Behavioral theories have been extensively referred to in consumer behavior literature to understand the factors influencing user intentions and behavior. Behavioral reasoning theory (BRT) is a relatively new theory that determines the linkage between beliefs, reasons, motives, intentions, and behavior. This study conducts a systematic literature review (SLR) to synthesize the existing body of knowledge around BRT. The present SLR critically examines the origin of this theory and its linkages with other behavioral theories, thus providing insightful knowledge on its foundations. Further, it presents the state-of-the-art research knowledge, research themes, implications, and future directions related to BRT literature. Our analysis shows that the reasons for and reasons against construct plays an important role in predicting consumer behavior. This study also finds that research related to BRT is growing rapidly and needs methodological advancements. These findings will enable scholars and practitioners to better understand how BRT works, what its strengths and potential are, the contexts in which it has been utilized, its existing limitations, and the sort of methodological advancements needed in future studies on marketing.

This investigation seeks to explore the effectiveness of alternative approaches to supply chain management for developing the base of the pyramid (BoP) community. Using case research methodology, we investigate the issue of supply chain alignment when the supply base consists of BoP producers. We consider the handloom supply chains in Odisha, India, as the context of our analysis. The study analyzes the supply chains of four handloom retailers. The retailers represent cooperative and private organizational systems with varied levels of operational integration. In light of the insights from these case studies, we theorize factors contributing to operational cost‐effectiveness and conceptualize approaches and considerations for improving the BoP community. Specifically, we clarify the usefulness of alternative supply chain alignment practices in promoting efficiency, innovation, and equitability among the BoP constituents and advance a set of propositions linking the motivations, strategies, practices, and performance in handloom supply chains. Limitations, theoretical and managerial contributions, and future research directions are discussed.

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Purpose The paper aims to review the literature on Six Sigma projects through a broad framework of Six Sigma project selection process. It proposes a process framework approach of six sigma project selection and enumerates various recent tools and methods required for each stage. The review aims to expand the domain of Six Sigma project selection by identifying the importance of project portfolio approach. Design/methodology/approach The study used a process framework approach and systematic literature review to identify and classify various literature pertaining six sigma projects and its associated tools and methods Findings The paper provides broad insights about the opportunity and direction to future research in the area of Six Sigma project. Emerging research opportunities exist in the area of Six Sigma project risk management and selecting portfolio of projects. Research limitations/implications The study has its own limitations because of its chosen research approach. The process framework developed for classification of literature is based on expert opinion. Further research can be carried out to validate it. Practical implications This study will benefit new researchers entering the field of Six Sigma to identify new research opportunities and issues for their research interest. Second, industry practitioners and consultants working in the area of Six Sigma may work towards more successful implementation of Six Sigma. Originality/value The paper fulfils an identified gap of review of Six Sigma project selection.