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This paper describes a research project that involved an in‐depth investigation into freelancing in the public relations industry with data collected from both freelancers and their employers. The analysis of these data highlighted the complexity of issues for those working in and employing people in this sector of public relations practice. The research project produced data on themes relating to freelance practitioners’ status, skills and experience, but this paper aims to focus specifically on trends and issues for the future. The key findings under this theme are that the freelance sector has grown. A majority of clients claim an increased use of freelancers in the last year and this was linked to a “need for flexibility” and “new business development”. Also the majority of freelancers are happy and do not want to change their employment status and some respondents stated “nothing” would make them return to permanent employment. Freelance public relations appears to be meeting a trend since the early 1990s for companies to “downsize” and “outsource” workers and for employees to seek a work/lifestyle balance. Regarding patterns of work almost half of freelancers claimed to be more productive when freelancing with the key factors being that they have “fewer interruptions” and fewer “unnecessary meetings”. Of relevance to national institutes and debates about professionalisation and reputation, it was interesting that the majority of the sample were not members of a professional body. The research and its findings have implications for human resources managers employing public relations staff, public relations managers and directors who commission freelance practitioners and the freelancers themselves.

This study discusses the sources of value co-creation and its effects on businesses using social platforms such as Facebook, Instagram, Twitter and blogs.

A total of 301 survey responses were selected. The selected respondents indicated that they lived in South Korea, had an occupation as a private business or marketer and had used a social platform one or more times a day. The hypotheses were tested using a structural equation model.

The study reveals that the source of sustainable value co-creation between social platforms and businesses positively affects the competitive advantage of maintaining businesses. This advantage reveals an integrated relationship that leads to the successful financial performance of businesses through online word of mouth and customer satisfaction. Moreover, this study finds that the relationship between variables differs by social platform types (unidirectional vs bidirectional service).

The results of this study explain the relationship between value co-production, value-in-use, SCA and long-term performance. However, this study focused on private business and marketing staff working in companies in South Korea. Accordingly, more countries in which social platforms are widely utilized should be taken into account to help generalize the empirical findings.

There is a difference in the relationship between co-creation activity and cost advantage/long-term performance in accordance with the service type of a social platform. The results indicate that a bidirectional service is a more powerful tool for cost advantage and long-term performance.

This study focuses on the role of value co-creation in social platforms to ensure companies’ sustainable competitive advantage and performance. The results of this study will help companies develop online marketing strategies using social platforms.

Anchored on the natural resource-based view and stakeholder theories, this study aims to investigate the mediating roles of sustainable supply chain management and green radical product innovation (GRPI) in the link between sustainable entrepreneurial orientation (SEO) and sustainability performance.

The comprehensive research model developed in this study is empirically tested by using data garnered from 248 managers of Ghanaian small and medium-sized enterprises. Partial least square structural equation modeling is applied as the methodological technique to test all the hypothesized relationships.

Results of the study indicate that SEO has a direct significant positive impact on environmental performance and social performance but not financial performance. However, through sustainable supply chain management and GRPI (both mediating variables), SEO tends to have significant impact on all sustainability performance dimensions (environmental, financial and social performance).

This study offers fresh empirical evidence by developing a unified research model that validates the specific mediation role of sustainable supply chain management between SEO and green radical product innovation, as well as the mediating roles of both sustainable supply chain management and GRPI between SEO and sustainability performance dimensions.

The paper analyzes socially embedded antecedents of sustainability and compares the results between two distinct contexts of Russia and Italy. Specifically, the paper identifies which forms of embeddedness (network, family and virtual) are associated with proactive environmental sustainability in SMEs.

The data for the study were gathered from the World Bank Enterprise Survey dataset and include observations of 1,106 Russian SMEs and 663 Italian SMEs. Given the dichotomous nature of the dependent variable “proactive environmental sustainability”, the study utilizes a binary logistic regression and test regression models on the Russian and Italian data.

Network embeddedness positively influences proactive environmental sustainability among SMEs in Italy, but not in Russia. Value chain environmental pressure positively impacts proactive environmental sustainability among SMEs in Russia and Italy. Network embeddedness negatively moderates the relationship between value chain environmental pressure and proactive sustainability in Russia, but not in Italy. Virtual embeddedness positively impacts proactive environmental sustainability practices among SMEs in Russia but not in Italy, while family embeddedness positively impacts proactive environmental sustainability practices in Italy, but not in Russia.

We employ social embeddedness theory to determine to what extent certain forms of embeddedness contribute to proactive environmental sustainability among SMEs originating from two very distinct national contexts, a developed economy and a transition (emerging) economy. Our comparative approach allows us to challenge the “traditional” assumptions about SMEs’ sustainability antecedents, by showing the key role of different forms of social embeddedness.

This study aims to conduct a systematic review of the existing literature on export promotion and foreign market entry strategies for small and medium enterprises (SMEs).

This study incorporates systematic literature review by using bibliometric technique and content analysis of 195 scholarly papers published between 2000 and 2024 obtained from Scopus database, using the PRISMA principles and a methodological framework.

The use of quantitative analysis has shown dynamic patterns in publication trends, characterized by notable increases in recent years. These trends align with the changing dynamics of the global economy and shifting priorities in international commerce. The study reveals thematic frameworks using author collaboration analysis, word cloud visualizations and a thematic map, providing insights into a significant motor, niche and developing issues that shape the discussion on the international growth of SMEs.

It offers significant insights that can benefit academics, policymakers and practitioners who are interested in understanding and navigating the intricate terrain of export promotion and market access strategies specifically tailored for small firms.

To the best of the authors’ knowledge, the study is the first of a kind that presents a systematic examination of the existing body of knowledge on the internationalization of SMEs.