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The purpose of the study is to determine how signals of market orientation and brand storytelling affect the evaluation of start-ups by Shark Tank judges.

The authors analyzed 430 Shark Tank pitches to test their hypotheses. Their expert annotations based on elements of their conceptual model pave the way for them to deploy a large language model that gives us unique psycholinguistic insights into the start-up pitches.

The authors find that market responsiveness and external disadvantage and passion and determination in brand storytelling have a significant impact on the evaluations of start-ups by investors.

The research is set in an early-stage venture context in the US.

The research findings on business-to-investor interactions can benefit B2B marketers, start-ups and investors.

Their research which draws conceptual inspiration from the resource-based view of the firm and the signaling theory is unique in that the authors use cutting edge large-language model tools to draw psycholinguistic B2B insights from the Shark Tank interactions.

This paper aims to study the antecedents of Internet of Things (IoT) adoption among farmers and determine how trust in the technology influences its adoption when mediated by perceived value and risk. Through the conceptualization of trust and perceived risk, the authors factor in farmers’ perceptions of agricultural technology providers and discuss different forms of perceived value, spanning economic, green and epistemic value.

This paper develops a distinctive research design, drawing on elements of the value-based adoption and technology acceptance models. By linking different elements of perceived value with IoT technology, the authors also apply the service-dominant logic to this study. They study how trust affects perceived value and risk and then determine how perceived value and risk, in turn, affect IoT adoption. The authors test the hypotheses by developing a structural equation model to analyze the results of a survey, wherein 492 farmers from Iowa, the USA, participated.

The results show a positive relationship between trust and perceived value and a negative relationship between trust and perceived risk. Perceived value had a positive impact on IoT adoption, whereas perceived risk had a negative impact on IoT adoption.

The research findings on trust and perceived value and risk are timely and relevant for business-to-business (B2B) marketing practitioners and agricultural stakeholders, especially in an era where farmers are expressing growing concerns about data handling risk posed by IoT technology adoption.

The research findings signal a transition in focus from the goods-dominant logic to the service-dominant logic in agriculture, whereby farmers are drawn to IoT technology because of perceived economic, green and epistemic value and as a result, can differentiate themselves on how well they deploy operant resources. This paper not only provides a unique conceptualization of perceived value but also pave the way for a richer conceptualization of IoT core functions that enable farmers to fulfill green and epistemic goals. This is the first B2B marketing paper discussing the antecedents of IoT adoption in agriculture, such as farmers’ perceptions of both monetary and non-monetary forms of value and perceived data handling risk.

This paper aims to discuss the concepts of co-creation and value-in-use with a specific focus on big data technology in agriculture. The authors provide a unique narrative of how farmers experience co-creation and value-in-use in monetary and non-monetary forms.

The qualitative study is based on semi-structured interviews with mid-Western farmers. The constant comparative method was used for coding the data. Results were analyzed through open and axial coding, and matrix queries helped establish linkages between different concepts via NVivo 12.

The paper provides rich insight into co-creation through direct and indirect interaction, autonomous co-creation and epistemic, monetary and environmental value-in-use in the digital agriculture sector. Interestingly, co-creation through indirect interaction gives rise to epistemic value-in-use. Also, value-co-destruction can undermine co-creation, while relational actors and the concept of psychological ownership are very relevant to the process of co-creation.

The authors build on the extant literature on co-creation in knowledge-intensive B2B sectors with the unique findings linking different forms of co-creation with value-in-use.

The findings on co-creation and value-in-use are beneficial to diverse agriculture stakeholders such as farmers, agriculture technology providers, extension agents and policymakers. Agricultural technology providers can determine how to make the co-creation process more meaningful for farmers and also create suitable technology tools that enrich farmers’ knowledge about crop management. Agricultural stakeholders can learn how to develop big data analytic tools and marketing narratives to maximize value-in-use and pre-empt value co-destruction.

The research can impact policy, as it addresses a very relevant issue of how farmers relate to big data technology amidst growing consolidation and privacy concerns in the digital agriculture sector.

Our work is both theoretically and contextually relevant. We incorporate elements of service-dominant and customer-dominant logic while analyzing farmers’ perspectives of co-creation and value-in-use.

The purpose of this paper is to understand how social enterprises (SEs) sustain social focus as they shift their legal format from nonprofit to for-profit. The investigation is driven by the understanding that historical persistence of organizational action can influence the sustenance of social focus.

The paper uses a case study approach and traces the commercialization process of two microfinance organization from India. The data come from interviews and archival documents spanning across the biography of the selected organizations. The constitutive elements of the commercialization process are identified by using the lens of path creation.

Evidence suggests that the framing of purpose for microfinance as empowerment of women formed the triggering event to path creation. The organizations retained the focus on social goal by adopting a community centered delivery model of self-help groups. The organizational practices adopted after commercialization helped these organization to address the issues of drift actively.

The paper suggests that framing of organizational purpose can play a crucial role in sustaining hybrid character in SEs. It reinforces earlier findings that stakeholders can exert significant influence in balancing social and commercial goal. The aspiration to be identified as a pro-community organization is another critical driver in sustaining social focus. Finally, for SEs to sustain their social focus, proactive engagement with the community should become an integral part of organizational practices.

The paper explores the constitutive elements of path creation and demonstrates the sustenance of social focus through three stages of organizational path development. It also offers insights into the literature on historical imprinting by exploring the internal process through which imprinting is sustained and amplified and by presenting sources and outcome of imprinting.