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This paper aims to analyze the implications of communicating customer involvement in the ideation and concept stage of new product development (NPD). This paper assesses the extent to which the awareness that a product was co-created jointly by company professional designers and consumers affects observer consumers’ attitudes toward the product and the company. While earlier research has mainly emphasized the positive and desirable consequences of consumer participation in NPD, the present set of studies shows that labeling products as having been co-created is not always valuable; rather, it is dependent on the level of perceived complexity of the products.

The hypotheses are tested in four experimental studies using several categories of product complexity (low, medium and high). The data have been collected on young adult samples, measuring the participants’ perceptions of a firm’s innovation ability and product purchase intentions.

The results suggest that there are benefits at the corporate level (higher perceptions of innovation ability) to inform the market about consumer involvement, particularly when consumers and company professionals work together. The findings also indicate that product complexity plays a critical role in translating the perceptions of greater corporate abilities (innovation) in purchase intention, and it is particularly beneficial for low-complexity products.

The previous research has mainly focused on the impact of involving consumers in firms and participating consumers; however, it has neglected the role of observer consumers. This study adds to the innovation literature by showing that the value of learning about other consumers’ involvement in firm NPD is not universally beneficial and that product complexity is a critical boundary condition.

The Journal of Product and Brand Management (JPBM) has a 30-year long history. To commemorate the journal’s 30th anniversary, this research paper aims to present a retrospective overview of JPBM.

This research examines the performance of the research constituents, social structure and intellectual structure of scholarly publications produced by JPBM between 1992 and 2021 using bibliometric analysis.

This research sheds light on the growing influence of JPBM through four major knowledge clusters (themes): strategic brand management; consumer behavior; product development and innovation management; and brand engagement. A temporal analysis of decade-by-decade cataloguing of the JPBM corpus revealed another set of three distinct knowledge clusters (themes): retailing and pricing strategies; marketing communications; and relationship marketing.

Though the state-of-the-art overview herein offers seminal and useful insights about product and brand management research curated by JPBM, which can be used by the editorial board and prospective authors to curate and position the novelty of future contributions, it remains limited to the accuracy and availability of bibliographic records acquired from Scopus.

This research advances the internal review and subjective evaluation of the evolution of brand management thinking in JPBM by Veloutsou and Guzmán (2017) with an objective retrospection on the performance and scientific evolution of product and brand management research in JPBM.

We re‐evaluate modern segmentation assumptions and methods by referencing several postmodern characteristics of consumers in global markets. Drawing on contributions from sociology, political sociology, social theory, anthropology, philosophy, psychology, consumer behavior, and international marketing, we posit three research questions, discussion of which leads to the formulation of research propositions. Real‐life consumer and marketing examples are quoted as evidence of the need to go beyond reliance on modern segmentation to incorporate postmodern thinking into consumer analysis as a necessary ‘second step.’ This paper invites reflection on how marketers should adapt to new, complex, and changing consumer realities, which are summarized as multi‐dimensionality, unpredictability, inconsistency, search for meaning, and peak experiences by means of consumption.

This study explores policy and practice in relation to a peripheral rural region food support programme for small (micro) food enterprises and the impact on business development and innovation.

An exploratory case study methodology is employed focusing on the effectiveness of a local support programme for micro business development in the food sector, in a European Union peripheral, rural location.

The effective integration of policy and practice in the design and implementation of a public/private partnership programme can enable micro businesses to benefit from Government aid in a collective manner that would not have been possible in a Government–micro enterprise dyadic relationship.

The study focuses on one region and on one particular support programme. However, the research highlights the potential benefits that can accrue to micro food producers, and micro companies more generally from participation in such a programme, and identifies the types of support that are particularly effective for these types of organisations. The research identifies the possibilities and challenges of applying the South Eastern Economic Development type programme to other regions.

The success of such support programmes depends on identifying the needs of the participants at an early stage in the programme and in tailoring training and support accordingly. There are benefits from local government working closely with private consultants as brokers for micro enterprise business development and innovation.

Micro enterprises play key economic, social and cultural roles within their local rural community. Collectively they offer opportunities for rural employment and tourism development.

The chapter addresses a major gap in knowledge around the role of policies and supports in assisting business development and innovation in relation to micro size enterprises, and more specifically food micro enterprises based in peripheral, rural regions.

Building dynamic capabilities that are differentiated from those of the emerging competitors is the major challenge for growing firms. Becoming a great company is a function of management’s ability to integrate entrepreneurship at strategic and operational levels within the organization. Corporate entrepreneurship represents a framework for the facilitation of ongoing change and innovation in established organizations. It provides a blueprint for coping effectively with the new competitive realities that companies encounter in the global marketplace. This paper examines the latest research concerning the triggering of corporate entrepreneurship and the critical link of middle managers to the implementation of the process.

When competing in a turbulent environment, strategic flexibility can be a competitive advantage. One source of flexibility is the new product development (NPD) process, or more specifically product design. The purpose of this paper is to investigate platform-based product design and its relationship to environmental turbulence, strategic flexibility, and market performance.

A theoretical model is developed and relationships are empirically tested using structural equation modeling. Data were collected from engineering design managers in the US manufacturing industry.

The paper found that the higher the level of environmental turbulence the more firms turned to platform product design. Also, the higher the level of platform design the higher the level of market performance, both in the short term and the long term. Finally, the paper showed that strategic flexibility positively and partially mediates the positive relationship between platform design and performance.

Platform-based product design is a research area noticeably devoid of empirical work. Furthermore, research has called for a better understanding of the different contexts in which platforms are applied stating that platform planning is too often decoupled from NDP strategy resulting in unsatisfactory results.

The paper aims to provide both academics and practitioners a strategic framework for integrating brands in horizontal mergers and acquisitions (M&As) in order to create and deliver value.

A conceptual framework developed from a review of the existing literature and pilot case studies.

The paper first discusses the importance of brand integration for value creation in horizontal M&As from a practical perspective. The paper then reviews three related bodies of existing literature that are critical to this research – M&As, product and brand management, integration approach. This review leads to the identification of the research gap in the area of brand integration in M&As. The paper then develops and proposes a strategic framework for integrating brands in horizontal M&As based on the pilot case studies and existing literature.

The paper structures and classifies the fragmented existing literature in the domain of product and brand management into four major views – customer (market) perspectives, supply (manufacturing) concerns, product development (innovation and technology) considerations and value creation. This classification can be a useful approach for future research in reviewing the diversified product and brand management literature. The strategic framework developed here consolidates the four perspectives of product and brand management and the two views of strategic management (positioning and resource‐based) and presents four major strategies and a process for the successful integration of brands in post‐horizontal M&As. The paper also provides an overview of overseas M&A activities on the part of Chinese companies in terms of trend and motives and considers some implications of the brand integration strategic framework for Chinese companies when they acquire international brands. Future research priorities are also discussed and research methods recommended.

The purpose of this paper is to examine the challenges faced by the hospitality industries in developing an Islamic hospitality identity and indigenous styles of management, particularly in the context of the United Arab Emirates (UAE) – especially Dubai. It also aims to identify and comprehend the socio‐cultural implications of Islamic hospitality in terms of products and marketing.

This conceptual‐based paper critically reviews and amalgamates a diverse range of literature concerning Islamic hospitality (and tourism), Arab management and leadership qualities, human capital and nationalization of employment, industry skills and educational directives in hospitality and destination and product strategies.

The work critically accounts for the changing nature of skills needed by localised hospitality managers and the industry in general, especially to keep pace with dynamic customer demands and an increasingly sophisticated market and consumer. The outcome of the paper concerns the operationalisation of soft skills and managerial expertise attuned to ethnic and religious attributes of the host society. The evaluations propose ways in which the education sector can extend the career development and progression pathways for UAE nationals. The work also indicates how product development, innovation, transformation and marketing have a crucial role to play in advancing an Islamic and cultural approach to hospitality.

This paper uniquely concerns an under‐developed area of academic study: the role Islamic‐based principles and practices of hospitality and ways in which they can be developed through an indigenous‐led workforce, and Islamic and Arab styles of management, leadership and service sector operation.

Prior studies have argued that small firms with dynamic capabilities can revise and reconfigure their internal resources to meet the uncertainties of their business environment. However, there is a lack of understanding of how they can develop such critical capabilities. The purpose of this paper is to propose that small firms can employ information and communication technology (ICT) capabilities as a facilitator for developing dynamic capabilities. Thus, the study builds on resource-based view (RBV) literature and information systems (IS) literature by examining the influence of ICT capabilities on the dynamic capabilities of small firms.

Several hypotheses were tested by analysing the survey data from 291 small high-technology firms in Sweden.

The results reveal that ICT capabilities influence dynamic capabilities of small firms. More specifically, the ICT use for internal efficiency positively influences adoptive capabilities, collaborative use of ICT positively influences networking capabilities, and ICT use for communications positively influences both adaptive and innovation capabilities. Consequently, the results suggest that the different components of ICT capabilities facilitate the development of the different organizational capabilities that together represent dynamic capabilities and thus, can contribute to a small firm’s competitive advantage.

This study has few implications for the managers and CEO’s of small high-technology firms. First, by prioritizing ICT capabilities, small firms can benefit from the development of dynamic capabilities that will support them to meet the challenges of turbulent business environment. Second, because small firms usually lack internal resources (i.e. financial resources and competence), the study provides more specific direction on how they can strategically invest and build different components of ICT that will positively influence their adaptive, absorptive, innovative, and network capabilities.

The study provides an alternative view of how ICT capabilities influence the performance of small firms, and outlines how such capabilities influence the development of dynamic capabilities. Therefore, the study in hand contributes to the RBV and IS literature by specifically linking the components of ICT capabilities to dynamic capabilities and its related sub-capabilities.

Next generation manufacturing is a strategic tool, which identifies the paths that manufacturing companies may follow in order to stay competitive in today’s changing world. This paper describes the background and the development of a tool to be used in companies with the aim of identifying areas on which the company can and should concentrate its development efforts. The tool has proven workable in practice and approximately 200 Danish manufacturing companies have tested it. Some general trends regarding the future development of these companies can be concluded within the fields of flexible organisations, innovation, utilisation of IT, and collaboration between companies.