In this study, we investigate the response intentions of small- and medium-sized enterprises (SMEs) during the recent economic crisis initiated by the COVID-19 pandemic. We draw on the cognitive appraisal theory and investigate how an SME’s level of proactivity triggers top managers’...

Purpose: The academic inquiry of operational capabilities (OCs) has claimed focal interest in mainstream strategy research. Recent theoretical advances suggest these capabilities are a fundamental trigger to the identification and exploitation of entrepreneurial opportunities. However, the...

Purpose: B2B marketing scholarship has acknowledged that relational capital and relationship-specific investments (RSIs) are critical relational drivers for explaining the success of business relationships, especially those in an export-import (E-I) context. However, the literature is still...

Purpose: Theorizing about consumer’s cultural identity has led to a greater understanding of why consumers choose and consume certain brands and products. The influence of cultural identity has traditionally been studied primarily in a consumer’s country of origin, neglecting its potential...