Outputs (8)

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.

Elite Luxury Experiences: Customer and Managerial Perspectives (2022)
Journal Article
Mrad, M., Karimi, S., Tóth, Z., & Christodoulides, G. (2022). Elite Luxury Experiences: Customer and Managerial Perspectives. Journal of Marketing Management, 38(13-14), 1339-1368. https://doi.org/10.1080/0267257x.2022.2078860

This study contributes to the nascent literature on luxury experiences by focusing on a significant yet understudied segment of consumers responsible for a large share of luxury purchases. Seven in-depth interviews with ultra-high-net-worth individua... Read More about Elite Luxury Experiences: Customer and Managerial Perspectives.

B2B eWOM creation on Alibaba: Signaling through online reviews in platform-based social exchange   (2022)
Journal Article
Tóth, Z., Mrad, M., Itani, O., Luo, M. (., & Liu, M. J. (2022). B2B eWOM creation on Alibaba: Signaling through online reviews in platform-based social exchange  . Industrial Marketing Management, 104, 226-240. https://doi.org/10.1016/j.indmarman.2022.04.019

This study investigates the contemporary role of electronic word-of-mouth (eWOM) in business exchanges through buyers’ signaling of observable and unobservable supplier characteristics on the Alibaba e-commerce platform. Utilizing a qualitative pre-s... Read More about B2B eWOM creation on Alibaba: Signaling through online reviews in platform-based social exchange  .

Unintentionality in market shaping – A multiple case study of touring exhibitions from New Zealand, Australia, and the United Kingdom (2022)
Journal Article
Tóth, Z., Biggemann, S., & Williams, M. (2022). Unintentionality in market shaping – A multiple case study of touring exhibitions from New Zealand, Australia, and the United Kingdom. Industrial Marketing Management, 103, 117-129. https://doi.org/10.1016/j.indmarman.2022.03.012

This study addresses the issue of unintentionality in market shaping with special regard to bifurcation points, representational practices, and shared mental models. Based on three case studies of touring exhibitions, we found that the intended outco... Read More about Unintentionality in market shaping – A multiple case study of touring exhibitions from New Zealand, Australia, and the United Kingdom.

Tensions in Digital Servitization through a Paradox Lens (2022)
Journal Article
Tóth, Z., Sklyar, A., Kowalkowski, C., Sörhammar, D., Tronvoll, B., & Wirths, O. (2022). Tensions in Digital Servitization through a Paradox Lens. Industrial Marketing Management, 102, 438-450. https://doi.org/10.1016/j.indmarman.2022.02.010

Two of the most disruptive changes in today’s business markets are servitization and digitalization. Their increasing convergence into digital servitization leads to tensions both within and between organizations. The authors investigate such intra-... Read More about Tensions in Digital Servitization through a Paradox Lens.

Social capital creation on professional sharing economy platforms: The problems of rating dependency and the non-transferability of social capital (2022)
Journal Article
Tóth, Z., Nemkova, E., Hizsák, G., & Naudé, P. (2022). Social capital creation on professional sharing economy platforms: The problems of rating dependency and the non-transferability of social capital. Journal of Business Research, 144, 450-460. https://doi.org/10.1016/j.jbusres.2022.01.090

The sharing economy platforms facilitate collaboration across geographical boundaries and promote service innovation by reshaping traditional business networks. This study takes a Social Capital Theory perspective on how Social Capital (SC) is create... Read More about Social capital creation on professional sharing economy platforms: The problems of rating dependency and the non-transferability of social capital.