Exploring multi-stakeholder value co-creation as an entrepreneurial approach to survival and sustainability: The case of Pennine Pubs

This case focuses on the entrepreneurial use of multi-stakeholder value co-creation to emerge stronger from challenging trading conditions. In particular, it examines Pennine Pubs, a small- / medium-sized enterprise (SME) operating several rural public houses, which are licensed to sell food and alcoholic drinks to guests. Based in Northern England, it has adapted commercial strategies to mitigate government-enforced Covid-19 lockdowns. Pennine Pubs’ Managing Director is currently considering how to build upon the multi-stakeholder value co-creation strategy which emerged quickly immediately before and during the first lockdown period, when customers were prohibited from visiting pubs. He expects the outcome to be a more refined and sustainable commercial strategy which retains the most significant benefits of his lockdown-period innovations. The case considers how co-creation is applied as a reaction to unforeseen business challenges, and how it can underpin proactive strategies to capitalise upon favourable trading conditions. The concept is explored in the context of rapidly evolving, unpredictable, and highly problematic constraints upon retail trade, and the ‘new normal’ of customers returning to retail premises, albeit with expectations modified by recent experiences. Finally, the case considers the impact of SMEs collaborating with suppliers, customers and other stakeholders to co-create mutual, commercially sustainable value

Political social media marketing:a systematic literature review and agenda for future research

We focus on political marketing and conduct a systematic literature review of journal articles exploring political marketing on social media. The systematic literature review delineates the current state of political social media marketing literature. It spans six databases and comprises sixty-six journal articles published between 2011 and 2020. We identify and categorize the variables studied in the literature and develop an integrative framework that links these variables. We describe the research themes that exist in the literature. The review demonstrates that the field is growing. However, the literature is fragmented, along with being predominantly based in the US context. Conceptual and theoretical shortcomings also exist. Moreover, the literature ignores pertinent contemporary topics such as co-creation, influencer marketing, and political advertising on social media. Nevertheless, a nascent domain with growing practical significance, political social media marketing provides various exciting avenues for further research, which we outline in this study.</p

(Im)migrants’ appropriation of culture: Reciprocal influence of personal and work contexts

Increasing internationalisation in organisations demands further research on acculturation within international business (IB). Based on triangulated qualitative data on South Asian diasporas’ food consumption in the UK and Bahraini contexts, we introduce two acculturative orientations: essentialism and boundary spanning. We contribute to literature by linking acculturative orientations with relevant drivers and resulting adoption and adaptation of cultures to offer a new perspective towards analysing (im)migrants’ appropriation of culture in personal and work settings. We push the boundary of IB research by highlighting and enriching the understanding of, and reciprocity between, social and occupational contexts that shape (im)migrants’ acculturation

(Im)migrants’ appropriation of culture: Reciprocal influence of personal and work contexts

Increasing internationalisation in organisations demands further research on acculturation within international business (IB). Based on triangulated qualitative data on South Asian diasporas’ food consumption in the UK and Bahraini contexts, we introduce two acculturative orientations: essentialism and boundary spanning. We contribute to literature by linking acculturative orientations with relevant drivers and resulting adoption and adaptation of cultures to offer a new perspective towards analysing (im)migrants’ appropriation of culture in personal and work settings. We push the boundary of IB research by highlighting and enriching the understanding of, and reciprocity between, social and occupational contexts that shape (im)migrants’ acculturation

The impact of social media on consumer acculturation: challenges, opportunities, and agenda for research and practice

The concept of acculturation has been based on the assumption of an adaptation process, whereby immigrants lose aspects of their heritage cultures in favour of aspects of a host culture (i.e. assimilation). Past research has shown that acculturation preferences result in various possibilities and influence consumption behaviour. However, the impact of social media on consumer acculturation is underexplored, although the social purpose and information sharing online is utilized for a variety of social purposes. Recent studies have shown the transformation from an offline to an online context, in which social networks play an integral part in immigrants’ communications, relationships and connections. This study merges the views from a number of leading contributors to highlight significant opportunities and challenges for future consumer acculturation research influenced by social media. The research provides insights into the impact of social media on consumer acculturation

A quadripartite approach to analysing young British South Asian adults’ dual cultural identity

Adopting an acculturation perspective, this article explicates the duality of young British South Asian adults’ cultural dispositions. In so doing, it examines the complex dialectic processes that influence their acculturation strategies. By using a maximum variation sampling method, respondents from six major cities in Great Britain were interviewed for this study. The findings show that young British South Asian adults exhibit attributes of both of their ancestral and host cultures. Their dual cultural identity is constituted due to four major reasons: consonances with ancestral culture, situational constraints, contextual requirements, and conveniences. This quadripartite perspective informs a non-context specific theoretical model of acculturation. Marketing managers seeking to serve this diaspora market (and others) can utilise this theoretical framework in order to more-fully comprehend diaspora members’ religiosity, social, communal and familial bonding and other cultural dispositions and, moreover, their manifestations in their day-to-day lives

The impact of social media on consumers' acculturation and purchase intentions

YesSocial media has emerged as a significant and effective means of assisting and endorsing activities and communications among peers, consumers and organizations that outdo the restrictions of time and space. While the previous studies acknowledge the role of agents of culture change, it largely remains silent on the role of social media in influencing acculturation outcomes and consumption choices. This study uses self-administered questionnaire to collect data from 514 Turkish-Dutch respondents and examines how their use of social media affects their acculturation and consumption choices. This research makes a significant contribution to consumer acculturation research by showing that social media is a vital means of culture change and a driver of acculturation strategies and consumption choices. This study is the first to investigate the role of social media as an agent of culture change in terms of how it impacts acculturation and consumption. The paper discusses implications for theory development and for practice

Technological interventions in social business: Mapping current research and establishing future research agenda

Social businesses, despite having a huge potential to generate substantial and sustainable value, are often structurally and financially fragile. Technological interventions, such as social media analytics, big data, Internet of Things, and blockchain can help social businesses by leveraging the practices towards financial and operational sustainability. This study is the first of its kind in that it analyses existing scholarly works on social businesses using bibliometric analysis. In so doing, this paper presents an in-depth statistical analysis of the literature on technological interventions in sustainable social business, showcasing the development of the scholarship, major themes, and possible future research trajectories. The SCOPUS database is used to identify a large section of articles. The study shows that most of the work in social business has been done by scholars based in developed countries, with limited contributions emanating from developing countries. The study proposes a framework for the use of technology in sustainable social businesses with focus areas of research such as social innovation, digital technology, information systems, and decision making for sustainability. The results show that digital technologies are increasingly being accepted as tools for the sustainability and scalability of social businesses. The paper offers useful recommendations for future research in relevant fields