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This paper delves into the mechanism of the contingency framework for foreign entry mode decisions and identifies two essential tasks that jointly determine the outcome of the entry mode decision. It then recognizes a critical weakness in previous research pertaining to the comparison of entry modes along a key decision criterion, the degree of control. Existing studies generally treat equity involvement as the only source of entrant control, while largely ignoring non‐equity sources of control (i.e., bargaining power and trust). Non‐equity sources of control, when underutilized, amount to missed opportunities, increased resource commitments, and heightened risk exposures in foreign markets. Drawing from a pluralism perspective in transaction and relationship governance, the author presents a more integrative method for the ranking of entry modes along the degree of control. The central message is that companies entering foreign markets should make an earnest effort to identify trust and bargaining power situations and fully utilize their control potential in making entry mode decisions.

The purpose of this study was to explore if five subdimensions of perceived risk (financial, time, privacy, performance and psychological risks) negatively affects image. In addition, this study aims to investigate if image has a positive effect on intentions to use. Lastly, the purpose of this study was to examine the moderating effect of Coronavirus disease-2019 (COVID-19), before and after the outbreak, in the relationship between perceived risk and image.

Data were collected from 331 people before the COVID-19 outbreak and 343 people after the COVID-19 outbreak. To test hypotheses, this study used structural equation modeling.

Time, performance and psychological risks negatively affected image before the outbreak of COVID-19. Meanwhile, performance risks and psychological risks had a negative influence on image only after the outbreak of COVID-19. In addition, there was demonstrated to be a positive relationship between image and intentions to use, both before and after the COVID-19 outbreak. Finally, the outbreak of COVID-19 positively moderates the relationship between performance risk and image.

The current study provides the following practical implications. First, industry practitioners need to develop a performance guarantee system which enhances the quality assurance of drone food delivery services (DFDS). Second, live streaming or creative activities would help to visualize DFDS in a way that stresses the stable operation of these services.

The importance of contactless services has been emphasized ever since the beginning of the COVID-19 outbreak. However, there has been very little research on the future of contactless services after COVID-19. This study investigated the perceived risk from DFDS as a form of contactless service which has not been conducted before. The findings of this study will improve the understanding of the changes that have occurred in consumers’ perception of risk from DFDS during the COVID-19 pandemic.

This study aims to simultaneously examine the influence of demographic, psychographic and situational factors on consumers’ willingness to pay a price premium (WTPp) for robotic restaurants and to profile market segments based on consumers’ WTPp levels (positive, neutral and negative).

Using an online survey, the data were gathered from a sample of 897 Thai consumers who had dined at a robotic restaurant in the past 12 months. Structural equation modeling, chi-square tests and the one-way analysis of variance were used for data analysis.

Demographic (gender, age, income and marital status), psychographic (perceived advantages/disadvantages, personal innovativeness and personality traits) and situational factors (perceived health risk and self-protection behavior) significantly influence consumers’ WTPp for robotic restaurants. The positive price premium group differs significantly from the neutral and negative price premium groups in terms of demographic, psychographic and situational profiles.

The findings of this study help restaurateurs target the correct customers and set up appropriate price fences to safeguard profits and maximize return on investment.

This study contributes to the literature on technology-based services and hospitality by heeding the calls made by Ivanov and Webster (2021) and providing much-needed empirical evidence of possible changes in consumers’ WTPp for robot-delivered services in restaurants due to COVID-19.

The purpose of this paper is to study the ownership entry mode decision in the United States made by firms in Taiwan. A total of 398 companies were sampled and included in the mail survey, with usable responses received from 105. We find the asset specificity and the strategic investment motivations are the most important decision criteria for the ownership control entry mode choice for Taiwanese manufacturing firms in the United States. When the stronger the U.S. strategic investment motivations and the higher the asset specificity, the higher the likelihood of Taiwanese manufacturing firm's entry through full‐ownership control mode. Finally, in our conclusion, we propose relevant implications for practice and research.

The present study intends to discover and analyze the determinants of users' intention to use (ITU) drone-based online food delivery (OFD) services. The study mainly focuses on the drone-based food delivery system in India and its implications.

This study has used the purposive sampling method. With the support of the technology acceptance model (TAM) and the theory of planned behavior (TPB), a theoretical model was developed conceptually. Later, the model was validated using the partial least square-structure equation modeling (PLS-SEM) technique with consideration of 324 responses mainly from university students in Delhi- National Capital Region (NCR).

The findings reveal that all the determinants are positively and significantly related to ITU, except for perceived behavioral control that does not influence the consumer’s ITU drone-based OFD services. The study also shows that how food delivery system through drone can revolutionize the entire food delivery system in India.

The present study has developed a unique model that can be used by practitioners, future researchers in this field and policymakers in government departments. The present study is limited to Delhi-NCR in India, and thus, there is an issue of generalizability in the present study.

This study has examined the future of food delivery system through drone-based system. Thus, the leaders in the food industry will be better positioned to understand consumers' intentions to use OFD services using drones and be able to make more informed decisions about investment in drone technology in their respective organizations.

The present study has combined both the technology adoption model and the TPB and developed a theoretical model. The study enriches the literature on drone-based OFD services. Since users' acceptance of OFD services using drones is an under-researched area, the present study will make a meaningful contribution to bring the body of literature in this domain.

This study examines the entry mode and ownership strategies in China, South‐East Asia and Western Europe made by manufacturing firms in Taiwan. The results find that when the larger, high R&D and high advertising intensive Taiwanese manufacturing firms invest in China, South‐East Asia and Western Europe, they would be likely to choose the greenfield‐WFOE entry. On the other hand, when these firms have the most foreign investing experiences and the longest investing history in China, South‐East Asia and Western Europe, the acquisition‐WFOE entry would tend to be preferred. Finally, this study proposes relevant implications for practice in the conclusion.

Purpose: This study links SDG goal 9 of industry, innovation strategies and another infrastructural environment to branding relating to destination and interactive marketing. Digital marketing tools with various applications aim to offer hi-tech services to customers in interactive marketing services, namely multiple goods and services, data and innovative techniques in the tourism and travel sector. Exploring the study would add to the existing literature supporting interactive marketing procedures and destination branding. Branding relating to destinations fosters tourists around the globe facilitating economic growth and development and supporting the local economies.

Need for the Study: It is observed from the literature that very few studies have been identified across the globe from various researchers on the interactive marketing and destination branding that ensures brand loyalty and reassesses the intent of the tourists just before the epidemic pandemic in the form of COVID-19. Artificial Intelligence, as part of information technology, offers various interactive marketing services in the form of different social media marketing strategies, attractive websites for tourists and travel providers and image building on destination branding. This study would help fill the marketing gap, which results in branding relating to destination, brand loyalty and reassessing the intent of various tours and travel plans just before the pandemic.

Methodology: The study focused on the literature, demonstrating the stimulus organism methodology and examining the impact of potential marketing strategy, which is interactive focusing on the destination branding, loyalty relating to the brand and also procedures to revert with the intent that would motivate and facilitate the customer’s confidence showering the loyalty relating to the brand in the travel and tourism sector.

Findings and their Practical Implications: The study revealed that the marketing relating to interactive methodologies in the hi-tech digital approaches ought to be carried out to create opportunities for prospective tourists willing to get information about various tourists destinations with the help of various marketing techniques such as different social media applications, easy access of websites for accessing the tourist destinations and relevant information, accessing images pertinent to the tourism destinations with the ease of chat box and providing suitable audios and video sources to the potential customers.

We argue that multinational enterprises (MNEs) not only strive to minimize transaction costs but also attempt to maximize transaction values when interacting with local firms in foreign markets. We put forth our thesis regarding MNE governance structure, that it is contingent on the institutional environment of the host country and the characteristics of the transaction. Specifically, we suggest that MNEs’ choice of market, hierarchy or hybrid (joint ventures) form of governance, depends on the interplay between the costs and benefits of a transaction relationship. For high knowledge content products/services, MNEs choose hierarchy when the institutional environment is not well developed. As the institutional environment develops, hybrid replaces hierarchy. However, in a very strong institutional environment, hierarchy again turns out to be optimal for MNEs. For low or no knowledge content products/services, the presence of market is possible in a very advanced institutional environment.

The authors contribute to the literature on leadership by investigating how characteristics of principal investigators (PIs) affect innovation performance, and how collaborative and non-collaborative projects moderate this relationship within the context of inter-organisational research projects.

The authors analysed panel data from the National Science and Technology Information Service on 171 research projects within a biomedical and regenerative medicines programme overseen by the Korea Health Industry Development Institute. The authors used a hierarchical regression model, based on the ordinary least squares method, to examine the relationship between PI characteristics and performance, considering both quantity and quality.

The results show that the characteristics of PIs have diverse effects on the quantity and quality of innovation performance. Gender diversity within PIs negatively affects the quality of innovation performance, while the capacity of PIs positively influences it. Moreover, the degree of PI’s engagement is positively associated with the quantity of innovation performance but does not have a significant relationship with the quality of performance. In terms of moderating effects, collaborative projects with multiple leaders seem less reliant on PI capacity than non-collaborative projects led by a single leader, in terms of innovation performance.

The results contribute significantly to the literature on innovation management by examining the role of leadership in collaborative environments to enhance innovation performance, addressing the need for empirical evidence in this area. Analyses of PI characteristics in government R&D management can lead to improved team performance, more efficient processes and effective resource allocation, ultimately fostering innovation.

The benefits of network relations for firms’ competitive advantage are increasingly acknowledged in the strategic management literature. Yet, the cost implications of engaging in network-specific relations, stemming from the irreversibility of sunk costs invested in creating network relations, are largely ignored. Such costs tend to be especially pronounced in high technology firms. It follows that the costs of creating network relations may mask the benefits of such relations, suggesting that networks can be a competitive risk for firms in cases where network relations unexpectedly terminate. This chapter adopts a cost-benefit approach to an empirical analysis showing that while in the long term, network relations enhance high technology firms’ performance, short-term efforts in creating network relations may hamper their performance. Furthermore, we show that greater technological intensity intensifies the negative performance implications of short term network participation and the positive performance implications of long term network participation.