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Because many cutting fluids contain hazardous chemical constituents, industries and researchers are looking for alternative methods to reduce the consumption of cutting fluids in machining operations due to growing awareness of ecological and health issues, government strict environmental regulations and economic pressures. Therefore, the purpose of this study is to raise awareness of the minimum quantity lubrication (MQL) technique as a potential substitute for environmental restricted wet (flooded) machining situations.

The methodology adopted for conducting a review in this study includes four sections: establishment of MQL technique and review of MQL machining performance comparison with dry and wet (flooded) environments; analysis of the past literature to examine MQL turning performance under mono nanofluids (M-NF); MQL turning performance evaluation under hybrid nanofluids (H-NF); and MQL milling, drilling and grinding performance assessment under M-NF and H-NF.

From the extensive review, it has been found that MQL results in lower cutting zone temperature, reduction in cutting forces, enhanced tool life and better machined surface quality compared to dry and wet cutting conditions. Also, MQL under H-NF discloses notably improved tribo-performance due to the synergistic effect caused by the physical encapsulation of spherical nanoparticles between the nanosheets of lamellar structured nanoparticles when compared with M-NF. The findings of this study recommend that MQL with nanofluids can replace dry and flood lubrication conditions for superior machining performance.

Machining under the MQL regime provides a dry, clean, healthy and pollution-free working area, thereby resulting the machining of materials green and environmentally friendly.

This paper describes the suitability of MQL for different machining operations using M-NF and H-NF.

The peer review history for this article is available at: https://publons.com/publon/10.1108/ILT-05-2023-0131/

This paper aims to provide insights into the potential of digital technologies-based innovations for more inclusive healthcare by alleviating the affordability, accessibility and availability barriers to utilization of healthcare services. Also, it aims to provide insights into the potential of digital technologies-based innovations for more inclusive services, broadly.

A conceptual framework is inductively developed by analyzing real-world examples of digital technologies-based innovations for more inclusive healthcare through the lenses of economics of information in digital form and certain characteristics of services.

Concurrent implementation of digital technologies-based healthcare innovations with innovations and/or modifications in service processes can enable greater inclusivity by alleviating the affordability, accessibility and availability barriers to utilization of healthcare services.

Issues relating to inequities in healthcare, as a social problem, are the focus of research at multiple levels (e.g. global, national, regional and local) in several academic disciplines. In relation to the scope of the problems and challenges pertaining to providing quality healthcare to the unserved and underserved segments of society, worldwide, the contribution of the proposed framework to practice is modest. However, by highlighting the promise and potential of digital technologies-based innovations as solutions for alleviating barriers to affordability, accessibility and availability of healthcare services during various stages (prevention, detection, diagnosis, treatment and post-treatment follow-up) with illustrative vignettes and developing a framework, the article offers insights for future research. For instance, in reference to mission-driven social enterprises that operate in the product-market space for inclusive innovations under resource constraints, a resourcefulness-based view of the social enterprise constitutes a potential avenue for theory development and research.

Given the conceptual nature of the article, the implications for practice are limited to cognitive implications. Action implications (instrumental implications or implications for practice) are outside of the scope of the article.

Innovations that are economically viable, environmentally sustainable and socially impactful is one of the important issues of our times.

The proposed framework provides insights into the potential of digital technologies-based innovations for more inclusive healthcare by alleviating the affordability, accessibility and availability barriers in the context of emerging and less developed country markets and base of the pyramid segments of society in these markets.

A well-designed marketing strategy is critical for the survival of any company in today’s competitive market. To be formulated and implemented effectively, a marketing strategy must be phased and aligned to levels in the organization. This study aims to advance a three-tier hierarchical framework of marketing strategies, including corporate, business and functional levels. The authors use the proposed framework to select the most appropriate marketing strategy based on the factors relevant to a factory that produces sporting goods.

The authors conduct a literature review to identify marketing strategies at corporate, business and functional levels. To appraise strategies at the corporate and business levels, the authors use market share as a key criterion. When evaluating functional strategies, the authors use criteria categorized into organizational, economic and customer dimensions. Additionally, the authors conduct interviews to assess strategies at the first level and use the best worst method to appraise strategies at the other two levels.

The authors use the suggested structure for a company producing sports goods in Iran. According to the results, an offensive approach and customer orientation are the most appropriate strategies at corporate and business levels. Additionally, offensive advertising and managerial capabilities are identified as the best portfolio of strategies and the most important criterion at functional level, respectively.

So far, a specific category of marketing strategies has not been implemented at corporate, business and functional levels. Accordingly, there is not a framework of criteria to evaluate the strategies at each level. The approach is implemented in the case of a sportswear manufacturer in a developing country, where quantitative analysis has been lacking until now.

Introduction: In today’s world of increasing competition, diminishing product differentiation, higher customer expectations, easy product replacements and lowering brand loyalty, organisations are evolving new marketing strategies for economic, societal and sustainability. Cause-related marketing (hereafter referred to as CRM), a strategic sustainable philanthropic practice, is the upcoming form of CSR. CRM plays an instrumental role in achieving self-brand connection and brand loyalty.

Purpose: To explore, integrate and interconnect concepts of CRM and self-brand connection to get more insights into the imperative role of CRM strategy in developing self-brand connections that can lead to brand loyalty in the most sustainable way. For this, CRM and self-brand connection, as proposed by societal marketing and branding literature, were explored. This chapter is a propositional inventory where the researcher has explored the antecedents of CRM strategy and its role in developing brand loyalty through self-brand connection.

Methodology: This chapter is centred upon the existing literature on sustainability, CRM and branding to understand better the relationships between dimensions and consequences of CRM and its interlinkage with brand loyalty.

Findings: The literature recommends that selected dimensions: Cause-brand fit, product type, altruistic motivation and brand credibility determine the effectiveness of CRM strategy. It also establishes the profound impact of attitude towards brand, brand perception and brand distinctiveness on self-brand connection. A theoretical framework based on the existing literature represents an amalgamated groundwork for developing effective, sustainable CRM strategies in conjunction with the self-brand connection. The proposed framework is distinct as no study conjoins the abovementioned concepts and aims to comprehend whether this integration is brand loyalty.

This paper aims to explore how traditional industries revert the trend of decline in sales through rebranding by analyzing the extended case study of the fountain pen industry.

This study analyzes the marketing in case study of the fountain pen industry through two coordinates – symbolizing status and branding nostalgia. The division of analyses in these categories is supplanted by data, such as linear regression to analyze changes in product characteristics.

This study finds that the rebranding of the fountain pen in multiple fitting images – status symbol, object of nostalgia and something scarce and unique – is successful in capturing consumer demand, shaping consumer perceptions and help the mature industry locate as well as enter a niche market.

To the best of the authors’ knowledge, this paper is the first one to explore the business development of traditional industry as a case study of fountain pens from the perspective of marketing and consumer behavior.

This study explores the evolutionary relationship between multimarket contact (MMC) and competitive actions among multinational corporations (MNCs). It aims to enhance the understanding of international market competition by incorporating insights into dynamic competition and parent–subsidiary relationships.

A structured content analysis was used to identify the competitive actions of global shipping liners. The dataset includes 8,204 actions identified across nine global arenas. Data were collected from 6,553 monthly news articles on Alphaliner. The period covered is from January 1, 2015, to June 30, 2023.

The results indicate that a higher degree of MMC leads to greater competitive aggressiveness, supporting the combination of mutual forbearance and the Red Queen effect. Additionally, market importance triggers the mutual forbearance effect, whereas competitive rivalry is weaker for overlapping cross-market contacts. Furthermore, local competitive intensity increases MNCs' contact and echoes the Red Queen effect, especially for subsidiaries facing increasing pressure from local responsiveness.

Limitations include reliance on Alphaliner, potential inaccuracies from proxy variables, and unmeasured headquarters–subsidiary interactions. Future research should explore other industries and extend the study period for broader applicability and generalization.

By interlacing mutual forbearance with the Red Queen effect within a coopetition framework, managers can devise strategies to balance competition and collaboration, thereby ensuring long-term viability and growth in global markets.

This study extends the concept of MMC to the context of global shipping liners, a previously underexplored sector. Unlike earlier research, this study empirically examines MMC dynamics globally and integrates mutual forbearance and the Red Queen effect.

The purpose of this study is to examine how different innovation efforts can support multinational enterprises’ (MNEs’) pursuits of sustainable development goals (SDGs) in emerging markets and under what circumstances they are applied.

The article comprises in-depth case studies on two high-profile Swedish MNEs: a telecom firm and a fast-fashion firm, with data collected both at the headquarter-level and local-market level.

The study shows that MNEs pursue a selection of prioritized SDGs in emerging markets. To overcome challenges related to attaining these goals, we find that MNEs engage in innovation efforts at different levels of commitment. In some instances, they engage in operational innovation aimed at relieving symptoms of sustainability misconduct and ensuring compliance. In other instances, they engage in systemic innovation efforts, which involve the actual market structures underlying sustainability problems.

MNEs are increasingly incorporating the United Nations SDGs into their innovation strategies. The study contributes to international business research on MNEs’ roles in realizing the SDGs by conceptualizing and discussing two pertinent approaches to innovation.

This paper aims to examine the direct impacts of marketing resources and marketing activities on several business performance indicators in the banking industry and the indirect effects through customer-based brand equity.

We use a holistic empirical approach based on resource-based view and marketing productivity chain. The main study consists of a secondary analysis using quarterly data of fourteen banks over four years. We analyze the data using fixed-effect panel data regression, namely seemingly unrelated regressions.

We find that customer-based brand equity is one of the most influential factors on business performance. Moreover, the indirect effect through customer-based brand equity should be considered in improving business performance. Marketing-related financial resources positively impact customer-based brand equity and business performance. Regarding marketing activities, pricing strategies affect the bank preferences of customers, which in turn affect the growth of deposit volumes and churn rates. Additionally, the number of bank branches positively impacts business performance. Advertising spending on different media has differentiated impacts on the performance indicators; thus, the allocation of advertising budget and advertising planning are critical.

This study examines the inter-relationships among marketing resources, marketing activities, consumer response through brand equity and marketing performance. This study contributes to the literature by integrating the resource-based view and the marketing productivity chain to analyze the inter-relationships using panel data and several sector-related metrics. This study provides valuable insights to decision-makers in the banking industry.

There is a widely held belief that open government data (OGD) have the potential to generate both economic and social value. This study aims to empirically unpack the relationship between OGD, diversification activities and innovation in the pursuit of economic value creation by firms.

Using a matched sample comparison method and difference-in-differences analyses, the authors study the impact of OGD on innovation over time in the USA. The authors considered the open government directive in the end of 2009 in the USA as a policy intervention and collected 10 years of financial data of 79 firms that use OGD and 79 matched control firms in the USA. The authors compare US firms using OGD, with matched control firms, regarding the firms’ level of product diversification as a measure of innovative use of OGD.

The authors provide empirical evidence that OGD policy contributes toward innovation, and hence economic value creation, through product diversification. Firms that leverage OGD show superior product diversification in comparison to the matching control firms. The results suggest that OGD contribute to firms’ innovation and pursuit of economic value, as evidenced by their increased product diversification.

Although the extant literature concerning OGD has underscored the impact of OGD on innovation and economic value generation, there is a lack of empirical evidence in the literature. This study seeks to add to the extant literature by providing empirical evidence that contributes to the understanding of the relationship between OGD, diversification and innovation in the pursuit of economic value creation.

Environmental sustainability orientation has emerged to drive firms into eco-friendly production. Yet, the consequence of this new strategic thinking on firms’ green innovations, especially small- and medium-scale enterprises (SMEs), remains unresolved. Recognizing that the connection between environmental sustainability orientation and green innovation may not always be direct, the study theorizes that dynamic capability and entrepreneurial orientation may form part of the boundary conditions that strengthen its effect on small enterprises’ green innovation. The study adjoins the dynamic capability theory with the entrepreneurial orientation theory to test this relationship among small businesses within a developing economy. Results from the partial least squares–structural equation modeling (PLS-SEM) suggest that environmental sustainability orientation will result in green innovation when the SME’s dynamic capability can develop a creative reconfiguration of knowledge and new distinctive resources to support this new strategic direction. Similarly, findings from the study suggest that environmental sustainability orientation will translate into better green innovation outcomes when the SME entrepreneurial orientation has a solid attraction to protect the ecosystem and does not perceive green innovation as a risky enterprise.