Purpose -Following the natural resource based view of the firm, this paper seeks to analyse the influence of a green marketing strategy on the performance of business-to-business organisations. Also, it aims to explore the role of organisational resources as drivers of proactive environmental management. Design/methodology/approach -A model based on structural equations with partial least squares analysis is used to test the hypotheses. This model was tested on a sample of 181 industrial organisations. Findings -The findings confirm that managers indirectly play a key role in the design and development of green marketing strategies through the integration of environmental values into the organisational culture. They also reveal that, while market-oriented practices directly determine economic performance, internally oriented activities indirectly influence financial results through the improvement of the firm's environmental performance.Research limitations/implications -This research partially integrates organisational resources as drivers of environmental behaviour, and does not explore the role of capabilities. The article proposes different implications considering the competitive consequences of a green marketing strategy. Practical implications -The article includes different practical implications about the effect of different environmental practices on different dimensions of organisational performance. It sheds light on the controversial link between environmental proactivity and performance. Originality/value -This research tests empirically some of the theoretical underpinnings of the natural resource based view of the company in an under-researched context like the business-to-business context.

Purpose This paper aims to analyse customer experience in a hotel and its impact on customer attitudes to both the individual hotel and the hotel chain. Specifically, the study focuses on the effects of service perceptions on emotions, satisfaction, attitude to hotel chain, intention to return, scepticism towards negative information and Word of Mouth (WOM). Design/methodology/approach An empirical study was carried out on a sample of 300 individuals. Data were analysed through structural equation modelling. Findings Service perceptions and emotions elicited by an individual hotel influence the customer response towards the hotel chain. Among all the outcomes considered, the strongest effects are found on WOM. Originality/value This paper develops and empirically tests an original model that integrates the customer experience in an individual hotel and the customer response to the hotel chain. This model includes variables that have recently been considered in the literature, such as scepticism towards negative information, in combination with more traditional outcomes such as intention to return or WOM.

Purpose This paper aims to explain the effect of flow, game repetition and brand familiarity on players’ brand attitude and purchase intention in the context of mobile advergaming. Design/methodology/approach Data from 227 participants who played a mobile advergame were analysed. Structural equation modelling with partial least squares was used to test the research model. Findings The results reveal that the independent variables (i.e. game repetition and brand familiarity) significantly influence the dependent variables explored in this study (i.e. brand attitude and purchase intentions of players). Results also show that brand familiarity influences players’ flow experience, which in turn significantly affects players’ purchase intentions. Research limitations/implications The findings of this study are important for advertising practitioners and advergames’ developers as understanding the determinants of mobile advergaming effectiveness is crucial for designing successful advergames that persuade players the most. Originality/value This study contributes to the literature in two ways. First, it provides new insights into the effectiveness of mobile advergames, which is an under-researched area. Second, it offers empirical evidence of the effects of game repetition, flow and brand familiarity on mobile advergaming effectiveness.

Business simulation games are a motivational and engaging tool for teaching business management. However, relatively little is known about what factors contribute to their success. This study explores the role of flow experienced while using business simulation games. Specifically, this research investigates the influence of challenge, skills, feedback, and goal clarity on students' flow experience. It also explores the impact of flow on generic skills development, perceived learning, and satisfaction. Based on a survey of 167 undergraduate students who used a classroom-based business simulation game, the findings show that the challenge provided by the game, students' skills to meet the challenge, and instant feedback positively influenced students' flow. Conversely, goal clarity did not foster the optimal experience. Flow positively impacted generic skills development, perceived learning, and satisfaction.

Business simulation games are one of the most effective tools for motivating and engaging players actively in the learning experience. In this context, understanding which factors promote the intrinsic motivation of players is of primary importance. Selfdetermination theory (a theory of human motivation) postulates that contexts that support satisfaction of the three innate psychological needs for competence, autonomy, and relatedness allow individuals to maintain intrinsic motivation. However, no previous research has applied this theory to explain motivation while playing business simulation games. To address this gap, we propose that satisfaction of the needs for competence, autonomy, and relatedness influences players' intrinsic motivation, which in turn facilitates engagement. This study also explores the impact of intrinsic motivation and engagement on the development of generic skills and perceived learning. Based on a survey of 360 undergraduate business students who used a business simulation game, the findings provide support for most of the hypothesized relationships.