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Consumers increasingly adopt artificial intelligence (AI) enabled voice assistants (VAs) for transactional and non-transactional uses due to these devices’ inherent affordances, such as their ease of use and convenience. Despite the widespread adoption of VAs in recent times, consumers continue to avoid using VAs for transactional purposes. Currently, we have a limited understanding of the various antecedents and consequences of consumer decision avoidance in the context of VAs. This study aims to bridge this gap by adopting the decision avoidance theory as a theoretical lens and a convergent mixed-methods approach to identify the antecedents (i.e. cognitive biases and nudging) and consequences (i.e. rejection of VAs for transactional purposes and intention to adopt VAs for transactional purposes) of consumer decision avoidance (i.e. consumer inertia and procrastination). The study findings suggest a positive association of cognitive biases with consumer inertia, procrastination and rejection. While nudging is positively associated with procrastination and intentions, it shares a negative association with rejection. Consumer inertia is positively associated with rejection and negatively associated with intentions. Meanwhile, procrastination shares a positive association with intention and a negative association with rejection. Technology comfort has a significant moderating (negative) influence on the association between cognitive biases and intentions. publishedVersion

PurposeEntrepreneurship across sectors has been impacted by the paradigm of open innovation in the last few decades. Although Open Innovation is argued to impact firm performance the strategic building blocks of open innovation are not discussed in the prior literature. This study aims to conceptualize open innovation and identify the antecedents and outcomes of open innovation.Design/methodology/approachUsing a qualitative study based on open-ended essays solicited from 47 SMEs and startups based out in Europe and the USA, the authors propose an overarching conceptual framework using a theoretical sampling approach adopted to establish data saturation and data analysis was carried out using thematic coding. Market place evidence was used for triangulation of the authors’ research framework and to establish the validity of the constructs.FindingsBuilding on the entrepreneurial bricolage theory, this study proposes bricolage and Platformization of innovations as antecedents to open innovation. The study also conceptualizes open innovation by identifying three underlying dimensions for open innovation. Next, the study proposes a positive association between open innovation and firm performance. Finally, the authors discuss relevant implications with future research directions of the study.Practical implicationsThe practical implication is the development of a sustained competitive advantage enhancing framework for entrepreneurial ventures with the help of open innovation.Originality/valueWith the application of the developed framework for the entrepreneurial ventures, a set of strategic activities related to open innovation can be proposed that would help these ventures to enhance their innovation and marketing capabilities, thereby helping them with a sustained competitive advantage. The present study would also help the policymakers to frame policies that help the firms with a shift toward open innovation.

Purpose The purpose of this study is to present a systematic methodological review of the application of field experiments in the domain of marketing research. By performing this study, the authors seek to offer necessary advice and suggestions to marketing scholars interested in the application of field experiments and to promote the adoption of field experiments as a preferred methodological choice among scholars in this domain. Design/methodology/approach A total of 315 field experiments published in the ten leading marketing journals in the past five decades were analyzed in this systematic methodological review. This study examines various aspects of field experiments, including the research profile of existing research, different trends and topics related to field experiments, choice of research questions, methods of observations, unobtrusive data collection, types of interventions and outcome variables. Findings This study identified various trends and topics, categories of manipulations, types of limitations and important considerations in designing field experiments and offered necessary advice on the future of field experiments in marketing research. Research limitations/implications This study provides a complete roadmap for future marketing scholars to adopt field studies in their research plans. The systematic summary of limitations and the checklist will be helpful for the researchers to design and execute field studies more effectively and efficiently. Practical implications This review study offers a complete roadmap for marketing scholars who are interested in adopting field experiments in their research projects. The discussion of trends and topics, manipulations, limitations, design considerations and checklist items for field experiments offers relevant insights to marketing scholars and may help them design and execute field experiments more effectively and efficiently. Originality/value To the best of the authors’ knowledge, this study is the first of its kind to provide a comprehensive methodological review of field experiments published in leading marketing journals throughout the past five decades. This study makes novel and unique contributions to both theory and literature on field experiments in the marketing discipline.

Purpose This study aims to examine customers’ willingness to engage in service interactions enabled by artificial intelligence (AI) controlled voice assistants (VA). Drawing on the tenets of dual-factor theory, this study measures the impact of both enablers and inhibitors – mediated by trust in Alexa – on customers’ intentions to transact through VAs. Design/methodology/approach Data from a survey of 290 users of VAs from Japan was collected through “Macromill”. The authors used a covariance-based path analysis technique for data analysis after establishing the validity and reliability of the measures. Findings The results of this study demonstrate that convenience and status-seeking act as enablers and positively influence trust in VAs, whereas risk barrier acts as an inhibitor and negatively influence trust in VAs. In turn, trust in VAs positively influences the intention to use VAs for transactional service interactions. This association is positively moderated by technology comfort. Originality/value This study applies dual-factor theory to the context of VAs – a context that scholars have, to date, examined solely from a technology adoption perspective. For the first time, the authors adopt a dual-factor approach to identify a new set of antecedents for customers’ intentions to use VAs for transactional service interactions.

The literature on the dark side of the customer-brand relationship is still evolving. Admittedly, scholars have given it noteworthy attention in the recent past, yet gaps persist related to the products and services, antecedents, and consequents examined. Our study augments the understanding of the negative aspects of the customer-brand relationship by examining brand hate and betrayal as its two manifestations. Using online food delivery (OFD) platforms as the product/service under focus, we employ a mixed-method approach to identify the negative experiences (i.e., safety and hygiene grievances, dissatisfaction, negative word of mouth, and advertisement overload) that could stimulate the negative emotions of betrayal and hate in customers. Thereafter, we examine the desire for avoidance and retaliation as a response to these negative feelings. Our model is grounded in the Stimulus-Organism-Response framework and tested through analysis of data collected from 342 OFD users in the United States. The structural equation modelling results confirm a positive association of customer dissatisfaction, negative word of mouth, and advertisement overload with brand betrayal and hate. Betrayal and hate, in turn, associate positively with avoidance and retaliation. Brand love positively moderates the association of advertisement overload with betrayal and hate and safety and hygiene grievances with betrayal. publishedVersion

Reverse innovation (RI) has emerged as a new growth strategy for MNCs to innovate in emerging markets and then to further exploit the profit potential of such innovations by subsequently introducing them not only in other similar markets but also in developed markets, thereby delivering MNCs a sustainable growth globally. In this study, we propose an overarching conceptual framework to describe factors that contribute to the feasibility of RIs. Using grounded theory with a triangulation approach, we define RI as a multidimensional construct, identify the antecedents of RI, discuss the outcomes, and propose a set of moderating variables contributing to the success of RIs. We also present a set of research propositions with their relative effects on the relationships proposed in the conceptual framework. Additionally, we provide future research directions and discuss theoretical contributions along with managerial implications to realize the strategic goals of RI.

This study identifies the barriers to sustainable consumption and measures the discriminating power of these barriers between groups having significant differences in their energy conservation behaviour. By analysing the response of 321 consumers to questionnaire survey in India, results reveal that belief in material growth is found to be the most important factor associated with the energy conservation behaviour across levels (grey, grey-green and green energy consumers). However, belief in technology is negatively associated with energy conservation efforts to all consumers. However, cynicism does not relate to energy conservation efforts. The results are significant to the agencies designing energy conservation campaigns aimed at modifying energy consumption behaviour of domestic consumers.

The gravity of the electronic waste (e-waste) crisis can be attributed to consumers' low participation in ensuring the proper disposal of such materials. Motivating consumers to recycle e-waste requires a deeper understanding of the dimensions that underlie behavioral intentions. Accordingly, the present study uses the novel framework of Valence Theory (VT) to examine how consumers evaluate their decision to recycle e-waste. The authors propose an extended VT model incorporating consumer values (value compatibility, openness to change, and environmental concerns), which is validated using cross-sectional survey data from 774 Japanese consumers. We also examine the role of different moderators resembling consumers' e-waste recycling behavior. The findings support the moderation hypotheses and suggest that intentions to recycle e-waste are affected by value compatibility, environmental concerns, and the perceived benefits of engaging in this behavior. Thus, the study has important implications for decision-makers, policymakers, and researchers interested in gaining deeper insights into issues surrounding consumers' e-waste recycling intentions. Post-print / Final draft

It was mid-March 2014, and GE's John F. Welch Technology Centre in Bangalore, India was brimming with activity. GE had developed an advanced, scalable positron emission tomography-computed tomography (PET/CT) scanner as part of its global Healthymagination initiative to provide better healthcare for more people at a lower cost. Munesh Makhija, Managing Director, GE India Technology Centre and Chief Technology Officer (CTO), GE South Asia, was thumbing through a report prepared by the PET/CT product development team and GE's healthcare market research team. In another office, Suresh Kumar R.(Kumar), General Manager of the Essential PET Segment, was putting the finishing touches on a presentation outlining a commercialisation strategy for the new PET/CT product, Discovery IQ (Exhibit 1). Discovery IQ was a revolutionary product that would be useful for staging, treatment planning and post-treatment planning assessment. Early reviews from nuclear physicians had been positive. However, the product was still too costly for the bottom of the pyramid (BoP) market. Kumar and his team were scheduled to meet with Makhija the following morning to discuss a “go-to-market strategy”. Kumar knew that Makhija would want to talk about their segmentation strategy and the underlying needs of various customer types. He also expected Makhija to focus on return on investment (ROI) projections because diagnostic centres in India first looked at various financial return measures before investing in any new equipment. Kumar wanted to present a commercialisation strategy for Discovery IQ, which required a significant commitment of resources to tackle supply and distribution challenges across tier II and tier III citiesa in India.

The information and hyper-connectivity revolutions have caused significant disruptions in citizens’ interactions with governments all over the world. Failures in implementing e-government interventions suggest the lack of an integrated approach in understanding e-government as a discipline. In this study, we present an overarching and integrated conceptual framework of e-government grounded in robust qualitative research to describe the factors that must be integrated to implement e-government successfully. Drawing insights from 168 in-depth interviews conducted with multiple stakeholders in India, this study defines e-government as a multidimensional construct with customer orientation, channel orientation and technology orientation as its antecedents. Building on customer orientation and relationship marketing theories, this study proposes that the most significant factor impacting success in implementing e-government projects is citizen orientation, followed by channel orientation and technology orientation. The study also identifies the digital divide, economic growth and political stability as moderators of e-government. Furthermore, the study proposes the tangible and intangible outcomes of e-government with perceived privacy and shared understanding as moderating conditions. Finally, the study presents relevant theoretical and practical implications with future research directions.

The present study aims to understand the impact of congruence between brand and celebrity personality on consumers attitude and purchase intentions. The data were collected from 382 business school students in India. Drawing from the theoretical frameworks of Attribution theory, Attitude theory, User imagery, Elaboration Likelihood Model, and match-up hypothesis, results reveals that congruence between celebrity and brand personality positively impacts the brand recall, brand associations, and reinforces the brand personality. Which favorably and significantly impacted attitude toward the advertisement and brand. Attitude toward brand has positively impacted purchase intention. ‘Brand personality self-image congruence’ and ‘involvement level with the brand’ were found to moderate the impact of brand association and brand personality reinforcement on attitude toward advertisements and brand. The paper provides practical implications for the advertisement agencies and media managers.

This paper analyses how people perceive the idea of carpooling and evaluate preferences while making a decision to join a carpool. Analysing data from a web-based stated preference survey in India reveals that cognitive attitudes play a significant role in evaluating the perceived advantages and disadvantages of carpooling whereas intentions to carpool are associated with perceived negative evaluations. A factor analysis identifies two latent attitudinal factors: a ‘time–convenience’ factor that discourages carpooling and a ‘private–public cost’ factor that encourages carpooling. The study analyses the influential attributes – extra travel time, walking time to reach meeting point, waiting time at pickup point and cost savings – as explanatory variables for the utility of carpooling. Cost savings prove to be the most significant attribute when combined with other attributes, followed by extra travel time. The study provides the implications to policy-makers of designing promotional tools to improv...

GE Healthcare was on a continuous lookout for investing into new and innovative super value products for the Bottom of the Pyramid markets in India. After launching its first successful super value ECG machine Mac 400, GE had recently launched its twenty-fifth super value product a PET CT machine. Serving the BOP markets has its own unique challenges that may be different for each product that is placed in the market. However, GE has so far successfully sailed through all the challenges and developed a steep learning curve about BOP markets. However, it is now facing the challenge of ensuring sustainability of product pipeline. The company is also keen to exploit the opportunities for reverse innovation that super value products have provided. The company also wants to assess the disruptive impact of these products in domestic medical device markets as well as markets outside India.