Research Articles (Gordon Institute of Business Science (GIBS))

Permanent URI for this collectionhttp://hdl.handle.net/2263/51279

The University of Pretoria’s Gordon Institute of Business Science (GIBS) is a leading business school in the heart of Illovo, Johannesburg, close to the Sandton business hub. Academic programmes as well as a wide range of executive courses are availble and can be custom-designed to suit specific company needs.

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The implications of the European green deal for African agricultural exports
(Adonis and Abbey Publishers, 2025-09) Muller, Luke B.B.; Ndlovu, Mbongeni M.
The European Green Deal is the central policy blueprint for regional climate goals by 2050, and it can potentially affect African agricultural exporters. This study investigates related non-tariff barriers, focusing on the Carbon Border Adjustment Mechanism, packaging, pesticide, fertiliser and traceability regulations. The research combines desk research, statistical analysis and expert interviews. Key findings indicate that while African agriculture may benefit from its relatively low carbon footprint, the increasing complexity of European Union regulations is posing a significant challenge for African agricultural exporters, mainly small-scale exporters. The study highlights the need for African agribusinesses to adapt to the evolving European Union regulatory landscape, invest in sustainable practices and packaging, monitor greenhouse gas emissions, keep track of land use change, restrict the use of pesticides, restrict the use of chemical fertilisers and pre-emptively adopt traceability and certification compliance requirements. As a parallel strategy, agribusinesses should seek to strengthen intraregional trade with trade-liberalising countries in Africa, where the costs imposed by tariffs and non-tariff barriers are being intentionally lowered.
Leveraging big data analytics capabilities and data-driven decision-making to enhance farm-level performance in agriculture
(Adonis and Abbey Publishers, 2025-09) Wolvaardt, Francois; Fourie, Alicia; fourieA@gibs.co.za
Big data analytics offers actionable insights that enhance data-driven decision-making and improve firm performance by optimising production and reducing costs. While its application in agriculture is growing, research on its impact at the farm level is limited. This study aims to bridge this gap by exploring how data analytics capabilities can enhance decision-making and organisational performance in agriculture. Utilising a resource-based view and dynamic capabilities perspective, the study develops a research model connecting big data analytics capabilities, data-driven decision-making, and farm performance. An exploratory factor analysis and multiple regression analysis were conducted on data from 145 farming organisations in South Africa. The results indicate that big data analytics capabilities and data-driven decision-making positively affect farm performance. This research contributes to the data analytics literature by identifying key capabilities that enhance performance, offering practical insights for farmers and agricultural service providers seeking to leverage data analytics effectively.
How and when bridging and buffering strategies drive financial performance : evidence from companies using key account management
(Elsevier, 2025) Olabode, Oluwaseun E.; Nalmpanti, Athanasia D.; Essuman, Dominic; Leonidou, Constantinos N.; Hultman, Magnus; Boso, Nathaniel; boson@gibs.co.za
The key account management (KAM) literature has increasingly adopted a supply chain perspective to understand how firms manage supplier and customer networks to drive business success. Within this context, bridging and buffering strategies have emerged as critical tools for managing interorganizational relationships and resource flows. Yet little is known about how these strategies generate performance gains and under what conditions they are most effective. This paper addresses these gaps by uncovering the supply chain responsiveness capability mechanism that links bridging and buffering strategies to performance outcomes under varying supply chain disruption conditions. Using primary data from 205 business-to-business firms that rely on KAM programs, we find that while buffering directly benefits financial performance, responsiveness capability positively mediates the effect of both bridging and buffering strategies on financial performance. Moreover, buffering and responsiveness capability have stronger effects in covariate than in idiosyncratic disruptions. Interestingly, the direct effect of bridging strategy on performance remains consistent, regardless of the type of supply chain disruption conditions. The findings help clarify the economic value of bridging and buffering strategies and provides actionable insights to guide companies using KAM programs on how and the supply chain conditions which each strategy could be deployed optimally. HIGHLIGHTS ● Evidence from companies using key account management suggests that while buffering, and not bridging, strategy is positively related to financial performance. ● Responsiveness capability serves as a channel through which buffering/bridging strategies contribute to financial performance ● Covariate supply chain disruption conditions better strengthen the indirect association between buffering/bridging strategies and performance than idiosyncratic supply chain disruption conditions
Relationship norms, rewards and consumer-brand bonds : when cultural context and attachment anxiety matter
(Emerald, 2025) Iveson, Abbie; Davvetas, Vasileios; Hultman, Magnus; Boso, Nathaniel
PURPOSE : The consumer–brand relationship (CBR) literature is grounded in the notion that CBRs mirror interpersonal relationships. Yet little research has examined whether the relational norms that underpin these relationships operate consistently across cultural contexts. This study challenges the assumption that consumers universally value balanced and equitable relationships. It examines two contrasting national settings to explore how the norms guiding relational engagement vary across cultural contexts, focusing on differences in relational norms (communal vs. exchange) and relational rewards (intrinsic vs. extrinsic). Cultural dimensions such as power distance provide a useful interpretive lens for understanding these differences. DESIGN/METHODOLOGY/APPROACH : The study uses the student–university relationship as the empirical context to investigate cultural differences in CBRs. A cross-cultural survey was administered to 511 respondents in the United Kingdom (U.K.) and 263 respondents in Ghana. FINDINGS : The results reveal distinct relational patterns across the two cultural contexts examined. In the U.K., communal and exchange-based CBRs aligned with conventional relationship theories. In Ghana, however, these patterns diverged from expected distinctions between communal and exchange norms. Furthermore, attachment anxiety interacted with cultural context, moderating the effects of relational norms and attenuating contextual differences. ORIGINALITY : This study contributes to the growing body of CBR research by introducing a cross-cultural perspective. It demonstrates that relational norms are not universally applied but vary across contrasting cultural contexts and are further shaped by individual attachment styles. These findings offer actionable insights for relationship marketing strategists, highlighting the importance of adapting approaches to both cultural and individual differences.
Factors influencing top management team dynamics for successful strategy implementation
(AOSIS, 2025-09) Mvubu, Yoliswa S.; Madziva, Tonderayi Jafias; Mathibe, Motshedisi Sina; mathibet@gibs.co.za
PURPOSE : This study explores the factors influencing top management team (TMT) dynamics to successfully implement an organisation’s strategy. It seeks to understand how such factors influence the TMT’s decision-making regarding strategy implementation. DESIGN/METHODOLOGY/APPROACH : A qualitative research approach was utilised for the study, and data were gathered through semi-structured interviews with six C-suite executives and 12 chief executive officers of large corporates across South Africa. Thematic analysis was used to analyse the data. FINDINGS/RESULTS : The study found that emotional acumen and TMT relationships drive successful strategy implementation; the management style that displays effective communication and accountability leads to successful strategy implementation; work gratification propels innovation in strategy implementation; and diversity of group characteristics drives or thwarts collaboration for successful strategy implementation. PRACTICAL IMPLICATIONS : This study enables business leaders, C-suite executives and senior and middle managers to better comprehend the impact of TMT dynamics on strategy implementation. Additionally, the study provides managers and leaders with insights on which TMT dynamics are best to focus on for their respective firms to enhance strategy implementation and ultimately organisational performance. Originality/value: This study is significant and necessary in bridging the aforementioned theoretical gaps on TMT dynamics and strategy implementation.
Cultural norms, commercial friendship, and customer citizenship behaviour
(Emerald, 2025) Osakwe, Christian Nedu; Adeola, Ogechi; Maduku, Daniel K.
PURPOSE : This study investigates the relationships between cultural norms, including personal cultural orientations and religiosity, commercial friendship, and customer citizenship behaviour in the subsistence retail marketplace – an underexplored context in retail and marketing research. DESIGN/METHODOLOGY/APPROACH : Following a positivist philosophical stance and a deductive approach, survey data were gathered from 414 participants using self-administered questionnaires. FINDINGS : The findings underscore the significant impact of cultural norms on friendship development, specifically with regard to independence, power distance, long-term orientation, and religiosity. Furthermore, the results indicate a positive relationship between commercial friendships and customer citizenship behaviours, including resistance to negative information, feedback provision, tolerance, and word-of-mouth communication. ORIGINALITY/VALUE : This research offers an original contribution to literature by examining the influence of cultural norms on customer-firm relationships and the role of commercial friendship in fostering customer citizenship behaviours. This study is the first to investigate these relationships within the context of the subsistence retail marketplace, thereby advancing scholarship in retail and marketing.
What happens when your hand is in my pocket: the foreign policy effects of China’s foreign direct investment in Africa
(Springer, 2025-06) Ndofor, Hermann Achidi; Jones, Carla D.; Li, Mengge
This study utilizes social exchange theory to argue that a more complete picture of the effects of China’s FDI in Africa needs to include non-economic factors, especially institutional forces that incorporate macro political considerations. We propose that economic dependencies created by China’s FDI in Africa are reciprocated by votes in international organizations, and thus, we hypothesize and test that increasing China’s FDI in African nations leads to increased political alignment in international affairs with those African nations. The proposed relationship, however, will be weakened for African countries with stronger governance mechanisms. Using data for China’s FDI in African countries from 2001–2019, we find support for our hypotheses. We find that China’s economic engagement in Africa has resulted in increased political alignment on international issues evidenced by votes in United Nations organizations raising the possibility Africa’s most attractive resource may not be economic, but rather political. This, however, poses the question of whether votes are a ‘resource’ that can be traded for economic purposes.
Enhancing flow in remote work: the influence of IT consumerization
(Emerald, 2025) Doargajudhur, Melina; Huzooree, Geshwaree; Dutot, Vincent; Lichy, Jessica; Hosanoo, Zuberia
PURPOSE : The widespread adoption of information and communication technologies (ICT) post pandemic has reshaped remote work, yet its implications for employee well-being and work outcomes remain inconclusive. This study proposes a research model to examine how IT consumerization influences employees’ flow, a state of control, enjoyment and focus on work. DESIGN/METHODOLOGY/APPROACH : Grounded in the job demands-resources (JD-R) model theory. This study employs structural equation modeling (SEM) to analyze survey from 476 full-time remote workers across various sectors in Mauritius, a developing economy where IT consumerization has surged to support remote connectivity. FINDINGS : The results highlight IT consumerization as a “double-edged sword”, enhancing autonomy while simultaneously generating techno-pressure. However, autonomy buffers the negative effects of techno-pressure, ultimately improving flow. Techno-pressure, autonomy and work-life conflict serve as mediators, deepening the understanding of how IT consumerization impacts flow. PRACTICAL IMPLICATIONS : Practical implications are suggested for organizations seeking to optimize remote work remote conditions. Strategies that balance autonomy and mitigate techno-pressure can improve employees’ flow in remote work environments. ORIGINALITY/VALUE : This research contributes to the telework literature by examining IT consumerization within remote work settings, particularly in a developing economy context. By highlighting its dual role as both a resource and a demand, the study enriches understanding of its impact on flow.
Differing associations between organizational training types and operational resilience
(Emerald, 2025) Ataburo, Henry; Essuman, Dominic; Mensah, Henry Kofi; Aditchere, James; Nkrumah, Prince
PURPOSE : How and when organizational training relates to operational resilience remains underexplored empirically, despite a growing body of literature suggesting that human capital development is essential for enhancing operational resilience. To address this limitation, this study examines how two forms of organizational training – dynamic and ordinary capability training – relate to operational resilience under differing levels of job autonomy. DESIGN/METHODOLOGY/APPROACH : The study uses the ability-motivation-opportunity theory to develop hypotheses regarding how each type of organizational training relates to operational resilience and how job autonomy moderates these relationships. Survey data from 259 firms in Ghana were analyzed using covariance-based structural equation modeling to test the hypotheses. FINDINGS : The results reveal that the relationship between organizational training and operational resilience varies by training type and level of job autonomy. Specifically, compared to ordinary capability training, dynamic capability training has a stronger positive association with operational resilience. The positive relationship between dynamic capability training and operational resilience is weaker in high than low job autonomy conditions. Conversely, ordinary capability training has a stronger positive relationship with operational resilience in high than low job autonomy conditions. ORIGINALITY/VALUE : This study elaborates on the underdeveloped literature on the link between human capital development and organizational resilience outcomes. Rather than assuming homogeneity in organizational training, this study reveals distinct ways in which dynamic and ordinary capability training relate to operational resilience under varying levels of job autonomy.
The impact of IT ambidexterity on organizational agility : the mediating role of organizational change capacity
(Association for Information Systems, 2025-03) Rawat, Waseem; Barnes, Justin
BACKGROUND : Organizational agility (OA) is recognized as a vital capability for competitiveness in dynamic business environments. While IT capabilities are acknowledged as a potential source of OA, there is limited research on the agility-enabling role of IT ambidexterity (ITA), which is the dual pursuit of IT exploitation and IT exploration. In particular, the influence of ITA on market capitalizing agility (MCA) and operational adjustment agility (OAA), which are key agility dimensions, remains unexplored. Although prior work has argued that intermediary organizational capabilities may be required to translate IT capabilities into OA, no previous studies have considered the role of organizational change capacity (OCC), in the ITA-OA relationship. To address these gaps, we draw on the dynamic capability view and the IT-enabled agility literature to examine the relationships between ITA and MCA, OAA, and OA, and propose that OCC mediates these relationships. METHOD : A comprehensive quantitative approach, involving the development of a robust research instrument, was used to empirically investigate the relationships between the constructs. Survey data was collected from 173 IT professionals. The analysis was performed using partial least squares structural equation modelling to assess the measurement model and to test the hypotheses. RESULTS : Our findings reveal that ITA has a direct positive impact on MCA, OAA, and OA, while OCC partially mediates the ITA-MCA, ITA-OAA, and ITA-OA relationships. All measurement and structural model assessment criteria were met, demonstrating the robustness of our conceptualized model. CONCLUSION : The results highlight the importance of balancing IT exploitation and exploration to foster OA, particularly through OAA and MCA, and introduces OCC as an intermediary capability that facilitates the translation of ITA into OA, and its dimensions. The theoretical arguments and empirical evidence offer insights for future research and organizational practice into the direct and indirect role of ITA in developing organizational dynamic capabilities.
Two decades of foreign direct investment in Africa : a systematic literature review, integrative framework, and agenda for future research
(Inderscience, 2025-08) Ameyaw, Abdul-Kadir; Panibratov, Andrei
Despite the increase in research efforts on Foreign Direct Investment (FDI) in International Business (IB), the literature on FDI in Africa suffers from disintegration, theoretical boundaries and empirical vagueness, leaving important countenances uninvestigated. The purpose of this article is to reveal how much work has been done, what knowledge has been obtained, and what directions need to be taken for future FDI in Africa research. We conduct a systematic literature review of pertinent theoretical and empirical studies encompassing 105 articles from reputable management and economics journals on FDI in Africa. Our study contributes to this body of scholarship by identifying and discussing prior research, agglomerating them into themes, providing a structured debate about what is already known, as well as offering an explanation of why and how Africa is a distinctive context different from other emerging markets. We further develop an integrative framework that provides extensive knowledge of contemporary and promising avenues for future research.
Enhancing financial inclusion and entrepreneurship drive in Africa : do digital technologies matter?
(Wiley, 2025-09) Mathibe, Motshedisi Sina; Oppong, Clement
The study investigates the use of digital technologies in promoting entrepreneurship and financial inclusion (FI) in Sub-Saharan Africa (SSA). Employing an exploratory and quantitative design, the research utilises a longitudinal dataset spanning 2016–2023, aligning with the UN SDGs implementation. Secondary data from 30 SSA nations were analysed, based on specific inclusion criteria and data availability, to examine the interplay between FI, digital technologies (DT), and entrepreneurship. A Pooled OLS regression model was used to assess the impact of digital technologies on FI and entrepreneurial drive in Africa. Recognising potential limitations of the pooled OLS model, including omitted variable bias and specification error, the GMM was applied as a robust check. Modern financial services like mobile banking, fintech solutions, and digital platforms significantly enhance FI and entrepreneurship success in underdeveloped regions. The study stressed the need for diverse financial products, regulations, and policies tailored to varying socio-economic backgrounds. The research contributes to existing literature by exploring how customer-centric innovations and stakeholder collaboration can sustainably promote FI, entrepreneurship, the achievement of SDGs, and economic growth in Africa.
Navigating market turbulence : a configurational perspective of ambidextrous innovation in strengthening organizational resilience in sub- Saharan Africa
(NISC Pty (Ltd) and Informa UK Limited, trading as Taylor & Francis Group, 2025-07) Okrah, Andrews Osei; Boso, Nathaniel; Mensah, Henry Kofi
This study investigates the relationship between ambidextrous innovation capabilities and organizational resilience in Micro, Small, and Medium-Sized Enterprises (MSMEs) in Ghana, with a focus on the moderating role of external market turbulence. Drawing on data from 285 MSMEs, the research adopts a quantitative approach, employing confirmatory factor analysis and Hayes PROCESS Macro to test the hypotheses. The findings reveal that ambidextrous innovation – comprising both exploitative and exploratory dimensions – positively influences organizational resilience, enabling firms to adapt to challenges and capitalize on opportunities. Additionally, the study highlights the significant moderating effect of external market turbulence, wherein higher turbulence levels strengthen the positive impact of ambidextrous innovation on resilience. These results contribute to the literature on innovation and resilience by providing empirical evidence from the sub-Saharan African context, particularly in MSMEs operating in volatile markets. Theoretical and practical implications are discussed, with recommendations for MSMEs to foster balanced innovation capabilities to enhance their resilience in uncertain environments. The study also identifies areas for future research, including exploring additional contextual variables and expanding similar studies to other regions.
The role of the petroleum franchise ecosystem actors in providing business support for HDSA franchisees
(Wiley, 2025) Sundram, Maria; Fourie, Alicia; FourieA@gibs.co.za
Petroleum retail franchising plays a significant role in the South African economy. Despite the implementation of government policy regimes, this continues to be a complex industry for historically disadvantaged South Africans (HDSA) to navigate. To understand the business support required for HDSA franchisees, the study adapts the entrepreneurial ecosystem model through the theoretical lens of Stewardship theory, positing that a collaborative stance between the franchisor and franchisee is more suitable for long-term survival. The qualitative study was conducted with 19 HDSA franchisees in South Africa (SA) through semi-structured interviews. Thematic analysis revealed four main business support themes required by HDSA franchisees, which are (1) Franchisor Engagement, (2) Preparation, (3) Business Model Adaptability and (4) Employee Transition. Although the findings align with existing literature on franchise relationships, this study offers new insights by exploring the distinct South African context, particularly regarding employee transition dynamics within franchise units. Notably, the research reveals that contrary to the classical view of franchising as a low-risk entrepreneurial path, HDSA franchisees often face significant challenges. This study enriches the literature by highlighting the unique complexities of employee transitions during ownership changes in SA, identifying a critical gap in the current franchising research and practice. The franchise ecosystem approach has provided clarity on the key actors and how their roles can be leveraged to enhance the petroleum franchising sector.
Pygmalion leadership, psychological capital and task performance : examining their inter-relationships among hotel employees
(Routledge, 2025) Ansong, Abraham; Ennin, Ethel Esi; Acquah, Innocent Senyo Kwasi; Andoh, Raphael Papa Kweku
Pygmalion leaders set high expectations of their employees such that the employees strive to meet such expectations which improves their performance. It is observed that clarity is required to fully understand the mechanisms by which such leaders foster employees’ task performance. Thus, the mediating role of psychological capital (PsyCap) in the connection between Pygmalion leadership and hotel employees’ task performance is examined. The direct links between Pygmalion leadership and employees’ task performance; Pygmalion leadership and PsyCap; and PsyCap and employees’ task performance were first examined. Through PLS-SEM, it is established that positive and significant relationships exist between the direct links. Finally, the Pygmalion leadership and employees’ task performance nexus is mediated by PsyCap. Implications for hotel managers and scholars are offered.
Leader competencies for building psychological safety in hybrid teams : a South African FMCG sector study
(AOSIS, 2025-06) Ngubane, Ntando; Mbokota, Gloria; mbokotag@gibs.co.za
PURPOSE : Psychological safety has attracted a fair amount of research in recent years, with most scholars focusing on its importance in driving team performance. Little attention, although, has been given to how leaders build an environment of psychological safety, especially in hybrid work teams in organisations, which have become popular since the coronavirus disease 2019 pandemic. This study aimed to explore how leaders create a psychologically safe environment for hybrid work teams, including the required leader competencies. DESIGN/METHODOLOGY/APPROACH : This was a cross-sectional qualitative study in which 20 managers from 13 multinationals in the fast-moving consumer goods sector were interviewed to share their views on how they built psychological safety, and the leader competencies needed to create such an environment for hybrid work teams. FINDINGS/RESULTS : While managers are generally aware of the importance of psychological safety in their organisations, the latter has not been given the priority attention it deserves. It should be a strategic imperative to ensure that leaders develop the competencies (such as emotional intelligence and accountability) needed to create and maintain a psychologically safe environment. PRACTICAL IMPLICATIONS : Building on Edmondson’s framework, the study contributes a three-phase framework to guide leaders in creating a psychologically safe environment in which hybrid work teams can thrive. ORIGINALITY/VALUE : Whereas most previous studies on psychological safety have been conducted in relation to traditional teams, this study extends the application of psychological safety theory on hybrid work teams.
Business growth mentorship for female-owned enterprises in South Africa
(AOSIS, 2025-07) Lekoloane, Karabo; Mamabolo, Anastacia; Mbokota, Gloria; mamaboloa@gibs.co.za
PURPOSE : This study examines the role of mentorship offered to female entrepreneurs during the growth phase of their businesses. Applying social cognitive theory (SCT), we examine the personal, behavioural and environmental factors that contribute to learning outcomes as a result of a mentoring relationship. DESIGN/METHODOLOGY/APPROACH : The study adopted a qualitative research design to understand the role mentoring has on female entrepreneurs in South Africa who have been mentored either individually or participated in a group mentoring programme. We adopted a purposive sampling technique, identifying and selecting female entrepreneurs who have been running their businesses for a minimum of 3 years and have been through a type of mentorship programme either as an individual or in a group format. Data were collected through semistructured interviews with 21 participants. FINDINGS/RESULTS : The study findings indicate that mentoring offered to female entrepreneurs enhances their cognitive skills. These provide the foundation for enabling leadership and business management skills development, building resilience and business stability, which leads to business growth. The constellation of these skills forms higher-order entrepreneurial scaling competencies, although these depend on the type or format of the mentorship. PRACTICAL IMPLICATIONS : The study provided practitioners with a framework of competencies that could serve as a guide for mentoring established women entrepreneurs as they scale their business ventures. Furthermore, the study offers insights into how various forms of mentorship contribute to the development of competencies for scaling. ORIGINALITY/VALUE : This study contributes an empirical model to the extant literature that showcases the role of mentorship for female entrepreneurs in business growth. The study has implications for practice by demonstrating that the format of mentorship, individual or group, leads to different outcomes on business growth; therefore, practitioners who provide business development services and institutions who train entrepreneurs need to consider this in designing their programme.
Nonlinearities in FDI allocations : why good institutions matter more with rising FDI locational concentrations
(Africa Growth Institute, 2024-12) Fedderke, Johannes W.; Luiz, John; Barnard, Helena
This paper extends an established finding: that institutions are important for foreign direct investment (FDI). Our results show that institutions are both more and less important than previous empirical results suggest. This is because the concentration of FDI in a location matters. Theoretically, if institutions serve a risk-mitigating role, then rising locational concentration of FDI compromises the risk diversification function that multiple locations for FDI provides. This can be offset by high-quality institutions. The implication is that the impact of institutions on FDI will be enhanced with rising FDI concentration. Empirically, we examine the locations of outward FDI from South Africa from 1996-2019, confirming the presence of a strong association between FDI and an institutions-FDI concentration interaction term. The result is robust to many alternative means of measuring institutions and to a number of alternative means of representing the implied nonlinearity in estimation. The inference is that for any location that is intent on attracting strong concentrations of FDI inflows, the general precept that sound institutions are important in attracting FDI flows is enhanced, both in terms of the strength of institutional improvement, and the breadth of institutions that require attention.
The commercial meal experience in context : an exploration with frequent travelers
(Elsevier, 2025-09) Stierand, Marc B.; Saunders, Mark N.K.; Eves, Anita
This qualitative-exploratory study is grounded in data obtained from in-depth interviews relating to commercial meal experiences that are essential when dining out near home, during work, and when traveling. Previous studies have examined meal experiences, but have not differentiated in-depth between the dining out contexts described here, particularly the requirements of a meal in the workplace. The interviewees (N = 18) were frequent travelers and therefore had substantial experience of dining out when traveling and in the intercept between traveling and business. Our theorizing from the data suggests that the essence of the commercial meal when dining out near home is an experience of ‘Exotic Familiarity; ’ during work, it is an experience of ‘Diversion from Work’ and ‘Ensuring Confidentiality; ’ and when traveling, it is an experience of ‘Safe Convenience’ and ‘Clichéd Authenticity.’ We conclude by contributing a model of the commercial meal experience, discussing the implications of the findings for theory and practice, and by offering suggestions for future research.
Customer education in business-to-business contexts
(Elsevier, 2025-07) Florea, Dorian-Laurențiu; Rangarajan, Deva; Nieto-Saucedo, María Elena Raquel; Shanka, Mesay Sata; Osakwe, Christian Nedu
Current trends in business-to-business (B2B) services are increasingly bringing customer education (CEd) to the spotlight. Despite the growing recognition of the benefits of CEd, understanding how it is deployed in B2B firms remains a gap in academic literature. Our study addresses this gap by following a qualitative, empirical approach to investigate how CEd is managed across 29 B2B firms. The findings from our research suggest that CEd is a complex set of activities involving multiple stakeholders from both the customers as well as the B2B firm. Our research identified CEd as a process comprising three stages: (a) prepare for CEd, (b) deploy CEd, and (c) measure CEd. Basing ourselves on the findings from our research, we propose a conceptual framework of CEd in B2B contexts. Our findings contribute to the literature by offering a process-based view of CEd, clarifying the intra-organizational coordination it requires, and demonstrating how CEd unfolds across the customer journey. This research advances theoretical understanding of CEd as a cross-functional capability in B2B settings. We provide managerial recommendations and suggest areas for future research. HIGHLIGHTS • Offers an activity-based view of B2B customer education (CEd) across three phases: Prepare, Deploy, Measure. • Shows how B2B firms organize CEd through resource allocation, role assignment, and cross-department coordination. • Shows that CEd spans the full customer journey, from awareness to renewal—not just post-purchase support. • Provides practical guidance to implement, scale, and assess CEd as a strategic, cross-functional capability.

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