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AbstractVirtual reality (VR) can boost charitable attitudes and behavior. In an experiment with 100 participants viewing the content in VR vs. desktop computer, the VR group exhibited significantly higher levels of spatial presence (MD = 1.24, p < .001), attention allocation (MD = . 58, p < .001), spatial situation model building (MD = .47, p = .01), and empathy (MD = .46, p = .049). Donation behavior did not differ between the two groups (p = .36). Both computer and VR viewers shared similar emotions, but VR users felt greater immersion and emotional intensity, perceiving themselves as active participants, while computer viewers took a more passive role. This study generated insights for nonprofits considering VR in their marketing strategies, shedding light on the potential of VR storytelling and its effects on charitable giving.

PurposeThe purpose of this paper is to develop Delphi methodology toward a holistic method for forecasting market change. Delphi methodology experienced its culmination in marketing research during the 1970s–1980s, but still has much to offer to both marketing scholars and practitioners in contexts where future market changes are associated with ambiguity and uncertainty.Design/methodology/approachThis study revives the Delphi methodology by exemplifying how a recently developed framework on market change can be combined with the Delphi technique for data collection to support forecasting activities and research. The authors demonstrate the benefits of the improved methodology in an empirical study on the impact of the fifth generation of wireless communications technologies (5G) on the Finnish media market.FindingsThe developed methodological approach aids marketing scholars in categorizing and analyzing the data collected for capturing market change; and better guiding experts/respondents to provide holistic projections of future market change. The authors show that using a predefined theoretical framework in combination with the Delphi method for data collection and analysis is beneficial for studying future market change.Originality/valueThis paper develops Delphi methodology and contributes with a novel methodological approach to assessing market change.

Purpose
The purpose of this paper is to study how insights from socio-cognitivism (sensemaking and interaction) in conjunction with institutional theory enhance our knowledge of strategizing in business networks through role and position.


Design/methodology/approach
This paper is conceptual and reviews extant literature from the fields under scrutiny, presenting and analyzing new combined approaches.


Findings
Current writings concerning strategizing in networks need to be supplemented in the area of strategic business network research. Interaction, sensemaking and institutionalization, as well as the network in which a firm is embedded, are important for strategically developing network positions and the roles of actors.


Research limitations/implications
This conceptual paper suggests mechanisms affecting role and position in networks and calls for empirical research to deepen the understanding of the change forces at play in embedded relational situations for firms.


Originality value
This study adds to current conceptual knowledge of strategizing in business networks. It presents a comprehensive perspective in viewing how key forces impact on the strategic position and role of corporate actors (both managers and firms) in networks.

PurposeThis study aims to focus on living labs as a means of achieving radical innovation by discussing the differences in their network structure and its effect on the type of innovation outcome.Design/methodology/approachThis research analyses 24 living labs in four countries using qualitative methods.FindingsA specific network structure referred to as a distributed multiplex supports radical innovation in living labs, while distributed and centralized network structures support incremental innovations. Also, the results suggest that radical innovation depends on the driving actor and objectives in a living lab.Research limitations/implicationsA bias on the perceived novelty of innovation may exist when analyzing data collected through interviews with a limited number of living lab participants compared to a large number of informants. This study proposes a two-dimensional framework based on the network structure to investigate innovation in living labs.Practical implicationsThis paper offers a classification tool to identify, categorize and make sense of organizations' participation in open innovation networks and in living labs.Originality/valueThe study provides evidence that, although the distributed multiplex network structure supports the emergence of radical innovations, the distributed and centralized network structures support incremental innovation. A combination of a provider- or utilizer-driven living lab and a distributed multiplex network structure, with a clearly defined and future-oriented strategic objective, offers good potential for radical innovation to occur.