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The nature of competition between different tiers (e.g. high‐tier vs low‐tier brands) has become an important research domain for academic researchers and marketing managers. Although research on inter‐tier competition is growing at an increasing rate, there has not been a comprehensive attempt to summarize the research in this stream. The objective of this article is to synthesize the research on inter‐tier competition, extract the key findings, discuss managerial implications, and offer future research directions.

During the last decade, we have witnessed a steady stream of research focusing on the nature of competition between different brand tiers (e.g. high‐priced brands vs low‐priced brands, national brands vs store label brands). Several interesting research findings have been reported in the literature. This article highlights the methodological issues associated with the research on price‐tier competition and delineates the connection between methodological issues and managerial implications of the substantive research findings.

The purpose of this paper is to focus on failures in online flash sales (OFS) and to explore why consumers participate in an OFS even after experiencing service failure. It also examines the role of deal proneness, attribution, and emotions.

Using a mixed method approach to gain insights into this relatively unexplored phenomenon of OFS, this research uses netnography followed by a survey study.

The findings show that deal-prone customers tend to ignore service failures during OFS and re-participate in the future. In the context of OFS, failures attributed to internal locus of attribution (LOA) also have a negative effect on re-participation compared with failures attributed to external LOA. Furthermore, there is a three-way interaction among deal proneness, LOA, and past emotions. The results show that negative past emotions further exacerbate the impact of attribution on the link between deal proneness and re-participation.

In contrast with prior research, the paper shows that consumers participate even after service failure. The proposed difference is between customers who experience different LOA and past emotions offers insights into their behavior after service failure in a new context of an online/electronic commerce event – flash sales. This paper specifically explores the role of internal LOA and finds that it has a more negative impact than external LOA on re-participation.

The purpose of this paper is twofold: first, to propose that the nature and degree of control during new product development (NPD) outsourcing depends upon its initiation stage or implementation stage; second, to delineate the moderating effect of globalization and digitizability that further influence the link between NPD stage and control systems.

The authors propose a conceptual framework and develop a series or propositions.

The nature and degree of control systems required in NPD is contingent upon the stage of the NPD process and this relationship is moderated by the degree of globalization and digitizability.

The paper offers a conceptual platform that can be explored in future empirical research. The paper offers a series of propositions as well as measurement items to enable this task.

The research underscores the idea that instituting appropriate control systems in outsourcing NPD is a complex process that requires careful consideration of the nature of the activity, the nature of the control and firm strategy.

This paper is the first to conceptually examine the domain of the three-way intersection of NPD stage-gate process, outsourcing relationships and control systems. By doing so, the authors extend each of the three individual research domains in new directions as well as enhance the understanding of the interrelationships among these three domains.

This article aims to extend the price‐quality trade‐off framework to derive new results for differential pricing strategies for brands in different brand tiers. The results are demonstrated for different market configurations.

A conceptual framework based on the quality‐price trade‐off from existing literature is used to analytically derive research hypotheses regarding pricing strategies. The results are demonstrated empirically by extending previously published results.

The study reveals that optimal pricing strategies are dependent on the tier to which the brands belong. Promotional pricing is better for high‐tier brands, while everyday low price is better for low‐tier brands. Similarly, deep and infrequent price promotions are better for high‐tier brands, while shallow and frequent promotions are better for low‐tier brands.

The findings offer some important implications of the brand‐tier competition framework for determining optimal pricing strategies and can inform pricing strategies for brands in different tiers.

Asymmetric inter‐tier competition is demonstrated for different market configurations, and the framework is used to derive optimal pricing strategy implications for brands in different tiers.

Sustainable end-of-life (Sus-EoL) practices can be achieved through manufacturing of sustainable products, and recovery and recycling after the use phase. To achieve Sus-EoL, the manufacturing organizations should handle their products after their EoL. The recovery of used products is achieved through the design of the collection location. However, the first step is to understand and identify the barriers (e.g. lack of awareness among people, lack of technology, etc.) which prevent the implementation of Sus-EoL practices. The paper aims to discuss these issues.

This paper is about the 18 barriers responsible for the poor success of Sus-EoL practices of used plastic parts. By applying the DEMATEL method and by incorporating experts’ knowledge, a prominence and causal relationship diagram was developed through which the influential strength among barriers was studied.

The α value is computed as 0.068, and the values lower than α were eliminated to obtain the digraph. Poor curbside pick is identified as the most dominant barrier in implementation of Sus-EoL practices in plastic parts with an influential score of 3.96.

The research is conducted in the Indian scenario which could be extended to global context by selecting the suitable barriers.

The results from the study can be used by the managers of organizations to enhance the possibility of Sus-EoL practices by incorporating suitable strategies which is the significant contribution of this study.

In the past, few authors discussed about the barriers of Sus-EoL practices; however, the analysis of complex interrelationship does not exist. Thus, the global and group interrelationship has been studied which is expected to pave way for future research in the direction of elimination of barriers and so on.

This research aims to examine the role of national culture dimensions in the nature of tier competition between high-tier brands and low-tier brands.

It starts with a conceptual framework based on prospect theory to explain the asymmetric inter-tier competition. It then describes how the national culture dimensions influence the implications of prospect theory and as a result, the nature of inter-tier competition. The paper uses Hofstede's framework to operationalize national culture and derives a number of research propositions that explicate the role of national culture in inter-tier price competition.

The study finds that the extent of asymmetry favouring high-tier brands over low-tier brands depends on the national culture dimensions. Whereas high levels of individualism, power distance, uncertainty avoidance, and masculinity increase the asymmetry favouring high-tier brands, higher long-term orientation decreases asymmetric price competition favouring high-tier brands.

The findings offer important guidelines for understanding the nature of inter-tier price competition as a function of national culture.

This is the first study to extend inter-tier price competition in the global setting and also the first study that links national culture with prospect theory to examine the boundary conditions of inter-tier price competition.

Access-based services (ABSs) provide short-term access to goods, physical facilities, space or labor in exchange for access fees without transferring legal ownership (e.g. bike-sharing). This study aims to investigate what service providers can do to minimize financial losses when customers misbehave with the service providers’ assets in ABSs. The study also examines the effects of product misuse on subsequent customers and what factors may mitigate it.

The study uses a scenario-based experiment to test the conceptual model.

Injunctive norms reduce the mediating effect of descriptive norms on misbehavior contagion. As generally accepted and approved (injunctive) norms become salient, they override the impact of prevailing (descriptive) norms, thereby breaking the vicious cycle of misbehavior contagion. Customer-company identification (CCI) and reduced interpersonal anonymity mitigate the effects of previous misbehavior on misbehavior contagion.

ABS firms should strive to mitigate the financial and reputational losses they suffer from customer misbehavior. Such mitigation would be a win-win for the ABS firm (reduced misbehavior) and the customers (improved user experience).

The research complements prior research highlighting the role of social norms in misbehavior contagion. The study demonstrates the role of boundary conditions by investigating the interactive effects of descriptive and injunctive norms. In addition, it shows the positive impact of CCI and reduced interpersonal anonymity on containing misbehavior contagion.

This study aims to explore consumer motivations to mitigate the contagion effect in access-based consumption after instances of prior customer misbehavior. Reverse contagion, demonstrated through customer citizenship behavior, entails using both firm-provided and personal resources to cocreate value, even in the presence of norm violations by others. The research delves into the influence of empathy, narrative appeal and past misbehavior severity on customer behavior, specifically in the context of reverse contagion.

Two scenario-based studies and a field study were used within the context of scooter-sharing to assess the conceptual model. Study 1 (n = 156) and Study 2 (n = 97) were conducted through surveys. Study 3 (n = 54) was a field study.

The results emphasize the crucial role of empathy in breaking the cycle of misbehavior contagion. Specifically, the findings suggest that narrative appeals have the potential foster greater empathy, encouraging customers to counteract the contagion. However, the intensity of prior misbehavior lessens the efficacy of narrative appeals in triggering reverse contagion, thereby moderating the mediating effect of empathy.

This study investigates reverse contagion stemming from customer misbehavior in accessed-based consumption. It delves into the impact of empathy, narrative appeal and previous misbehavior on the dynamics of value codestruction and cocreation. This comprehensive examination of these factors within a unified framework represents a new contribution to the literature. The results illuminate this intricate phenomenon, offering valuable insights for managers to address adverse customer behavior and harness the positive aspects of reverse contagion.

This paper aims to examines the moderating effect of small vs large supply base size on the relationship between strategic sustainable purchasing (SSP) and organizational sustainability performance (OSP). SSP is conceptualized as a dynamic capability consisting of strategic purchasing and environmental purchasing. Environmental collaboration is conceptualized as a mediator between SSP and OSP. Extant research has not examined the effect of the size of the supply base on the relationship between SSP and OSP.

The hypothesized relationships are tested using a two-step multi-group analysis in partial least squares-structural equation modeling (PLS-SEM).

A small supply base size positively moderates the relationship between SSP and environmental collaboration, thus achieving OSP. In contrast, when the supply base is large, strategic purchasing is positively associated with environmental collaboration, while environmental purchasing is negatively related to environmental collaboration. A large supply base has a positive relationship to environmental collaboration and economic sustainability, while the relationship between environmental collaboration and environmental and social performance is not significant.

This research argues that despite the nuances in the moderating effects of small versus large supply base size, managers need to invest in both dynamic and relational capabilities to achieve organizational sustainability.

Scant research is available in supply chain management research that has examined the important effect of the supply base size on the relationship between SSP and OSP. This research aims to fill this gap. The study helps practitioners understand the effects of supply base sizes for their organizations, increase interrelationships among suppliers, reduce the level of differentiation among them, and, thereby, reduce costs and increase revenues.