Outputs (3)

The SME R&D intensity and product innovation relationship: the mediating role of quality management in the context of a developing country (2024)
Journal Article
Omari, D., Scott, S. A., Tóth, Z., & Tsinopoulos, C. (online). The SME R&D intensity and product innovation relationship: the mediating role of quality management in the context of a developing country. R&D Management, https://doi.org/10.1111/radm.12721

SMEs engage in product innovation despite their inherent resource constraints, lack of financial slack, and the under‐development of competitively viable strategic configurations around the globe. While progress has been made in identifying the antec... Read More about The SME R&D intensity and product innovation relationship: the mediating role of quality management in the context of a developing country.

Virtual Influencers Versus Real Connections: Exploring the Phenomenon of Virtual Influencers (2024)
Journal Article
Mrad, M., Ramadan, Z., Tóth, Z., Nasr, L., & Karimi, S. (online). Virtual Influencers Versus Real Connections: Exploring the Phenomenon of Virtual Influencers. Journal of Advertising, https://doi.org/10.1080/00913367.2024.2393711

While there is growing interest in the use of social media influencers in digital marketing campaigns, little is known about virtual influencers and their impact on consumers and brands. Virtual influencers are becoming efficient advertising tools. H... Read More about Virtual Influencers Versus Real Connections: Exploring the Phenomenon of Virtual Influencers.

Adversarial Service Networks: A Study of Service Firms’ Response to Manufacturer-led Servitization in Aviation (2024)
Journal Article
Wirths, O., Tóth, Z., & Diaz Ruiz, C. A. (2024). Adversarial Service Networks: A Study of Service Firms’ Response to Manufacturer-led Servitization in Aviation. Industrial Marketing Management, 119, 162-177. https://doi.org/10.1016/j.indmarman.2024.04.004

This study examines the adversarial dynamics that emerge when service firms assess that manufacturers’ servitization initiatives pose an existential risk to their survival as independent organizations. Adopting an industrial networks perspective, thi... Read More about Adversarial Service Networks: A Study of Service Firms’ Response to Manufacturer-led Servitization in Aviation.