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Digitalization accelerates the need of tourism and hospitality ecosystems to reframe business models in line with a data-driven orientation that can foster value creation and innovation. Since the question of data-driven business models (DDBMs) in hospitality remains underexplored, this paper aims at (1) revealing the key dimensions of the data-driven redefinition of business models in smart hospitality ecosystems and (2) conceptualizing the key drivers underlying the emergence of innovation in these ecosystems.

The empirical research is based on semi-structured interviews collected from a sample of hospitality managers, employed in three different accommodation services, i.e. hotels, bed and breakfast (B&Bs) and guesthouses, to explore data-driven strategies and practices employed on site.

The findings allow to devise a conceptual framework that classifies the enabling dimensions of DDBMs in smart hospitality ecosystems. Here, the centrality of strategy conducive to the development of data-driven innovation is stressed.

The study thus developed a conceptual framework that will serve as a tool to examine the impact of digitalization in other service industries. This study will also be useful for small and medium-sized enterprises (SMEs) managers, who seek to understand the possibilities data-driven management strategies offer in view of stimulating innovation in the managers' companies.

The paper reinterprets value creation practices in business models through the lens of data-driven approaches. In this way, this paper offers a new (conceptual and empirical) perspective to investigate how the hospitality sector at large can use the massive amounts of data available to foster innovation in the sector.

The purpose of this paper is to investigate the relationship between marketing mix (MM), information technology capabilities (ITCAP) and corporate entrepreneurship (CE). Additionally, the study has attempted to address the moderating influence of ITCAP on MM–CE relationship.

To achieve the objectives of the study, data was collected from managers working in the upper and middle departments in some major Algerian banks. To test the hypotheses of the study, simple regression and PROCESS macro with moderated multiple regression were used.

The results of the study revealed that the MM and ITCAP positively affect entrepreneurship, and the ITCAP of banks and their interaction with the MM contributed positively to promoting entrepreneurship for companies through the moderate influence of ITCAP on the relationship between the MM and CE.

It is very difficult to present the generalization of the results of this study because some of the major banks mainly drove the study sample. Therefore, researchers are encouraged to test the proposed propositions further.

The results of the study suggested that policymakers in the banking sector in Algeria seriously consider developing the MM for its direct role in the CE. Specifically, the moderate role of ITCAP indicated that an effective alignment of the bank’s ITCAP with elements of the MM could enhance the entrepreneurship position of the bank. Therefore, it is necessary to pay attention to the importance of these factors to foster entrepreneurship in the services sector.

The role of MM in CE has been overlooked in the extant literature, especially in the emerging economies. In addition, this study extends the body of knowledge through evaluating the moderating role of ITCAP using the effect of interaction in PROCESS macro with moderated multiple regression for path analysis.

This paper explores if and how Artificial Intelligence can contribute to marketing strategy formulation.

Qualitative research based on exploratory in-depth interviews with industry experts currently working with artificial intelligence tools.

Key themes include: (1) Importance of AI in strategic marketing decision management; (2) Presence of AI in strategic decision management; (3) Role of AI in strategic decision management; (4) Importance of business culture for the use of AI; (5) Impact of AI on the business’ organizational model. A key consideration is a “creative-possibility perspective,” highlighting the future potential to use AI not only for rational but also for creative thinking purposes.

This work is focused only on strategy creation as a deliberate process. For this, AI can be used as an effective response to the external contingencies of high volumes of data and uncertain environmental conditions, as well as being an effective response to the external contingencies of limited managerial cognition. A key future consideration is a “creative-possibility perspective.”

A practical extension of the Gartner Analytics Ascendancy Model (Maoz, 2013).

This paper aims to contribute knowledge relating to the role of AI in marketing strategy formulation and explores the potential avenues for future use of AI in the strategic marketing process. This is explored through the lens of contingency theory, and additionally, findings are expressed using the Gartner analytics ascendancy model.

The purpose of the study was to ascertain the influence of innovation conviction, innovation mindset and innovation creed on the performance of women entrepreneurs in South African small and medium enterprises and their capacity for innovation. The study also examined how proactive personality and entrepreneurial education moderate the relationship between innovative capability and women entrepreneurs' performance.

The study used a quantitative research design and administered a questionnaire to collect data from participants. Since there was no sampling frame available, purposive sampling, a non-probability sampling technique, was used to select suitable respondents who were identified as entrepreneurial women. Data were collected from 304 women entrepreneurs in the Gauteng province of South Africa. The data were analyzed using smart partial least squares.

The findings demonstrated that innovation conviction, innovation mindset and innovation creed have a positive impact on innovation capability. It was also discovered that innovation capability, proactive personality and entrepreneurial education all positively and significantly impact women entrepreneurs' performance. Furthermore, the results showed that entrepreneurial education and proactive personality had a positive and significant moderating effect on the nexus between innovation capability and the performance of women entrepreneurs.

This study will add to the body of knowledge on women's small business management and entrepreneurship in Africa, two topics that are typically ignored by academics in developing nations.

The purpose of this paper is to examine the underlying mechanism through which high-performance work system (HPWS) influences employee creativity. In addition, this paper aims to examine contingent factors in the relationship between perceived organisational support and employee creativity.

The sample of the study included 268 employees and matched supervisors from two pesticide chemical companies in China. Hypotheses were tested with linear regressions.

The study shows that HPWS enhances perceived organisational support, which in turn promotes employee creativity. Moreover, the results also indicate that devolved management positively moderates the relationship between perceived organisational support and employee creativity.

The unique environment of China may limit the generalisability of the findings. Future studies can extend these findings by conducting studies in other societal contexts.

When trying to inspire employee creativity, organisations need to pay attention to employees’ perception of organisational support. One way of enhancing perceived organisational support is to implement HPWS. In addition, organisations need to encourage devolved management in order to inspire more creative behaviours.

This is the first study that explores the mediating role of perceived organisational support in the HPWS-employee creativity linkage. In addition, the study provides what is believed to be the first test of the moderating role of devolved management.

The purpose of this paper is to examine how organisational activities that formally provide employees with work autonomy explain the performance of open innovation (OI).

The study reports the results of mediation analyses conducted on the basis of survey data from 307 firms.

The economic benefits of both inbound and outbound OI are fully captured only if firms provide employees with time, freedom and independence. The results show that employee autonomy fully mediates the relationship between openness and innovation sales, while the adoption of inbound OI is positively associated with the introduction of new products.

The opening of innovation induces managers to provide employees with discretion, as OI requires high levels of flexibility and experimentation.

The paper addresses theoretically and empirically the role of job design in the implementation of OI, while also distinguishing between the effects of inbound and outbound practices on innovation performance.

Education in sustainability science is largely ignorant of the implications of the environmental crisis on inner dimensions, including mindsets, beliefs, values and worldviews. Increased awareness of the acuteness and severity of the environmental and climate crisis has caused a contemporary spread of hopelessness among younger generations. This calls for a better understanding of potential generative forces of hope in the face of climate change. This paper aims to uncover strategies for fostering constructive hope among students.

This study examines, through qualitative interviews, the characteristics of constructive hope amongst proactive students enrolled in university programs related to global environmental challenges. Constructive hope describes a form of hope leading to sustained emotional stability and proactive engagement through both individual and collective actions.

The findings are presented according to four characteristics of constructive hope: goal, pathway thinking, agency thinking and emotional reinforcement. This shows how students perceive the importance of: collaboratively constructing and empowering locally grounded objectives; reinforcing trust in the collective potential and external actors; raising students’ perceived self-efficacy through practical applications; teaching different coping strategies related to the emotional consequences of education on students’ well-being.

We outline practical recommendations for educational environments to encourage and develop constructive hope at multiple levels of university education, including structures, programs, courses and among students’ interactions. We call for practitioners to connect theoretical learning and curriculum content with practice, provide space for emotional expressions, release the pressure from climate anxiety, and to foster a stronger sense of community among students.

Known for its motto “All Ages, All Races, All Genders,” MAC cosmetics reflects the brand’s commitment to inclusivity and diversity. It has been at the forefront of promoting a wide range of skin tones, ethnicities and gender identities in the beauty industry. If you have ever wondered about the secret behind the success of this mega-brand in the beauty industry, this case study aims to provide a comprehensive overview of the company’s history from its early days to the present and discusses the factors that might build or ruin a brand. Moreover, players in the industry will need to adapt to changing consumer preferences, focus on sustainability and leverage digital technologies to remain relevant and capture market opportunities. Therefore, would it be wise for MAC cosmetics to take forward their expansion plans in India, and what is the motivation behind the expansion? Alternatively, would the implementation of a proactive strategy for product innovation, combined with a stronger presence, result in a more viable and sustainable proposition?

This study relies on online resources for data collection. The data was collected from the secondary sources in the month of November and December 2022. Moreover, the information provided in the case study was validated and supplemented via using different websites, including the company’s website and social media profiles.

The commitment shown and the roles played will have a lasting impact on the society. Additionally, student will be able to learn when and how to seize opportunities, as well as how to manage obstacles that will arise in their entrepreneurial journey. Through this case study, they will be able to learn a variety of business strategies that can be implemented in emerging markets. The conclusion of the study provides the obstacles and hurdles faced by the industry in expanding in the Indian market. The potential solutions were made through providing information for the students, academicians, entrepreneurs and others to compete in the Indian market situation.

This is a real-world case that provides the audience with first-hand experience to comprehend the event and apply their knowledge to form a conclusion and is also effective for decision-making in the dynamic environment of the present day. However, the authors provide a comprehensive overview of the company’s history from its early days to the present and discuss the factors that might build or ruin a brand.

Higher education institutions (HEIs) frequently overlook the importance of encouraging creative thinking in students. A review of the prevailing practices in a fully online tertiary distance education (DE) institution revealed a lack of learning activities that foster creativity. The study aims to find out whether the creative collaborative group project is a feasible, effective and acceptable learning activity for fostering creativity in students of a fully online graduate-level DE course.

Seven groups of five to six graduate students each had five weeks to conceptualize, prepare and deliver a creative collaborative group project on lifelong learning using key concepts learned from the course.

All groups submitted well-crafted creative projects within the given time frame. Reflections on their experience positively correlated with known outcomes associated with creative skills. Students valued the experience and had a better understanding of the concepts. These support the feasibility, effectiveness and acceptability of the project for fostering creativity in a fully online DE institution.

The feasibility, effectiveness and acceptability may vary in different contexts; future iterations in the same and/or other courses are recommended.

The creative collaborative group project is a feasible, effective and acceptable strategy for fostering creativity in online distance education.

Creativity can be enhanced through appropriate online collaborative learning activities.

The study adds to the body of literature on the use of creative collaborative group projects to foster creativity in HEIs.