A new model for investigating consumers’ behavioral intention in mobile advertising is developed and related to mobile marketing theory and practice. Hypotheses are tested about the hierarchical structure and the effects of the factors that precede consumers’ acceptance of mobile...

Purpose – This study sets out to examine the relationship between firms' learning orientation and network collaboration. The aim is to investigate how learning orientation enhances network collaboration and to discuss the role of the co‐innovation focus in the learning orientation‐network...

Purpose – This paper seeks to explore how market orientation facilitates the strategic flexibility of business models grounded in open innovation. The authors suggest that the new paradigm of open innovation may impact a firm's adaptability and responsiveness under conditions of environmental...