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This paper has a dual purpose. The first is to provide a thorough analysis of developments in international marketing in relation to the coronavirus disease 2019 (COVID-19) pandemic; the second is to capitalize on these developments to set an agenda for future research in the field of international marketing.

This paper zooms in on and reviews the 18 papers published in International Marketing Review’s (IMR) Special Issue on “Covid 19: advancing international marketing theory and guiding practice” (2023, volume 40, issue 5). It also integrates recent research at the intersection of international marketing and the COVID-19 pandemic.

The paper highlights five areas that embody significant contemporaneous changes brought about by the COVID-19 pandemic and affect international marketing practice. These include (1) shifts in consumer behavior, (2) digitalization and artificial intelligence, (3) disruptions in supply chains, (4) communication and corporate social responsibility (CSR), and (5) international dynamic marketing capabilities. In order to advance international marketing theory in relation to pandemics and other external crises, the paper establishes research directions for each of these areas.

The paper provides a novel and comprehensive categorization of fundamental shifts caused by the COVID-19 pandemic and lays out a research roadmap to advance research in the field of International Marketing (IM). Important implications for practice are also discussed.

This study aims to present a comprehensive knowledge mapping and an in-depth analysis of plastic and sustainability research to understand better global trends and directions in this field that emerged between 1995 and 2022.

This study presents a visual analysis of 1933 research articles listed in the Web of Science (WoS) databases between the years 1995 and 2022 related to plastic and sustainability. The knowledge mapping based on CiteSpace and VOSviewer presents the current research status, which contains the analysis of the collaboration network, co-citation network, references with citation bursts and keyword analysis.

The results reveal that China and the USA are the most prominent countries in exploring the notion of sustainability and plastic. The Chinese Academy of Science is the most prominent institution. Chai Qiang, Friedrich Daniel, Sahajwalla Veena and Ok Yong Sik are the most prolific authors in this field. Furthermore, circular economy, bioplastic, sustainable development, polyester and bioplastics are the highly discussed issues in recent years. Not surprisingly, COVID-19 is the latest topic of discussion started in 2021 due to its negative impact on plastic pollution and the challenges it posed to sustainability.

This study is among the pioneers to shed light on the current research status of plastic and sustainability using the bibliometric method and the newest data. This study also suggests that collaborations between scholars and institutions require to be enhanced for better management of plastic pollution and to contribute to sustainable development.

This study aims to explore the vulnerabilities of the dairy industry to ransomware threats, focusing particularly on the upstream supply chain and applying routine activity theory (RAT) to understand the evolving dynamics of cybercrime in critical infrastructure sectors.

Utilizing expert interviews and network analysis, this research investigates the exploitation of complex supply chain vulnerabilities by motivated offenders. It delves into the intricate interplay between digital threats and physical supply continuity.

The study uncovers that ransomware threats transcend digital boundaries, manifesting in disruptions to physical operations and presenting significant risks to food security. It underscores the threat posed by the convergence of information technology (IT) and operational technology (OT), emphasizing the urgent need for heightened awareness and robust defenses against this substantial menace.

Addressing cyber vulnerabilities in critical sectors like dairy ensures not only the security of operations but also safeguards broader societal interests such as food security. Collaboration and proactive measures are essential to mitigate potential social and economic disruptions caused by cyber incidents.

This research fills a knowledge gap by shedding light on the nexus between cyber threats and supply chain resilience. It emphasizes the need for industries to adapt traditional defense mechanisms in the face of sophisticated digital adversaries.

The purpose of this paper is to determine the effect of adding Aloe vera powder (AVP) in the production of mahewu with the aim of determining its shelf-life and sensory qualities.

Mahewu was produced at home (Sample B) and in the laboratory (Sample C) using a standard home-made procedure with the addition of AVP. A control mahewu (Sample A) was produced without AVP. Shelf-life was determined by following the chemical, microbiological, physical properties at 36 ± 2 °C for 60 days and the sensory properties of the products were also evaluated.

Physicochemical analysis revealed decreases in pH ranging between 3.3 and 2.4 from day 15–60 days of storage in all three samples. There was a significant increase (p < 0.05) in titratable acidity (0.2–1.8%) of all mahewu samples during storage. Total soluble solids were different amongst the samples from day 15 to day 60. The colour of the products was significantly different (p = 0.05) with respect to L*, a* and b* throughout the storage period. Microbiological results revealed an increase in coliforms bacteria, lactic acid bacteria, and yeast during storage. Sensory analysis showed that the control mahewu was more preferred than AVP added mahewu.

The study may help small-scale brewers to increase the shelf-life of mahewu.

Results of this study showed that the addition of AVP extended shelf-life of mahewu up to 15 days at 36 ± 2 °C.

Digital servitization concerns how manufacturers utilize digital technologies to enhance their provision of services. Although digital servitization requires that manufacturers possess new capabilities, in contrast to strategic (or dynamic) capabilities, little is known about how they develop the required operational capabilities. The paper investigates the mechanisms for developing operational capabilities in digital servitization.

This paper presents an exploratory study based on 15 large manufacturers operating in Europe engaged in digital servitization.

Three operational capability development mechanisms are set out that manufacturers use to facilitate digital servitization: learning (developing capabilities in-house), building (bringing the requisite capabilities into the manufacturer), and acquiring (utilizing the capabilities of other actors). These mechanisms emphasize exploitation and exploration efforts within manufacturers and in collaborations with upstream and downstream partners. The findings demonstrate the need to combine these mechanisms for digital servitization according to combinations that match each manufacturer’s traditional servitization phase: (1) initial phase - building and acquiring, (2) middle phase - learning, building and acquiring, and (3) advanced phase - learning and building.

This study reveals three operational capability development mechanisms, highlighting the parallel use of these mechanisms for digital servitization. It provides a holistic understanding of operational capability development mechanisms used by manufacturers by combining three theoretical perspectives (organizational learning, absorptive capacity, and network perspectives). The paper demonstrates that digital servitization requires the significant application of building and acquiring mechanisms to develop the requisite operational capabilities.

This research aims to compare consumer responses to pro-environmental communication and appeals to recycle packaging when these messages come from a high-familiarity versus a low-familiarity brand.

Two online between-subjects experimental studies evaluate consumer perceptions and the willingness to comply with recycling appeals in response to pro-environmental communications from a high-familiarity versus a low-familiarity brand. To test the hypotheses, the studies examine the moderating role of sustainability habits and the mediating role of shared environmental responsibility.

Findings show that communicating a brand’s adoption of sustainable packaging is more salient to consumers when the appeal comes from a low-familiarity rather than a high-familiarity brand, especially when sustainability habits are weaker. The mediating role of shared environmental responsibility partly explains consumers’ commitment to act pro-environmentally.

Sustainability officials and policymakers should consider the impact of pro-environmental interventions that encourage collective recycling between brands and consumers. Practitioners are encouraged to examine revised waste management schemes such as extended producer responsibility programs to elicit the collaboration of consumers in initiatives that boost recycling and stimulate pro-environmental behaviors.

Using the diagnosticity–accessibility framework and habit theory, to the best of the author’s knowledge, this research is among the first to empirically examine the role of sustainability habits in consumer responses to pro-environmental brand communications. It also highlights consumers’ willingness to comply with brands’ take-back programs in a shared effort to reduce plastic waste and encourage a circular economy.

The purpose of this paper is to propose a research approach to investigate brand alignment by exploiting textual data from online brand communities in the coffee industry. Specifically, consumer brand associations from user-generated content (UGC) and company brand associations from firm-generated content (FGC) are explored to measure the alignment between brand identity and brand image. The selected context of research is the beverage industry wherein companies are called on to develop appropriate digital websites and brand communication strategies to enhance the consumers' brand experience.

The authors introduce a research approach that integrates netnography with text mining analysis. Since brand associations were the basis of the study’s analysis, the authors focused on text mining procedures, providing data (co-occurrences) corresponding to brand associations that consumers perceive and that the company communicates. Data were used to develop the measurements of brand alignment.

The main findings of this research highlight the importance for both scholars and practitioners of determining brand alignment of beverage products in online communities. Knowing the alignment between the way a company communicates its brand identity and how this is perceived by consumers allows for effectively reviewing brand communication.

Although the combined analysis of the alignment between brand image and brand identification has received attention in marketing literature, most scholars have neglected how to measure brand alignment. This is a need for many marketing managers in the coffee industry who are now moving in digital environments where the role of consumers is not that of receivers of brand communication but rather that of cocreators of brand value.

Fractional order nonlinear evolution equations (FNLEEs) pertaining to conformable fractional derivative are considered to be revealed for well-furnished analytic solutions due to their importance in the nature of real world. In this article, the autors suggest a productive technique, called the rational fractional (DξαG/G)-expansion method, to unravel the nonlinear space-time fractional potential Kadomtsev–Petviashvili (PKP) equation, the nonlinear space-time fractional Sharma–Tasso–Olver (STO) equation and the nonlinear space-time fractional Kolmogorov–Petrovskii–Piskunov (KPP) equation. A fractional complex transformation technique is used to convert the considered equations into the fractional order ordinary differential equation. Then the method is employed to make available their solutions. The constructed solutions in terms of trigonometric function, hyperbolic function and rational function are claimed to be fresh and further general in closed form. These solutions might play important roles to depict the complex physical phenomena arise in physics, mathematical physics and engineering.

The rational fractional (DξαG/G)-expansion method shows high performance and might be used as a strong tool to unravel any other FNLEEs. This method is of the form U(ξ)=∑i=0nai(DξαG/G)i/∑i=0nbi(DξαG/G)i.

Achieved fresh and further abundant closed form traveling wave solutions to analyze the inner mechanisms of complex phenomenon in nature world which will bear a significant role in the of research and will be recorded in the literature.

The rational fractional (DξαG/G)-expansion method shows high performance and might be used as a strong tool to unravel any other FNLEEs. This method is newly established and productive.

This paper aims to study almost Ricci–Yamabe soliton in the context of certain contact metric manifolds.

The paper is designed as follows: In Section 3, a complete contact metric manifold with the Reeb vector field ξ as an eigenvector of the Ricci operator admitting almost Ricci–Yamabe soliton is considered. In Section 4, a complete K-contact manifold admits gradient Ricci–Yamabe soliton is studied. Then in Section 5, gradient almost Ricci–Yamabe soliton in non-Sasakian (k, μ)-contact metric manifold is assumed. Moreover, the obtained result is verified by constructing an example.

We prove that if the metric g admits an almost (α, β)-Ricci–Yamabe soliton with α ≠ 0 and potential vector field collinear with the Reeb vector field ξ on a complete contact metric manifold with the Reeb vector field ξ as an eigenvector of the Ricci operator, then the manifold is compact Einstein Sasakian and the potential vector field is a constant multiple of the Reeb vector field ξ. For the case of complete K-contact, we found that it is isometric to unit sphere S²ⁿ⁺¹ and in the case of (k, μ)-contact metric manifold, it is flat in three-dimension and locally isometric to Eⁿ⁺¹ × Sⁿ(4) in higher dimension.

All results are novel and generalizations of previously obtained results.

Supply chains need to be made viable in this volatile and competitive market, which could be possible through digitalization. This study is an attempt to explore the role of Industry 4.0, smart supply chain, supply chain agility and supply chain resilience on sustainable business performance from the lens of natural resource-based view.

The study tests the proposed model using a covariance-based structural equation modelling and further investigates the ranking of each construct using the artificial neural networks approach in AMOS and SPSS respectively. A total of 234 respondents selected using purposive sampling aided in capturing the industry practices across supply chains in the UK. The full collinearity test was carried out to study the common method bias and the content validity was carried out using the item content validity index and scale content validity index. The convergent and discriminant validity of the constructs and mediation study was carried out in SPSS and AMOS V.23.

The results are overtly inferring the significant impact of Industry 4.0 practices on creating smart and ultimately sustainable supply chains. A partial relationship is established between Industry 4.0 and supply chain agility through a smart supply chain. This work empirically reinstates the combined significance of green practices, Industry 4.0, smart supply chain, supply chain agility and supply chain resilience on sustainable business value. The study also uses the ANN approach to determine the relative importance of each significant variable found in SEM analysis. ANN determines the ranking among the significant variables, i.e. supply chain resilience > green practices > Industry 4.0> smart supply chain > supply chain agility presented in descending order.

This study is a novel attempt to establish the role of digitalization in SCs for attaining sustainable business value, providing empirical support to the mediating role of supply chain agility, supply chain resilience and smart supply chain and manifests a significant integrated framework. This work reinforces the integrated model that combines all the constructs dealt with in silos so far in prior literature.