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Article
Publication date: 26 June 2021

Victor Saha, Praveen Goyal and Charles Jebarajakirthy

The purpose of this paper is to present a systematic review of the available literature on value co-creation (VCC) and provide insightful future directions for research in…

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Abstract

Purpose

The purpose of this paper is to present a systematic review of the available literature on value co-creation (VCC) and provide insightful future directions for research in this domain.

Design/methodology/approach

The extant literature on VCC has been reviewed by collecting relevant research papers based on certain specified delimiting criteria. A total of 110 research papers have been analysed to gain useful insights into VCC literature.

Findings

The study analyses the literature on VCC and provides a clear distinction between VCC and its closely related constructs in the literature. The study also draws significant insights from the VCC literature based on some specific parameters. Some frequently used theoretical perspectives have been discussed in the study, thus pointing towards a few alternative theories that can be used for future research. Finally, specific trends emerging from the literature have been discussed that provide a comprehensive understanding of the research inclinations of this concept, along with future scopes of research in the VCC domain.

Research limitations/implications

The papers were selected for this study based on some delimiting criteria. Thus, the findings cannot be generalised for the entire research on VCC.

Originality/value

This paper fulfils the need for a systematic review of the extant literature on VCC. The study synthesises literature and bibliography on VCC from 2004 to 2019 to benefit both academics and practitioners and gives some directions to advance this domain of literature.

Details

Journal of Business & Industrial Marketing, vol. 37 no. 3
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 19 June 2021

Manish Das, Victor Saha and M.S. Balaji

This study aims to investigate the role of middle-class consumers’ need for uniqueness (CNFU), consumer susceptibility to interpersonal influence (CSII), inspiration and…

Abstract

Purpose

This study aims to investigate the role of middle-class consumers’ need for uniqueness (CNFU), consumer susceptibility to interpersonal influence (CSII), inspiration and behavioral intentions toward masstige products. Specifically, this study examines the differential effects of CNFU dimensions, the underlying mechanism of consumer inspiration and the moderating role of CSII in the purchase intentions toward masstige products.

Design/methodology/approach

Two studies were carried out to test the proposed relationships. Study 1 examines the differential effect of CNFU dimensions and the mediating role of consumer inspiration for data collected from Tier 1 cities in India. Study 2 replicated Study 1 findings for the jewelry masstige products and tested the moderating role of CSII for data collected from Tier 2 cities. Structural equation modeling was used to test the proposed hypotheses.

Findings

The study findings confirm the differential effects of CNFU dimensions on inspiration and its mediating role in masstige products’ purchase intentions. Furthermore, the study found that CSII moderates the effect of CNFU dimensions on inspiration toward masstige (jewelry) purchase intentions. Status does not determine masstige purchase intention.

Research limitations/implications

The present study was carried out in the emerging market of India. Future studies should replicate the study findings in other emerging markets.

Practical implications

The study findings have important implications for marketers of masstige brands in developing effective marketing strategies in the emerging markets.

Originality/value

The study is among the few studies to investigate the differential role of CNFU dimensions and inspiration for masstige brands in an emerging market context.

Details

Journal of Product & Brand Management, vol. 31 no. 4
Type: Research Article
ISSN: 1061-0421

Keywords

Case study
Publication date: 24 November 2022

Gaurav Nagpal, Namita Ruparel, Himanshu Seth and Victor Saha

After reading and discussing the case, the participant would be able to: comprehend the ethics in marketing strategies that were displayed by an entrepreneur in the…

Abstract

Learning outcomes

After reading and discussing the case, the participant would be able to: comprehend the ethics in marketing strategies that were displayed by an entrepreneur in the challenging times of the Covid-19 pandemic; appreciate how the marketing was executed in a socially responsible manner through digital means when there was a conflict between the business and the social interest; and understand how the innovative services or products can be developed that turn the trouble into an opportunity. The case shall also enlighten the students on how to create suitable marketing messages in digital times. The purpose of this paper is to let the students appreciate how they can carry out marketing efforts for a business while keeping customer needs and aspirations at the core, how the marketing campaigns can be designed and executed in a socially responsible manner and how the product portfolio can be suitably altered to make it more valued to the customer. After reading and discussing this case, the students will also be able to appreciate that it is important to identify and address the customer’s pain which may be stated or unstated by the customer. The case intends to teach students how to identify and reap the opportunities that get created from time to time and to make them appreciate that businesses can contribute significantly towards societal gains by committing minimal resources.

Case overview/synopsis

The mainstream marketing discipline focuses on excessive consumerism as opposed to the concept of “socially responsible marketing” which advocates that business initiatives should be supported by ethical considerations. The coworking industry was one of the worst affected industries by the pandemic since their customers started working from their homes during and post the lockdowns, leading to a loss in revenues. The protagonist in the case had a strong belief that the business interests would be secondary to the overall interest of society, and therefore, he advised the customers on how they could work productively, safely and stress-free from their homes. As the lockdown was un-eased, the marketing campaigns were launched and executed in a very ethical manner, while designing innovative service offerings were designed.

Complexity academic level

The case is relevant for the students pursuing undergraduate and graduate studies in the field of business and management.

Supplementary material

Teaching notes are available for educators only.

Subject code

CSS 8: Marketing.

Details

Emerald Emerging Markets Case Studies, vol. 12 no. 4
Type: Case Study
ISSN:

Keywords

Article
Publication date: 25 February 2022

Diptiman Banerji, Victor Saha, Nihal Singh and Ritu Srivastava

The quest to acquire new customers and retain the existing ones is a challenge for all aviation companies. This paper attempts to assist the aviation companies in tackling…

Abstract

Purpose

The quest to acquire new customers and retain the existing ones is a challenge for all aviation companies. This paper attempts to assist the aviation companies in tackling this challenge by revealing the most important factors that their customers consider to be the most important while making purchasing choices.

Design/methodology/approach

Drawing on three separate studies, this paper identifies the most important factors that influence consumers' choice of airlines in an emerging economy context. The first study adopts a qualitative approach with 20 respondents (Max QDA is used for analyzing these data), followed by the second study based on a quantitative survey with 105 participants, and finally, the third study which employs a multi-criteria decision-making technique named fuzzy analytic hierarchy process (AHP) on a sample of 12 expert customers.

Findings

The findings of this paper reveal that customer care quality and on-time arrival are the two most important factors that aviation customers consider while making their purchase decisions. In contrast, baggage allowance and fastest route to destination are the two least considered by aviation customers while making their purchasing choices.

Research limitations/implications

This study includes only a geographic-specific segment of passengers. Future studies of consumer preferences in the aviation industry may include consumers belonging to other geographic regions. Furthermore, future studies may segment their sample populations based on factors other than age, the purpose of travel and booking medium.

Practical implications

This investigation attempts to give a rich and holistic understanding of the different factors that influence the aviation choices of consumers of varying segments. This study has significant practical implications as modern-day airlines aim to optimally cater to the needs of their target segments without incurring additional costs on services that consumers do not deem to be as important.

Originality/value

This study highlights the importance attributed to each identified factor by passengers, something that previous research has mostly ignored.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 35 no. 1
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 7 February 2020

Victor Saha, Venkatesh Mani and Praveen Goyal

The purpose of this paper is to review the extant literature on value co-creation using bibliometric analysis in an attempt to gauge the evolving journey of this concept…

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Abstract

Purpose

The purpose of this paper is to review the extant literature on value co-creation using bibliometric analysis in an attempt to gauge the evolving journey of this concept since its inception in the business and management domain.

Design/methodology/approach

Based on a bibliometric analysis of 458 research articles retrieved from the Thompson Reuters’ Web of Science Core Collection™ for the period of 2004–July 2018, this study carries out the following bibliometric techniques: citation analysis, co-citation analysis and co-occurrence of author keywords.

Findings

The study reveals the nature and direction of research that the field of value co-creation has taken over the past decade. Three significant areas emerge out as prominent themes in the literature of value co-creation: value co-creation in the context of customer service, value co-creation in the context of enhancing brand value and value co-creation for marketing of services through the adoption of service logic. Apart from these, the study also reveals the most influential authors, journals, institutions and countries pertaining to the research on value co-creation, along with the possible future directions of research in this area.

Research limitations/implications

This study has limitations in terms of usage of a single database and its inability to contextualize the citation structure of articles revealed from the review.

Practical implications

This study would enable practitioners gain a comprehensive understanding of the concept of value co-creation that they can eventually adopt as a strategy for enhancing their business growth, customer satisfaction and customer loyalty.

Originality/value

This study identifies the intellectual structure of the value co-creation literature and maps out the gradual advancement of the field over the years.

Details

Benchmarking: An International Journal, vol. 27 no. 3
Type: Research Article
ISSN: 1463-5771

Keywords

Article
Publication date: 11 October 2021

Moustafa Abdelmotaleb, Nacef Mouri and Sudhir K. Saha

The purpose of this study is to examine the relationship between leader-signaled knowledge-hiding behavior (LSKH) and employee organizational identification (OI) with…

Abstract

Purpose

The purpose of this study is to examine the relationship between leader-signaled knowledge-hiding behavior (LSKH) and employee organizational identification (OI) with self-interest climate perceptions (SIC) as a mediator. This study also takes into consideration the impact of individual differences (i.e. employee trait of agreeableness) in shaping these relationships.

Design/methodology/approach

Two-wave data were collected from a sample of employees working in service industry companies in Egypt (N = 305). The mediation model (model 4) and the moderated mediation model (model 14) were tested using the statistical package for the social sciences PROCESS macro. The indirect effect of LSKH behavior on employee OI was examined using the bootstrapping approach (n = 5,000) with 95% confidence intervals (CI) for the indices.

Findings

Findings show that LSKH behavior has a negative impact on employee OI through SIC perceptions. Additionally, a moderation analysis indicates that the employee trait agreeableness strengthens the negative relationship between SIC and OI as well as the indirect relationship between LSKH behavior and employee OI.

Originality/value

While previous studies mainly focused on employee knowledge-hiding behavior, this study extends this nascent stream of literature by investigating the impact of this behavior at the leader’s level in the Egyptian cultural context. The results provide insights into the consequences of this type of behavior on important outcomes, namely, SIC and OI.

Details

Journal of Knowledge Management, vol. 26 no. 6
Type: Research Article
ISSN: 1367-3270

Keywords

Content available
Article
Publication date: 9 November 2021

Victor Chang, Stéphane Gagnon, Raul Valverde and Muthu Ramachandran

Abstract

Details

Journal of Enterprise Information Management, vol. 34 no. 5
Type: Research Article
ISSN: 1741-0398

Book part
Publication date: 27 September 2019

C. C. Wolhuter

This chapter commences by depicting the rise of Africa as a force on the world map as a contextual background for a survey of the education expansion and reform project on…

Abstract

This chapter commences by depicting the rise of Africa as a force on the world map as a contextual background for a survey of the education expansion and reform project on the continent in the past 65 years – arguably the biggest education expansion drive in human history. The main lines of the education expansion and education reform in Africa are reconstructed. Education in Africa is then assessed in terms of three dimensions: quantitative, qualitative, and equalization. While being nothing short of spectacular, the education project in Africa faces severe challenges, on all three fronts of the quantitative expansion, quality, and equality dimensions. At the same time, as the African continent is embracing the world of the twenty-first century, this changed world is also adding its share of imperatives to education. Finally, the role of comparative international scholarship in negotiating these imperatives and challenges is noted.

Details

Annual Review of Comparative and International Education 2018
Type: Book
ISBN: 978-1-83867-416-8

Keywords

Open Access
Article
Publication date: 20 September 2022

Victor Daniel-Vasconcelos, Maisa de Souza Ribeiro and Vicente Lima Crisóstomo

This study aims to investigate the association between the presence of a corporate social responsibility (CSR) committee and Sustainable Development Goals (SDGs…

Abstract

Purpose

This study aims to investigate the association between the presence of a corporate social responsibility (CSR) committee and Sustainable Development Goals (SDGs) disclosure, as well as the moderating role of gender diversity in this relation.

Design/methodology/approach

The sample consists of 897 annual observations from 238 firms from Argentina, Brazil, Chile, Colombia, Mexico and Peru for 2018–2020. The data were collected from the Refinitiv database. The proposed model and hypotheses were tested using the feasible generalized least squares estimation technique with heteroscedasticity and panel-specific AR1 autocorrelation.

Findings

The results reveal that the presence of CSR committees positively influences the SDGs. Gender diversity positively moderates the relationship between CSR committees and SDGs. Leverage and firm size also positively impact the SDGs. On the other hand, board size and CEO duality negatively affect SDGs disclosure.

Research limitations/implications

This study extends the scope of stakeholder theory by suggesting that CSR committees and gender diversity enable a better relationship for the firm with its stakeholders.

Practical implications

The findings support policymakers and managers in improving sustainability disclosure. In addition, the results demonstrate the importance of CSR committees and gender diversity to meet the stakeholders' demands.

Social implications

This study demonstrates how firms can improve sustainability issues through gender diversity and CSR committees.

Originality/value

To the best of the authors’ knowledge, this study complements previous literature by being the first to examine the moderating effect of gender diversity on the association between CSR committees and SDGs disclosure in the Latin American context.

Details

RAUSP Management Journal, vol. 57 no. 4
Type: Research Article
ISSN: 2531-0488

Keywords

Article
Publication date: 26 August 2022

Sehrish Ilyas, Ghulam Abid and Fouzia Ashfaq

This study aims to examine the impact of ethical leadership style on the subjective well-being of health-care workers by examining the sequential mediating effects of…

Abstract

Purpose

This study aims to examine the impact of ethical leadership style on the subjective well-being of health-care workers by examining the sequential mediating effects of perceived organizational support and perceived ethical-philanthropic corporate social responsibility (CSR).

Design/methodology/approach

Data were collected from frontline health-care workers (i.e. doctors and nurses). Further, to cope with the response burden during the acute wave of the coronavirus pandemic, this study used split-questionnaire design for data collection.

Findings

This study’s findings fully support the hypothesized framework of the study, illustrating that ethical leadership positively influenced the subjective well-being of health-care workers. Moreover, this study found that the ethical leadership and well-being relationship is sequentially mediated by perceived organizational support and perceived ethical-philanthropic CSR.

Practical implications

This study possesses practical implications for health-care institutions to encompass the agenda of developing ethically appropriate conduct in their administration and become genuinely concerned about health-care workers and society as well.

Social implications

By highlighting the role of ethical leadership in participating in ethical and philanthropic CSR activities, this study possesses social implications for the well-being of health-care workers and society at large.

Originality/value

A positive and strong chain of perceptions about organizational support accorded to employees specifically and society at large emerges as an important sequential mediating mechanism that helps ethical leaders in hospital administration in building subjective well-being in their followers amid the COVID-19 pandemic.

Details

International Journal of Ethics and Systems, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2514-9369

Keywords

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