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A series of research has focused on how virtual reality (VR) technology itself influences consumers' perceptions and attitudes. However, little is known about consumers' unique perceptions and behaviours that can be generated by the specific factors of the virtual stores that they visit. Therefore, the authors examine how the specific aspects of the virtual stores that consumers see on screens – namely, the opacity of virtual stores' exterior design can impact consumer perceptions and behaviours.

Across three studies, the authors employed 3D modelling software (Rhino 6 and Unity) and 3D architectural visualisation software (Twinmotion) to create 360° VR videos for the manipulation of the virtual store exterior design. The authors performed ANOVA and regression analyses with three studies, a total of 858 responses.

Results showed that virtual stores' opaque exterior design can promote product preferences, and this link is serially mediated by store prestige perceptions and product quality perceptions. In addition, this effect is particularly prominent among those with higher involvement in design elements.

By suggesting important design variables to virtual stores, it advances the emerging literature on VR. Furthermore, to our knowledge, this research is the first to highlight the importance of exterior opacity of a virtual store, and it deepens our understanding of how the opaque exterior of virtual stores influences store perceptions and consumer behaviours.

This study aims to develop a systematic method called servitization maturity model to support companies in developing distinctive capabilities for successful servitization.

The concept of maturity models is adopted to support companies in developing distinctive capabilities for servitization. A systematic literature review and case study approach are employed to develop the maturity model.

The findings highlight 46 capabilities classified into seven categories: strategy and leadership, performance, offerings, customers, organization, network and digital technology. Furthermore, the evolutionary path is defined by combining two types of levels, i.e. capability and maturity levels, to develop these capabilities.

The evolutionary path was partially validated through the application, while further investigation is required to validate the evolutionary path. Therefore, future research should investigate the further validation of the evolutionary path by conducting multiple case studies.

The proposed maturity model enables companies to not only capture the bigger picture of the required capabilities without oversight, but also determine a process for improving the requisite capabilities with feasible efforts.

Existing maturity models focused on the transition from less to more advanced services. However, recent studies emphasized that companies need to determine strategies that reflect their capabilities rather than simply move toward more advanced services. Based on this assumption, this study provides successive stages that enable companies to improve their capabilities through feasible efforts.

This paper examines the innovation behavior of family-owned firms versus non-family-owned firms. The role of internal family governance and the influence of external stimuli (competition) on innovation are also considered.

The data of 20,995 family and non-family firms across 38 countries are derived from the World Bank Enterprise Survey during the period 2019–2020. Probit models are used to examine the impact of family ownership, family governance, and competition on innovation outcomes.

Family firms are more likely to make R&D investments, acquire external knowledge, engage in product innovation (including innovations that are new to the market) and process innovation, relative to non-family firms. However, a high propensity of family member involvement in top management positions can reduce innovation. Competition has a negative impact on innovation outcomes for both family and non-family firms, but it has a positive moderating effect on the innovation activities of family firms where a higher level of family member involvement in management is present.

This paper provides novel insights into family firm innovation dynamics by identifying family firms as more innovative than non-family firms for all types of indicators, debunking the idea that family firms are conservative, reluctant to change, and averse to the risks in innovation activities. However, too much family involvement in decision making may stifle some innovation activities in family firms, except in cases where the operating environment is highly competitive; this provides new insights into the ownership-management dynamic of family firms.