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PurposeThe purpose of the research was to examine the effect of strategic orientation on organizational innovativeness of small and medium enterprises (SMEs). Moreover, in order to highlight the constructive role of strategic orientation, the study also observes the intervening role of strategic alignment and moderating role of strategic flexibility.Design/methodology/approachData were collected from 209 owner/managers of SMEs through self-administered questionnaires. Descriptive statistics, correlation and hierarchical regression were used for testing the study hypotheses.FindingsResults revealed that strategic orientation is positively related to SMEs innovativeness. Strategic alignment mediates between the strategic orientation and innovativeness link. Furthermore, the findings also established that the association between strategic orientation and strategic alignment is stronger when SMEs are strategically flexible.Originality/valueOrganizational innovativeness is of vital importance for SMEs strength, especially in the context of developing economies. Although researchers have acknowledged several antecedents of SMEs innovativeness, however, it is still unclear how strategic orientation influences organizational innovativeness. Moreover, the study focuses on another important element of strategic alignment through the integration of goals and strategies to achieve innovativeness.

Purpose This paper aims to analyse the development of research on gastronomic tourism experiences and chart its relationship to foundational management and marketing literature as well as the tourism and hospitality field. Design/methodology/approach The author develops a literature review of papers in specialist journals and the SCOPUS database to identify major research themes and the evolution of experience and gastronomic experience research. Findings Gastronomy is an increasingly important element of tourism experiences. Gastronomic experience research in tourism mirrors the evolution in management and marketing theory from rational information processing approaches to emotional and hedonistic approaches and analysis of relationality and co-creation. The paper sketches a development from Experience 1.0 (producer-orientated) to Experience 2.0 (co-creation) to Experience 3.0 (foodscapes) in gastronomic experiences in tourism research. Research limitations/implications Increasing complexity of gastronomic experiences requires a more holistic analytic approach, including more attention for relational and co-creational processes. Linking together different experience elements and experience phases requires more holistic and contextual research approaches. Practical implications Hospitality organizations should recognize the differentiated and complex nature of gastronomic experiences, the different touchpoints within the customer journey and their relationship to experience outcomes. The development of hybrid gastronomic experiences offers both opportunities and challenges for the future. Originality/value This quantitative and qualitative literature analysis underlines the need for a more holistic approach to gastronomic experiences, covering different experiential phases and contexts of production and consumption.

PurposeThe purpose of this paper is to investigate the relationships between strategic orientations as well as the role played by them to impact the performance of industrial firms.Design/methodology/approachThe paper formulates some hypotheses from the literature review. These hypotheses are tested using structural equation modeling with data collected from 292 randomly selected firms operating in several industrial sectors in the Kingdom of Saudi Arabia.FindingsThe findings of this study showed the importance of these strategic orientations in enhancing the performance of Saudi industrial firms and emphasized the mediating role of entrepreneurial orientation in the relationships of market orientation and technology orientation to new product development performance and firm performance.Research limitations/implicationsThe study discusses the findings and advances certain limitations and research and managerial implications for future research avenues. It proposes some recommendations to help Saudi firms to choose more than one orientation simultaneously and adopt an appropriate configuration of orientations. Future research has to consider the interplay between these strategic orientations and the impacts of environmental turbulence in terms of market and technology turbulence on strategic orientations – performance relationship.Practical implicationsThe study suggests that managers of Saudi industrial firms should utilize a mix of aspects from several strategic orientations such as market and technology through entrepreneurial capabilities and resources that enhance higher levels of performance.Originality/valueThis study contributes to the literature on entrepreneurship and strategic management by showing the reliability of scales used and the confirmatory of the factor structure. It also contributes to business practices by showing the importance for Saudi firms to combine different strategic orientations and provide more attention to the interplay of these orientations in order to perform better in such a transitional context.

PurposeThe dominant-view within servitization literature presupposes a progressive transition from product to service orientation. In reality, however, many manufacturing firms maintain both product and service orientations throughout their servitization journey. Using the theoretical lens of organizational ambivalence, the purpose of this paper is to explore the triggers, manifestation and consequences of these conflicting orientations.Design/methodology/approachA multiple case study method was used to analyze five large manufacturing firms that were engaged in servitization. Semi-structured interviews were conducted with 35 respondents across different functions within these firms.FindingsServitizing firms experience organizational ambivalence during servitization because of co-existing product and service orientations. This paper provides a framework that identifies the triggers of this ambivalence, its multi-level manifestation and its consequences. These provide implications for explaining why firms struggle to implement servitization strategies due to co-existing product and services orientations. Understanding organizational ambivalence, provides opportunity to manage related challenges and can be vital to successful servitization.Originality/valueConsidering the theoretical concept of ambivalence could advance the understanding of the effects and implications of conflicting orientations during servitization in manufacturing firms.

Purpose Draws from the equity theory and customer equity literature, this study aims to argue that the implementation of contactless service as an innovative service design in the hospitality industry can generate customers’ emotional attachment and cognitive evaluation of the brand. Design/methodology/approach This study uses partial least squares modeling and data from a large-scale survey of hotel guests who have experienced contactless service in mainland China. The authors performed an importance-performance map analysis to evaluate the significance of critical variables and constructs by including the performance dimension. Findings Customer equity is a three-dimensional higher-order construct that embraces value-, brand- and relationship equity. A pleasant experience of contactless service in hospitality encounters generates a positive effect on customer equity and delight. Additionally, increased customer equity improves satisfaction and trust. Practical implications This study provides practical evidence for hospitality practitioners to consider contactless service in creating memorable experiences, improve customer satisfaction, build trust and add value to hospitality brands. Originality/value The findings of this study add to the understanding of emerging contactless services, contribute to the development of the equity theory and current customer equity literature and advance the implementation of innovative service design in hospitality.

This research demonstrates that visual product depictions within advertisements, such as the subtle manipulation of orienting a product toward a participant’s dominant hand, facilitate mental simulation that evokes motor responses. We propose that viewing an object can lead to similar behavioral consequences as interacting with the object since our minds mentally simulate the experience. Four studies show that visually depicting a product that facilitates more (vs. less) embodied mental simulation results in heightened purchase intentions. The studies support our proposed embodied mental simulation account. For instance, occupying the perceptual resources required for embodied mental simulation attenuates the impact of visual product depiction on purchase intentions. For negatively valenced products, facilitation of embodied mental simulation decreases purchase intentions.

Purpose The purpose of this paper is to understand the strategic management of a technology-enabled shift from a product-centric to a service-centric logic and to identify the sociotechnical dynamics underlying this transition. The study focuses on how manufacturers manage to create value in industrial markets through digital servitization. Design/methodology/approach An abductive research approach is used to investigate two manufacturing firms, and an interpretive framework is used as an analytical template. A cross-case analysis is conducted. Findings The case companies strategically managed sociotechnical processes of digitization to co-create value. Their service orientation delineates dissimilarity in terms of digital servitization. It reflects a viable ecosystem that moves toward datatization through adaptation in one case and a viable ecosystem that moves toward digitization through reconfiguration in the other case. Practical implications A theoretically grounded, empirically informed framework is proposed to detect transformational mechanisms to manage value co-creation in digitally servitized contexts, thus contributing to ecosystem viability. Originality/value This is the first study to adopt a system perspective such as the viable system approach combined with service-dominant logic to reconceptualize the overall sociotechnical processes and the underlying mechanisms leading to digitized value creation. In line with a systems view and a systematic process based on a transformative attitude toward digital servitization, the empirically informed framework identifies specific co-creation activities and recursive feedback loops.

Service-dominant logic (S-D logic) is contrasted with goods-dominant (G-D) logic to provide a framework for thinking more clearly about the concept of service and its role in exchange and competition. Then, relying upon the nine foundational premises of S-D logic [Vargo, Stephen L. and Robert F. Lusch (2004). “Evolving to a New Dominant Logic for Marketing,” Journal of Marketing, 68 (January) 1–17; Lusch, Robert F. and Stephen L. Vargo (2006), “Service-Dominant Logic as a Foundation for Building a General Theory,” in The Service-Dominant Logic of Marketing: Dialog, Debate and Directions. Robert F. Lusch and Stephen L. Vargo (eds.), Armonk, NY: M.E. Sharpe, 406–420] nine derivative propositions are developed that inform marketers on how to compete through service.

Purpose The purpose of this paper is to provide implementation insights and implications regarding the strategic orientations of servitization by testing its impacts on firm performance, including financial performance and customer service performance. Design/methodology/approach Empirical research is conducted using an online survey disseminated to manufacturing firms in Southeast China. This research develops and verifies a strategic fit framework to understand the relationship between the strategic orientation of servitization and service innovation (SI), and its resulting impacts on firm performance. Findings The results show that service orientation (SO) has direct positive impacts on firm performance in the manufacturing sector. Customer orientation (CO) and learning orientation (LO) have no direct impact on firm performance, although they have indirect impacts on it via the mediating role of SI capability. Moreover, SO has a similar indirect impact on firm performance via SI capability. Research limitations/implications The survey focuses only on China; future studies should verify whether different cultural backgrounds impact the research results. Practical implications The results suggest that firms should build up three strategic orientations (SO, CO and LO) for implementing servitization to facilitate SI capability and, thus, to improve firm performance. Originality/value This research contributes to enhancing the theory of servitization by developing a strategic fit model of servitization and revealing the impact mechanism of servitization in the manufacturing sector.

In a period of rapid information development and response to the impact of environmentalism on the company, how to effectively promote organizational members embracing knowledge sharing behavior through knowledge management will be an important issue in corporate green management. This article proposes a new integrated multi-level research framework based on organizational identity theory and psychological ownership theory to further analyze enterprise green management. Utilizing the data of 73 supervisors and 583 subordinates in Taiwan’s small- or medium-sized enterprises, results of the hierarchical linear modeling (HLM) analysis revealed that green group identification at the team level affects organizational members in terms of green product psychological ownership and green knowledge sharing as well as how green knowledge sharing, green creativity, and green product development performance are influenced when members get their green product psychological ownership. The results of the study validate the antecedents and consequences of green knowledge sharing and broaden the field of knowledge management for green management related to environmental behavior and performance, aside from providing valuable insights for relevant practitioners.