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This study furthers the body of knowledge on entrepreneurial decision-making, entrepreneurial marketing and female entrepreneurs by exploring practical implications of heuristics and biases in female entrepreneurs’ marketing decisions. Heuristics and biases influence many entrepreneurial decisions. Moreover, some of the most important entrepreneurial decisions are marketing-related. Given that the entrepreneurial marketing behavior emanates from entrepreneurial thinking and decision-making, one may conclude that female entrepreneurs’ marketing decisions are susceptible to heuristics and biases. This paper aims to explore the outcomes of heuristics and biases in entrepreneurial marketing decisions.

Data were collected by conducting semi-structured interviews with 19 Iranian female biotech entrepreneurs and analyzed by thematic analysis.

The findings indicate that introducing pioneering products to the market, overestimating product’s market appeal, unprepared entry, underestimating the competition, overcoming entry impediments, entry postponement, growth, success in incremental innovation and failure in radical innovation are the main outcomes of the identified heuristics and biases in the female entrepreneurs’ marketing decisions.

This paper has some precious practical implications for marketers as well as female entrepreneurs running small businesses. Generally speaking, reducing the negative impacts of the identified heuristics and biases of this study while enhancing their positive effects will increase the chances of female entrepreneurs to compete and succeed in tumultuous markets. Furthermore, our most important managerial implication is regarding overconfidence, which was very common in the female entrepreneurs’ marketing decisions by having various positive and negative outcomes. Thus, female entrepreneurs should be careful of this fateful bias in their decisions by knowing the most common signs of overconfidence.

This paper is unique because of not only identifying the main heuristics and biases but also their major outcomes in entrepreneurs’ major marketing decisions. Moreover, this paper is a pioneer in exploring heuristics and biases in female entrepreneurs’ decisions.

This study aims to undertake a review of the circular economy (CE) and business model (BM) literature by conducting a thematic analysis and developing a framework.

To address the research questions, a systematic literature review was conducted. Finally, 106 publications were chosen based on two main criteria.

The authors performed an athematic analysis of CE drivers. This analysis identifies five key areas: environmental, economic, social, regulatory and institutional factors, as well as emerging approaches for addressing CE drivers. A framework for the circular economy business model (CEBM) has been developed by integrating BM value dimensions and three primary CE strategies, including closing, slowing and narrowing resource loops. Additionally, the authors’ framework considers the CEBM’s sustainability impact in emerging economies.

This study is limited in two ways: one is inherent in the concept of CE, particularly CEBM, and the other is methodological.

This study contributes to the body of knowledge about CE and BM in three ways. First, this research includes a thematic analysis of CE drivers, as well as themes and subthemes. Additionally, the authors discuss an emerging approach for CE drivers. Second, the authors make a contribution by proposing a framework for CEBM that takes value dimensions and CE strategies into account for the emerging economy context. Third, the authors shed light on potential avenues for further research.

This study aims to develop a comprehensive set of determinants and sub-determinant of eco-innovation (EI) and to propose an approach for their structuring and prioritisation.

A framework was developed based on a literature review, interpretive structural modelling (ISM) was used to structure the main determinants and the results were transferred into a six-phase quality function deployment (QFD) for prioritising the sub-determinants. The statistical population included 15 experts and the middle/top managers of 130 knowledge-based companies.

Based on the results of the driving power and dependence diagram from the ISM, a seven-level classification of the main determinants has been used. The QFD results indicated ‘meeting environmental law standards’; ‘scale to support innovative strategies’; ‘commitment to continually improve and make eco-innovations’; ‘technological advisory oriented to environment’; ‘product and process EI oriented methods’; ‘improvements in energy efficiency across the company and the market’ and ‘reputation, brand image, and profit margin’ as the priorities of the sub-determinants of eco-innovation in the phases of the developed QFD.

The findings of this study provide evidence of the usefulness of decision-making approaches such as ISM and QFD in resolving environmental problems, which is helpful to analysts and practitioners in the field of EI.

The novel ISM+EID₂ approach proposed distinguishes this study from previous studies. The approach allows elaboration on the model presented by de Pacheco et al. (2017) by adding nine empirically derived sub-determinants.