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Using the combined theoretical umbrella of organizational legitimacy theory, service-dominant logic, fairness heuristic theory and two-factor theory, the purpose of this paper is to investigate the effectiveness of different food recall strategies (recall proactiveness and compensation) in terms of both how consumers react (perceived organizational legitimacy and purchase intention) and how recall norms would influence the effectiveness in three countries. In addition to the reporting of important results, this paper provides implications for food companies to handle effectively the recalls, especially when the recalls are cross-country.

A 2 compensation (high vs low) ×2 recall strategy (proactive vs passive) scenario experiment was conducted in Hong Kong, the USA and Mainland China. After checking the effectiveness of manipulation, the paper tested the main effect and interaction effect of recall proactiveness and compensation on perceived organizational legitimacy and purchase intention. In addition, the mediating effect of perceived organizational legitimacy between recall strategies and purchase intention was also tested.

Significant main effect, interaction and mediation effect were found across the three countries with a different pattern. For the USA and Mainland China which have strong recall norms, the interaction found followed the predictions of the two-factory theory. However, the pattern found in Hong Kong, which has weak recall norms, followed the predictions of the fairness heuristic theory. Full mediation effect of perceived organizational legitimacy between compensation and purchase intention was found in the USA and Mainland China, while it was only partial in Hong Kong. For the mediation between proactiveness and purchase intention, full mediation was found in Hong Kong and the USA, while it was only partial in Mainland China.

First, this study differentiated food recall strategy into two dimensions – recall proactiveness and compensation. Second, this study tested the applicability of two-factor theory and fairness heuristic theory in recalls by testing the competing hypotheses proposed according to the two theories. Finally, this study can further help our understanding of the recall effectiveness across different recall norms.

Co-creation and co-invention are two diverse spheres in modern-day supply chains. Despite literature suggesting the existence of similar coherence between these concepts, the availability of published theory favoring these ideal lacks justification. This research aims to investigate the correlation and convergence of these well-known concepts to support a combined impact on research.

Comprehensive review of published literature using mathematical and statistical tools to measure inherent interrelationships and publication impacts in literature handling co-creation and co-invention.

An exploratory quantitative and qualitative analysis reveals the conundrums existing in distribution, keyword and adoption of research in the global and scientific community. The research favors a positive correlation existing between concepts such as co-ordination, collaboration, open-innovation, value creation with supply chain management and its development with rising importance of big data and block-chain technologies. Analysis reveals knowledge development with increased user-based interaction, better utilization of resources and enhanced productivity to support the mutual adaptation of co-creation and co-invention.

Outcomes will be a beacon for researchers to develop models and frameworks. Results derived will aid in improving customer participation, enhance decision making in product development, augment value creation and knowledge and resource sharing leading toward innovation.

Results will provide a detailed outline of the development and implementation of concepts in both developed and developing countries. Outcomes will also serve as a framework for marketing heads, graphic designers, website designers, supplier management and customer management in the service industry, production supervisors and customer management personnel in manufacturing industries.