This chapter discusses the roles of brand attachment and trust in the adoption of smart service systems within the wellness industry. The exponential growth in smart wellness products and services, driven by technological advancements and increased consumer interest in personalized well-being, necessitates an understanding of consumer responses in this domain. Smart products, such as wearable fitness trackers, are often integrated with services to form smart service systems, enhancing customer experience through data-driven personalization. However, the success of these systems hinges on consumers’ willingness to share personal data for the company to manage. This chapter explores how brand attachment and trust influence such willingness, proposing that ownership of branded products fosters brand attachment, which in turn builds trust and increases data-sharing willingness. Empirical evidence is provided through a study involving 450 participants, highlighting the mediating roles of brand attachment and trust. The findings offer theoretical insights into the interplay between brand attachment, trust, and data sharing, providing practical recommendations for companies to build strong brand attachments and trust through high-quality products, transparent communication, and robust data security practices. This strategic approach can enhance consumer acceptance of companies’ data management and encourage the adoption of smart wellness services.

Purpose

The purpose of this paper is to examine knowledge development across network boundaries.

Design/methodology/approach

The empirical part of this paper is based on a longitudinal case study of a Swedish regional strategic network (RSN) in a sparely populated area. Data was collected through interviews, websites and social media. The case focuses on the creation of sub-networks designed to improve collaboration among different experts. The paper analyses how knowledge evolved across these sub-networks, the RSN and social and business networks.

Findings

The case study demonstrates how RSN membership can foster knowledge development by building social networks not only among CEOs but also among other key positions within firms. These sub-networks facilitate relationship-building, which may lead to business exchanges. However, their primary value lies in the exchange of experiences, mutual support and knowledge sharing, all of which contribute to various aspects of firm development.

Originality/value

The study offers a longitudinal perspective on how RSNs in sparsely populated areas can support knowledge development by enhancing social networking among participating firms. It highlights the creation of sub-networks that strengthen connections across various firm positions.

This paper builds on the creation of new ways of organizing work, where the freelance economy specifically targets the increasing number of skilled self-employed individuals collaborating for shared output. Through describing and discussing creativity within the freelance economy, this paper seeks to understand creativity in collaborations among these self-employed individuals. Drawing from a case study conducted in the advertising sector, the paper concludes that creativity within the freelance economy occurs between equal and inherently creative freelancers rather than being the product of individual traits, despite their respective skills. Creativity between individuals arises when processes are appropriately formalized, while the creative output is constrained by individual decisions and styles. The paper contributes to existing research by shedding light on the distinctive characteristics of the freelance economy and its paradoxical organizational nature. By doing so, it offers insights that contrast with prior studies on artistic creativity.

This chapter explores the concepts of customer experience (CX), phygital customer experience, and digital customer experience. We begin by examining the evolution of the concept of experience in the economy, including the challenges of effectively understanding and measuring experiences. We then delve into the challenges of understanding CX in the context of digitalization and automation, specifically through the lens of self-service technology. This chapter provides an in-depth examination of the conceptualization of CX in unmanned stores and offers insights into how researchers and practitioners can navigate this evolving landscape.

In the realm of a changing geopolitical landscape and the concomitant politicization of culture, this article focuses on how shifts in political orders within the broader context affect and politicize a cultural party. The study draws inspiration from the Eurovision Song Contest (ESC) and how the 2024 edition of the contest underscored, more than ever, the extent to which the contest has become a political battleground—not as a result of its own actions, but due to what is termed here contextual politicization. I problematize and illustrate how purportedly apolitical strategies may acquire mega-political significance following contextual changes that obscure an organization's foundational objectives. The conceptual analysis is supported by examples comparing ESC history and ambitions with the 2024 edition. It highlights how contextual shifts have undermined the feasibility of ESC's past strategy of avoidance to remain neutral—involuntarily politicizing the ESC in contrast to its foundational aspirations and historical developments at both the macro and micro levels. Moreover, the study demonstrates how the distributed body of ESC—including the EBU, voters, contestants, participating countries, and contest content—engages with politicization in heterogeneous ways. This dynamic results in internal tensions and creates paradoxes in relation to the ESC's objectives, underscoring how even initiatives aimed at peace and collaboration may become obscured within politicized contexts. The study contributes to existing research by theorizing contextual politicization, its conditions, and its effects, thereby offering a novel perspective to the scholarship on the politicization of popular culture.

Purpose: In times that challenge businesses, requiring them to make strategic and operational changes due to downturns in the economy or environmental requirements, governments may initiate business renewal nets (BRNs) to foster development among firms. Knowledge is central to such initiatives. Drawing on a knowledge perspective, this paper aims to explain how the knowledge created and exchanged in BRNs is used and developed by the involved firms beyond the nets' temporal and spatial boundaries.

Design/methodology/approach: A multiple case study approach of two BRNs in Sweden was adopted, drawing on interviews, observations, documents and informal meetings with net participants and governmental bodies.

Findings: The paper finds that knowledge use and development beyond the net are conditional on the (1) within-net knowledge arrangement; (2) relative knowledge distance between the nets' participating parties; (3) parties' engagement in the cause; and (4) involvement of these parties in within-net knowledge exchange and creation.

Research limitations/implications: The paper helps explain the characteristics of knowledge exchange and creation that contribute to knowledge use and development beyond nets. It theorises four dimensions to explain whether knowledge is used or developed beyond the net. These are knowledge arrangement, knowledge distance, knowledge engagement and knowledge contingency.

Practical implications: The paper provides strategic advice for those establishing BRNs to ensure that aims are met.

Originality/value: Adopting a knowledge perspective in the interorganisational context, the paper contributes to past research on net initiatives by linking beyond-net knowledge use and development with the within-net circumstances, offering propositions for BRN success.