This article classifies service into six typologies based on perceived risks and degree of customisation. From the literature, appropriate industries are selected for carrying out two studies. In the first study, interviews and observations were used to collect organisational perspective data...

Purpose: The purpose of this paper is to investigate the moderating effects of power distance and collectivistic orientations on the effectiveness of intrinsic, extrinsic and reciprocal motivators in promoting employees’ willingness to cooperate for organizational interest. An integrated...