The study examines the hypothesis that firms engaging customers in value co-creation tend to display more innovativeness. As such, it is one of the few quantitative studies on the link between these two concepts. Customer engagement in value co-creation was operationalized as a multiple scale...

The current study is conducted to fill up the research gap on the inconsistent findings of the ability of market orientation in enhancing marketing performance through inserting the techno-resonance innovation capability and product innovativeness as factors to leverage marketing performance....

Entrepreneurial orientation (EO) is associated with superior performance, although the mechanisms through which EO translates into an advantageous market position are still poorly understood. Drawing on EO and resource-based theory (RBT) literature, this study highlights the role of a systemic...

A profound review of the literature on entrepreneurship reveals that it does not exist a specific information tool to measure the individuals' readiness for entrepreneurship. The purpose of this research has been building such kind of instrument to estimate the individuals’ readiness for...

Logistics startups gradually rely on digital marketing strategies to acquire a competitive advantage. The main aim of Logistics startups is to increase their digital brand name and user engagement in order to acquire a competitive advantage. To the completion of this target, various digital...

The intensive technical-technological development and the Covid-19 pandemic have accelerated the digital transformation of communication agencies and corporate communication sectors. Until the outbreak of the pandemic, the professional and academic debate focused on new media and channels...

This study aims to reveal the complex mechanism influencing technology standard competitiveness (TSC) in the artificial intelligence industry. Compared with research using traditional linear models, this research adopts the fuzzy-set qualitative comparative analysis (fsQCA) method to obtain the...