Purpose: The purpose of this paper is to explore the effect of the feeling awe on individuals' endorsement of conformist attitudes in consumption choices and the mediating role of social connectedness in generating this effect. Design/methodology/approach: We test our hypotheses across three...

Joining a technical standards alliance is becoming increasingly crucial for latecomer enterprises' innovation catch-up in today's fast-paced technological environment. This study investigates the influence of latecomers' ambidextrous innovation on technical standards alliances while highlighting...