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There is a strong consensus among scholars that the international competitiveness of companies strongly depends on the support of institutions, which reduces uncertainty in transactions by giving form to economic interactions, while less attention was paid to the role of international standards within this context. This study intends to propose its contribution by deepening the role of process certifications in the competitiveness and internationalization strategies of companies, with specific reference to the wood-furniture sector.

Data were collected using a questionnaire survey distributed via computer-assisted web interviewing (CAWI) methodology and sent to a sample of 2,845 Italian companies which operate in the wood-furniture industry, using simple random sampling. Thanks to the survey administration, 228 companies participated to the survey.

The study shows that it is companies operating in international markets that define this tool as relevant; this underlines how certification is seen as a kind of business card for entering international markets. In this context, the role of business leadership emerges as fundamental in the practical definition of the objectives to be set by adopting a quality management systems and in the subsequent commitment to obtain them.

Up to now, the literature has taken these elements into analysis mainly considering the consumers' perspective. In sectors with a higher content of innovation, technology and design, such as the wood-furniture sector, the literature appears to be poor in terms of contributions.

The objective of this study is to investigate the barriers hindering the integration of lean manufacturing (LM) practices within the furniture industry of Bangladesh. The traditional operational paradigms in this sector have posed substantial challenges to the effective implementation of LM. In this study, the barriers of implementing LM in the furniture business are examined, aiming to provide a systematic understanding of the barriers that must be addressed for a successful transition.

The research reveals that “Fragmented Industry Structure,” “Resistance to Lean Practices” and “Inadequate Plant Layout and Maintenance”, emerged as the foremost barriers to LM implementation in the furniture industry. Additionally, “Insufficient Expert Management,” “Limited Technical Resources” and “Lack of Capital Investment” play significant roles.

The outcomes of this study provide valuable insights into the furniture industry, enabling the development of strategies for effective LM implementation. One notable challenge in lean implementation is the tendency to revert to established practices when confronted with barriers. Therefore, this transition necessitates informed guidance and leadership. In addition to addressing these internal challenges, the scope of lean implementation should be broadened.

This study represents one of the initial efforts to systematically identify and assess the barriers to LM implementation within the furniture industry of Bangladesh, contributing to the emerging body of knowledge in this area.

Upon completion of the case study, the students will be able to apply business upscaling strategies to an upcycling social enterprise that is embracing a circular economy approach by using the Ansoff growth matrix; to analyze strategies for transition to circularity using the butterfly diagram tool for both business and personal use; to indulge in upcycling exercises for a used product of their choice, not only unleashing their creative potential but also contributing to an idea that might get them to win a contest; to analyze different operational problems and efficiency opportunities that arise when a company takes on social and environmental causes as a business opportunity; and to strategize how a social enterprise can be sustained and made for-profit by applying business strategies.

This case study covers the concepts of upcycling under the gamut of circular economy, a concept that has become more of a strategy to sustain and survive in today’s world. This case is about Rimagined, an upcycling company that could be a model for circular ideas and upcycling of stuff. This case study narrates the growth and the challenges faced in upcycling and encourages students to ideate a new design for any upcycling item of their choice. This case will also make students strategize the expansion plan for Rimagined. Shailaja Rangarajan is the protagonist of this case study who started this social enterprise to make a difference and do her bit. Sustaining a social enterprise requires business acumen and risk-bearing capacities like any other business. Rangarajan was facing the dilemma of expansion and was trying out several feasible options. Rimagined had been unable to attract investors because their expectations of quick returns could not be immediately fulfilled. Investors focused more on waste management as an industry and not on upcycling as a separate area of work.

This case study is suitable for students of MBA or executive MBA level. Specifically, this case study can be used in business strategies and circular economy courses.

Teaching notes are available for educators only.

CSS 4: Environmental management.

The primary aim of this study is to gain insight into the entrepreneurial marketing strategy (EMS) decisions made by microenterprises in the craft sector and draw comparisons between the marketing strategy formulation and implementation of conventional businesses and those of craft-based microenterprises with a specific focus on the context of emerging markets, particularly India.

This paper follows a qualitative interpretivist paradigm using a multiple-case methodology approach. It tracks craft-based microenterprises that make furniture or home décor products in India. The study participants were the founders, principal designers, studio managers or craftspersons.

This study’s findings reveal that craft-based microenterprises implement an EMS that adopts a hybrid form of market orientation strategy. In this approach, the product or creative concept is at the centre of the decision-making, and the customer needs are factored in at a later stage for customisation. These microenterprises prioritise product positioning over segmentation and targeting strategies.

This study tries to understand marketing strategy decision-making processes among craft-based microenterprises in India. Given that study participants came from only two-product-based craft businesses, this limits the generalisability of the findings to similar or related contexts. This study provides a framework and methodology for replication in other contexts and industries to formulate a nuanced understanding of micro, context-specific, craft-based businesses.

This study uses qualitative analysis to understand EMS in craft-based businesses in India. This study contributes to this fledgling stream of literature at the interface of marketing and entrepreneurship to understand entrepreneurial marketing. This study analyses the marketing strategy of craft-based businesses using the framework of Morgan et al. (2019).

This article aims to analyze the strategic work of Polish entrepreneurs in the furniture industry following the political changes in 1989. The authors examined how these entrepreneurs transitioned from local craftsmen or importers into leaders of international manufacturing companies and how their strategizing contributed to the unprecedented growth of the Polish furniture sector.

The authors examined extant data, specifically biographical interviews conducted with 11 prominent leaders in the Polish furniture industry (Hryniewicki, 2015, 2018). They analyzed within a theoretical framework that integrates J.C. Spender’s theory of strategic management with Barry Johnson’s concept of polarity management. Polarity is a way of understanding and managing interdependent, opposing pairs of values or perspectives that give rise to conflict.

The analysis reveals key patterns of strategic challenges at the level of human agency, history and sense-making. The authors identified four key polarities: life and business, knowledge presence and absence, concordance and discordance, and instrumental and non-instrumental sense-making.

The polarity concept illuminates the interplay of agency and determinism in strategic decision-making, offering valuable insights for methodology and a deeper understanding of Poland’s furniture industry.

This study aims to determine how much company participation in a type of cluster affects its economic performance.

This study includes companies operating in seven industries (automotive, engineering, textiles, information technology (IT) services, furniture, packaging and nanotechnology) in the Czech Republic. The companies are divided into three groups: members of institutionalized cluster, operating in the same region (natural clusters) and operating in other regions. Data envelopment window analysis is used to measure their performance for 2009–2019.

Results show that the effect of clustering differs among industries. Companies in three industries (automotive, engineering, nanotechnology) reveal a positive impact of the cluster initiative on performance growth. Two industries (textile, packaging) with companies operating in a natural cluster show better performance than those in an institutionalized cluster. Moreover, the IT services and the furniture industries show no positive effect of clustering on corporate performance.

This research includes 686 companies from seven industries and monitored for 11 years. On the one hand, the sample includes a relatively high number of companies overall; but on the other hand, the sample is relatively small, especially for nonclustered companies. The reason is the lack of available financial statements for small companies.

From the perspective of practical cluster policy, the authors can recommend that monitoring the performance of member companies in clusters must be one of the criteria for evaluating the success of a cluster, such as cluster initiatives.

This study distinguishes between long-standing natural clusters in a given industry and institutionalized ones that have emerged because of a top-down initiative. An original database is created for clustered and nonclustered companies in seven industries, covering the entire Czech Republic.

The purpose of the research is to substantiate the possibilities of the development of ecological design in the process of future designers professional training and the implementation of student projects in practice.

This article offers one of the possible ways to solve the problem of rational use of wastes of natural resources in the projects of design students. In Ukraine, the ecological direction acquires national features and many Ukrainian manufacturers associate this mainly with ecologically clean materials: this is most typical for furniture products and traditional construction made of wood. The proposed technique is an effective tool for analyzing the interaction of environmental and design disciplines at different levels, as well as an effective criterion for evaluating methods of structuring educational material. The introduction of the correlation index makes assessing the effectiveness of the application of environmental knowledge in design possible.

The analysis of the world ecological design experience makes presenting the Ukrainian experience of environmental design possible, the origins of which date back to the 1920s of the 20th century. In terms of the purpose and methods of education, the authors consider art and industrial schools to be the primary basis of design education in Ukraine. In the 1990s of the 20th century, on the material and technical bases, educational-methodical and staffing with experienced teachers that design departments are formed, which train and graduate certified designers in various specializations. The need for readiness to solve the tasks of environmental education of future designers in the context of end-to-end environmental training is an urgent problem. Relying on ecological concepts makes optimally structuring the educational material possible, taking into account the requirements for both environmental and professional training.

Studies have established that the application of the authors' method of continuous environmental education has a positive effect on the assimilation of environmental knowledge and method's use in professional theory. Increasing the rates of assimilation and application of environmental knowledge by students has a positive effect on the interaction of environmental and professional knowledge.

The practical significance of the project consists in the implementation of the development of design projects on specific topics, including competitive, diploma and master's theses. The presented examples of designer shaping from wastes are expressive examples to follow in educational design, important for the development of students' creative and ecological thinking. The methodology is tested in several institutions of higher education in Ukraine, and the authors hope that this can spread in other countries, in particular in the training of designers specializing in “Furniture Design.”

Ecodesign is gradually being established in the general structure of design theory and, accordingly, has the right to an independent role in the formation of new principles of shaping the spatial and object environment of human life.

New approaches require new educational standards, curricula and teaching methods, directed in particular to the development of a systemic interdisciplinary approach.

The purpose of the paper is to present an empirical study that examines the impact of digitalization on informative, strategic and operational marketing activities in manufacturing companies from the entrepreneurial perspective.

A research project was carried out in 205 Italian manufacturing companies by using the questionnaire method. An exploratory research study was conducted with hierarchical cluster analysis.

The analysis shows the existence of seven clusters of manufacturing companies that differ by the impact of digitalization on marketing activities from the entrepreneurial perspective. Two clusters have a high positive impact of digitalization, primarily on informative and strategic marketing activities. Two clusters are characterized by a low positive impact of digitalization and three clusters perform an intermediate level of digitalization. Furthermore, these groups of clusters differ in terms of the influence of digitalization on customer value.

The small size of the sample and the geographic origin of the companies imply limited generalizability; further research on the topic is thus recommended.

The study suggests that companies should digitalize many key marketing activities to increase marketing effectiveness and customer value. To achieve high levels of digitalization and thus increase their competitiveness, manufacturing companies should consider the importance of relevant technologies and skills.

By focussing on the impact of digitalization on informative, strategic and operational marketing, which has not yet been empirically investigated, the present study reveals many new elements concerning the marketing process in the digital era from the entrepreneur's point of view.

This study explores how open innovation (OI) can be instrumental for entrepreneurs in sensing and seizing entrepreneurial opportunities in small and medium enterprises (SMEs). This study also illustrates how OI can help SMEs overcome the liability of smallness.

This is exploratory research using an inductive, multiple-case study approach. This study capitalizes on five in-depth case studies of European SMEs to explore a phenomenon using replication logic and provide a robust basis for theory building.

This study presents a holistic view of the OI process in SMEs and illustrates the crucial role of entrepreneurs. The study provides a better understanding of how OI can help entrepreneurs sense and seize entrepreneurial opportunities by envisioning venture ideas and implementing business model innovation through the management of innovation partners.

The study emphasizes two critical roles of entrepreneurs in implementing OI in SMEs. First, the entrepreneur can be the instigator of strategic change, and second, he/she can orchestrate the innovation network. The findings emphasize that OI helps avoid knowledge corridors at the venture idea stage, leading to a (re)structuring of the business model and the emergence of a network of innovation partners, which should be managed hands-on. This study discusses in detail the two crucial roles of entrepreneurs.

After completion of the case study, students will be able to understand general and specific challenges associated with carrying on a family business that faces market challenges including stiff competition from existing and newer players, understand the plywood manufacturing process and its supply chain management, understand the businesses operating in an organized versus the unorganized market, comprehend the marketing strategies adopted and identify a reasonable solution to address the challenges associated with the operations of a business.

This case study focuses on Gattani Industries (a plywood manufacturing company) located in the northeastern region of the Indian state of Assam. Headquartered at Cinnamara industrial zone of Jorhat district, Assam, the company began its operation in 1992 under the leadership of Makhan Gattani (Director). Gattani Industries catered to both residential and commercial demand. Its clients included the departments of central and state governments in India, public sector undertakings and civil contractors. The company had a wider distribution network across the country and adopted the one- and two-level marketing channels to reach consumers. It aimed to sell its products through dealers across the cities in India. However, in December 2019, Gattani faced the challenge of developing a growth strategy to overcome competition and use the upcoming market opportunities for business growth in the diverse and complex environment that existed in the country.

This case study is designed for use in graduate or undergraduate programs. This case study can be used in strategy, supply chain and marketing courses at Bachelor of Business Administration and Master of Business Administration levels.

Teaching notes are available for educators only.

CSS11: Strategy.