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In socio-technical transition theory, resistance by existing technology and regime resistance plays a key role. The resistance is in the form of intentional improvements; eventually, the regime destabilizes and adopts the new technology, referred to as the sailing-ship effect. Researchers used a structural view and examined it as a strategic action and its relationship with new technology (competitive/symbiotic) in non-fast-changing sailing systems. This study uses a microlevel view and examines it in a fast-changing where products/services are developed by integrating existing technology with new product innovations; their success depends on addressing technical/market uncertainty. This study examines the sailing-ship effect in a fast-changing system and contributes to the socio-technical transition theory.

The authors need to examine the phenomena of the sailing-ship effect in its setting, and a case-study method is appropriate. The selected case provided diverse analytic and heuristic perspectives to examine the phenomena; therefore, it was a single case study.

In an IT scenario, the strategic actions decide and realize agility and competitive advantage by formulating appropriate goals with required budgets and coevolutionary changes to resources at product, process and organizational levels, addressing technical/market uncertainty. Moreover, the agility displayed by strategic actions determines the relationship with new technology, which is interspersed. Finally, it provided insights into struggle, navigation and negotiations, forming strategic actions to display the sailing-ship effect.

The study selected a Banking Financial Services and Insurance product of an IT Services company. As start-ups exhibit inherent (emergent) agility, the authors can examine agility as a combination of emergent and strategic actions by selecting a start-up.

The study highlights the strategic actions specific to an IT services company. It developed its product and services by steering clear from IT innovations such as native cloud and continuous deployment. It improved its products/services with necessary organizational changes and achieved the desired agility and competitive advantage. Therefore, organizations devise appropriate strategic actions to combat the sailing-ship effect apart from setting goals and selecting IT innovations.

The study expands the socio-technical transition theory by selecting a fast-changing system. It provided insights into the relationship between existing and new technology and the strategic actions necessary to manage technical and market uncertainty and achieve the desired competitive advantage, or the sailing-ship effect.

This conceptual study investigates the adoption of education technology (EdTech) products among college students, focusing on identifying the key factors influencing the adoption process within educational institutions. Technology integration in education has rapidly gained prominence, with EdTech offering innovative solutions to enhance teaching and learning experiences. However, understanding the determinants that affect EdTech adoption remains critical for its successful implementation and impact. This paper aims (1) to identify the factors influencing the adoption of EdTech by college students (2) to create a conceptual model that shows the connections between the elements that lead to college students adopting EdTech.

The research employed a mixed-methods approach, combining qualitative data analysis and conceptual modeling to achieve the objectives. The underlying knowledge required to create a qualitative data gathering tool was obtained through a thorough literature analysis on innovation dissemination, educational psychology and technology adoption. College students, teachers and administrators participated in semi-structured interviews, focus groups and surveys to provide detailed perspectives on their attitudes about and experiences with EdTech. The Scopus and Web of Science databases are searched for relevant information in an organized manner in order to determine the factors influencing the adoption of EdTech. Second, an extended version of the technology adoption model is adopted to develop a qualitative data-based conceptual framework to analyze EdTech adoption in the Indian context.

Overall, by highlighting the critical components that emotionally influence college students' adoption of EdTech products in educational institutions, this course adds to the body of information already in existence. The conceptual framework model serves as a roadmap for educational stakeholders seeking to leverage EdTech effectively to enrich the learning environment and improve educational outcomes. By recognizing the significance of the identified factors, academic institutions can make informed decisions to foster a climate conducive to successful EdTech integration.

A comprehensive conceptual framework model was developed based on qualitative data analysis to illustrate the interrelationships between the identified factors influencing EdTech adoption. This model presents a valuable tool for educational institutions, policymakers and EdTech developers to comprehend the complex dynamics of implementing these technological solutions.

The findings of this study demonstrated a number of important variables that affect the uptake of EdTech products in educational settings. These factors encompassed technological infrastructure, ease of use, perceived usefulness, compatibility with existing academic practices, institutional support, financial constraints and individual attitudes towards technology. Additionally, the research explored the significance of institutional preparation for embracing technological advancements as well as the influence of socio-cultural elements.

Research at the interface of marketing and entrepreneurship has emphasized digital entrepreneurship and how entrepreneurs pursue business opportunities centered on new technologies. However, a different type of entrepreneurship focused on opportunities involving consumers’ (re)adoption of displaced analog technologies when digital alternatives are dominant – analog entrepreneurship – is a trend and counter phenomenon to digital entrepreneurship that is receiving intense practitioner interest but limited scholarly attention. The purpose of this article is to present a theoretical framework that explains the role of analog entrepreneurship in technology revitalization.

In this conceptual paper, the authors use the microfoundations perspective to develop a multilevel theory of analog entrepreneurship. The authors define and delineate the “analog entrepreneurship” concept and formulate a midrange theory explaining how entrepreneurs influence the reemergence of analog technologies.

The theory’s main insight is that the renewal of analog technologies is not confined to consumers. Entrepreneurs are creating businesses that stimulate demand for analog technologies. As a result of entrepreneurs’ activities, legacy analog technologies do not fade into nonexistence in the face of rival digital technologies.

The theory of analog entrepreneurship contributes to research at the intersection of entrepreneurship and marketing by expanding its focus to consider the entrepreneurs who revitalize displaced analog technologies when digital alternatives are dominant. The authors provide insight into the potential trajectories of technologies after their initial displacement and the role entrepreneurs play in shaping the late stages of technology lifecycles. The theory draws attention to an underexplored phenomenon made increasingly prevalent by recent technological disruptions and suggests an agenda for studying how entrepreneurs renew analog technologies.

Numerous biotechnology and pharmaceutical firms have undergone considerable changes and adapted to the challenge of developing sustainable products and services. However, few studies have explored the factors that contribute to the success of external innovation and value co-creation strategies adopted by biotechnology and pharmaceutical firms. The purpose of this study is to examine how biotechnology and pharmaceutical industries use value co-creation strategies to obtain external resources.

This study developed a conceptual framework based on the relevant literature. The study applied a resource-based approach, dynamic capability theory and a qualitative multiple-case study design to investigate several research questions; semi-structured interviews were conducted with representatives from 11 biotechnology/pharmaceutical firms in Taiwan, and the data extracted from the interview content were axially coded.

This study revealed that factors such as dynamic marketing capabilities and process optimization contributed to the success of the aforementioned strategies; several propositions were also developed on the basis of the literature review and coded data, thereby providing insights regarding the relative efficacy and propriety of various external innovation and value co-creation strategies and models in various situations and contexts. Firms and technology providers might enter a technology licensing agreement, establish a joint venture company; participate in a merger/acquisition depending on their size, research and development capabilities; or goals and time- and cost-related factors.

The main original contributions of this study are the proposed conceptual framework and the insights provided regarding the relative efficacy and propriety of different external innovation and value co-creation strategies and models in different situations and contexts.

Considering the growth of the at-home smart technology industry and the increasing power of social media influencers, this study aims to examine how influencer endorsements affect individuals’ attitudes and trial intentions toward smart technology products.

An online experiment was conducted to investigate the impact of follower number and expertise domain of influencers and the trust propensity of individuals on their attitudinal and behavioral responses to influencer endorsements of smart technology products. The moderated mediation effect of perceived credibility was further examined.

The results demonstrated that individuals with lower trust propensity responded more positively to a microinfluencer with fewer followers and a specific area of expertise, which led to favorable attitudes and increased intention to try a smart technology product. However, the expertise domain was not a significant factor for the megainfluencer condition with a more extensive follower base. Interestingly, the interaction effects were not observed for individuals with higher trust propensity.

The results of this research provide practical implications for marketers who look for effective strategies for influencer marketing by demonstrating the significant impact of source-related cues, including follower number and expertise domain.

Based on the modality, agency, interactivity and navigability; source credibility; and persuasion knowledge models, this research explains how source-related cues of influencers affect credibility judgment, attitude formation and trial intentions for new technology products and how trust propensity as a personal dispositional factor varies the relationship.

Industry practice has shown that technology licensing has an important effect on the R&D cooperation between firms. Different licensing methods will significantly impact a supply chain member's cooperative and price R&D decisions. However, there is scant literature investigating the decision on technology licensing and its impact on a supply chain member's price and cooperative R&D decisions. To address this gap, the authors investigate the R&D cooperation and the technology licensing in a supply chain formed of an original equipment manufacturer (OEM), a contract manufacturer (CM), and a third-party manufacturer which will compete with the OEM when the technology licensing occurs.

The authors investigate two licensing patterns, royalty licensing, fixed fee licensing together with the no licensing, within the R&D cooperative supply chain by developing two three-stage and a two-stage Stackelberg models.

Compare to the no licensing strategy, technology licensing always benefits to the OEM and the society especially when the technology efficiency and the brand power of the third-party manufacturer are more significant; the royalty licensing benefits to the OEM more when the technology efficiency and the brand power of the third-party manufacturer are higher; the fixed fee licensing benefits to the OEM more when the technology efficiency and the brand power of the third-party manufacturer are lower.

The royalty licensing is more effective for mitigating price competition intensity and helping firms to maintain higher sales margins; the fixed fee licensing induces firms' lower sales margins but increases the firms' sales quantities; in most cases, the fixed fee licensing is optimal from the perspectives of consumer and society, however, the CM's investment intention to the R&D technology with the fixed fee licensing is lower.

So far, different licensing models under the R&D cooperation have not been investigated, and the authors propose two three-stage Stackelberg models with considering the competition caused by technology licensing under the R&D cooperation to deal with the cooperative R&D and technology licensing issues.

Crisis response has emerged as a salient concern for firms in the onset of COVID-19. While research suggests that resilience is critical during such disruptions, there remains a need to examine how firms build resilience during evolving situations. This study focuses on resiliency created through operational flexibility and examines how firms developed resiliency to COVID-19 through an adaptation of three technology-based levers of flexibility: change in a firm's product and service offerings, the channel it uses for sales and the location of a firm's workforce.

This study uses a unique cross-sectional dataset generated from a survey administered by a reputable financial institution, from March 20 to June 20, during the inception of COVID crisis. This study uses ordinary least squares to analyze data from 6,076 firms across 20 countries.

Results indicate that flexibility through a combination of a change in a firm's product and service offerings, with movement to selling through a digital channel, had a positive impact on firm sales. However, flexibility through a combination of change in product and service offerings with workforce location changes had negative impacts. Robustness analysis indicates that negative impacts worsen in countries with higher digitization and in manufacturing and retail firms as compared to service firms, indicating the inflexibility of physical goods–based business models. Results highlight dimensions through which technology-based flexibility can take place and the benefits of flexibility on firm performance.

This study provides managerial insights into technology-based operational flexibility mechanisms that can be employed for building performance resilience during unexpected disruptions. Research findings inform firms facing supply chain challenges and inflation pressures of business today.

This study aims to analyse the intellectual property rights (INPR), foreign direct investment (FDI) inflows and technological exports of 32 developing and developed countries for the period of 2006–2020.

Diagnostic tests were used to confirm the panel least squares, fixed effect, random effect, feasible general least squares, dynamic ordinary least squares and fully modified ordinary least squares estimator results as well as to increase the robustness.

According to the findings for the developing countries, trademark, patent and industrial design applications, each had a significant positive long-run effect on FDI inflows. In addition, there was a significant positive long-run relationship between patent applications and medium- and high-technology exports. Meanwhile, trademark and industrial design applications had a significant negative long-term effect on medium- and high-technology exports. In developed countries, patent and industrial design applications each have a significant negative long-term on medium- and high-technology exports. Furthermore, patent and trademark applications each had a significant negative long-run effect on FDI inflows.

This study contributes significantly to the focus that host countries evaluate the technology gaps between domestic and foreign investors at different industry levels to select the best INPR rules and innovation process by increasing international cooperation. Furthermore, the host countries should follow the structure–conduct–performance paradigm based on analysis of the market structure, strategic firms and industrial dynamics systems.

The non-fungible token (NFT) market has been multiplying in recent years. NFTs are tokens stored on a blockchain network based on smart contract technology that can be used to represent ownership of digital assets and cannot be changed like-for-like. With NFTs, all recorded digital properties can be freely traded and stored with values, making them possible to increase content transactions' privacy and security. In addition, NFTs engender new ways to organize, consume, share and store digital content. Despite the rapid growth of the NFT market, related consumer behaviors have yet to be well-known and relevant academic research results are very scarce. This study aims to explain how NFT fits with blockchain and cryptocurrency and how consumers accept it. This paper also develops a structured causal model with multiple paths to explain the antecedents and attitude variables for NFT acceptance.

The data collection was conducted from 542 young consumers in Korea via an online survey. The structural equation modeling method was used to analyze the hypotheses.

Attitudes toward technology and assets positively affect NFT purchase behavioral intentions. Additionally, symbolic driver affects behavioral intention directly.

The results expanded the understanding of the NFT market and consumers, which are still in their early stages. They also provide valuable insights for establishing future market strategies for NFT.