Suchergebnisse

Purpose
The purpose of this paper is to cast light on the nature of the digitalization process that occurs when digital technologies are adopted in buyer–seller relationships.


Design/methodology/approach
The study features a case study from the steel processing industry.


Findings
The present research builds on and extends the interaction approach to the context of buyer–seller relationship digitalization process. The study explicates the interrelated elements of digital infrastructure, digital communication and degree of digitalization of the buyer–seller relationship.


Research limitations/implications
The study aims at theoretical generalization and thus produces conceptual understanding that is to some extent applicable to various contexts. The generalization of the empirical insights to other process-focused industries is to some extent possible. However, further research in versatile empirical contexts is needed to validate the results.


Practical implications
For managers, the study presents a success case of digital technologies use for improving a buyer–seller relationship.


Originality/value
The originality of the present research is in the way it depicts how a buyer–seller relationship is gradually digitalized in successive digital technology adoptions, that is, a virtuous cycle of digitalization, that creates and alters the digital infrastructure and digital communication processes between the buyer and the seller resulting in different outcomes (degrees of digitalization in the buyer–seller relationship).

Most Malaysian research defines the brand equity dimensions. This paper addresses this gap by developing an empirical research model with better understanding of sequential relationships between the dimensions of brand equity within the Malaysian fast food context. The results indicate perceived quality (PQ) and brand awareness (BA) are the initial stage of brand building. Brand familiarity, brand image, and brand trust serve as important role in enlightening the relationships between PQ, BA, and attitudinal brand loyalty (ABL). ABL plays as a key variable for explicating the relationships between other dimensions and overall brand equity. Future research could explore the possibility of a longitudinal study through repeated observations, and invariance test across different samples to make certain the components of measurement model and structural model are remained equivalent.

PurposeEver since its emergence, the metaverse has presented opportunities and disruptions to every stakeholder, including individual users and organizations. This article aims to offer valuable perspectives on six identified critical areas that the metaverse could significantly impact: marketing ethics, marketing communication, relationship marketing, retail marketing, supply chain management and transportation management.Design/methodology/approachThrough a multi-perspective approach, this paper gathers valuable perspectives from various invited contributors to each of the six identified key areas that the metaverse could significantly impact.FindingsFor each key area identified, the invited contributors first share their valuable perspectives by discussing the roles of the metaverse. Subsequently, the invited contributors discuss their views on vital opportunities, challenges and research agenda concerning the metaverse.Originality/valueWith the widespread metaverse, it is expected that each key area identified is likely to undergo significant levels of disruption. Against this backdrop, this paper contributes to the academic literature and industry by gathering different perspectives from invited contributors on the relevance of the metaverse in marketing and logistics domains.