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Strategic Innovation and Emerging Markets: Trends, Issues and Future Directions

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A special issue of Administrative Sciences (ISSN 2076-3387). This special issue belongs to the section "Strategic Management".

Deadline for manuscript submissions: closed (31 March 2025) | Viewed by 41405

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Dr. Alina-Petronela Haller

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Romanian Academy, Branch of Iași – “Gh. Zane” Institute for Economic and Social Research, 700050 Iași, Romania
Interests: sustainable development; international trade; human resources management; inequality; tourism; sustainable economic growth; economic policies
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Dr. Gina Ionela Butnaru

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Department of Management, Marketing and Business Administration, Faculty of Economics and Business Administration, Alexandru Ioan Cuza University of Iași, 700505 Iași, Romania
Interests: business administration in tourism; hospitality and tourism management
Special Issues, Collections and Topics in MDPI journals

Dr. Georgia-Daniela Tacu Hârșan

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Romanian Academy, Branch of Iași – “Gh. Zane” Institute for Economic and Social Research, 700050 Iași, Romania
Interests: economics (international tourism; cultural tourism; development; business administration)

Special Issue Information

Dear Colleagues,

The reality of today is, to a certain extent, the result of innovation processes, and the challenges facing all countries around the world, especially the developing ones, require innovation efforts. In an interconnected world, in the future of which a whole series of challenges, crises (economic, energy, environmental, food, etc.) and, implicitly, risks are to be expected, sustainable growth and development will depend on innovation processes. These make it possible to design revolutionary technologies and create the necessary framework for adaptation to change. Rethinking and updating development strategies is central to the concerns of economic policy makers and entrepreneurs, as evidenced by multi-directional approaches and combined effort, because the result of strategic innovations adds value to the economy of companies, countries, regions and, at the same time, globally. By optimizing the economic and social structure, strategic innovation supports the comparative and competitive advantages of developing countries that they need to correct systemic imbalances and ensure their sustainable growth and development.

Increasing the importance of markets in developing countries, connecting them to the global market, and improving their ability to adapt to rapid change all require investment efforts to ensure their optimal ability to compete with competitive entities in developed countries.

The approach to this category of countries should cover as wide a range of scientific fields as possible, some of which should be given priority, and should also cover as wide a time horizon as possible. Therefore, we invite you to participate in the study of strategic innovations in developing countries, by identifying trends, issues and future directions. We appreciate well-documented theoretical and empirical approaches, well anchored in the economic and social reality of developing markets. Multidisciplinary studies are also welcome.

Dr. Alina-Petronela Haller
Dr. Gina Ionela Butnaru
Dr. Georgia-Daniela Tacu Hârșan
Guest Editors

Manuscript Submission Information

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Keywords

strategic innovation
developing markets
economic growth
development
digitization
economic policy
crisis
sustainability
entrepreneurship
tourism
hospitality
marketing
management
economic and social forecasting
business administration

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Published Papers (13 papers)

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Research

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12 pages, 208 KiB

Open AccessArticle

The Beneficial Relationship Between Marketing Services and Schools

by Eleftheria Palla, Panagiotis Serdaris, Ioannis Antoniadis and Konstantinos Spinthiropoulos

Adm. Sci. 2025, 15(3), 78; https://doi.org/10.3390/admsci15030078 - 25 Feb 2025

Viewed by 504

Abstract

The modern literature examines the debate concerning the influence of modern marketing services in schools. In this context, the need arises to evaluate how educational marketing finds resonance in secondary schools and how this is beneficial to the school community. This study examined the mediating role of educational marketing in schools, focusing on whether schools adopt its principles with consideration for the needs of students and parents and whether these efforts have been embraced by the entire school community. Data were collected from 350 teachers who work in public schools in Greece. t-tests were used to test the hypotheses under review. The results detected a strong relationship between modern marketing services and the educational process. Full article

(This article belongs to the Special Issue Strategic Innovation and Emerging Markets: Trends, Issues and Future Directions)

17 pages, 1067 KiB

Open AccessArticle

The Role of Relationship Marketing and Brand Love Among Banking Consumers in an Emerging Market Context

by Jose Alberto Panduro-Ramirez, Miguel Angel Gallegos-Reyes, Miluska Villar-Guevara, Elizabeth Emperatriz García-Salirrosas and Israel Fernández-Mallma

Adm. Sci. 2024, 14(12), 343; https://doi.org/10.3390/admsci14120343 - 20 Dec 2024

Viewed by 1895

Abstract

Relationship marketing is a concept that focuses not only on increasing the volume of relationship transactions, but also on improving consumer perception. Therefore, this research aimed to evaluate the influence of relationship marketing dimensions on brand love. An explanatory study was conducted considering 417 participants who confirmed their affiliation with a bank. Adults aged between 18 and 52 years participated in the study. Data were collected using a self-administered relationship marketing and brand love form, obtaining an adequate measurement model (α = between 0.842 and 0.908; CR = between 0.905 and 0.942; AVE = 0.679 and 0.845; VIFs = between 1.638 and 2.802). The theoretical model was evaluated using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. According to the results, the hypotheses were confirmed, demonstrating the positive influence of trust (β = 0.40), commitment (β = 0.08), communication (β = 0.12), and conflict management (β = 0.08) on brand love. These results demonstrated that trust, as a dimension of relationship marketing, guarantees a greater contribution to the structural model. The implementation of relationship marketing practices and strategies that emphasize trust by banks can strengthen brand love and foster developing markets in an emerging economy. Although previous studies have analyzed some factors that influence brand love, the topic has not been examined from a relationship marketing perspective, which provides valuable insights for the banking industry, stakeholders, academy, and leaders in business administration. Full article

(This article belongs to the Special Issue Strategic Innovation and Emerging Markets: Trends, Issues and Future Directions)

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30 pages, 1437 KiB

Open AccessArticle

Public Sector Corporate Social Investments in Namibia: The Case of the Mobile Telecommunications Company

by Ralph Marenga

Adm. Sci. 2024, 14(12), 328; https://doi.org/10.3390/admsci14120328 - 4 Dec 2024

Viewed by 982

Abstract

A bias in research has seen studies focus mostly on corporate social investments (CSIs) in the private sector. The current study aims to provide an alternative perspective to the traditional association of CSIs with private sector organisations by including public sector entities such as public enterprises (PEs), using the case of the Mobile Telecommunications Company (MTC) in Namibia. A qualitative research method and a single case study research design focusing on MTC was used, and data were analysed through themes and deductive reasoning. The major findings of this study show that MTC is exemplary in practicing CSI in Namibia’s public sector. MTC has various impactful socio-economic and environmental focus areas of CSI, which contribute to the development agenda of the Namibian government. The issue of CSI in the public sector is intriguing and could be usefully explored in further research, particularly from a developing country perspective. It is now possible to conclude that PEs can also be dominant players in the CSI sphere, particularly from a public sector perspective. The findings in this study make important contributions to the literature by providing a public sector institutional perspective of CSI that is different from the traditional view that mostly associates CSIs with the private sector. Full article

(This article belongs to the Special Issue Strategic Innovation and Emerging Markets: Trends, Issues and Future Directions)

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20 pages, 1237 KiB

Open AccessArticle

No Interaction, No Problem? An Investigation of Organizational Issues in the University–Industry–Government Triad in a Transition Economy

by Matteo Landoni and Nijat Muradzada

Adm. Sci. 2024, 14(10), 246; https://doi.org/10.3390/admsci14100246 - 4 Oct 2024

Viewed by 1401

Abstract

Transition economies, on the one hand, grapple with a communist legacy; on the other hand, they seek the optimal institutionalization for knowledge generation, dissemination, and commercialization to compete globally. However, the incumbent knowledge of certain aspects of their innovation systems remains very limited. In particular, intra-organizational cultural relics of the past and their inter-organizational and, consequently, systemic implications require research. This study examines how interaction barriers among universities, industry, and government, stemming from intra-organizational cultures, impact structural change in the innovation system of Azerbaijan. Utilizing the TH model, interviews with 59 participants revealed that a “Statist” TH model in Azerbaijan hinders organic cultural development within organizations, leading to interaction issues among TH actors. Moreover, problems in inter-organizational communication pave the way for a systemic failure that necessitates government intervention, strengthening the “Statist” TH model. The findings increase the context sensitivity of the TH framework by exploring an understudied context and provide valuable insights relevant to other transition economies facing similar institutional legacies. Full article

(This article belongs to the Special Issue Strategic Innovation and Emerging Markets: Trends, Issues and Future Directions)

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22 pages, 1190 KiB

Open AccessArticle

Competing in Innovation-Intensive Environments: The Role of Soft Power, Learning, and CEO Heuristics

by Cristina O. Vlas, Bruno Barreto de Góes, Radu E. Vlas and Eugene See

Adm. Sci. 2024, 14(8), 169; https://doi.org/10.3390/admsci14080169 - 7 Aug 2024

Cited by 1 | Viewed by 1074

Abstract

We start by exploring how the interplay of soft power and learning levers helps firms address competitive uncertainty in innovation-intensive environments (IIEs). We then theorize that firms’ motivation to pursue a specific combination of soft power and learning tactics in IIEs is shaped by CEO regulatory focus. The analysis of a panel of IIE firms supports our theorizing and reveals that accounting for CEO regulatory focus is elemental to the understanding of firms’ performance heterogeneity in such environments. We conclude that a perspective focused on a combination of soft power and learning tactics is better fitted to explain firms’ performance in environments plagued by extreme uncertainty compared to traditional theoretical lenses. Our main contribution is to the study of performance in innovation-intensive environments. Full article

(This article belongs to the Special Issue Strategic Innovation and Emerging Markets: Trends, Issues and Future Directions)

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17 pages, 711 KiB

Open AccessArticle

The Impact of CEO Retention on Post-Merger Integration: Insights from Chegg in the Ed-Tech Industry

by Chaewon Kim, Dakyung Jung, Jiwon Sung, Young Hae Hwang and Seungho Choi

Adm. Sci. 2024, 14(6), 130; https://doi.org/10.3390/admsci14060130 - 19 Jun 2024

Viewed by 1539

Abstract

This study examines the crucial role of chief executive officers (CEOs) in post-acquisition integration, focusing on Chegg, a prominent ed-tech company in a rapidly evolving industry. Analyzing CEO actions post-acquisition through interviews and metrics, we find that a three-year CEO retention period significantly contributes to successful integration at Chegg. This research emphasizes the importance of understanding ideal CEO retention and their strategic actions, offering insights for more successful post-acquisition integration and long-term economic benefits. Full article

(This article belongs to the Special Issue Strategic Innovation and Emerging Markets: Trends, Issues and Future Directions)

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27 pages, 946 KiB

Open AccessArticle

Understanding the Role of Brand Attachment in the Automotive Luxury Brand Segment

by Abílio Bragança Milheiro, Bruno Barbosa Sousa, Vasco Ribeiro Santos, Catarina Bragança Milheiro and Estela Vilhena

Adm. Sci. 2024, 14(6), 119; https://doi.org/10.3390/admsci14060119 - 5 Jun 2024

Viewed by 3553

Abstract

The automotive trade is one of the main drivers of world economies, contributing to the sustainability and competitiveness of countries at a global level. The luxury sub-segment is the one facing the most significant growth and the one which presents the greatest challenges in the business-to-consumer (B2C) relationship. Brand Attachment refers to the cognitive and effective connection between consumers and “their” brands. The central objective of this research is to analyze, measure, and understand the impact of Brand Attachment on consumer behavior, in the specific context of the luxury segment of the automotive market. The conceptual model that is proposed seeks to highlight and study the possible connections and associations between Brand Attachment, satisfaction, commitment, trust, expectations, and loyalty with the brand selected for this study, the luxury automotive brand Porsche. The selected methodology was based on a case study based in the Portuguese market and the application of a questionnaire to customers of Porsche from Portugal. The results obtained through the empirical data allowed us to reach the conclusion that respondents who have a stronger affective and emotional connection with Porsche (intense level of Brand Attachment) tend to be those who are more satisfied and confident with the brand and are, consequently, more loyal. This study represents an important contribution to research on Brand Attachment in marketing and strategic management in the automotive sector, particularly in the Portuguese market, and supports the definition of the best marketing strategies to promote fruitful B2C relationships. Full article

(This article belongs to the Special Issue Strategic Innovation and Emerging Markets: Trends, Issues and Future Directions)

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20 pages, 2209 KiB

Open AccessArticle

Importance of CEO Attention in Influencing Incumbent Responses to Disruptive Innovation

by Heesun Gha, Min Young Kim, Hyeon Jin Ro and Seungho Choi

Adm. Sci. 2023, 13(6), 142; https://doi.org/10.3390/admsci13060142 - 29 May 2023

Viewed by 4242

Abstract

This study investigates incumbent firm responses to disruptive innovation in the rapidly evolving South Korean retail industry. The study explores the factors behind an incumbent firm’s decision-making processes when responding to disruptive innovation and examines the reasons behind varied incumbent responses. It investigates the agents that influence a firm’s decision by conducting the qualitative case study of a South Korean retail giant, Lotte. By collecting archival data from various sources, this paper was able to analyze different interviews and statements of the chief executive officer (CEO). From the analysis, it was determined that the firm’s overall actions were aligned with the CEO’s assertions. Thus, this paper asserts that Lotte’s response to disruptive innovation was directly influenced by the CEO’s attention. The results of this study further add to the discourse of disruptive innovation by highlighting the importance of CEO discretion in deciding a firm’s direction and by further emphasizing the relationship between managerial leadership and innovation. Full article

(This article belongs to the Special Issue Strategic Innovation and Emerging Markets: Trends, Issues and Future Directions)

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17 pages, 1487 KiB

Open AccessArticle

A Decision-Making Model for Selecting Product Suppliers in Crop Protection Retail Sector

by Byungok Ahn and Boyoung Kim

Adm. Sci. 2023, 13(4), 97; https://doi.org/10.3390/admsci13040097 - 25 Mar 2023

Cited by 3 | Viewed by 2821

Abstract

This study aims to determine the importance of factors affecting supplier selection in the pesticide distribution sector as a global emerging market and present a decision-making model for the corporate marketing strategy. Specifically, a comparative study between suppliers and retail distribution experts was conducted to compare differences in the perception of supplier selection factors according to organizational characteristics. Based on previous studies, a decision-making model based on the AHP methodology was constructed with a total of 20 factors in five areas: product quality, price, flexibility, promotion support, and brand. Then, 42 Korean experts were surveyed to measure the importance of these factors. The results showed that product quality is the most critical factor in supplier selection, followed by price, brand, promotional support, and flexibility, in that order. Manufacturers consider product quality as the most important factor, while retailers consider price as the most important factor. Among the 20 factors, ‘quality excellence’, ‘expected return’, and ‘technological competitiveness’ were found to be the most important factors. In addition, while manufacturers considered factors such as ‘corporate reputation’ and ‘corporate trust’ as more important, retailers considered factors related to product characteristics, such as ‘product awareness’ and ‘brand reputation’ as more important. Full article

(This article belongs to the Special Issue Strategic Innovation and Emerging Markets: Trends, Issues and Future Directions)

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10 pages, 367 KiB

Open AccessArticle

The Effect of Social Media Activities on Brand Loyalty for Banks: The Role of Brand Trust

by Sulaiman Althuwaini

Adm. Sci. 2022, 12(4), 148; https://doi.org/10.3390/admsci12040148 - 27 Oct 2022

Cited by 17 | Viewed by 9211

Abstract

The aim of this research was to examine the impact of social media marketing activities on brand trust and brand loyalty in the banking sector. Based on an online survey of 252 users who follow banking services suppliers on social media located in Saudi Arabia, data were gleaned and analyzed via Smart-PLS (3.0). The findings showed that social media marketing activities, namely customization, entertainment, and promotions, were reported to have the highest impact on trust and loyalty. This study emphasizes the role of trust as mediating brand loyalty in social media marketing. The implications for marketing managerial and future research are discussed. Full article

(This article belongs to the Special Issue Strategic Innovation and Emerging Markets: Trends, Issues and Future Directions)

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25 pages, 1222 KiB

Open AccessReview

Effect of Generative Artificial Intelligence on Strategic Decision-Making in Entrepreneurial Business Initiatives: A Systematic Literature Review

by Oscar López-Solís, Alberto Luzuriaga-Jaramillo, Mayra Bedoya-Jara, Joselito Naranjo-Santamaría, Diego Bonilla-Jurado and Patricia Acosta-Vargas

Adm. Sci. 2025, 15(2), 66; https://doi.org/10.3390/admsci15020066 - 18 Feb 2025

Viewed by 3824

Abstract

Generative Artificial Intelligence (GAI) is emerging as a promising tool with which to improve strategic decision-making in a business environment characterized by increasing complexity. There are external and internal factors that are part of the success of entrepreneurial initiatives. Relevant factors that make decision-making effective include the technological environment, as an external factor, and innovation, as an internal factor. Methods: This study reviews the existing literature on implementing GAI in business decision-making. It assesses its short-, medium- and long-term effects, considering the interaction between GAI and human judgment. Challenges related to uncertainty, complexity, and ambiguity are examined, and the relevant literature is reviewed to understand these aspects comprehensively. Results: The review shows that, despite the advanced capabilities of GAI to analyze data and generate patterns, human judgment remains crucial in situations of high uncertainty. The results suggest that combining GAI with human expertise can improve the accuracy and efficiency of strategic decision-making by integrating the strengths of both parties. Conclusions: The implementation of GAI can offer significant improvements in the efficiency and accuracy of business decisions. However, human judgment and experience remain essential, especially in uncertain contexts. The key to maximizing the benefits of GAI lies in finding the right balance between artificial intelligence and human capital. Full article

(This article belongs to the Special Issue Strategic Innovation and Emerging Markets: Trends, Issues and Future Directions)

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30 pages, 4323 KiB

Open AccessReview

Transforming Strategy and Value Creation Through Digitalization?

by Sónia Gouveia, Daniel H. de la Iglesia, José Luís Abrantes and Alfonso J. López Rivero

Adm. Sci. 2024, 14(11), 307; https://doi.org/10.3390/admsci14110307 - 20 Nov 2024

Cited by 1 | Viewed by 3067

Abstract

Digital transformation (DT) directly influences organizational competitiveness, reshaping value creation and necessitating adaptation across industries. This study investigates how DT redefines strategic imperatives and the mechanisms of value creation within organizations, synthesizing findings from five thematic clusters: “Strategic Management in Digital Transformation of Organizations”, “Emerging Trends in Digital Entrepreneurship and Sustainability”, “Digital Capabilities and Business Model Innovation”, “Digitalization and Transformation of SMEs”, and “Value Creation through Innovation and Digital Transformation”. The analysis uncovers crucial insights, including the shift towards business-to-business (B2B) value-oriented sales, the role of big data analytics in collaborative innovation, and the integration of AI-driven business models across retail, logistics, and healthcare. Strategic alignment between technological advances and organizational goals emerges as essential, especially for SMEs facing resources, regulatory compliance, and skills development challenges. Despite these insights, significant gaps remain. Future research should delve into the underexplored area of cross-industry best practices, particularly how SMEs can leverage digital tools to enhance resilience and adaptability in market volatility. Further investigation into the long-term impacts of digital entrepreneurship on sustainability is recommended, including metrics for measuring social and environmental value creation. Additionally, digital leadership roles, such as Chief Digital Officers, warrant more in-depth examinations to identify how these leaders can navigate the complexities of DT and maximize value co-creation. This systematic literature review and bibliometric analysis aim to consolidate current knowledge, address critical gaps, and lay the groundwork for future studies that support resilient and sustainable growth in an increasingly digital economy. Full article

(This article belongs to the Special Issue Strategic Innovation and Emerging Markets: Trends, Issues and Future Directions)

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19 pages, 1856 KiB

Open AccessReview

“The Dark Side of the Brand” and Brand Hate: A Review and Future Research Agenda

by Cícero Eduardo Walter, Vera Teixeira Vale, Manuel Au-Yong-Oliveira, Cláudia Miranda Veloso and Bruno Barbosa Sousa

Adm. Sci. 2023, 13(11), 234; https://doi.org/10.3390/admsci13110234 - 1 Nov 2023

Cited by 5 | Viewed by 4904

Abstract

The present study aimed to analyze the current state of the art regarding brand hate with the main intention of identifying possible gaps to be explored in future studies. Brand hate can be described as a set of negative emotions on the part of consumers concerning a certain brand, whose implications involve a reduction in the profitability of companies, as well as of their market shares. From the research carried out in the Scopus and Web of Science databases, 90 publications related to the theme were identified, of which 25 were selected and read in full. The analyzed literature points out that research on the subject has focused almost exclusively on the development of the phenomenon and its consequences from the perspective of consumer behavior. Therefore, the emphasis has been on identifying its direct antecedents, on the effects of its mediators in a set of behaviors such as complaints, negative word of mouth, protests, sponsorship reduction and assignment, brand change, and wishes for revenge, among others. Few studies have been dedicated to understanding the direct effects of brand hate on consumer behavior, its evolution over time in different industries and contexts, who its mediators are, and how the phenomenon is perceived and managed from the perspective of the companies involved in this phenomenon, providing opportunities for future research. Full article

(This article belongs to the Special Issue Strategic Innovation and Emerging Markets: Trends, Issues and Future Directions)

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