Search results

A big telephone company needs innovative software to increase productivity; a little high‐tech firm needs entree to top corporate markets. Their alliance has hot prospects.

Prosumers’ creative performance in a co-creation activity is greatly affected by the disclosure of activity information. Extant research has separately examined the impact of participant numbers and the impact of platform transparency, but there is a lack of research on the interaction between the two. However, testing the joint effect of the two sources of information can provide a more comprehensive understanding of individuals’ co-creation behaviour. This paper aims to fill the gap and further reveal the psychological mechanism behind the behaviour.

Three experimental studies were conducted to test the hypotheses.

The results show that a large number of participants will stimulate and inhibit creative performances on untransparent and transparent co-creation platforms, respectively. Moreover, this study found that the effect of the number of participants on creative performance is mediated by arousal on untransparent platforms and by the constraint on idea expression on transparent platforms.

This study advances knowledge of how the number of participants in an activity and platform transparency jointly influence prosumers’ creative performance and the corresponding mechanism. However, the main limitation of the study is that the findings are from scenario-based experiments.

This study provides a more comprehensive understanding of prosumers’ creative performance under the influence of the number of activity participants and platform transparency. The findings can help co-creation sponsoring companies and co-creation platforms improve activity performance by designing better information disclosure strategies, thereby enhancing platform value.

The findings enrich the literature on platform ecosystem and co-creation by integrating previously separate knowledge on the effects of participant numbers and platform transparency. In addition, the findings deepen the overall understanding of prosumers’ behaviour.

Multisided platforms (MSPs) have become omnipresent. Millennial consumers have taken well to MSPs. It has become imperative to explicate the process of adoption of MSPs by millennials. The purpose of this study is to comprehend the factors that lead to the adoption of MSPs by millennials beyond the factors identified in the technology acceptance model (TAM).

Data was collected from 252 respondents through a structured survey questionnaire to comprehend MSP adoption. Partial least squares structured equation modelling was applied for analysis.

The theoretical lens of TAM was applied for the study. Results indicated that over and above TAM, millennials’ intention to use of MSPs was moderated by ethical expectations, as well as ethnocentric thinking. The study, thus, extended TAM theoretical conversation by including factors of consumer ethnocentric behaviour and customer ethical considerations.

This study modifies the TAM factors theoretically by including two new factors, namely, customers’ ethical expectations and ethnocentric thinking.

This study results would help MSP firm managers comprehend the importance of consideration of consumer ethnocentric behaviour and customer ethical considerations. Thus, managers have to include in their MSPs’ aspects of customers’ ethical expectations and ethnocentric thinking while marketing their MSPs’ while doing business with millennials.

This was one of the first studies that extended TAM by adding the factors of ethical expectations and ethnocentric thinking in the context of MSP adoption for millennial customers.

This paper analyses the impact of digitalization in the marketing of geographic indication (GI) products. Specifically, the objective is to provide a systemic and comprehensive view of marketing issues and challenges arising from evolving digitalization in the agriculture sector.

The authors employed an explorative cognitive mapping technique on a sample of key informants among Italian companies and a consortium of registered food, spirits and wine products.

This study describes the key concepts dominant in the discourse of informants concerning digitalization and its influence on the GI market. Three clusters and two loops were also identified to explain the relationship among key concepts, which stress changes regarding the relationship with the consumer, product experience and innovation, and the integration between physical and virtual space.

This is the first attempt to apply cognitive maps to GIs. However, the study does have limitations: it was conducted on a small number of producers and was restricted to only Italy. Another limitation is that interviews were conducted during the COVID-19 pandemic.

The results suggest important practical implications that stress the need for learning and increased digital competences for the efficient embedding of digital technologies in all business areas, increase product value and innovation, and the need for governance in support of digital transformation.

This work creates the new and valuable literature on food marketing and, specifically, on a changing market environment resulting from digitalization, by providing a holistic overview of digitalization in reference to the marketing of GIs.