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Gig microentrepreneurs are individuals who have embraced short-term gigs as an entrepreneurial agency for both financial and social livelihood. Based on surveys in 2020 and 2023, the research reported here presents a comprehensive, empirical portrait of two cohorts of gig microentrepreneurs. This portrait captures the similarities and differences of gig microentrepreneurs in terms of offline and online business models and the nature of gig work. Recognizing that there is not a “typical” gig microentrepreneur will help ensure that this gig business model continues to evolve without boundaries in terms of demographics, motivations and behavior and will enable marketing and entrepreneurship scholars to better assist in entrepreneurial growth and development. The purpose of this paper is to gain a better understanding of the gig microentrepreneur regardless of the nature of the gig work.

The research involved two separate surveys in the USA. The first survey took place in July 2020, and the second survey took place in April 2023 after major changes had taken place in the economy and in society (e.g. the COVID pandemic). Both surveys used samples generated by Dynata, an online consumer panel company with access to more than 70 million consumers worldwide who have agreed to participate as panel members.

The surveys provided answers to questions about the demographic and behavioral aspects of gig microentrepreneurs, including who they are, the number and type of gig activities in which they participate, the financial livelihood generated from gig income, the social livelihood inherent in gig work and dissatisfaction with being a microentrepreneur in the gig economy. These findings produced insights into why individuals engage in gig activities and the positive and negative impacts of that engagement. Based on the findings, nuances and trends within the gig economy and among gig microentrepreneurs are identified and discussed.

The research limitations include lack of generalizability outside of the USA, use of panel data and survivor bias.

Consumers, gig microentrepreneurs, companies and government agencies can benefit from the growth in the gig economy. The vast array of gig activities in which gig microentrepreneurs engage clearly shows the need for an on-demand workforce. There are both economic and societal benefits to having a labor-force that can meet a breadth of demands with varying timeframes.

Whether gig microentrepreneurs are engaging in gig work to augment their income because of economic insecurity or for intrinsic reasons, the motivations and behaviors of the gig microentrepreneurs are indicative of the talent and resources needed to keep the US economy moving forward positively.

As noted by several scholars conducting research on the gig economy, little is known about gig microentrepreneurs – who they are, what they do and why they do it. Current research on the gig economy tends to focus on online platform companies. This research offers an exploratory look at microentrepreneurs who engage in gig activities both online and offline without geographic or technological boundaries.

This paper examines the efforts of National Health Service (England) (NHSE) to respond to employee-based racial inequalities via its Workforce Race Equality Standard (WRES). The WRES constitutes a hybridised accountability initiative with characteristics of the moral and imposed regimes of accountability.

The study conceptualises the notion of responsive race accountability with recourse to Favotto et al.’s (2022) moral accountability model and critical race theory (CRT), and through it, examines the enactment of WRES at 40 NHSE trusts using qualitative content analysis.

Despite the progressive nature of the WRES that seeks to nurture corrective actions, results suggest that trusts tend to adopt an instrumental approach to the exercise. Whilst there is some evidence of good practice, the instrumental approach prevails across both the metric reporting that trusts engage in to guide their actions, and the planned actions for progress. These planned actions not only often fail to coalesce with the trust-specific data but also include generic NHSE or equality, diversity and inclusion initiatives and mimetic adoptions of best practice guidance that only superficially address racial concerns.

Whilst the WRES is a laudable voluntary achievement, its moral imperative does not appear to have translated into a moral accountability within individual trusts.

Responding to calls for more research at the accounting-race nexus, this study uniquely draws on CRT to conceptualise and examine race accountability.

Drawing upon extended-self theory, this research aims to understand how different access modes of consumption and product type influence consumers' perceptions of self-product connection and sense of individual and collective ownership.

Two experiments assessed the impact of access modes (temporary vs permanent) and product types (tangible vs intangible) on individual and collective psychological ownership (IPO and CPO) as well as the mediating role of self-product connection in these relationships.

Temporary access reduces IPO compared to permanent access. Moreover, self-product connection mediates the relationship between access modes and both IPO and CPO. Product type significantly moderates the degree of psychological ownership, with intangible products having a notable influence on the impacts of access modes on IPO and CPO.

Understanding the nuances of access-based consumption and its effects on psychological ownership can inform marketers and businesses in designing more effective strategies for product offerings and access modes. Highlighting self-product connection can aid in cultivating stronger consumer relationships and loyalty in access-based consumption contexts.

This study contributes to the existing literature on consumer access-based consumption by shedding light on the changing dynamics of material possessions and the psychological mechanisms underlying ownership perceptions in access-based models.

The purpose of this paper is to argue for a transformative shift towards an inclusive and socially responsible framework in accounting education. Integrating the United Nations Sustainable Development Goals (SDGs) into accounting curricula can help accountants contribute positively towards the goals’ aim. This represents not merely an educational reform but a call to action to forge a path that empowers accounting students to be technically proficient and socially conscious graduates who act as change agents working towards the public interest.

This study challenges the technical focus of accounting, conceptualising it as a multidimensional technical, social and moral practice, transcending traditional boundaries to address complex societal issues. This paper is primarily discursive, using autoethnography through presenting vignettes written by four female accounting educators across three geographical regions. These first-person narratives foster a sense of interconnectedness and shared responsibility within the accounting community, reflecting a collective commitment to integrating SDGs into accounting education. By sharing personal experiences, the authors invite readers to engage in reflective pedagogy and contribute to shaping a better world through accounting education.

The transformative potential of purposefully incorporating SDGs into accounting education is not just a theoretical concept. The vignettes in this study provide concrete evidence of how this integration can shape future accountants into socially conscious professionals driven by ethics, equity and environmental responsibility. Our collective reflection underscores the importance of collaboration and continuous learning in aligning accounting education with the SDGs, offering a hopeful vision for the future of this field.

This study builds on existing literature to encourage communication, curriculum development, collaborative teaching approaches, experiential learning opportunities, ongoing evaluation and community dialogue on reshaping accounting education by giving a rare insight into what and how people teach and from what broader motivations. It offers a practical roadmap for educators to integrate SDGs into their teaching.

The organizational decision-making perspective (ODM) has a legacy regarding its concern for budgeting as an essential organizational routine in decision-making. Budgeting has also become a direct concern to organizational institutional theory (OIT) because of its prominent role in institution building, where budgeting can build trust in inter-organizational relationships. This paper builds on these two perspectives to explore organizational budget processes' formation, disruption, and re-creation over time.

We conducted a comprehensive review and critical analysis of the ODM and OIT perspectives, focusing on a fundamental paradox between ODM's emphasis on stability through organizational routines and OIT's focus on organizational legitimacy through the decoupled expression of organizational values. We then expanded on these paradoxical concerns in the context of budgeting, formalizing them into specific research propositions for future studies.

Tensions around the stability, decay, and re-creation of budgets as organizational routines emerge as a pressing issue requiring further empirical investigation from the ODM perspective. A critical issue in the OIT perspective is the potential for organizational budgets to provide an opportunity to decouple from practice through routinized expressions of rationality and to facilitate loose coupling in practice. These findings offer a fresh perspective and open up new avenues for future research in this area.

This paper contributes to the accounting and organizational research literature by shedding light on how organizations respond to the potential decay of budget routines and the manifestation of organizational values in decoupling processes by further re-creating and elaborating budget processes.

This study aims to investigate accounting practices within a non-Western (Indigenous) context and provide insights into alternative accounting approaches and perspectives.

This study adopts an interpretive research approach to gain an in-depth insight into the functioning of accounting in Solomon Islands’ unique cultural and social-political context. In-depth interviews were conducted to gain insights into the perceptions and meanings held by participants concerning Western accounting practices and their limitations.

The findings provide unique insights into different interpretations of accounting and accountability through two distinct cultural lenses – Western and non-Western. The complementary and rival explanations on what accounting and accountability are doing and what accounting and accountability should be doing will help close the gap in knowledge and contribute to shaping a better world for Indigenous people.

Implications for practice involve fostering collaborative efforts among individuals, communities, leaders and institutions to harness cultural strengths through accounting. Additionally, continuous capacity building and education are essential to develop accounting skills, enhance financial literacy, promote professional expertise and build a pool of skilled accountants with local knowledge to support Indigenous communities.

This study is original and provides novel insights supporting the need for accounting to recognise the importance of Indigenous perspectives, adapt to cultural sensitivity and integrate cultural norms and values into accounting practices to make an impact and achieve greater social and moral accountability.

The purpose of this research is to examine the extent to which source attractiveness and source credibility (or skill in a sporting context) provide an effective marketing strategy for Field Hockey in New Zealand, a minority sport Minority sports struggle to generate capital and have minimal sponsorship backing due to small participation and viewership rates compared to “major sports”. By understanding how source attractiveness and source credibility work in the context of a minority sport such as hockey, more effective advertising towards target audiences can be achieved. We also consider differences between advertising to players and no-players of the sport. This is the first research to consider these issues.

Four advertisements were created in an experimental design that manipulated the two variables: source credibility and source attractiveness, in an advertisement promoting Hockey. A survey was conducted, using an online questionnaire.

Results show that a mixture physical attractiveness and skill (credibility) increase attitudes towards the advertisement. This results in positive intentions to both watch and play hockey. When the respondents were segmented into hockey players and non-hockey players, only skill is effective for the Hockey Player segment, whereas both skill and attractiveness are effective for non-players.

Future research should include comparing hockey to further minority sports codes. Additionally, understanding if male models created the same effects would be particularly interesting for further research.

Management should focus on skill, with physical attractiveness being considered, but not as the most important attribute. If targeting hockey players, skill needs to be especially visible. Even though these elements could be argued to be within the “proverbial eye of the beholder”, the results have shown that in terms of sports advertising, it is possible to portray these two attributes in a generalised way.

This research to focuses on source credibility and attractiveness in a minority sporting context, in particular field hockey, whereas the majority of research considers major sporting codes. In addition, involvement with the sport is also considered.

There is a dearth of research that investigates the impact of national culture on budgeting and management indexes in the public sector across developing countries. Limited studies in accounting and management have explained the role of national culture in shaping organisational and individual values. It is posited that national cultural variables impact budget transparency and performance management. This study contributes to the literature by examining these relations in 16 developing countries.

Adopting an unbalanced timing framework, the current paper seeks to fulfill this gap and applies four cultural dimensions from the GLOBE study (House et al., 2004) as explanatory variables to investigate whether national culture is associated with budget transparency and performance management or not, particularly in the context of developing countries. The paper uses budget transparency as the first dependent variable, based on the OECD database from Qi and Mensah (2011), along with performance management as the second dependent variable, from the BTI Project (2016), according to the leadership's political performance management.

Generally, the empirical findings reveal a minimal relation among GLOBE cultural variables with budget transparency and performance management. Particularly, the empirical findings indicate that only performance orientation has a significant relation with budget transparency and performance management.

The findings of this paper suggest that any plan to improve a nation's budget transparency should consider the links between budgeting, performance management and the culture of those that run them.

The formal adoption of new methods by performance management may not be enough without accompanying efforts to transform performance orientation as an index of national culture.

This paper examines the Australian and New Zealand government’s wellbeing budget reforms.

The paper describes the development of wellbeing budgeting in Australia and New Zealand based on an analysis of official websites, documents and media sources.

Both governments have experienced challenges identifying measures representing different areas of wellbeing and recognising the connections between the measures applied. They have found it difficult to access reliable data. The development of wellbeing budgeting also raises questions about participation, data reporting, and presentation, which can impact its efficacy.

The paper outlines practical challenges governments face in creating and using wellbeing budgets. It proposes a future research agenda to deepen our understanding of these issues and their social and economic implications. The scope of the study is limited to publicly available documents.

This is one of the few studies investigating wellbeing budgeting, which has evolved as an important tool for public governance. Therefore, the study’s findings may draw substantial interest and attention from practitioners, researchers and government policymakers wanting to integrate these reforms into their governance machinery.

This study aims to examine the relationship between cultural intelligence and organisational commitment and its effect on learning goal orientation and turnover intention within the expatriate society of the United Arab Emirates (UAE).

A survey instrument was developed to collect data from 173 non-management expatriates employed by multinational corporations located in Dubai, UAE. SmartPLS bootstrap software was used to analyse the path coefficients and test the research hypotheses.

The results demonstrate that cultural intelligence enhances both learning goal orientation and turnover intention of expatriates. Moreover, organisational commitment partially mediates the relationship between cultural intelligence and turnover intention/learning goal orientation.

This study contributes by advancing extant knowledge with regard to cultural intelligence and organisational commitment effects on turnover intention and learning goal orientation of expatriates within a context of high cultural heterogeneity.