS database, this study applied bibliometric analysis (208 articles) and conducted content analysis on the 35 curated articles selected using a combination of bibliographic coupling and the most cited articles.

This study presents the field’s publication trends, most relevant authors, articles, journals, and knowledge structures. It identifies six primary research themes and four major clusters using the thematic map and bibliographic coupling. Marketing and PA, New Product Development (NPD) and PA, Product Innovation and PA, and New product speed and PA are the main clusters. Finally, this study offers directions for future research and provides an integrated framework for PA research.

By developing an ADO framework of PA, the study offers key insights into how PA shapes product outcomes and identifies key antecedents of PA. Firms must focus on firm factors such as market and technological orientation; product factors, such as development time and pre-announcement proficiency; external factors, such as competition; and environmental factors, such as competitive intensity and technological turbulence. It enables firms to create products with high PA, shaping product outcomes and contributing to their competitive advantage.

This is the first study to conduct a two-stage sequential hybrid review of quality articles on PA. It offers an Antecedents-Decisions-Consequences (ADO) framework based on significant studies and offers cluster-wise directors for future research.

This study aims to identify factors that can improve customer service performance by verifying the relationships between these factors, such as customer orientation, firm-specific resource integration, transactive memory system and service innovation capability. In other words, this study identifies the determinants of customer service performance from the perspective of the resource advantage theory of competition.

This research was conducted through an online survey of hotel managers and supervisors in Indonesia, which produced 327 questionnaires that could be processed with a response rate of 70.6%. Structural equation modelling was used to analyse the data and test the hypotheses with the help of AMOS 23.

This study confirms that firm-specific resource integration can improve customer service performance, with the antecedents of the former being customer orientation and a transactive memory system.

This research was conducted with a sample of three-, four- and five-star hotels, which have different conditions. In future research, it would be interesting to compare how such hotels over a larger geographical area behave in improving customer service performance using the investigated variables.

This research provides additional insight into the resource advantage theory of competition, namely, that integrated enterprise-specific resources are good antecedents for innovation and customer service performance.

This study aims to meticulously evaluate the public service value-generation process facilitated by collaborative e-governance services within the framework of the National e-governance Plan (NeGP).

The study formulates a comprehensive research model through a combination of literature review, insights from domain experts and hands-on experience gained from the e-governance project. A conceptual research model was meticulously structured, validated, and interpreted by using a reflective measurement theory. The analytical tool SmartPLS3 was used to assess the proposed model rigorously.

The analysis of collected data reveals a statistically significant positive correlation between the implementation of collaborative e-governance strategies and the creation of public service value. This relationship is further reinforced by a strong alignment between the perceived aspects of collaborative e-governance, such as responsiveness, transparency and service delivery and their substantial contribution to the enhancement of public service value.

This study contributes to the scholarly discourse by introducing an innovative methodology for assessing public service value through analyzing empirical data from citizen-centric collaborative e-governance projects. It is noteworthy that no prior studies have examined the nuanced concept of public service value in the context of collaborative e-governance.

This study aims to investigate purchasing manager’s core competencies during supplier collaboration and explain the mechanism through which these competencies can affect purchasing firm’s innovative performance.

The authors conducted 22 semidirective interviews with managers in diverse functions such as purchasing, supply-chain management and product development across industries and across nations (mostly India and France), which allow to formulate the propositions.

Through open coding, the authors identify three path-dependent, causally ambiguous and socially complex core competencies of purchasing managers: relational and emotional, communicational and creative and cognitive competencies; and through axial coding, the authors explain how these intangible core competencies support implementation of market orientation. To provide supporting arguments for the propositions, the authors use the resource-based view of the firm and dynamic capability theory.

The first theoretical contribution of this study is focusing on the impact of competency–capability dyad in terms of performance. The second theoretical contribution of this study is to identify market orientation as a flexible and dynamic managerial capability.

The first managerial contribution is that the authors have identified and described three sets of a purchasing manager’s core competencies during supplier collaboration that affect the firm’s performance: relational and emotional, communicational and creative and cognitive competencies. The second managerial contribution relates to the mechanism through which purchasing managers’ core competencies during supplier collaboration affect firms’ outcomes.

The value of the results is in the explanation of the mechanism, i.e. market orientation dynamic capability, through which the competencies of purchasing managers can affect purchasing firm’s innovative performance.

The current study is aimed at identifying the prominent influencers that affect the response behaviour of patients in a hospital environment.

The research is based on the data collected through the participant observation method while interviewing patients about the quality of healthcare services in nine community health centres of the Kashmir division. Thematic analysis was performed on the information collected from patients admitted to various hospital sections.

The analysis of the qualitative data revealed that the presence of hospital staff near respondents, perceived risk of maltreatment, social desirability, the sensitivity of the topic, risk of information sharing and attitude towards surveys are the most frequently observed factors that modulate the patient's tendency to truthfully report critical facts about the problem understudy.

These results can help researchers to exercise caution while communicating with respondents and collecting data related to serious issues in a natural setting.

The aim of this paper is to determine the scope and content for a holistic conservation and development strategies in the case of Gaziantep Rumkale. This approach seeks an answer to the question of “How can Rumkale archaeological heritage be preserved with their original values and passed on to future generations?”

The materials of the paper are based on field research and written and visual resource. The paper has been handled with a four-step method setup. The first stage is to examine the spatial and functional background of Rumkale and its immediate surroundings based on the historical development process. The second stage is to evaluate the upper- and lower-scale planning experiences of the heritage site. The third stage of the research methodology is strengths, weaknesses, opportunities, and threats (SWOT) analysis. The fourth stage is the creation of cultural heritage conservation-development strategies that define strategies for the protection and development of archaeological heritage in the context of sustainability.

The paper emphasizes the development of a holistic perspective that theoretically deals with the archaeological heritage sites of Rumkale together with the surrounding rural areas. In this context, the paper suggests ecological, spatial, socio-cultural, economic and institutional protection development strategies for the Rumkale archaeological site together with the surrounding rural areas for their delivery to future generations.

Although the area has an important cultural heritage value for different religions and cultures, it has not been subject to sufficient scientific research. The paper develops a holistic approach by considering Rumkale and its surroundings together.

This study aims to determine whether socially friendly business strategy impacts social sustainability performance and, if so, whether social management process and spiritual capital act as mediators and moderators of the relationship.

This study uses a comprehensive research framework consisting of the mediation and moderation relationship among four constructs, namely, socially friendly business strategy, social management process, spiritual capital and social sustainability performance. A total of 433 owners/managers of micro, small and medium-sized firms (MSMEs) in the Indonesian province of East Java took part in this study, and the data were gathered using a survey method. The resource-based view, stakeholder theory and partial least squares structural equation modelling are all used in this study to evaluate and explain the hypotheses.

The results show that both socially friendly business strategy and social management process positively affect social sustainability performance. Further analysis reveals that spiritual capital moderates the effect of socially friendly business strategy on social sustainability performance. Second, social management process mediates the influence of socially friendly business strategy on social sustainability performance in part.

The current study has limitations. First, it restricts the scope of its sample to MSMEs in Indonesia’s East Java Province. As a result, it also restricts its generalizability, and care must be used if the findings are applied to other types of organizations and geographic areas. Second, some survey participants needed help to complete the online questionnaire. As a result, collecting the data were less successful than anticipated. This study has significant implications for the development of the stakeholder theory, particularly in elucidating the mechanisms by which socially responsible corporate strategies, social management practices and performance in terms of social sustainability are affected.

The findings provide a comprehensive guidance for owners/managers in reorienting their business strategy, managing the social management process and building their spiritual capital to achieve social sustainability performance. It provides materials for researchers and students who are interested in studying the subject matter.

MSMEs have a significant role in society. The welfare of society will therefore increase if social sustainability performance is successful. The overall model of social sustainability performance improvements and its antecedents are presented in this study.

To the best of the authors’ knowledge, this study is among the first attempts to explore the general model of improving social sustainability performance using four constructs that are rarely used in previous studies. It also uses a new data set and research setting in Indonesia as one of the emerging countries.

Although the published studies have noted that ambidextrous marketing capabilities (AMCs) could improve firm performance, they seem to ignore the differences between mature corporations and new ventures (NVs). Generally, it is impossible for NVs to simultaneously possess two types of marketing capabilities such as marketing exploitation and marketing exploration. They have to make a trade-off between the present market and the future market. This paper seeks to investigate the causal relationship between AMCs (exploitation-dominated AMCs and exploration-dominated AMCs) and entrepreneurial performance in the context of NVs. Furthermore, this paper attempts to explore the internal interaction of entrepreneurial orientation and the external interaction of competitive intensity.

This paper develops a theoretical framework according to configuration theory and investigates the causal relationship between AMCs (exploration-dominated AMCs and exploitation-dominated AMCs) and entrepreneurial performance as well as the moderating roles played by entrepreneurial orientation and competitive intensity based on the survey data collected from 257 Chinese NVs.

The results show that both the exploration-dominated AMCs and the exploitation-dominated AMCs have significant positive effects on entrepreneurial performance. However, the moderating roles played by entrepreneurial orientation and competitive intensity in the causal relationships are different and complicated. Specifically, entrepreneurial orientation negatively moderates the relationship between exploitation-dominated AMCs and entrepreneurial performance and positively moderates the relationship between exploration-dominated AMCs and entrepreneurial performance; competitive intensity positively moderates the relationship between exploitation-dominated AMCs and entrepreneurial performance and negatively moderates the relationship between exploration-dominated AMCs and entrepreneurial performance.

This paper plays a pioneering role in enriching the theoretical connotation of AMCs, improving the theoretical framework of AMCs and expanding the theoretical application of AMCs by analyzing and confirming the causal relationships between AMCs and entrepreneurial performance in the context of NVs, which is different from the previous studies. In addition, this paper also makes a valuable contribution to management practices, such as leading NVs, to match different types of AMCs with internal and external conditions for improving entrepreneurial performance.

This paper aims to conceptually extend the religious aspect of consumption beyond the intrinsic motivation, i.e. religiosity, to a broader consideration of its social and cultural surroundings by highlighting the concept of “religiocentrism”.

The paper is conceptual and qualitative. It explores the concept of religiocentrism in several disciplines, including theology, politics, sociology, marketing and consumption.

The paper introduces the concept of religiocentrism in understanding religious consumption and marketing among consumers within a religious context. This paper further discusses the origin of the term religiocentrism; religiocentrism as looking beyond the intrinsic motivation, i.e. religiosity, religiocentrism from the social identity theory; past research on religiocentrism in theology, politics, sociology, education, marketing and consumption, as well as suggesting potential future research in religiocentrism within marketing and consumption studies.

The lack of research relating to religiocentrism in marketing makes the depth of the discussion rather limited. This paper, however, does not discuss the term religiocentrism from the theology roots but focuses more on the marketing and consumption aspects of religiocentrism.

Several research papers exist within the different disciplines about religiocentrism. However, to the best of the authors’ knowledge, it can be argued that this paper is one of its kind to highlight the concept of “religiocentrism” in consumption and marketing that considers the social and cultural surroundings.

Previous research has indicated that entrepreneurial marketing (EM) positively influences small and medium-sized enterprises’ (SMEs) performance. While most studies have examined the relationship in a stable environment, EMs’ effectiveness during environmental instability remains uncertain. Therefore, the study aims to investigate the influence of EM on Indian manufacturing-based SMEs’ performance during the COVID-19-induced environmental instability. Additionally, it explores the mediating role of innovative performance in the relationship between EM and SME performance.

The data were collected by distributing a structured survey questionnaire to 302 owners/managers of SMEs. Hypotheses were tested using structural equation modeling (SEM).

The result indicates that EM significantly impacts both innovation and SME performance. Furthermore, the innovative performance partially mediates the link between EM and SME performance. The findings suggest that even within severely affected sectors (manufacturing) during the pandemic, SMEs can achieve growth and innovation through effective EM practices.

This study validates the theoretical notion that EM remains effective even in unpredictable environments such as the COVID-19 pandemic. The findings offer valuable insights for SMEs seeking innovative strategies to enhance their performance, particularly those in emerging economies.

Prior studies have relied on a single layer of abstraction to analyze the impact of EM. The present study is the first to extend standard construct (EM) conceptualization. Furthermore, it evaluated the efficiency of EM in situations characterized by instability, which is rare in the EM and SME literature.