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Purpose The use of nostalgia in the marketing domain has been popular around the world. Nostalgia has been considered a complex yet ambivalent emotion, which has ignited curiosity among marketing researchers and practitioners alike. In response to calls from marketing practitioners and scholars to understand nostalgia formation among consumers, this study tracks the evolution of nostalgia concepts in the domains of marketing and, more generally, business management. This study aims to highlight the development of a theoretical framework to integrate existing concepts and offer implications based on understanding nostalgia as a phenomenon among consumers as a tool for marketing practice. Design/methodology/approach This study is descriptive and inductive in nature. The manuscript is designed and positioned as a conceptual study exploring nostalgia’s journey from the domain of psychology to business management. The study synthesizes concepts of nostalgia from psychology, sociology and business management. Findings The study reveals that nostalgia in the business-management domain is not perceived in the same way as in psychology studies. It has journeyed through different schools of thought and is now used as an impactful marketing practice. The manuscript offers relevant information to marketing practitioners to improve their nostalgia marketing strategies, such as advertising and promotions, retro-branding, crowd-sourcing and culturally oriented practice. Subsequently, the manuscript offers pointers for understanding consumers across the generations and exploring nostalgia and consumption patterns for future research. Research limitations/implications The manuscript offers relevant information about nostalgia to marketing practitioners to improve their nostalgia marketing strategies and proposes avenues for future research to the domain scholars. Originality/value To the best of the authors’ knowledge, there is no comprehensive paper tracking the journey of nostalgia in business practices and providing directions for future research. This study extends existing literature both by suggesting future research directions and by drawing marketing practitioners’ attention to a conceptual framework for understanding the processes of and relationships with consumer nostalgia, including ways to use consumer nostalgia within marketing practices.

Innovation has increasingly supported the way businesses across the globe operate; however, this phenomenon often increases uncertainty around supply chain disruptions and management. The COVID-19 pandemic clearly reveals the lack of resilience in the supply chain domain, and the business failures show the impact of disruptions may have on a global network scale as individual supply chain connections and nodes fail. This cascading failure also has an impact on service quality dimensions of a business. Service quality advances have profoundly changed the way service organizations and consumers interact. This impact can be observed across sectors and industries. Service quality has become a popular area of researchers and academic investigation and has become recognized as a key factor in differentiating service products and building competitive advantage. Any shortcoming of a lack in service quality is easily identified and is translated into negative reviews on social media through word-of-mouth and other channels.

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