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Secondary customers often experience secondary vulnerabilities that manifest in family-centred transformative services as other- and self-related customer needs. Yet, a relational perspective on primary and secondary customers’ needs is lacking. The study analyses secondary customers’ needs and their relationship to primary customers’ needs to enhance well-being in customer entities. The service inclusion lens is used to understand customers’ experiences of vulnerability.

The study uses an exploratory approach. The data consists of ethnographic observations and interviews of elderly residents (primary customers), their family members (secondary customers) and nurses in two nursing homes.

Primary and secondary customers’ needs are interrelated (or unrelated) in four ways: they are separate, congruent, intertwined or discrepant. The vulnerability experiences fluctuate in intensity and over time, individually reflecting on these need dimensions.

The study contributes to service research concerning customers’ experiences of vulnerability, secondary customers and their inclusion in services. Primary customers’ service inclusion may increase/decrease secondary customers’ service inclusion and their experience of vulnerability. Moreover, secondary customers’ inclusion is often necessary to foster primary customers’ inclusion and well-being.

Fostering service inclusion and well-being for primary and secondary customers requires balanced inclusion and acknowledging the needs of both groups. Service providers may need to act as moderators within customer entities if discrepant needs occur.

The study addresses the under-researched areas of family members’ customer needs, their relation to primary customers’ needs, experiences of secondary vulnerability and context-related vulnerability.

The purpose of this paper is to analyze the degree of customer‐related proactiveness in the process of developing radical innovations.

The initial framework for this study is first created on the basis of the theory and then modified in the light of multiple retrospective case studies.

The results show that the stage of the innovation development process seems to influence the degree of proactiveness. Contrary to many earlier studies, this research indicates that anticipation plays an important role already at the idea generation stage.

The study introduces a way of describing a firm's proactiveness as a dynamic pattern. Thus, the process approach adopted in this research may encourage further longitudinal studies on the phenomenon. Given the explorative nature of the study, the propositions arising from the modified framework should be evaluated according to additional data.

The results of this study indicate that a systematic search for new market opportunities, and the firm's previous experience of customers, may generate not only incremental but also radical innovations. Proactiveness is not always needed, however, as the cases indicate. Firms ought therefore to consider carefully when it is appropriate to invest in customer‐related proactiveness, and when it is not.

The main contribution of the study stems from the combination of customer‐related proactiveness and the process of radical‐innovation development. It is among the first to combine these streams of research.

Although the significance of international markets is recognised in innovation management, there seems to be a lack of studies on how the international context is actually present in the process of disruptive‐innovation development. This paper aims at filling this gap and at analysing the manifestation of the international context in market proactiveness during this process. It begins with a brief discussion of the concepts of market proactiveness and disruptive innovations. The international scope of market proactiveness at the idea‐generation, development, and launch stages is then analysed in the light of the ethnocentric, polycentric, regiocentric, geocentric (EPRG) model, and described in the context of the development of three disruptive drugs. The results of this study indicate that both the degree and international scope of market proactiveness differ considerably in demand‐related and competition‐related comparisons.

The purpose of this paper is to advance and clarify conceptualisations of innovative and entrepreneurial individuals through the analysis of their personality traits.

This study has elements of both theory testing and theory creation, which led the authors to choose the case study as their research strategy. The “case” is an innovative and entrepreneurial individual, and the authors used extreme‐type empirical cases to develop ideal‐type concepts. The analysis is based on extensive longitudinal data.

The study makes a contribution to theories of both entrepreneurship and innovation. It adds conceptual clarity in terms of providing evidence that the individuals concerned should not be considered as one characteristic group of actors. The authors propose that highly innovative and entrepreneurial individuals can be further divided to entrepreneurial innovators and innovative entrepreneurs.

This study may enable the colleagues, business partners and competitors of entrepreneurial innovators and innovative entrepreneurs to better understand – and to some extent also to forecast – their behaviour. It also gives some hints regarding cooperation opportunities with both types of individual, and getting the most out of them. The results should also help policy makers and support agencies to recognise these people, who play an important role in the economy.

To the authors’ knowledge this study is the first to analyse the traits of individuals who are both extremely innovative and highly entrepreneurial.

Brand heritage is acknowledged as one of the future priorities in branding research. Adopting it in an international context is challenging. In order to maximise its use it is necessary to know how strong it and the target country's cultural heritage are. Accordingly, the aim of the study is to construct a pioneering operationalisation of both brand and cultural heritage.

The study begins with a discussion on the focal concepts. Definitions are proposed and suggestions for operationalisation put forward. Thereafter, the concepts are applied in an analysis of brand heritage in different countries.

It is suggested that brand heritage is a mixture of the history as well as the consistency and continuity of core values, product brands, and visual symbols. A country's cultural heritage could be conceived of as homogeneity and endurance.

The preliminary operationalisation of the concept needs to be further tested. Nevertheless, the clarification and suggestions offered here should open up opportunities for further research.

The exploitation of brand heritage in international markets is likely to be further accentuated. The operationalisations generated are easy for practitioners to apply, enabling companies to better evaluate what brand heritage means for them and to effectively plan its use in an international setting.

To the authors' knowledge, this study is the first to suggest operationalisations of brand heritage and cultural heritage.

The purpose of this paper is to analyse how consumer emotions towards innovation change over online discussions.

This is an empirical study based on substantial data collected from 22 discussion forums, of which the ten longest discussions on heart-rate monitors were chosen for further qualitative analysis.

The results show that a variety of consumer emotions can be detected in online discussions. Negative emotions clearly seem to dominate and be generally stronger than those that are positive. The results also show how product, company and behaviour enabled by the product (in this case, training) evoke different emotions in customers.

The study focuses only on emotional expressions presented by consumers online. However, the analysis of consumers’ basic emotions, their evolution and grounds can be transferred to other settings in which interaction among customers is studied; for example, in focus group interviews.

Results show how negative emotions felt towards a product rapidly tend to extend to anger and frustration targeted at the respective firm. This highlights the importance of company intervention.

By analysing the change of emotions longitudinally, the authors are able to show the increase of anger over online discussions. The authors show how the target of emotion changes and how emotions spread from customer to customer.

This volume of Progress in International Business Research comprises of a selection of 12 competitive papers from the 34th EIBA (European International Business Academy) annual conference, which was held in Tallinn, Estonia in December 2008 with the theme “International Business and the Catching-up Economies: Challenges and Opportunities”. It addresses two main issues – (1) the internationalization process and (2) the role of knowledge and innovation for internationalization – that are important in the current economic slowdown both for catching-up and for other economies, scholars, and practitioners.

The Swedish government decided in 1994, as part of the so‐called 50,000 Swedish crowns scheme, to set aside a portion of the labour market budget for the further training and retraining of local government and country council employees. The present article reports on the experiences of the training effort that took place in 1994–1995 and provides a theoretical framework for discussing staff training as an alternative to redundancies in the case of “economic overstuffing” and as part of a strategy for lifelong learning. Staff training and further development can be viewed as direct labour market measures instead of as redundancies. This article is based on a large empirical study in municipalities and county councils that have used these measures. In the study it was shown that these market measures can be defended both economically and humanly in the sense that both contribute to strengthening internal mobility and increasing the worker's adaptability to the external labour market. At the same time, this conform part of a strategy for a more flexible structuring of working time.

The purpose of this paper is to convince the readers that more complex images of working women are needed, and that fiction may provide them.

In this paper, text analysis is done using a version of close reading.

Both media and research tend to simplify the images of working women, either in positive or negative way. Reality and some of its fictive representations offer more nuanced examples.

Fiction can be treated as field material.

Women should dare more at workplaces.

Researchers should join fiction writers in convincing society of the crucial role women play in contemporary organizations.

This paper belongs to the growing tradition of transdisciplinary organization studies.