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This research examined the role of post-conflict marketing in supporting businesses within conflict-affected regions, aligning with the objectives of UN Sustainable Development Goal 16 to foster peaceful societies amid increasing global conflicts.

Drawing from the theories of social egalitarianism and consumer discrimination, the study explored the moderating influence of conflict stakeholder on consumer willingness to pay (WTP). Understanding such stakeholder roles underscores post-conflict marketing's potential for economic growth and stability. Two experiments assessed the WTP, WTP a premium price and expected attractiveness of strategic products and services developed by key stakeholders (ex-guerrilla, ex-paramilitaries, ex-militaries, victims and other citizens) in the Colombian post-conflict context among both local (Colombian) and foreign (Japanese) consumers.

Results revealed that products associated with victims consistently received higher ratings. A notable contrast emerged as Japanese consumers favoured products of victims over those of regular citizens while rating offerings from ex-paramilitary and retired military stakeholders similarly, unlike their Colombian counterparts.

The study acknowledges limitations regarding participants' geographic location and experimental design, providing insights for future research and potential refinements.

The findings offer insights into the impact of consumer attitudes on post-conflict stakeholder entrepreneurship in foreign and local markets, thus contributing relevant knowledge to support market success.

This is the first study assessing the role of various post-conflict stakeholders in influencing consumer evaluations of products and services. Consequently, these findings contribute to the foundational understanding of post-conflict marketing and offer a benchmark for business development in conflict-affected areas.

Examinar el papel del mercadeo en el apoyo a emprendimientos en regiones afectadas por conflictos, alineándose con el ODS 16 de la ONU para impulsar sociedades pacíficas en medio del aumento de los conflictos.

Basada en las teorías del igualitarismo social y discriminación del consumidor, el estudio exploró la influencia de las percepciones hacia actores del posconflicto en el comportamiento de consumo. Dos experimentos evaluaron la disposición a pagar (DAP), DAP un precio superior y la atractividad de productos y servicios desarrollados por actores del posconflicto colombiano (exguerrilleros, exparamilitares, exmilitares, víctimas, otros ciudadanos) entre consumidores locales (colombianos) y extranjeros (japoneses).

Los productos desarrollados por las víctimas recibieron valoraciones más altas. Además, los consumidores japoneses, a diferencia de los colombianos, prefirieron los productos de las víctimas a los de “otros ciudadanos” y valoraron de manera similar los de exparamilitares y exmilitares.

Los resultados ofrecen una visión precisa del impacto de las actitudes de los consumidores sobre los productores del posconflicto en los mercados extranjeros y locales, contribuyendo a la reintegración económica, el crecimiento y la reconciliación social.

El estudio reconoce posibles limitaciones en el diseño experimental, proporcionando ideas para investigaciones futuras.

Se trata del primer estudio que evalúa el papel de los actores de un posconflicto como productores en la valoración de productos y servicios. Estos resultados contribuyen a la comprensión del mercadeo del posconflicto y ofrecen un punto de referencia para el desarrollo empresarial en zonas afectadas por conflictos.

Counterfeiting is a menace in the emerging markets and many successful brands are falling prey to it. Counterfeit brands not only deceive consumers but also fuel a demand for lower priced replicas, both of which can devalue the bona-fide brand. But can consumers accurately identify a counterfeit logo? This paper aims to explore this question and examines the accuracy and speed with which a consumer can identify a counterfeit (vs original) logo.

Seven popular brand logos were altered by transposing and substituting the first and last letters of the logotypes. Consumers then classified the logos as counterfeit (vs original) across two experiments.

Participants were faster and more accurate in identifying a counterfeit logo when the first letter (vs last letter) of a logotype was manipulated, thus revealing last letter manipulations of a brand’s logotype to be more deceptive.

This paper comments only on the manipulation of logotypes but not of logo symbols. Similarly, findings may not be generalizable across languages which are read from right to left.

Counterfeit trade is already a multibillion dollar industry. Understanding the key perceptual differentiators between a counterfeit (vs original) logo can be insightful for both consumers and firms alike.

Research available on objective measures of similarities (vs dissimilarities) between counterfeit (vs original) brand logos is limited. This paper contributes by examining the ability of consumers to discriminate between counterfeit (vs original) logos at different levels of visual similarity.

The authors propose a theoretical basis for understanding the role of ecosystem intermediaries in the configuration of social entrepreneurship identities in social purpose organisations (SPOs) and their business model innovations (BMIs).

Adopting a retrospective multiple-case study, the authors offer insights into the paths/elements that determine the building of 44 social entrepreneurship identities in the context of an emerging economy (Mexico).

The study sheds light on the role of intermediaries in the configuration of the entrepreneurial identities of Mexican SPOs and BMIs, as well as several externalities generated during the process of capturing the social and economic value, especially when social innovations are focussed on solving societal, economic and ecological social problems.

The first limitation is related to the analysis of intermediaries within the social entrepreneurship ecosystem, which needs more conceptual and empirical evidence. The second limitation is that the analysis focussed only on intervened SPOs, as the authors did not control for non-intervened SPOs. Thus, this allows for future in-depth analysis of intermediary efficiency in a focus group (intervened SPOs) and a control group (non-intervened SPOs).

The study also provides insights for Mexican SPOs on how a social entrepreneurship identity helps to capture the value creation of social innovations within an innovation ecosystem. Indeed, it is strongly aligned with the United Nations' Social Development Goals.

The study enhances the discussion about how intermediaries could encourage social entrepreneurial identity, as well as how intermediary intervention could facilitate the design and implementation of BMIs in the innovation ecosystem.

With trade amounting to more than US$400bn, counterfeiting is already affecting many successful brands. Often, consumers are deceived into buying fake products due to the visual similarity between fake and original brand logos. This paper aims to explore the varying forms of fraudulent imitation of original brand logotypes (operationalized at the level of logotype transposition), which can aid in the detection of a counterfeit brand.

Across two studies, this research tested how well consumers can differentiate counterfeit from original logos of well-known brands both explicitly and implicitly. Seven popular brand logos were altered to create different levels of visual dissimilarity and participants were required to discriminate the logos as fake or genuine.

Results demonstrate that although consumers can explicitly discriminate fake logos with a high degree of accuracy, the same is not true under conditions in which logos are presented very briefly (tapping participants’ implicit or automatic logo recognition capabilities), except when the first and last letters of the logotype are substituted.

A large body of research on counterfeit trade focuses on the individual or cross-cultural differences behind the prevalence of counterfeit trade. There is limited research exploring the ability of a consumer to correctly identify a fake logo, based on its varying similarity with the original logotype; this paper addresses this gap. Given that many of the purchase decisions are often made automatically, identifying key implicit differentiators that can help a consumer recognize a fake logo should be informative to both practitioners and academics.

There is a consensus in the literature on entrepreneurship on the crucial role of environmental conditions in the identification, development, and quality of entrepreneurial initiatives. Given the relevance of entrepreneurship and the lack of evidence, academic debates request more evidence regarding the main determinants of entrepreneurial activities in emerging economies. Inspired by these academic debates, the objective of this chapter is to provide a better understanding of the role of entrepreneurship in Mexico. Our preliminary results allow us to identify applied research trends to study the entrepreneurial spirit in Mexico, as well as elements to discuss the myths, realities, and challenges faced by Mexican entrepreneurs during the last government administration. Our chapter contributes with implications for entrepreneurs, researchers, and decision-makers.

COVID-19 has spread so quickly and uninterruptedly that it has put great pressure on the capacities of emerging countries, especially the Latin America area. Its impacts that will have on businesses and entrepreneurs, it can be inferred that the duration of this crisis is still uncertain; thus, the aim on this chapter is to aggregate the current knowledge on how COVID-19 has impacted the entrepreneurship, and their expectations in the short and medium term. We examined 37 articles published between 2020 and 2021. To develop the discussion, we conducted descriptive review including year, affiliation of the first author, type of study, research methods in reviewed papers, and the origin of the empirical sample. We follow our thematic analysis within four broad categories: (1) crisis; (2) digitalization; (3) education; and (4) employment. Our results show that the call to address grand challenges, particularly relate to digitalization, public policies focused on supporting entrepreneurs and education in entrepreneurship in the Latin America context.

The European Union (EU) energy supply environment is changing significantly and in a dynamic way, establishing the issue of safe energy imports as main priority. Greece relies heavily on energy imports. Furthermore, Greece aims to be elevated into an energy cross road for the energy supply to the EU. In this respect, the aim of this paper is the investigation of the suitability of graph theory concepts on energy supply networks and its application to represent energy corridors to Greece.

Supporting frameworks to represent and assess the vulnerability of the corridors satisfying the Greek demand in oil and gas are considered a crucial issue and are presented in this paper, based on the graph theory approach. In addition, a pilot application of the shortest path algorithm and the maximum flow at minimum risk algorithm for the oil and gas corridors to Greece is presented and discussed.

This paper introduces the application of graph theory to energy policy analysis. Indeed, the pilot application in oil and gas supply corridors to Greece, although quite simplified, has indicated the applicability of graph theory concepts in such problems and is considered a step forward of the existing studies, supporting the design efforts towards the development of a more reliable energy supply system.

To the best of the authors' knowledge, graph theory's application to energy corridors is not available in the international literature. In this respect, the added value of the paper is the provision of a sufficient decision support framework for the representation and assessment of the energy corridors' risk of energy availability, through the application of graph theory.

Greece is a net importer of oil and gas and is among the most vulnerable countries of the European Union (EU) on energy supply disruptions. Furthermore, is considered a “crossroad” of existing and forthcoming infrastructure for importing energy to the EU. The purpose of this paper is the presentation of the web tool that implements the developed methodology for the quantification of socio‐economic risks of oil and gas corridors. The tool is applied to the main present and future oil and gas corridors to Greece, and the related outcomes are discussed.

A structured and coherent review on the future and present oil and natural gas (NG) corridors to Greece was elaborated, based on desk analysis and collection of the related data from national and international sources. Factor analysis was employed for the quantification of socio‐economic risks of each energy corridor. Particular emphasis was laid on the tool's design, so as to be user‐friendly, combining intuitive menus and navigation throughout the steps of the system.

The calculation of socio‐economic risks of the main oil and gas corridors to Greece provides operative and measurable concepts for supporting energy‐modelling processes. Indeed, this paper provides useful insights on the factors affecting the smooth energy supply and the reliability of oil and gas supply options to the Greek energy system. Moreover, the presented web tool can be used as a reference point for the researcher working on energy supply risks quantification.

The introduction of the energy corridors perspective in the valuation of supply security is of significant importance, taking into account the constantly increasing energy dependence of EU countries. To the best of the authors' knowledge, a structured and coherent review of the future and present oil and NG corridors to Greece is not present in the international literature. In addition to this, the development of the web tool is a clear contribution towards the quantification of the economic and socio‐political risk analysis and a step forward of the existing studies.