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The purpose of the paper is to investigate the marketing and communication activities carried out by small management consulting firms and how they relate to customers.

After the framing of the literature on the subject, the study is based on the results of a survey carried out through an online questionnaire. The sample under investigation is represented by 914 small consulting firms located in central Italy.

Results show that half of the sample carried out marketing and communication activities, mainly through the website and social media, while others participating in events as speakers at conferences. It also emerges that management consulting firms carry out activities aimed at maintaining relationship with customers even if they do not invest time in market research in order to find potential and new clients.

The study suggests that management consulting firms should adopt a systematic and strategic approach to communication and should develop a complete and integrated digital communication strategy, as well as to rethink the consulting business model.

There are no previous studies that provide insight into the everyday practice of marketing and communication of small management consulting services in today's dynamic and changing economic environment.

Given the contradictory findings of standardization/adaptation of marketing strategy in explaining export performance in the extant research, this study aims to examine the contingent effects of managerial ties and born global orientation in the standardized advertising-export performance conceptualization.

The study used two-respondent method in the survey research by a sample of 155 exporting firms operating in the industrial marketing based in Australia and New Zealand and applied hierarchical regression analysis to test the hypotheses.

The findings demonstrate that standardized advertising has a significant effect on export performance and this relationship is positively moderated by business ties. Such effect is particularly enhanced for born global firms (than nonborn global firms). However, political ties negatively influence the impact of standardized advertising on performance and such effect is stronger for born global firms.

A broader perspective of contingent variables should be included to examine the underlying relationship between standardized advertising and export performance in capturing the dynamism in international marketing contexts, such as institutional frameworks or sociocultural environments in host countries.

Standardized advertising is critical for born global firms’ export performance as it can increase efficiency and speed up internationalization processes. Such positive impact of standardized advertising on export performance is further enhanced if born global firms allocate resources to develop strong business ties with host country partners instead of building political ties with host country governments, because smooth business networking can facilitate standardized advertising on industrial marketing, yet justifiable political relations require intricate negotiations that often prolong internationalization progress.

This study incorporates managerial ties and born global orientation as contingent factors in fixing the theoretic interlock between standardization advertising strategy and export firm performance.

This study aims to synthesize and analyze research on the Supply Chain Management Practices (SCMPs)-performance nexus, examine current knowledge, identify emerging trends, and provide plausible suggestions for future research engagements in the manufacturing sector in the context of Developing and Emerging Economies (DEEs).

Following a systematic review approach, this study analyzed 20 peer-reviewed scientific journal articles published between 2007 and 2021. The study sample was systematically selected from the Web of Science (WoS) and Google Scholar databases, following strict evaluation and selection criteria.

Numerous dimensions of SCMPs have been considered in the extant literature; however, six have stood out as the most common. In addition, operational performance stood out as the most widely investigated measure in the SCM literature. Moreover, SCMPs have predominantly shown positive effects on performance outcomes. Methodological issues that future studies should consider are suggested.

The sample size was not sufficiently large relative to the rule of thumb set in the literature because of the scarcity of studies in the manufacturing sector in the DEEs context. Despite these limitations, the results of this study provide crucial insights into knowledge and practice.

This review is the first of its kind to examine the SCMPs-performance nexus in the context of DEEs. Based on the findings of this study, future research directions are proposed.

This paper aims to address third actor introductions to interaction episodes aiming at fast-forwarding the continuous development of business relationships of new firms.

The study is qualitative, collecting data from 30 interviews from 28 informants associated with creation of new ventures and business network development in the context of a novel type of third actor called venture builder. Venture builders are privately owned organizations devoted to new firm creation in a factory-like mode, collaborating with individual entrepreneurs.

The findings suggest that interaction episodes, central to the development of new relationships, may be triggered by introductions managed by third actors using different types of involvement depending on the location and focus of the potential relationship. A framework is presented including four types of introductions to interaction episodes, aiming at saving time by removing the perceived distance between new firms and their counterparts in the initiation of business relationships. The framework describes four types of introductions of interaction episodes: Managed, Advised, Facilitated and Monitored.

Triggers and introductions of interaction episodes for new firms has previously been sparsely addressed. This paper presents how third actor involvement, by the introductions of interaction episodes with internal and external counterparts is managed with an aim of fast-forwarding relationship development.

The aim of this research is to elucidate the correlation between open innovation, digital strategies and networking in enhancing agricultural enterprises within the new perspective of Agrifood 5.0. As such, it contributes to making businesses more competitive, especially in the Italian agricultural sector, where small and medium-sized enterprises are highly fragmented. Numerous studies have asserted that the competitiveness of actors operating within a specific territory is closely linked to local identity and image enhancement. Agricultural organizations are undergoing a profound transformation, with technological assets emerging as catalysts for new synergies. Advanced technologies such as robotics, the Internet of Things (IoT) and automation (AI) are emerging as differentiating elements capable of further advancing the agricultural sector, transitioning it from Agrifood 4.0 to Agrifood 5.0. The empirical analysis of the research shows a positive correlation between a collaborative attitude and a propensity for innovation. Indeed, the data demonstrated that digital strategies and open innovation positively influence competitiveness in agricultural SMEs.

The methodology employed in this study is mixed, incorporating both qualitative and quantitative approaches. The quantitative aspect involves analysis of the dataset from the Italian Statistical Institute (ISTAT) through logistic regression, while the qualitative component entails analysis of semi-structured interviews conducted with a sample of 174 agricultural cooperatives in southern Italian regions (Campania). This approach allows for a comprehensive understanding of the research topic, capturing both numerical trends and nuanced insights from interviews.

After analyzing the data from the 7th General Census of Agriculture conducted by ISTAT, a clear understanding of the sector has emerged, revealing several potential research avenues. It is evident that innovation in the agricultural sector is often driven by the largest and best-capitalized production entities, primarily located in Italy. Conversely, smaller agricultural entities can benefit from networking as new technological assets act as catalysts for new synergies, innovation and competitiveness.

Enhancing the relational contribution within the network and humanizing a fragmented sector are crucial elements for promoting open innovation. Network structuring facilitates the transmission of managerial knowledge, contributing to an overall increase in the intellectual and relational capital of the agricultural sector. These factors, combined with open innovation, enhance the competitiveness of individual firms and elevate the brand of the entire sector, creating a conducive environment for transitioning toward Agrifood 5.0. This transition is characterized by increased interconnection, continuous innovation and overall prosperity. Specific studies on this topic are lacking in Italy, particularly in the southern regions. Therefore, this contribution focuses on investigating the Campania region.

The novelty of this study lies in its investigation of the relationship between agricultural enterprises and innovation in the context of enterprises networking strategies (i.e. associationism and/or cooperation), promoting competitiveness. The limitations of this study are related to the dimension of the sample selected and its relationship with other productive sectors.

This study offers practical insights into how generative artificial intelligence (AI) can enhance responsible manufacturing within the context of Industry 5.0. It explores how manufacturers can strategically maximize the potential benefits of generative AI through a synergistic approach.

The study developed a strategic roadmap by employing a mixed qualitative-quantitative research method involving case studies, interviews and interpretive structural modeling (ISM). This roadmap visualizes and elucidates the mechanisms through which generative AI can contribute to advancing the sustainability goals of Industry 5.0.

Generative AI has demonstrated the capability to promote various sustainability objectives within Industry 5.0 through ten distinct functions. These multifaceted functions address multiple facets of manufacturing, ranging from providing data-driven production insights to enhancing the resilience of manufacturing operations.

While each identified generative AI function independently contributes to responsible manufacturing under Industry 5.0, leveraging them individually is a viable strategy. However, they synergistically enhance each other when systematically employed in a specific order. Manufacturers are advised to strategically leverage these functions, drawing on their complementarities to maximize their benefits.

This study pioneers by providing early practical insights into how generative AI enhances the sustainability performance of manufacturers within the Industry 5.0 framework. The proposed strategic roadmap suggests prioritization orders, guiding manufacturers in decision-making processes regarding where and for what purpose to integrate generative AI.

This paper aims at understanding how automotive firms integrate customer relationship management (CRM) tools and big data analytics (BDA) into their marketing strategies to enhance total quality management (TQM) after the coronavirus disease (COVID-19).

A qualitative methodology based on a multiple-case study was adopted, involving the collection of 18 interviews with eight leading automotive firms and other companies responsible for their marketing and CRM activities.

Results highlight that, through the adoption of CRM technology, automotive firms have developed best practices that positively impact business performance and TQM, thereby strengthening their digital culture. The challenges in the implementation of CRM and BDA are also discussed.

The study suffers from limitations related to the findings' generalizability due to the restricted number of firms operating in a single industry involved in the sample.

Findings suggest new relational approaches and opportunities for automotive companies deriving from the use of CRM and BDA under an overall customer-oriented approach.

This research analyzes how CRM and BDA improve the marketing and TQM processes in the automotive industry, which is undergoing deep transformation in the current context of digital transformation.

Although a growing number of companies are using growth hacking (GH) to grow their businesses, scholars know little about its operationalization, namely through growth hacking capability (GHC), its antecedents and its effectiveness in improving their performance. Indeed, there are no studies that have examined the role of intellectual capital (IC) in this sense. The aim of this study is to fill these gaps and explore the effects of IC (composed of human, relational and structural capital) in influencing GHC and – in turn – whether GHC influences companies’ financial and market performance.

Empirical research was conducted using partial least squares structural equation modelling (PLS-SEM) to examine the validity of the proposed hypotheses and research model. Quantitative data were collected from 38 SMEs in the Italian context through a specifically designed questionnaire.

The results of the analysis show that IC has a positive and significant impact on SMEs’ GHC, thus confirming its role as a relevant antecedent; at the same time, the empirical results underscore the positive effect GHC has on SMEs’ financial and market performance.

First, the present body of work operationalizes GH, thereby, following previous work on lean startup and explores for the first time in literature the effect of IC on it. Second, from a contextual standpoint, the article deepens scholars' understanding of GHC by focusing on SMEs. Lastly, the adopted method represents a novel approach to investigating GHC, as scholarly literature has primarily focused on qualitative and theoretical dimensions.

High-performance wrought aluminum alloys, particularly AA6061, are pivotal in industries like automotive and aerospace due to their exceptional strength and good response to heat treatments. Investment casting offers precision manufacturing for these alloys, because casting AA6061 poses challenges like hot cracking and severe shrinkage during solidification. This study aims to address these issues, enabling crack-free investment casting of AA6061, thereby unlocking the full potential of investment casting for high-performance aluminum alloy components.

Nanotechnology is used to enhance the investment casting process, incorporating a small volume fraction of nanoparticles into the alloy melt. The focus is on widely used aluminum alloy 6061, utilizing rapid investment casting (RIC) for both pure AA6061 and nanotechnology-enhanced AA6061. Microstructural characterization involved X-ray diffraction, optical microscopy, scanning electron microscopy, differential scanning calorimetry and energy dispersive X-ray spectroscopy. Mechanical properties were evaluated through microhardness and tensile testing.

The study reveals the success of nanotechnology-enabled investment casting in traditionally challenging wrought aluminum alloys like AA6061. Achieving crack-free casting, enhanced grain morphology and superior mechanical properties, because the nanoparticles control grain sizes and phase growth, overcoming traditional challenges associated with low cooling rates. This breakthrough underscores nanotechnology's transformative impact on the mechanical integrity and casting quality of high-performance aluminum alloys.

This research contributes originality and value by successfully addressing the struggles in investment casting AA6061. The novel nano-treating approach overcomes solidification defects, showcasing the potential of integrating nanotechnology into rapid investment casting. By mitigating challenges in casting high-performance aluminum alloys, this study paves the way for advancements in manufacturing crack-free, high-quality aluminum alloy components, emphasizing nanotechnology's transformative role in precision casting.

The purpose of the study is to examine how risk factors contribute to the occurrence of defects in a process. By analyzing these risk factors in relation to process quality, the study aims to help organizations prioritize their resources and efforts toward addressing the most significant risks. These challenges, integrated with the emerging concept of Quality 4.0, necessitate a comprehensive risk assessment technique.

Fuzzy logic integrated with an analytic network process is used in the process failure mode and effects analysis for conducting risk identification and assessment under uncertainty. Through a mathematical model, the linkage of risk with Six Sigma is established and, finally, a value–risk matrix is developed for illustrating and analysing risk impact on process quality.

A case study on fused filament fabrication demonstrates the proposed methodology’s applicability. The results show its effectiveness in assessing risk factors’ impact on Six Sigma metrics: defects per million opportunities/sigma level.

By integrating qualitative assessments and leveraging available data, this approach enables a more comprehensive understanding of risks and their utilization for an organization’s quality improvement initiatives.

This approach establishes a risk-centric Six Sigma assessment method in accordance with the requirement of ISO 9001:2015 and in the context of Quality 4.0.