ENTREPRENEURIAL FAILURE AND RESILIENCE: A CONTINUOUS INTERPLAY BETWEEN RIGIDITY AND FLEXIBILITY

Resilience studies are increasingly relevant to understand business processes. This study aimed to explore how entrepreneurs in Mexico recovered from situations of business failure. Which key factors did move en­trepreneurs to move forward with their ventures rather than desisting after a failure event? Through a qua­litative study that utilized focus groups with entrepreneurs that had faced entrepreneurial failure, discourses, and repre­sen­tations around the failure experience were analyzed. Findings suggested that entrepreneurs lied in a con­tinuum between resilience and resistance, depending on their access assets such as entrepreneurial networks, ecosystems, and pool of knowledge as antecedents of resistance and resilience. The study shed light in the understanding of the role communities surrounding entrepreneurs played in their trajectory, failure, and even­tual recovery

THE INTERPLAY OF NOSTALGIA AND MEMORABLE EXPERIENCES: A STUDY ON APPAREL

This study analyzed the relationship between nostalgia and memorable experiences on con­sumer purchase intention. While nostalgia was well-researched for Generation X and Y, there was a lack of understanding of how nostalgia influenced Generation Z brands and consumption pre­ferences. Nostalgia marketing has been popular for several years, and there was literature on pro­duct and service categories, such as movie remakes, band reunions, candy, and brands that have completed their life cycle and could be re-released to the market by appealing to consumers nos­tal­gia. It used a sample of 135 observations and sneakers stimuli advertising with nostalgic com­ponents. Results showed that nostalgia affected purchase intention directly and the retrieval of memorable experiences of using the apparel product. However, it did not translate to purchase intention. The results helped marketers identify courses of action to create effective commu­ni­ca­tion that triggers consumers' purchase intention who did not require product development