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This study aims to explore the respective risk perception toward the Covid-19 pandemic among the elderly in two developing countries and their lifestyle change and adaptation behavior as a result of that.

In total, 22 in-depth interviews were conducted among people aged 60 to 85 in Iran and India. The interview guideline was based on two constructs inspired by the study of Gerhold (2020) – risk perception of the pandemic and change in lifestyle and adaptation to the pandemic situation.

The results showed that although the majority of the interviewees initially experienced fear and anxiety during the stay-at-home order and the pandemic situation at large, they quickly adapted to the new situation with behavioral and attitudinal changes in ways relevant to the new normal. The results confirmed the maturation hypothesis proposed by Knight et al. (2000).

This paper is an original study of the researchers and among the first contributing to the literature of the elderly studies in developing countries. It contributes to the knowledge required for future behavioral studies concerning the Covid-19 pandemic by evaluating the experiences, risk perception and adaptation approaches of the older people in India and Iran.

This paper aims to study the context of market orientation and the contribution of customer knowledge, networking and cultural knowledge to market orientation particularly to the internationalization of firms in developing economies.

A multiple case approach is adopted with four Swedish firms internationalizing to the Indian market. The data was obtained through personal interviews and typically lasted an hour. Follow-up questions were obtained by personal meetings or on Skype. Data was collected over a period of seven months during 2016-2017.

This study highlights the importance of customer knowledge, networking and cultural knowledge for foreign small and medium enterprises (SMEs) in the initial stages of internationalization. It proposes that a holistic market sensing of the target market can be achieved as the three constructs contribute to the market orientation of the firms and help in devising relevant strategic fit with the market.

The sample size is small due to a limited number of Swedish SMEs who have the experience of operating in the Indian market. Future studies may include the Nordic region, and a quantitative approach for testing market orientation frameworks can be adopted.

This study lifts the concept of market sensing as customer knowledge, networking and cultural knowledge strengthen the market orientation of the firm. It addresses the research gap about limited research in developing market contexts for SME internationalization and specifically on Swedish SMEs in the Indian market.

Via the lens of the ego-depletion phenomenon (Baumeister et al., 1998) and Higgins' (1998) regulatory focus theory, this paper seeks to explain why current controlled communications are failing to achieve coherence between people's free will and their actions pursuing sustainable goals in a society. This paper explains how ego-depletion triggered by controlled communications can lead to confusion and decision fatigue in a society, thus potentially sabotaging people's participation in sustainable behaviour.

The authors applied Jaakkola's (2020) theory synthesis approach to integrate concepts from previously unconnected disciplines in order to generate novel insights in the area of controlled communication management.

The authors develop a theoretical framework and present research propositions that can help advance research and the discourse at the intersection of controlled communication and self-regulation theories.

This paper possesses the limitations associated with conceptual papers, e.g. the lack of empirical support of the study’s conceptual arguments.

This paper generates novel insights to assist communication practitioners and policymakers to improve vehicles and mechanisms of controlled communication with the public regarding sustainable goals pursuit.

To the best of authors' knowledge, this is one of the first papers that has merged the domains of self-regulation, ego-depletion, and controlled communication in an integrative framework in order to explain the mechanisms of how to enhance the effectiveness of controlled communication associated with sustainable goals pursuit.

The purpose is to explore consumer acceptance of the doggy bag as an intervention to promote sustainable food consumption. In particular, it explores consumer attitudes towards taking home the leftover food from eating out at restaurants as a way of sustainable consumption.

A consumer survey to explore consumer attitudes, followed by an investigation of the media communications that promote the doggy bag as a tool to reduce food wastage.

Strategic communication was employed in an inclusive approach to increase the impact of the doggy bag on consumer behaviour. Consumers show a positive inclination towards using the doggy bag to take home the leftovers of their restaurant meals and reduce food wastage. Cultural biases can cause hurdles in the acceptance of the tool.

To the best of the author's knowledge, this is the first study to approach the behavioural analysis of leftover food takeout interventions studied from the consumer perspective. Furthermore, it is based on a novel approach of experimental methods at ready-to-eat food outlets for communicating with consumers.

The present paper aims to focus on the Indian influence in the transfer of, the business of and consumer markets for Indian products, specifically, textiles from producers in the South Asian subcontinent to the lands to the east of Bali. This aspect of the influence of Indian products has received some attention in a general but not been sufficiently elucidated with regard to eastern Indonesia.

This paper is based on archival research, as well as secondary data, derived from the published sources on early trade in South Asia and the Indian Ocean world. The study includes data about the Vereenigde Oost-Indische Compagnie, a Dutch-owned company, and its textile trade history with India and the Indonesian islands with a special focus on Patola textiles. Narratives and accounts provide an understanding of the Patola, including business development and related elite and non-elite consumption.

The paper shows how imported Indian textiles became indigenised in important respects, as shown in legends and myths. A search in the colonial sources demonstrates the role of cloth in gift exchange, alliance brokering and economic network-building in eastern Indonesia, often with important political implications.

The study combines previous research on material culture and textile traditions with archival data from the early colonial period, thus pointing at new ways to understand the socio-economic agency of local societies.

Only mapping the purchase and ownership of trading goods to understand consumption is not enough. One must also regard consumption, both as an expression of taste and desire and as a way to reify a community of people.

The pandemic had a huge negative impact globally on small and micro firms, particularly on cultural enterprises, making it imperative for them to create strategic solutions for sustainable business models and customer relationships. This chapter studies the digital interventions employed by the micro cultural enterprises in the Japanese Onsens (Hot baths) sector during the pandemic period in Japan. Using the theoretical lenses of service dominant logic and value creation, the study extracts four prominent value creation processes from the analysis of the employed secondary data. The study underlines the importance of collaboration between a firm's internal and external resources, their creative use of operant resources, and a robust customer orientation leading to creative digitalization. The results of the study show how cultural enterprises can rethink customer service in the cultural and creative sector. It also draws attention to the need for more robust policies and support systems that can encourage global cultural enterprises to develop sustainable business models.

Cultural consumption is the study of the motivation for the consumption of, and experiences related to factors such as lifestyle, soft skills, landscapes, traditions, professions, history and nature etc. Innovative approaches in experiential marketing such as customization, service diversification and cultural assimilation for strengthening customer relationships are recommended strategic approaches for supporting business growth and development. In recent times the pandemic situation in Japan resulted in a 93% decline in inbound tourism (JNTO, 2020). To support customer trust and relationship Japanese resorts such as Onsens and Ryokans embarked on innovative experiential marketing strategies to continue customer relationship while also dealing with the official prescribed restrictions for preventing the spread of infection. This chapter explores the innovative experiential marketing adopted by Japanese resorts and contributes to the identified need for more knowledge in the area. A multiple case approach was adopted and information from 12 resorts was obtained through secondary data. Results identify five innovative marketing approaches that were used by the Japanese resorts studied in this research. The chapter contributes theoretically in relating cultural consumption to experiential marketing in COVID-19 times, opens discussion for policy implications and aims to provide some inspiration to other firms in the business of tourism related to cultural consumption.

The purpose of the paper is to explore how entrepreneurial opportunities are used by the rapidly increasing immigrant Indian female population in Japan. Given that a majority of Indian women are housewives and grew up in conservative family backgrounds, this analysis seeks to provide an insight into the situations that aided them and the challenges they faced in their entrepreneurial business ventures far from home.

The paper takes the form of a case study analysis through a semi‐structured questionnaire designed on the concept of “Life cycle of minority owned businesses” to track enterprise activity from beginning to end.

The analyses show that although respondents began their stay in Japan as housewives, they shed their image with time, used their talents and diversified into a different role without sacrificing family duties, while also creating employment opportunities for both natives and immigrants. Major hindrances faced due to socio/cultural influences, lack of government initiatives and support facilities were identified.

The research analysis has been done on three case studies only as most available respondents were in the birth phase of their enterprises. More research is required on issues like capital availability, native employee and ethnic owner relationships, legal challenges and institutional support.

The paper draws attention to problem areas where changes in governance structure and social acceptance can create a more viable environment for immigrant entrepreneurs in Japan.

To the best of the author's knowledge, this study is the first of its kind that explores and evaluates the status of Indian female immigrant entrepreneurs in Japan. As Indian immigrants in entrepreneurial activities in Japan are increasing every year, the paper can contribute in restructuring opportunity creation and facilitate maximum advantage.