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This study investigates how online sellers can leverage platform-based technologies to mitigate product returns through the lens of affordance actualization theory. We conceptualize four categories of platform-based technologies and theorize how their affordances influence consumer perceptions and behaviors, leading to reduced return rates.

We develop a research model grounded in affordance actualization theory and test our hypotheses using a unique longitudinal dataset from a leading e-commerce platform. We employ panel data analysis with seller fixed effects and conduct various robustness checks to ensure the reliability of our findings. We also examine the synergistic effects among different platform-based technologies and explore their varying impacts across product types and seller characteristics.

The strategic actualization of pricing, marketing, product presentation and customer service technology affordances significantly reduces product return rates. The return-mitigating effects are stronger for low-reputation sellers and high-price, high-complexity products, highlighting the contingent value of technology affordances in managing returns. Besides, we find evidence of synergistic effects among different platform-based technologies, particularly for complex products and less reputable sellers.

This study extends affordance actualization theory to the e-commerce context and uncovers the mechanisms and boundary conditions for platform-based technologies to mitigate product returns. We contribute to the literature by offering a novel theoretical perspective and granular insights into the role of technology in shaping a critical operational outcome in online retailing.

This paper aims to explore the role of multi-national enterprises in addressing grand societal challenges, emphasising the need for integrating environmental and social aspects into business models. Drawing on the books of Geoffrey Jones (2023) “Deeply Responsible Business” and Rob van Tulder and Eveline van Mil (2023) “Principles of Sustainable Business”, the paper provides comments and analysis of how principles and values can guide engaged international business (IB) scholarship and responsible leadership to effectuate meaningful change.

The paper adopts a dialogical review, as a curated discussion of the books whereby the authors attempt to co-construct a research and teaching agenda for responsible and engaged IB scholarship.

The paper highlights the critical importance of aligning business strategies with societal needs. Companies that adopt ethical principles, or adopt the sustainable development goals (SDGs) via principles-based frameworks, can achieve significant positive impacts.

The paper follows a viewpoint/perspective format. It relies on underpinning historical case studies and selected theoretical frameworks, which may not capture the full complexity of contemporary business environments. Scholars should conduct future research to study the underpinning principles and frameworks deployed in various industries and regions.

The paper suggests that business leaders should learn from the past to adopt a values and principles-based approach to integrate sustainability into their core strategies. It also highlights the importance of transforming the higher education teaching experience towards a value and principles-based one.

This paper underscores the potential of businesses to drive positive societal change by addressing environmental and social challenges. By adopting ethics-based value systems and aligning organisations with the SDGs, companies can help mitigate pressing issues, such as poverty, inequality and climate change. The authors suggest reading “Deeply responsible business” and “Principles of Sustainable Business” to influence public attitudes towards corporate social responsibility and foster a more sustainable and equitable global economy.

The paper offers a curated discussion and synthesis of historical and contemporary perspectives on sustainable business practices. It bridges the gap between theory and practice by providing actionable frameworks and tools for business leaders and scholars.