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Export manufacturing firms from emerging markets can better meet customer needs by providing customization, which leads to competitive advantages. Although both practice and academic research have deeply discussed customization, the question of whether customization promotes export manufacturing firms' product innovation in the global B2B market is largely unexplored. The purpose of this paper is to address this issue.

This paper collects survey data from 2,248 export manufacturing firms in China and uses hierarchical moderated regression to explore the relationship between customization and product innovation in the global B2B market and their boundary conditions.

This research shows that customization positively affects export manufacturing firms' product innovation in the context of the global B2B market, and it shows that internal governance structure (contract governance and relationship governance) and external governance structure (legal enforceability) can be used as boundary conditions that affect the relationship. Specifically, contract governance has an inverted U-shaped moderating effect on the relationship between customization and product innovation; moreover, relationship governance and legal enforceability can strengthen the positive relationship between customization and product innovation.

The study explores the relationship between customization and product innovation in the global B2B market and examines the moderating effect of internal and external governance structures. In addition, the study enriches the research related to customization and product innovation in the context of the global B2B market and provides essential practical insight into the survival of export manufacturing firms from emerging markets.

This paper aims to investigate the differential effects of vertical attributes and horizontal attributes on visit intention under proximal and distal sensory imagery in travel live streams.

This research used a multimethod approach with four studies. Three designed experiments were first employed to prove casual relations of the hypothesized relations. Then, a structural model provided a new sample of the framework.

The results suggest that visit intention is higher when vertical (vs horizontal) attributes are associated with proximal (vs distal) sensory imagery. Physical presence mediates the interaction effects between attribute type and sensory imagery on visit intention.

The finding offers suggestions for multilateral information providers' capability of real-time advertising, seller-focused technology development and proactive relationship management with potential consumers.

Previous study is less sufficient to describe consumers' traveling interactivities in live-streaming media, where streamers are capable of modifying attribute-based messages and sensory modalities. Rather than focusing on imagery as a comprehensive modality or visual-dominated imagery, this study examines the interaction effects between attribute type and sensory imagery on visit intention. Drawing on reason-based choice and distance-on-distance theories, the finding enriches the evaluation of the effectiveness of live-streaming marketing across varying sensory interactions.

This study aims to investigate whether or not the two facets of pride, hubristic and authentic, are associated with knowledge hiding.

This study collects survey data (N = 343) from one of the leading information technology (IT) companies in Myanmar at two stages with a two-month interval. This study uses multiple regression analyses to test this study’s hypotheses.

Results reveal that hubristic pride is positively related to knowledge hiding, whereas the relationship between authentic pride and knowledge hiding is negative. These relationships are contingent upon the level of employees’ self-efficacy.

This study suggests that managers should include measures for moral emotions in their recruitment and selection criteria. Furthermore, the authors suggest that managers should design strategies to induce moral emotions at the workplace and enhance personal resources (e.g. self-efficacy), which have an instrumental effect in maximizing the prosocial facet of pride (i.e. authentic pride) as well as minimizing adverse experiences of the antisocial facet of pride (i.e. hubristic pride), thereby reducing knowledge hiding.

The findings shed light on the significance of the inclusion of emotional variables in understanding employees’ knowledge hiding. To the best of the authors’ knowledge, this study is the first empirical study to examine the combined effect of emotive and cognitive variables in predicting knowledge hiding by demonstrating that hubristic pride only mitigates knowledge hiding behavior among high self-efficacious employees.

This study aims to examine how three types of information technology (IT) capability (supplier technological capability, customer technology-sensing capability and relatedness of IT infrastructure) facilitate knowledge acquisition by the customer when the supplier is dominant in the supplier-customer relationship.

The unit of analysis was project. The authors designed two different questionnaires that were responded by the project manager of an enterprise resource planning (ERP) software supplier and the contact person of the customer organization in the same project, respectively. The two questionnaires were matched by means of project name. The final sample included a total of 136 projects. The authors used ordinary least squares to test the research hypotheses.

The authors found that supplier power advantage negatively influenced knowledge acquisition by the customer. The three types of IT capability did not have direct impacts on knowledge acquisition. The moderating effect of customer technology-sensing capability was not significant either. However, supplier technological capability and relatedness of IT infrastructure attenuated the negative effect of supplier power advantage on knowledge acquisition, indicating that both factors promoted knowledge acquisition.

Knowledge acquisition is important for the success of software implementation in the supplier-customer relationship. There is limited evidence in the literature on how to apply externally oriented IT capability to enhance knowledge management, improve knowledge acquisition and manage the business relationship that is typically dominated by the software supplier. The authors provide evidence to examine related issues.

This study aims to elucidate how different relationship investment efforts by a service firm affect its customers’ perceived relationship investment; to determine how perceived relationship investment influences various dimensions of relationship strength; and to explore the moderating effects of customer innovativeness and complaint propensity on the relationship between the perceived relationship investment and relationship strength.

To minimize common method variance, data were collected from pairs of life insurance agents in China and their clients using self-report questionnaires. Hypotheses were tested using structural equation modeling.

The results indicate that customers value financial effort most followed by social effort and structural effort. Perceived relationship investment influences the affective strength most strongly, followed by cognitive strength and conative strength. Customer innovativeness and complaint propensity both moderate the effectiveness of perceived relationship investment in influencing two of the three dimensions of relationship strength.

This study is among the first to specify how service employees can guide consumer perceptions of relationship investment by applying three types of relationship investment effort. The impact of perceived relationship investment on different dimensions of relationship strength was assessed to demonstrate how service providers can benefit from investing in building consumer relationships. The moderating impact of consumer innovativeness and of complaint propensity was quantified. The research findings have important implications for managing different relationship investment as well as recruiting and training service employees.

This study aims to examine the positive and negative consequences of relationship closeness between salespersons and their business customers in a B2B sales context: sales performance and salesperson passive opportunism.

Drawing on the social exchange theory, the authors develop a conceptual model of positive and negative consequences of relationship closeness. The authors empirically test the model using matched survey data from 269 salesperson-sales supervisor dyads and individual sales performance ratings from one of the largest distribution and market expansion companies in Myanmar.

Results provide evidence of positive (i.e. sales performance) and negative (i.e. salesperson passive opportunism) consequences of salesperson’s perceived relationship closeness. These relationships are, however, contingent on organization-level and employee-level factors. High extent of supervision enhances the effects of salesperson’s perceived relationship closeness on sales performance but attenuates its influence on salesperson passive opportunism. The effect of salesperson’s perceived relationship closeness on salesperson’s passive opportunism is stronger for salespersons with a promotion (vs prevention) focus.

The results offer guidelines to firms seeking to optimize the efficacy of close relationships between their salespersons and customers. For example, higher levels of supervision could increase the likelihood of positive outcomes of relationship closeness while minimizing its negative consequences.

To the best of the authors’ knowledge, this study is the first to demonstrate not only the benefits of relationship closeness between salespersons and customers but also its dark side: the relationship closeness paradox.

The purpose of this paper is to identify the double-edged sword of customer involvement (perceived relationship quality and coordination cost) in new service development in the hotel industry, and to explore when customers should be involved from the service provider’s view.

A total of 252 valid questionnaires were collected from hotel managers, and ordinary least squares regression analysis was conducted to test the hypotheses.

Results not only show that customer involvement causes higher coordination cost but also show no direct positive effect on perceived relationship quality. Furthermore, this study finds that service climate reduces the negative effect of customer involvement and enhances its positive effect. By contrast, customer complexity intensifies the negative effect of customer involvement.

This study empirically examines the double-edged sword of customer involvement and tests the boundary conditions associated with hotel back and front office factors (service climate versus customer complexity).

Despite managers’ investments in facilitating knowledge sharing, knowledge hiding remains prevalent in organizations. Existing studies shed light on the antecedents and consequences of knowledge hiding from the hider’s perspective. This study, the first, aims to examine the consequences of perceived knowledge hiding on the performance of knowledge seekers individually and organizations more broadly.

The authors develop a theoretical framework, drawing on self-determination theory (SDT) and social exchange theory (SET). The framework is tested empirically via hierarchical regression analyses, using survey data collected from salespersons (n = 296) and supervisors (n = 83) employed by one of the largest distribution and market expansion companies in Myanmar.

Consistent with SDT, the results show that perceived knowledge hiding exerts a positive effect on knowledge seekers’ individual sales performance, although this relationship is moderated by social interaction. Conversely, the results show a negative relationship between perceived knowledge hiding and team viability, which is moderated by reward structure, consistent with SET.

The results have several strategic implications, including on the type of reward structures (i.e. individual vs team-based) that most effectively mitigate the negative consequences of perceived knowledge hiding.

This is the first empirical study of the consequences of perceived knowledge hiding. This model integrates two theoretical perspectives which highlight positive and negative consequences of perceived knowledge hiding.

The purpose of this paper is to explore the transformation from service engagement through hotel consumption behavior to subsequent product purchases and identify marketing strategies to facilitate this transformation.

Using a 1.5-year data set of transactional data from a typical hotel firm, the authors examined 4,999 valid purchase events via ordinary least squares regression to test the hypotheses proposed.

Contrary to studies indicating that heavy hospitality users are resistant to external change, the authors found that hotel service engagement (in terms of recency, frequency and monetary value) significantly informed subsequent product purchases. Effects varied based on customized solutions and product purchase channel.

Product managers in hospitality should target customers who have recently patronized hotels as well as hotel customers with high monetary value and frequency. Managers can adopt distinct marketing strategies (e.g. customized solutions and purchase channels) to sell hotel customers more products.

Prior studies have framed the cross-selling of hospitality services as a vital revenue management strategy from hotel firms’ or frontline employees’ perspectives. However, to the best of the authors’ knowledge, this is the first study to test how hotels cross-sell tangible products by targeting customers engaging in hotel consumption and by examining two major product marketing strategies that may facilitate or hinder this cross-selling process.

Global brands are attracted to emerging markets because of increasing wealth among their middle classes. However, amid increasing levels of consumer financial stress in many emerging markets, evidence points towards increased preferences for domestic products. The purpose of this paper is to examine the psychological constructs that mediate and moderate the relationship between reduced perceived financial well-being (PFWB) and domestic product purchases.

The authors develop a model drawing from three theoretical perspectives: consumer stress and coping, consumer information processing and social identity theory. Hypotheses are tested via structural equation modelling and moderated mediation analyses using data from a survey of Brazilian consumers (n=1,043).

Results show that the positive relationship between reduced PFWB and domestic product purchases is partially mediated by perceived value of global brands and frugality descriptive norm. Further analyses demonstrate that consumer confidence moderates the mediating effects of perceived value of global brands and pro-social consumer ethnocentrism on the relationship between reduced PFWB and domestic product purchases.

The antecedents of domestic product purchases identified in this study indicate opportunities for marketers of domestic and foreign products to respond to reduced PFWB, especially in relation to pricing, branding and communications. Future research should examine implications of PFWB on different populations, including other emerging markets, developed markets and lower-income consumers.

This study contributes to international marketing literature by examining the hitherto unexplored influence of reduced PFWB on domestic product purchases.