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Various recently-introduced applications of artificial intelligence (AI) operate at the interface between businesses and consumers. This paper looks at whether these innovations have relevant implications for marketing theory. The latest literature on the connection between AI and marketing has emphasized a great variety of AI applications that qualify this relationship. Based on these studies but focusing only on the applications with a direct impact on the relationship at the very heart of marketing, i.e., the one between firms and consumers, the paper analyzes three categories of AI applications: AI-based shipping-then-shopping, AI-based service robots, and AI-based smart products and domestic robots. The main result of this first analysis is that all three categories have to do, each in their own way, with mass customization. A discussion of this common trait leads us to recognize their ways to mass customization that – unlike the traditional approach developed thanks to flexible automation and product modularity technologies – place the customization process within a broader perspective of consumer needs management. This change in approach means that marketing should focus more on managing consumers’ needs than directly on the satisfaction of those needs. This finding marks a genuine discontinuity that opens up a new space for reflection for scholars and marketing managers alike.

PurposeIndustry 4.0 is dramatically affecting businesses behaviours and strategies, transforming products design, manufacture, operations and services. An outcome of this transformation is digital servitization. This paper aims to contribute to the extant literature about digital servitization in B2B contexts by analysing how I4.0-based servitization affects the quality of supplier–customer relationships.Design/methodology/approachThe authors adopted a qualitative methodology based on an exploratory multiple case study. In particular, the study included 22 Italian B2B manufacturing firms whose I4.0-based digital servitization approaches are described and, then, analysed in relation to the quality of supplier–customer relationships.FindingsThe access to customers and data is critical to enable advanced digital services and for improving relationship quality; the levels of relational intimacy and informational openness lead to two subsequent levels of data-driven efficiency and data-driven effectiveness, impacting significantly on relationship quality and enabling relational innovation.Originality/valueThe research explores the link, so far underestimated, between digital servitization and relationship quality in industrial contexts.

Severe acute respiratory syndrome Coronavirus 2 (SARS-CoV-2) has caused significant mortality and morbidity worldwide. In children, the acute SARS-CoV-2 infection is often asymptomatic or paucisymptomatic, and life-threatening complications are rare. Nevertheless, there are two long-term consequences of SARS-CoV-2 infection in children that raise concern: multisystem inflammatory syndrome in children (MIS-C) and long COVID. While the understanding and the experience regarding the acute phase of SARS-CoV-2 infection have remarkably increased over time, scientific and clinical research is still exploring the long-term effects of COVID-19. In children, data on long COVID are scant. Reports are conflicting regarding its prevalence, duration and impact on daily life. This narrative review explored the latest literature regarding long COVID-19 in the pediatric population. We showed that long COVID in children might be a relevant clinical problem. In most cases, the prognosis is good, but some children may develop long-term symptoms with a significant impact on their daily life. The paucity of studies on long COVID, including a control group of children not infected by SARS-CoV-2, prevents us from drawing firm conclusions. Whether the neuropsychiatric symptoms widely observed in children and adolescents with long COVID are the consequence of SARS-CoV-2 infection or are due to the tremendous stress resulting from the restrictions and the pandemics is still not clear. In both cases, psychological support can play a fundamental role in managing COVID pandemics in children. More knowledge is needed to share a standardized definition of the syndrome and improve its management and treatment.

Purpose This paper aims to study the dark side of cooperative buyer-seller relationships to improve our knowledge of this phenomenon. Design/methodology/approach A selective definition of dark side has been adopted, linking it to relationships of a cooperative nature within which one of the two partners assumes an opportunistic behavior. Taking into account this definition, the first part of the paper critically reviews those studies which have analyzed cooperative relations along the supply chain, drawing attention to the formation of a dark side. The second part of the paper re-examines the association between cooperation and opportunism, taking the point of view of the disadvantaged partner and adopting the networking perspective developed by the Industrial Marketing and Purchasing (IMP) Group. Findings The literature review enables one to identify two types of dark side. In the first case, the partner at a disadvantage is aware of what is going on, but remains trapped in the relationship because of a power imbalance and a strong dependence. In the second case, the relationship is spoilt by one partner keeping a secret from the other, exploiting an information asymmetry. The main constructs of the IMP approach have made possible to shed light on the two different types of dark side – trap and secret – that were examined from the perspective of the disadvantaged partner. Practical implications The analysis of the disadvantaged partner has made it possible to understand what strategies he can use to prevent or mitigate such a disadvantaged position. Originality/value The paper develops an original view of the phenomenon of dark side in cooperative relationships.

The decision to incrementally improve existing processes and products or introduce breakthrough innovations depends on the context a company is facing. In situations where problems are known, it is better to incrementally improve, while in complex situations where problems are not known, a probe-sense-respond approach based on experimentation and the exploration of new solutions is preferable. Lean management adapts well to the first type of context, while agile management fits the second type of context. However, organizations must increasingly consider both approaches and become ambidextrous by introducing incremental improvements and breakthrough innovations simultaneously. This requires embracing the paradox between exploiting and exploring, adopting a new leadership mindset, and dual strategic, organizational, and behavioral models. This paper proposed a framework to implement lean and agile approaches simultaneously using the paradox theory to justify and manage this co-existence. This framework is threefold. First, managers need to differentiate between lean and agile, finding ways of keeping the two approaches separated. Second, lean and agile should be integrated so that synergies between the two approaches can be generated. Finally, managers need to achieve a dynamic equilibrium over time between lean and agile. Contributions to the theory and practice of this approach were discussed.

Starting from the observation of a conceptual gap regarding the association between consumption and the contexts in which it occurs, the paper has two objectives. The first is to fill this gap by developing a framework that includes: the identification of consumption contexts based on their building blocks (actors, goods, relationships), the basic classification of their variety, and a knowledge-based reading of consumption contexts capable of explaining their functioning. The second aim is to show that the framework allows the understanding of the digital transformation of consumption contexts. We show that services are produced in two contexts: in the first type, consumers interact directly with goods; in the second, the intermediation of frontline personnel comes into play. Actors and goods present in the consumption contexts are knowledge-holders, and the relationships between them are learning relationships. The shift from traditional consumption contexts to contexts based on artificial intelligence and the internet of things introduces a major change in that learning relationships are no longer the domain of only (human) actors who learn by interacting with each other and using goods. Both types of contexts are in fact powered by smart goods capable of interacting with each other and with humans within a given context and endowed with structural cognitive connections outside that context.

Over the past fifteen years, several studies have used the organizational theory of paradoxes to understand some typical organizational tensions, including that between global and local dimensions typically faced by multinational corporations. ese studies analyze paradoxical tensions at the organizational or even intra-organizational level, while the paradox lens has not yet been applied to study systems such as industrial districts. is paper attempts to do so by analyzing and comparing the local/global paradox in multinational corporations and industrial districts. For the latter, the analysis rests on some empirical studies conducted on Italian districts. Moreover, as the presence of multinationals in these districts has become stronger in the recent phase, an attempt has been made to understand if and how this phenomenon impacts the local/global tension at the district level.

This observational prospective longitudinal multicenter study examines the occurrence and characteristics of long COVID (LC) in the Italian pediatric population. Conducted across 12 Pediatric Units in Italy from January to March 2022, the study involved 1129 children diagnosed with SARS-CoV-2 infection. Data were collected via self-administered questionnaires at 1-3 months, 3-6 months, and 6-12 months post-infection, with LC defined as symptoms persisting for at least 2 months and occurring 3 months post-diagnosis. Results revealed that 68.6% of children reported at least one post-COVID symptom, with 16.2% experiencing LC. The most frequent symptoms included respiratory issues (43.4%), neurological and cognitive dysfunction (27.7%), gastrointestinal symptoms (22.1%), fatigue (21.6%), and sleep disturbances (18.8%). Age and gender differences were significant, with older children and females more prone to cardiovascular and neurological & cognitive dysfunction. The study highlights that LC in children presents similarly to adults, though less frequently. The occurrence of LC was lower compared to adult populations, likely due to the generally milder course of COVID-19 in children. The findings underscore the need for targeted follow-up and support for affected children, especially considering the long-term persistence of symptoms. Further research is necessary to explore the impact of COVID-19 vaccines on pediatric LC and the effects of different SARS-CoV-2 variants. These insights are crucial for developing strategies to manage and mitigate long-term impacts in children recovering from COVID-19.

Background Exercise-induced bronchoconstriction (EIB) is common in children with asthma but can be present also in children without asthma, especially athletes. Differential diagnosis includes several conditions such as exercise-induced laryngeal obstruction (EILO), cardiac disease, or physical deconditioning. Detailed medical history, clinical examination and specific tests are mandatory to exclude alternative diagnoses. Given the high prevalence of EIB in children and its potential impact on health, sport performance, and daily levels of physical activity, health care professionals should be aware of this condition and able to provide a specific work-up for its identification. The aims of the present study were: (a) to assess the agreement among hospital pediatricians and primary care pediatricians of Emilia-Romagna Region (Italy) about the management of EIB in children and (b) formulate statements in a consensus document to help clinicians in daily clinical practice. Methods According to Delphi method, a panel of specialists scored 40 statements that were then revised and discussed during online meetings to reach full consensus. Statements were then formulated. Results To obtain full consensus, the questionnaire was administered in two rounds after full discussion of the uncertain topics on the basis of the latest evidence on EIB published over the last 10 years. Despite an overall agreement on EIB management, some gaps emerged in the sections dedicated to diagnosis and treatment. Nine summary statements on definition, pathogenesis, diagnostic work-up, treatment, and follow-up were eventually formulated. Conclusions This study describes the knowledge of EIB in a group of pediatricians and highlights gaps and uncertainties in diagnosis and treatment. The creation of statements shared by the specialists of the same area may improve the management of EIB in children. However, more research and evidence are needed to better clarify the best treatment and to standardize the best diagnostic protocol limiting useless examinations but at the same time assuring the best management.

Studies on knowledge management have generated an awareness that it is fundamentally important for small- and medium-sized enterprises (SMEs) to be able to exploit sources of knowledge outside the firm by means of external relationships, but this understanding has not been followed up by an adequate theoretical and empirical research effort to analyse the role of relationships in an SME's knowledge management processes. The present contribution first sketches this gap on the grounds of the available literature reviews. Then it proposes a framework - focusing the concept of absorptive capacity - with a view to filling this theoretical gap. Finally, based on the proposed framework, two specific topics of considerable importance to SMEs are discussed: (i) how capabilities are developed in the start-up phase of a new venture; and (ii) knowledge processes in geographical clusters.