Institutt for markedsføring

Journal of the Academy of Marketing Science Doi: https://doi.org/10.1007/s11747-026-01181-1

Psychology & Marketing Doi: https://doi.org/10.1002/mar.70220

Journal of Business Research 216 s. 116386-116386 Doi: https://doi.org/10.1016/j.jbusres.2026.116386

Business-to-business suppliers employ customer solutions to differentiate from competitors and foster relationships. Prior research has largely focused on supplier capabilities, leaving customers’ role in enabling successful outcomes underexplored. Drawing on Transaction Cost Economics, we develop an updated measure of customer adaptiveness and assess its effects on key customer outcomes using primary data from the trade show industry and covariance-based structural equation modeling. Results show that customer adaptiveness positively influences willingness to invest and purchase intentions, but not satisfaction. Preference ambiguity moderates the relationships between trust, reference usage, and customer adaptiveness by strengthening the former while weakening the latter. Market turbulence further conditions these effects, enhancing the positive impact of customer adaptiveness on satisfaction and purchase intentions, while its influence on willingness to invest remains stable. Overall, this study advances our understanding of customers’ role in solution selling and underscores the importance of aligning strategies with customer characteristics and market conditions.

International Journal of Gastronomy and Food Science Doi: https://www.sciencedirect.com/science/article/pii/S1878450X26002003?via%3Dihub

Restaurants provide ecologically rich settings in which food is encountered, interpreted, and consumed through multisensory, social, and situational experiences. Yet, despite growing interest in restaurant-based research, the manipulation space available in real-world restaurant experiments remains insufficiently articulated. This conceptual paper proposes the FSA framework—food, service, and ambience—as a design-oriented structure for real restaurant experiments developed through collaboration with chefs, waitstaff, sommeliers, and other restaurant actors. Rather than treating restaurants merely as settings for ecologically valid observation, we argue that they should be viewed as intervention-ready environments in which multiple aspects of the dining experience can be systematically manipulated and studied. The contribution of the framework is not merely taxonomic. It clarifies what can be manipulated across food, service, and ambience, who or what typically implements those manipulations, and how interventions can be introduced while preserving ecological realism. It also highlights design possibilities both within and across domains, as well as across actors, thereby making interaction effects and implementation choices more explicit in real restaurant research. By clarifying the design space of real restaurant experiments, the paper positions restaurant-based experimentation as a design-oriented methodological approach for studying and comparing interventions in real dining contexts.

Event Management Doi: https://doi.org/10.3727/152599526x17761674947304

Evaluating the benefits of conferences is an essential process for assessing the value produced by the activities of the conference. However, current evaluation tools in the sector remain underdeveloped, often focusing narrowly on delegate satisfaction and tourism outcomes, metrics that overlook the deeper, transformative potential of conferences. This article addresses this gap by introducing a set of empirically grounded constructs that define and categorize broader conference benefits. Drawing on 15 years of international research, the article identifies constructs relevant to three key communities—scientific, destination, and global—and offers a foundation for developing qualitative and quantitative research instruments. Each construct is derived from empirical evidence and grouped according to its primary beneficiary. The constructs presented serve as initial reference points that reflect current knowledge and aim to guide future research and practice in evaluating the broader value of conferences.