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The idea of value co-creation involves the benefit actors gain from integrating resources through activities and interactions within a service network, with the environment enabling high-quality collaboration. This paradigm highlights customers’ ability to co-create value with service providers and other customers. This idea is gaining traction in health care. These days, patients are no longer passive recipients of health-care services; rather they have started taking proactive roles in their self-health management. This study aims to understand the phenomenon of value co-creation among patients within online health communities (OHCs).

A systematic literature review of papers published from 2003 to 2024 in Web of Science-indexed journals was conducted. The review highlights theories, contexts, characteristics and methodologies in this area, synthesizing insights from previous research and presenting a future research agenda for underexplored and unexplored contexts using emerging theoretical perspectives and analytical methodologies.

The review illuminates theoretical and empirical studies on value co-creation among patients in OHCs. Previous research shows that value co-creation among patients leads to cognitive, affective and physical benefits such as reduced anxiety and stress, increased assurance and self-confidence, improved quality of life, enhanced patient empowerment, acceptance of disease and treatment effectiveness and a sense of self-worth and well-being.

This review synthesizes insights from previous works and outlines a research agenda for future studies in underexplored and unexplored contexts using new theoretical perspectives and methodologies. Considering the role social media plays in an individual’s life, this work will help in deep diving into the role of such online communities in the health-care sector.

This study aims to delve into the impact of the Pradhan Mantri Jan Arogya Yojana (PMJAY) on the well-being and quality of life of beneficiaries in Surat City of India. Employing correlation and regression analyses, the study uncovers significant correlations between Awareness, Healthcare Utilisation, and Financial Burden Reduction with well-being outcomes.

The investigation employs a structured questionnaire to gather data from 250 beneficiaries, exploring the relationships between Awareness, Healthcare Utilisation, Financial Burden Reduction, Well-Being and quality of Life. The data was collected using a structured questionnaire using a survey method.

The results highlighted the crucial role of Awareness in empowering beneficiaries to make informed healthcare decisions, positively influencing their well-being. Furthermore, the study underscores how active engagement with PMJAY's healthcare services enhances well-being. The mitigation of financial burdens emerges as a pivotal factor, signifying the program's efficacy in improving beneficiaries' quality of life.

The comprehensive model presented in this study reveals that PMJAY's multifaceted approach is pivotal in promoting enhanced well-being and quality of life among beneficiaries. These findings affect public health policies seeking to create holistic interventions that holistically address vulnerable populations' healthcare access, financial burdens, and overall well-being.

The purpose of this study is to segment mobile wallet users using a finite mixture partial least squares (FIMIX-PLS) approach and evaluate the unobserved heterogeneity across segments.

Partial least square structural equation modeling (PLS-SEM) using a convenience sample of 744 responses was used to analyze the measurement, structural model and hypotheses testing. To examine unobserved heterogeneity and identify user segments, FIMIX-PLS technique was employed. To generate more precise recommendations, importance-performance map analysis (IPMA) was performed with attitude as the target variable.

A structural equation model revealed that except perceived ease of use (PEOU) all other dimensions, namely perceived usefulness (PU), lifestyle compatibility (LC), facilitating conditions (FC), trust and security significantly influences attitude which, in turn, determines intention. The FIMIX-PLS technique resulted in four segments – The Rationalist, Early Adopters, Late Adopters and The Innovators.

The paper provides segment specific and between segment differences to derive implications. Identification of relevant predictors and segments will help academicians, marketing researchers and practitioners in gaining further understanding of the mobile wallet adoption. The findings of the paper can guide mobile wallet providers to frame appropriate strategies and offerings pertaining to the obtained segments.

The paper builds upon Technology Acceptance Model (TAM) to propose an integrated model to explain adoption behaviors associated with mobile wallet. To the best of the authors' knowledge, this is one of the first empirical attempts using FIMIX-PLS technique to assess precursors of adoption and substantiates the perceived value-attitude-intention linkage to identify heterogeneity among mobile wallet users.

Axis, HMS and Sectra are three Swedish companies whose managers argue that you should never be radical on two fronts: creating new products for new markets at the same time. This paper aims to show however that while Axis’ managers claim not to be radical on two fronts, they still perform horizontal diversification, but they do so by disguising it as product development. Just like certain animals disguise themselves for protection, Axis’ managers disguise diversification as a defense mechanism, to protect themselves. In so doing, they have learned to manage the dynamics of innovation, by shifting between periods of focus and diversification.

This study was based on an inductive research approach influenced by grounded theory. In total, 32 interviews were performed with top and middle-line managers from three Swedish companies: Axis, Sectra and HMS. A total of 91 A4 transcript pages, 66 A4 e-mail pages, 52 annual reports (from 1999 to 2017) and 256 company presentations and newspaper articles (from 1988 to 2015) were collected and analyzed. Open and selective coding yielded 105 sub-categories, which were grouped into four main categories and presented as detailed descriptions. The results were based on the interpretation of those descriptions and related to disguise as a defense mechanism in psychology.

Innovation is a difficult process often met with hostility. Axis’ managers however have found a way to go beyond their existing business domain, while still protecting themselves from internal and external opposing forces that would go against such a risky strategy. To do so, they first expand their existing business domain. Then they perform horizontal diversification and disguise it as product development, as a defense mechanism to protect their desire to create innovation from managers who would oppose their risky strategy. In so doing, they convince other stakeholders that innovation through diversification is the best strategy for their company.

This study was only performed at three Swedish technological companies. For future research, other Swedish companies could be included, and not only technological companies either, to explore whether diversification is considered a strategy that needs to be disguised in other businesses as well, and how managers from those businesses deal with internal and external forces.

Managers from Axis, Sectra and HMS are fully aware that innovation as well as diversification is difficult. Ideas that seem interesting and full of potential for some people may seem too risky and dangerous for others. To protect diversification as a strategy for innovation, Axis’ managers have found a way to disguise diversification, and make it seem less dangerous. In so doing, they are able to diversify and create innovation. A strategy for disguising diversification therefore has practical managerial implications of how managers can deal with internal and external forces that would go against such a strategy.

This study connects defense mechanisms in psychology with innovations strategy and innovation management and solves a practical dilemma that managers often struggle with: how to create innovation despite barriers that exists and oppose such a strategy. Managers will most likely always face different barriers to innovation, and perhaps solving them is not possible. This study shows how Axis’ managers have found a way to go around this problem, when solving it is not possible. This strategy thus shows originality and value for both theory and practice related to innovations strategy and innovation management.

Since the post-liberalization era, a noticeable structural change and transition in employment have unfolded within the Indian economy. Hence, the purpose of this paper is to understand employment transition and elucidate the evolving dynamics of rural economies and employment patterns from agriculture to more productive non-agricultural sectors. Additionally, the study investigates the underlying causes of socioeconomic disparities and their repercussions on employment trends.

To address the aforementioned issues, this study utilised secondary data from labour surveys conducted by the National Sample Survey Organisation spanning from 2004–05 to 2023. Initially, the study computed the magnitude of employment in both agriculture and non-agriculture sectors. Subsequently, the distribution of non-agricultural labour across various socioeconomic characteristics was estimated. Furthermore, a logistic regression model was employed to evaluate the impact of socioeconomic factors on employment choices. Finally, Fairlie’s decomposition model was applied to elucidate workers’ decisions to engage in non-agricultural sectors.

The study reveals a significant rise in rural non-agricultural employment, from 98.4 m in 2004–05 to 193.3 m in 2023, indicating changing job preferences. Notably, the construction and trade sectors emerge as significant drivers of this trend. However, self-employment and casual labour persist, highlighting job vulnerability. Additionally, women and marginalised individuals with low levels of education and socioeconomic status lag behind in non-agricultural employment.

This study makes a significant contribution by offering a thorough analysis of the employment transition from agriculture to non-agriculture over a span of two decades. It provides valuable insights into the evolving dynamics of employment trends.

The peer review history for this article is available at: https://publons.com/publon/10.1108/IJSE-11-2023-0904.