Purpose The present study aims to explore “what” type of knowledge is shared, “how” it is shared and what information and communication tools are used to share knowledge among health-care professionals in the context of emerging “digital laggard” country in the South-Eastern European region (i.e. Bosnia and Herzegovina [B&H]). Design/methodology/approach This study applies the qualitative research methodology and thematic analysis for collecting, analysing and interpreting data. Primary data is collected using semi-structured interviews (n = 9). Key informants are employees of the main primary health-care institution in the capital of B&H. Findings The results indicate that knowledge sharing among primary health-care practitioners is the interplay of formal and informal exchange of knowledge, facilitated by both traditional communication media (face-to-face interaction) and ICT-based tools. In regards to ICT tools, our findings suggest that instant messing applications (predominantly Viber) are viewed as common media for sharing tacit knowledge within a community of practice. Research limitations/implications This study is limited to one emerging digital laggard country; thus, future research regarding ICT-based knowledge sharing in other emerging digital laggard countries is welcomed. Originality/value In the context of “digital laggard”, societies, informal, spontaneous and dynamic system of social interactions can be a successful substitute for ICT-based formalised and structured system of knowledge sharing.

This study strives to explore the nexus between entrepreneurial orientation (EO), total quality management (TQM), competitive intensity (CI) and firm performance in the context of an emerging laggard economy in the South-Eastern European region. Moreover, the present study aims to examine the effect of each dimension of EO (innovativeness, proactiveness, and risk-taking) on the TQM and firm performance. The proposed conceptual model and research hypotheses were tested through structural equation modelling (SEM). Our results show that TQM partially mediates the relationship between EO and firm performance and that as the intensity of competition increases, the direct effect of EO on firm performance becomes stronger. Thus, this study contributes to the EO and TQM literature by arguing that EO as a strategic orientation is positively related to firm performance outcomes through the mechanism of TQM practices. Moreover, this study adds to the current literature by revealing that the effectiveness of the synergetic effect of EO and TQM of firm performance outcomes is contingent on the market environment conditions (i.e. competitive intensity). Regarding the relative importance of EO dimensions, findings indicate that innovativeness and proactiveness are vital pillars of organisational processes aimed at developing TQM practices to enhance firm performance outcomes.

Abstract The purpose of the present research is to explore the effect of brand image on brand loyalty and brand commitment to national and private label brands. Data was collected through a field survey via the store-intercept method. To test the research hypotheses, we used two samples, which implied the collection of usable 528 questionnaires. Confirmatory factor analysis was used to test the reliability, convergent, and discriminant validity of the constructs of interest. The structural equation modeling (SEM) technique was employed to analyze the effect of brand image on brand loyalty and brand commitment. Also, group comparisons were made between national brands and private label brands, using structural equation modeling. This study reveals that brand image has a significant positive effect on brand loyalty and brand commitment, both for national and private label brands. Moreover, it was found that the effect of brand image on brand commitment is stronger for national brands than for private label brands. The present study provides marketing managers of national brands and private label brands some insights into how to spur brand loyalty and commitment by establishing a favorable brand image.

Abstract Using a person-centred statistical approach (latent class analysis) this study aims to categorise young citizens in Bosnia and Herzegovina according to their citizenship norms, level of trust in institutions and propensity toward political gender stereotyping. We employed the data from The National Survey of Citizens’ Perceptions in Bosnia and Herzegovina (NSCP-B&H) 2017, which documents the civic attitudes of a nationally representative sample of adults (18+) from Bosnia and Herzegovina. Since this study focuses on the youth, we extracted a sub-sample of 831 young individuals born between 1987 and 2001. Applying latent class analysis, we derived two distinct classes of young citizens with a unique set of beliefs, attitudes, and behaviours related to the role of citizens in modern societies, namely ‘enthusiastic citizens’ and ‘outsiders’. The findings offer valuable insights for policy-makers about the design and implementation of measures that aims to foster active citizenship in the laggard transitional economy. Also, it advances the research agenda on citizenship norms beyond the Western European context.

Abstract The purpose of this research is to investigate the effects of perceived value dimensions (i.e., economic value, hedonic value, symbolic value, and social value) on behavioral intent to engage in collaborative consumption from the perspective of Generation Y. Furthermore, this research aims to investigate the mediating effect of young consumers’ attitude toward collaborative consumption on the relationship between perceived value dimensions and behavioral intent to engage in collaborative consumption. Research findings suggest that specific dimensions of perceived value (economic, hedonic, symbolic, and social) have different direct effects on young consumers’ behavioral intention to engage in collaborative consumption services. Regarding the mediating role of consumers’ attitude toward collaborative consumption, it was found that the mediating effect takes place only in the symbolic value-behavioral response link. Given the paucity of research focusing specifically on collaborative consumption from the perspective of Generation Y, this study provides new and useful insights for researchers and managers.

Abstract Despite numerous scholarly attempts, there is a lack of consensus regarding the relevance of various factors influencing consumer’s intention to purchase organic food. The purpose of this study is to asses the impact of subjective and personal norms on consumer attitude toward buying organic food. Moreover, this study aims to explore the moderating role of contextual factors - product knowledge and consumer scepticism on the norms- attitude link. Data were collected through an online survey on a sample of 212 organic food buyers in Bosnia and Herzegovina. Moderated regression analysis was used to test the hypothesized relations between the constructs of interest. Findings indicate the subjective and personal norms are positively and significantly related to consumer attitude toward organic food purchases. Also, our findings revealed that product knowledge strengthens the subjective norms-attitude relationship, while consumer scepticism toward organic food claims weakens the subjective norms-attitude link. This study informs producers, marketers, and policy-makers about the relative importance of norms, scepticism, and knowledge in the context of organic food consumption.

Purpose The purpose of this paper is to obtain empirical understanding of organic food buyers in the context of emergent organic food market (i.e. Bosnia and Herzegovina) by using a segmentation approach. Design/methodology/approach A self-administrated online survey was carried out among organic food buyers (n=202) using the snowball sampling technique. Measurement items were mainly adapted from the prior studies. Findings The authors analysed the heterogeneity of organic food buyers with latent class model. Four distinct latent classes (i.e. segments) of organic food buyers were identified. Those segments were named as enthusiastic social-seekers, enthusiastic moralists, hostile seldom shoppers, and hostile heavy shoppers. Originality/value Though the study was exploratory, the identified segments of organic food buyers can enhance our knowledge about differing characteristics of organic food buyers in the context of the country where the organic food industry is in the early stages of development. The findings of this study will give organic food producers and marketers a much better framework for making product, pricing, distribution and marketing communications decision. Moreover, the identification of organic food consumer profiles will provide an insight into how policymakers should tailor their public policy and strategies to expand the size of the organic food market.

Abstract The purpose of this chapter is to explore the mediating effect of consumer attitude towards purchasing organic food and moderating effect of consumer innovativeness on the intention to purchase organic food. A consumer survey was conducted with a specific focus on buyers of organic food products in Bosnia and Herzegovina. Data were collected during December 2016 via an online survey, eventually obtaining 173 valid questionnaires for analysis. The indirect effect of organic food knowledge, subjective norm, personal norm, organic food availability, attitude towards organic food and organic food scepticism on intention to purchase organic food was tested using the PROCESS Macro in SPSS. The results revealed that organic food knowledge, subjective norm, personal norm, attitude towards organic food have indirect effects on consumer intention to purchase organic food. Moreover, findings suggest that attitude towards organic food purchase mediates the link between these four factors and consumer’s intention to purchase organic food. In addition, it was proven that consumer innovativeness positively moderates the attitude-purchase intention link in the context of organic food consumption. This chapter enhances the external validity of previous empirical findings beyond the Western European context. Further, it provides some important guidelines to the retailers to develop and implement marketing strategies for organic food products.

Objective : The purpose of this research is to highlight the role which store image and retail service quality can play in private brand image-building in the context of an emerging market in South-Eastern Europe (i.e. Bosnia and Herzegovina). We propose to address this issue by seeking answers to the following questions: (1) Does a ‘halo effect’ take place between the store image and the private brand image? (2) How does consumer’s evaluation of the quality of the service delivered by a retailer affect the image of its private brand? Research Design & Methods : Data were collected through a field survey via the store-intercept method. The sample consisted of 699 customers of two large retail chains. The data were analysed using the Structural Equation Modelling technique. Findings: The findings of the present study suggest that store image and retail service quality are important factors in the formation of the image of product-branded products. Implications & Recommendations: This study offers some important insights for retailers who intend to develop their private brand. First, the image transfer from store brand to private brand suggests that retailers should consider the introduction of a private brand as a brand extension, with their stores as the parent brand. Second, we recommend that retailers put more emphasis on quality improvement initiatives related to the store environment attributes. Contribution & Value Added: This study enhances the discussion on the phenomenon of private branding by analysing the store-level factors which underpin the formation of private brand image in the context of less developed European markets.

The main purpose of this study is to investigate the relations between national cultural dimensions, socioeconomic development, entrepreneurship, and national innovation performance. Data set for this study was obtained from secondary sources and it included the following measures: (1) the scores of Hofstede's national culture dimensions; (2) UNDP Human Development Index, (3) Total Early-Stage Entrepreneurial Activity rates provided by The Global Entrepreneurship Monitor (GEM); and (4) Global Innovation Index (GII). These measures were gathered for 77 countries across seven regions of the world. Support was found for the positive effect of socioeconomic development on national innovation performance indicating that a long and healthy life (health), the access to knowledge (education), and a decent standard of living (income) are significant predictors of innovation performance. In terms of cultural dimensions findings of the regression analysis indicate that innovation performance are higher in countries that have lower power distance between citizens and those in power and have lower level of uncertainty avoidance. The link between entrepreneurial activity and national innovation performance was found to be negative. This study emphasizes the importance socioeconomic and cultural impacts on national innovation performance and, thus, provides implications for policy-making regarding innovation policies.

Corruption, commonly defined as the abuse of public power for private gain, is a widespread phenomenon in many countries of the world where its consequences have serious problems. The main purpose of this study is to investigate the moderating role of national culture on the social progress-corruption link and education corruption link. It was hypothesized that social progress and education restrict corruption, and that the magnitude of these effects are contingent upon conditions of national culture. The data set for this study was obtained from secondary sources and it included the following measures : (1) the corruption perception index by Transparency International; (2) the social progress index provided by the non-profit organization the Social Progress Imperative; (3) the education index by United Nations Development Programme, and (4) the scores of Hofstede’s national culture dimensions. These measures were gathered for 84 countries across five continents (Europe, Africa, Asia, North America, and South America). Support was found for the main effect of social progress on corruption as well as for the main effect of education on corruption. Consistent with a contingency theory, the findings indicate that both social progress-corruption link and education corruption link are moderated by power distance and individualism. However, support for the moderating effect of two other national culture dimensions (masculinity and uncertainty avoidance) was not found. This study emphasizes the importance of a holistic approach in formulating anti-corruption policies and provides implications for policy-making to reduce corruption.

Purpose The purpose of this study is to create the taxonomy of firms based on the nature of the relationship between market-based resources and marketing capabilities. Anchored in the configuration theory, the present study aims to explore simultaneous roles of market-based resources, i.e. customer orientation and competitor orientation, and marketing capabilities, i.e. the execution of marketing practices and activities within a firm, on firm performance. Design/methodology/approach A self-administrated questionnaire was used to collect data from chief executive officers or top managers of 220 firms in Bosnia and Herzegovina, a transitional economy in South Eastern Europe. Findings Drawing on a configuration approach via the latent class analysis, the authors empirically derive four distinct strategic marketing patterns, namely, marketing super achievers, marketing-focused virtuosi, marketing drifters and marketing mass pushers. The findings also highlight how business performance outcomes differ as a function of a class membership. Research limitations/implications Cross-sectional research design and focus on a single country are main limitations of the present study. Thus, longitudinal studies in the context of developed and fast-reforming transition economies are advisable for future work. Practical implications This study enhances the knowledge on how a firm can configure or bundle its market-based resources and marketing capabilities to produce desired outcomes. Findings suggest that joint attention to building market-oriented culture and developing marketing capabilities seems to pay off. However, the authors found that a lack of market knowledge can be substituted by the firms’ ability to build effective promotional and branding capabilities. Thus, the present study adds to the emerging dialog on the relative importance of alternative strategic orientations in achieving superior business performance. Originality/value This study contributes to the strategic marketing literature by examining the synergistic effect of market-based resources and marketing capabilities on firm performance using a configurational approach. It also provides support for the equifinality proposition, suggesting that different “bundles” of market-based resources and marketing capabilities can lead to similar level of performance outcomes.

Store brands, also known as private labels, own brands or retail brands, are experiencing a remarkable growth in various product categories and their acceptance by consumers seems to be unquestionable. The key drivers of the store brands’ success are the increased concentration in retailing, consumers’ much more positive attitudes towards the quality of store brands and critically, in the current economic downturn, their price, which is significantly lower than that of manufacturer brands. Sales of store brands in the Southeast European markets have not picked up yet, making these markets a compelling space to study, analyze and predict the future of store brand growth and success. Thus, this study focuses on consumer’s attitudes towards store brands in the Federation of Bosnia and Herzegovina – an emerging market, which is highly attractive for international retailers. The main objective of this study is to analyze and validate the profile of a consumer of store brands in the Federation of Bosnia and Herzegovina in the context of personal care products. For the purposes of this study, the mall-intercept survey was carried out at selected hypermarket locations. Based on the extent to which consumers perceive themselves to be consumers of store brands, three consumer segments have been identified: heavy buyers, sometimes buyers and seldom buyers. These segments were then described in terms of perceived quality and price of store brands as well as demographic characteristics of respondents. The findings allow drawing some useful reflection about who are the buyers of store brands in the Federation of Bosnia and Herzegovina and what drives their preferences towards store brands. Thus, this study provides valuable information for both retailers and manufacturers toward the SRI

Purpose – The purpose of this paper is to explore the underlying dimensions of local cuisine image by identifying the key cuisine attributes tourists rely on in their evaluations of local cuisine; and to identify those dimensions of local cuisine image which have the strongest influence of tourist satisfaction with food experience. These issues are addressed within the context of Bosnia and Herzegovina, an emergent tourism market in Western Balkans. Design/methodology/approach – The research is exploratory. The city of Sarajevo was chosen as a study setting. Image of local cuisine was measured by using a multi-attribute approach in which several food attributes are specified and incorporated into the measurement instrument. Data from convenience sample of foreign tourists (n=402) were quantitatively analyzed using multivariate and descriptive statistics. Findings – Results suggest that the local cuisine image compromises four components (dimensions): “food uniqueness and cultural heritage”, “food quality ...