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The lean startup approach (LSA) is extensively utilized by early-stage entrepreneurs, with “pivot” serving as a key pillar. However, there is a research gap concerning the boundary conditions impacting LSA and pivot decisions, especially when addressing societal challenges, as in the context of transformational entrepreneurship. In this regard, the healthcare sector, further compounded by a lack of research on startups and scale-ups, presents an embraced opportunity to provide multiple contributions for both theory and practice.

The present investigation employs a grounded approach to explore the experiences of the co-founders of a fast-growing Italian e-health startup. A narrative strategy was employed to organize conditions and evolving strategic action/interactions into three different pivoting phases of the startup – before the pivot, its enactment and aftermath – with primary and secondary data collected over a period of one year.

Pivoting in digital healthcare unfolded as a liminal experience marked by factors such as high regulation, multiple stakeholders, technological and symbolic ambivalence, resource-intensive demands and institutional actors acting as pathway pioneers, leading to an information overload and unforeseeable uncertainty to manage. These factors challenge entrepreneurs' ability to attain optimal distinctiveness, presenting the paradoxical need for vertical flexibility for scaling up.

By uniquely illuminating the sector’s constraints on entrepreneurial phenomena, this study provides a valuable guide for entrepreneurs and institutional actors in addressing societal challenges.

This study introduces a process model of transformational information crafting when pivoting, highlighting the role of entrepreneurs' transformational stance and platform-mediated solutions as engines behind strategies involving information breaking and transition, preceding knowledge-driven integration strategies.

Processual approaches to entrepreneurship have increasingly captured researchers’ interest. One such approach that tries to understand entrepreneurs in real time by looking with them, not at them, has been termed withness (Shotter, 2006). But how does one design a study that captures this experience of living in the flow? In this methodological reflection, we propose using the metaphor of warp and weft to think of grounded theory research designs that seek to approximate withness. To this end, we also reflect on our experience studying the unfolding processes in international new ventures and highlight the usefulness of multiple data collection instruments, notably diaries and interviews.

The purpose of this study is to investigate characteristics of apparel-related critical incidents that motivate both Generation Z and Y consumers to share electronic word-of-mouth (eWOM) via specific online channels.

The current research used an exploratory mixed-methods approach.

Qualitative findings of critical incidents revealed that the main situations that led to the spread of eWOM involved new purchases (49%), product quality (21%), pricing and promotions (19%), complaints (9%) and brand content (48%). Participants were motivated to spread information about the critical incidents by a desire to connect with friends and family (83%), help others (37%), influence others (48%) and express brand loyalty (32%). Quantitative results indicated significant relationships between critical incidents, motivations and eWOM channel choice.

This study has theoretical implications for apparel researchers attempting to gain insight into critical incidents that motivate consumers to engage in eWOM on specific channels in a positive or negative manner.

These findings are important for marketers as it appears that brand content does an efficient job at driving engagement on SM; marketers need to increase efforts to engage with consumers via feedback on websites, as this is an opportunity to counteract negative experiences and retain consumers’ loyalty.

To the best of the authors’ knowledge, the current research is the first to extend theories of communication and motivation to connect critical incidents with situational intrinsic and extrinsic motivations for spreading eWOM via online channels for Millennial and Generation Z consumers.

This chapter sets forth how and why diary data analysis can help significantly advance inquiry into the intersubjective aspects of entrepreneurial opportunities. We start the chapter with a presentation of the sensemaking perspective for the study of intersubjectivity in entrepreneurship. Next, we address epistemological limitations of retrospective data collection methods and examine the relevance of real-time, prospective data, specifically diary data, for the study of intersubjective phenomena associated with entrepreneurial activity. Furthermore, we describe our experiences with application of this method to the study of entrepreneurial cognitive development in the context of longitudinal, diary data-based research on this topic. We also address limitations of the diary data collection method and propose future research avenues for studies on intersubjective dimensions of entrepreneurial agency, before concluding this chapter.

This article explores challenges faced by doctoral candidates using grounded theory (GT) in their theses, focusing on coding, theory development and time constraints. It also examines the impact of doctoral committees on GT dissertations, addressing epistemological clashes and the desire for familiarity over novelty.

Drawing from a multilevel autoethnography and related literature, this study offers pragmatic solutions and strategies for a seamless research journey.

Coding, theory development and time constraints pose universal challenges, requiring mentorship for effective navigation. Addressing committee dynamics is crucial for developing novel theoretical frameworks.

The article empowers researchers to overcome GT challenges, delving into various positions within the GT paradigm, fostering transparency and facilitating original contributions to their fields.

Emerging economies are dominated by an unorganized retail landscape, with complex sociocultural norms dictating the behavior of retailers and customers. The purpose of this paper is to explore the phenomenon of consumer embarrassment in an emerging marketing, India.

This research adopts a grounded theory approach and undertakes 31 in-depth interviews with consumers in India. The data is analyzed inductively and iteratively simultaneously with data collection.

The study uncovers that sociocultural normative influences, the retail environment’s structural constraints, interaction-based buying processes and customers’ perceptions play a role in eliciting embarrassment in traditional stores. The traditional format retailers play a significant role in evoking embarrassment and, surprisingly, also in facilitating coping. Contrary to the extant findings, purchasing embarrassing products online may not ensure anonymity and elicit embarrassment. The findings contribute to understanding the phenomenon of embarrassment in emerging markets.

There is a dearth of research examining consumer embarrassment in emerging markets, with extant studies investigating the phenomenon in the modern retail setup of developed economies. The retail landscape of India is predominantly unorganized, with distinct transactional processes and physical characteristics that are starkly different from modern retail stores. Moreover, sociocultural normative forces have distinct influences on the informal setup of unorganized retail.

As a smart service, location-based advertising (LBA) integrates advanced technologies to deliver personalized messages based on a user’s real-time geographic location and needs. However, research has shown that privacy concerns threaten the diffusion of LBA. This research investigates how privacy-related factors (i.e. LBA type, privacy self-efficacy (PSE) and consumer generation) impact consumers’ value-in-use and their intention to use LBA.

This study developed and examined an LBA value-in-use framework that integrates the role of LBA type, consumers’ PSE and consumer generation into the technology acceptance model (TAM). Data were collected through two experiments in the field with a total of 374 consumers. The proposed relationships were tested using PROCESS modeling.

The results reveal that pull (vs push) LBA causes higher value-in-use in terms of perceived usefulness and perceived ease of use, leading to greater usage intention. Further, the differences in the mediated relationship between pull- and push-LBA are larger among consumers of low PSE (vs high PSE) and Generation Z (vs other generations). The findings suggest that the consumer value-in-use brought about by LBA diminishes when using push-LBA for low PSE and Generation Z consumers.

This research is the first to integrate the privacy-related interactions of LBA type and consumer characteristics into TAM to develop a TAM-based LBA value-in-use framework. This study contributes to the literature on service value-in-use, smart services and LBA by clarifying the boundary conditions that determine the effectiveness of LBA in enhancing consumers’ value-in-use.

The existing literature on abusive supervision, defined as a perception by subordinates that their supervisor displays hostility toward them (but falling short of physical abuse), is deficient insofar as it fails to account for workgroup differences in employees' perceptions of abusive supervision. We therefore sought to study such differences, which refer to as “abusive supervision dispersion (ASD).”

We interviewed 40 employees from a variety of organizations in Australia, focusing on the role of affective events in ASD dynamics, with a view to understanding how this phenomenon relates to individual and team processes.

We found that ASD stimulates employees to harbor negative emotions and resentment toward their supervisor, causing them to perceive even positive events negatively. We found further that, while low ASD facilitates team-member exchange by forcing abused members to band together resulting in low team conflict, high dispersion facilitates formation of subgroups and high team conflict.

These findings illuminate the paradoxical nature of ASD and suggest that employees experience dispersion through three paradoxes: (1) dispersion paradox, (2) resentment paradox, and (3) team paradox. Overall, these findings suggest that subordinates' perceptions of high ASD are associated with detrimental impacts on team performance.

While there is some evidence of bias against curly hair, this chapter provides a more comprehensive analysis by examining comments made by women about their hair experience, how it affects their identity, their experiences in the workplace and the challenges it presents to them in their decision to straighten their hair or leave it naturally curly. Utilising a qualitative inductive approach, we identify themes in the comments that could be tied to relevant theories and provide a framework for future research. This chapter also includes an empirical examination of individual beliefs regarding the impact of female hair texture (curly vs. straight hair) on others' perceptions of her and her workplace outcomes. Responses from 235 participants show that straight-haired women were rated significantly higher than curly haired women on job characteristics that are important to professional positions. Thus, a bias against curly haired women appears to exist in the workplace.

The methodology discussed in this chapter is extracted from a qualitative analysis that explored the entrepreneurship of Mexicans in three cities in the province of Quebec using the conceptualising categories inspired by grounded theory as an analytical tool. The main contribution of the chapter lies in the fact that the methodological decisions that were taken to answer the research question about the process of business creation by immigrants of Mexican origin are explicitly given in detail. The use and limits of the grounded theory methodology in entrepreneurship studies are discussed. The data collection procedures, the corpus of information that was analysed, the characteristics of the people who participated in the study, as well as the instruments and techniques used to understand the data are described. The chapter details the prior considerations for the selection of the study territory and the particular limits of the research. This is rarely done in studies of immigrant entrepreneurship.