Purpose-Social media brand pages have become instrumental in enabling customers to voluntarily participate in providing feedback/ideas for improvement and collaboration with others that contribute to the innovation effort of brands. However, research on mechanisms which harness these specific customer engagement behaviours (CEB) in branded social media platforms is limited. Based on the stimulus-organism-response paradigm, this study investigates how specific online-service design characteristics in social media brand pages induce customer-perceived value perceptions, which in turn, stimulate feedback and collaboration intentions with customers. Design/methodology/approach-Data collected from 654 US consumers of brand pages on Facebook were used to empirically test the proposed framework via structural equation modelling. Findings-The theoretical framework found support for most hypothesized relationships showing how online-service design characteristics induce an identified set of customer value perceptions that influence customer feedback and collaboration intentions. Research limitations/implications-The sample is restricted to customer evaluations of brand pages on Facebook in the USA. Practitioners are advised to maximize online-service design characteristics of content quality, brand page interactivity, sociability and customer contact quality as stimulants that induce brand learning value, entitativity value and hedonic value. This then translates to customer feedback and collaboration intentions towards the brand page. Originality/value-The findings have important implications for the design and optimization of online services in the customer engagementinnovation interface to harness CEBs for innovation performance.

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The importance of graduate attributes is increasingly recognized internationally in higher education and by industry, government, and accrediting bodies. However, integrating the development of graduate attributes, such as critical thinking and critical reflection, has proved challenging in business education. This article demonstrates the value of constructive alignment for integrating graduate attributes into an intensive marketing course. This illustrative Australian study traces the integration of two graduate attributes from course design, through active student engagement in a range of learning activities, to various assessments of student learning outcomes using standards-based assessment criteria. The study recommends that graduate attributes are expressed as learning outcomes and aligned with assessment criteria, that students' awareness of graduate attributes and their value is developed, that relevance for students' future marketing careers is embedded into learning activities, that substantial opportunities for practice in developing generic skills is offered, that formal and informal feedback from lecturers and peers is provided, and that a programwide approach to developing and integrating graduate attributes is adopted. Finally, the implications for enhancing employability skills of new business professionals and for institutions meeting the assurance of learning standards required for business school accreditation by bodies such as Association to Advance Collegiate Schools of Business, European Quality Improvement System, and Community of European Management Schools and International Companies are considered.

PurposeThis study seeks to draw on the strategy implementation approach and the resource‐based view of the firm (RB theory) to investigate the relationships among competitive strategies (i.e. differentiation and cost‐leadership), responsive market orientation (RMO), proactive market orientation (PMO) and firm performance. The purpose is to show that competitive strategies have a significant effect on market orientation and market orientation has a significant effect on firm performance.Design/methodology/approachThe paper designed a mail‐survey that was sent to senior executives, which resulted in 189 usable surveys. Data were analysed using partial least squares (PLS) to test the hypotheses.FindingsThe findings show that both competitive strategies influence RMO and PMO, which then influence firm performance. However, the results show that differentiation strategy has a stronger influence on RMO and PMO than cost‐leadership strategy, and that PMO has a stronger influence on performance than RMO.Research limitations/implicationsThe study examined one set of capabilities (RMO and PMO); research opportunities exist for identifying other firm capabilities (e.g. organisational learning) and their relationships with competitive strategies.Practical implicationsStrategy implementation is a valid route to firm performance. Therefore, marketing managers must simultaneously develop competitive strategies and RMO and PMO to obtain increased firm performance outcomes.Originality/valueThe study conceptualises market orientation as RMO and PMO, and suggests that this treatment of market orientation is important in understanding its role in the competitive strategies of firms and consequent firm performance.

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Understanding the effective adoption of technological innovations, such as e-business, is arguably one of the key challenges facing organizations. The literature indicates that the relationship between firm capabilities and firm performance is mediated by the effects of the adopted innovation (e.g., e-business). However, the complementarity effects of capabilities on the adoption of innovation have received little attention. Drawing on the Resource Based View, this paper examines the complementarity between two firm-specific capabilities [i.e., Market Orientation (MO) and Technological Opportunism (TO)] with regard to e-business adoption (EBA) as well as the mediating effect of EBA on the capability-performance relationship. A moderated mediation analysis revealed that the relationship between MO and EBA is moderated by TO and that EBA partially mediates the effects of MO and TO on firm performance. Implications for theory and practice are discussed regarding bundling capabilities and subsequent complementarity to increase causal ambiguity in order to increase both EBA and firm performance.

Purpose This paper aims to investigate dynamics of food consumption practices among poor families in a developing country to advance the Food Well-being (FWB) in Poverty framework. Design/methodology/approach The research design used semi-structured interviews with 25 women and constructivist grounded theory to explore food consumption practices of poor families in rural South India. Findings Poor families’ everyday interactions with food reveal the relational production of masculinities and femininities and the power hegemony that fixes men and women into an unequal status quo. Findings provides critical insights into familial arrangements in absolute poverty that are detrimental to the task of achieving FWB. Research limitations/implications The explanatory potential of FWB in Poverty framework is limited to a gender (women) and a specific country context (India). Future research can contextualise the framework in other developing countries and different consumer segments. Practical implications The FWB in Poverty framework helps identify, challenge and transform cultural norms, social structures and gendered stereotypes that perpetuate power hegemonies in poverty. Policymakers can encourage men and boys to participate in family food work, as well as recognise and remunerate women and girls for their contribution to maintaining familial units. Originality/value This paper makes an original contribution to the relevant literature by identifying and addressing the absence of theoretical understanding of families, food consumption and poverty. By contextualising the FWB framework in absolute poverty, the paper generates novel understandings of fluidity and change in poor families and FWB.