European Conference on Research Methodology for Business and Management Studies https://papers.academic-conferences.org/index.php/ecrm <p>The European Conference on Research Methods has been run on an annual basis since 2001. Conference Proceedings have been published each year and authors have been encouraged to upload their papers to university repositories. In addition the proceedings are indexed by a number of indexing bodies.</p> <p>Since 2022 the publishers have made all conference proceedings fully open access. Individual papers and full proceedings can be accessed via this system.</p> <p><strong>PLEASE NOTE THAT IF YOU WISH TO SUBMIT A PAPER TO THIS CONFERENCE YOU SHOULD VISIT THE CONFERENCE WEBSITE AT<a href="https://www.academic-conferences.org/conferences/ecrm/"> https://www.academic-conferences.org/conferences/ecrm/</a> THIS PORTAL IS FOR AUTHORS OF ACCEPTED PAPERS ONLY.</strong></p> en-US papers@academic-conferences.org (Louise Remenyi) sue@academic-conferences.org (Sue Nugus) Tue, 17 Jun 2025 00:00:00 +0000 OJS 3.3.0.13 http://blogs.law.harvard.edu/tech/rss 60 Beyond Linear Thinking: Investigating Business-IT Alignment through Complexity Science https://papers.academic-conferences.org/index.php/ecrm/article/view/3669 <p>Complexity science offers a powerful perspective for studying process theory in Information Systems (IS). Process theory explores how events, actions, and interactions evolve over time. Although complexity science is well-established in other fields, its use in IS research remains limited. In this study, we apply complexity-based methods, particularly mathematical modelling, to deepen our understanding of IS processes. We focus on business-IT alignment as a case example. By building and analysing a dynamic model, we show that alignment follows complex, nonlinear patterns, such as feedback loops, tipping points, and oscillations, that traditional research methods often miss. Our findings highlight how system dynamics and complexity science can reveal hidden structures in IS processes and provide new tools for researchers.</p> Fabrizio Amarilli Copyright (c) 2025 European Conference on Research Methodology for Business and Management Studies https://creativecommons.org/licenses/by-nc-nd/4.0 https://papers.academic-conferences.org/index.php/ecrm/article/view/3669 Tue, 17 Jun 2025 00:00:00 +0000 A Set of Proposed Moral Principles for Knowledge Accumulation https://papers.academic-conferences.org/index.php/ecrm/article/view/3646 <p>Design Science Research (DSR) frequently develops artefacts in isolation from users. We propose moral principles to establish standards of good conduct for DSR researchers concerning community needs. The research question is: What moral principles can guide DSR researchers in reusing, developing, and sharing knowledge within the community? Drawing on perspectives of virtue, deontology, and consequentialism, our proposed moral principles focus on understanding community needs, constructing valuable knowledge, reusing existing knowledge, and co-educating the community.</p> Karin Brodén, Jonathan Cruose Copyright (c) 2025 European Conference on Research Methodology for Business and Management Studies https://creativecommons.org/licenses/by-nc-nd/4.0 https://papers.academic-conferences.org/index.php/ecrm/article/view/3646 Tue, 17 Jun 2025 00:00:00 +0000 Using Systemic and Praxeological Approaches for Modeling Social Impact Assessment of Research https://papers.academic-conferences.org/index.php/ecrm/article/view/3685 <p>By assessing the impact of scientific research, it is possible to track the effects of previously undertaken research initiatives, adapt subsequent ones to current social needs, and strengthen public trust. Assessment results influence decisions regarding selecting and modifying research financing strategies, creating innovation policies to ensure significant benefits for local and regional communities, and sometimes even of global significance. In the process of building models of this type of assessment, the concept of an action system and praxeological analysis can be used, which is one of the methods of goal-oriented explanation. This paper aims to demonstrate how the systems approach and praxeology can be applied to model the social impact assessment of scientific research. By using these approaches, the key elements of the action system and their interrelationships were identified. This enabled the development of a general model for the assessment system, which can be further refined based on the specific characteristics of information and decision-making processes. This model lays the foundation for a new methodological direction in evaluating the impact of scientific research. System analysis provides opportunities for a rational way of solving complex and interdisciplinary problems related to socio-economic and technical systems. The obtained research results confirm that combining systemic and praxeological approaches is useful for interdisciplinary modeling and improving goal-oriented systems. Such approaches enable a good understanding and structuring of the evaluation problem and reflect its complexity and multi-aspect nature. The universality of the proposed solutions creates the possibility of continuing research on expanding the scope of classical praxeological and systemic considerations towards applications of computer systems supported by artificial intelligence algorithms.</p> Tadeusz A. Grzeszczyk Copyright (c) 2025 European Conference on Research Methodology for Business and Management Studies https://creativecommons.org/licenses/by-nc-nd/4.0 https://papers.academic-conferences.org/index.php/ecrm/article/view/3685 Tue, 17 Jun 2025 00:00:00 +0000 Case Analysis of Improved Capstone Project Quality through a Course for Methods in Engineering Research https://papers.academic-conferences.org/index.php/ecrm/article/view/3670 <p>This paper highlights the impact of implementing a course about engineering research on the quality of capstone projects by master’s students with limited science, technology, engineering, and math background. In the academic year 2020, the Naval Postgraduate School Systems Engineering Department began requiring students in the Systems Engineering Management for Acquisition program to take a course focused on engineering research. The graduation requirement for students in this program is a capstone team project and report. Prior to implementing an engineering course in the academic matrix, faculty assessments of the final reports identified shortcomings, specifically in the research approach, analysis, value proposition, and overall scholarship. The Department responded by developing a course in engineering research with an emphasis on applying engineering reasoning and critical thinking within the systems engineering design process. After the student’s completion and submission of a final capstone report to the thesis processing office, faculty advisors provide a subjective assessment of the work. The evaluation criteria include the level that the students have demonstrated mastery of the discipline, rigorous application of research and analysis methods, critical thinking, and publication worthiness of the document. Using five years of data, the author conducted a comparative analysis of evaluations from project advisors before and after the course was required. The results of the analysis show significant improvements in the areas that were lacking in student work before the introduction of the engineering research course. Additionally, the author discusses specific elements of the course that indicate their contributions to improvements in the research approach and the overall quality of the work and final products. This case analysis asks the engineering community to consider elements of the engineering research course in future investigations or as a guide to develop a similar program of instruction.</p> Alejandro Hernandez Copyright (c) 2025 European Conference on Research Methodology for Business and Management Studies https://creativecommons.org/licenses/by-nc-nd/4.0 https://papers.academic-conferences.org/index.php/ecrm/article/view/3670 Tue, 17 Jun 2025 00:00:00 +0000 A Method for Selecting Sociotechnical Theories in Information Systems Research https://papers.academic-conferences.org/index.php/ecrm/article/view/3650 <p>Information systems (IS) researchers are progressively employing sociotechnical theories to underpin, particularly, qualitative studies. Subsequently, work has been conducted on how to apply the theories. Despite the increasing popularity and academic efforts, challenges persist, which sometimes hamper the research sequence. This study focuses on the seven commonly applied theories in IS research, which are activity theory (AT), actor-network theory (ANT), contingency theory (CT), diffusion of innovation (DOI), grounded theory (GT), structuration theory (ST), and technology acceptance model (TAM). Based on the comprehension of the theories, the study proposes a three-step approach to ease the selection of sociotechnical theories for IS research. This includes the complementarity of the theories in research. Additionally, it highlights the vocabulary used within the theories, which contributes to the confusion and challenges encountered by researchers, particularly emerging researchers and postgraduate students. The three-step approach increases rigour in qualitative research and advances the application of sociotechnical theories in IS research.</p> Irja Shaanika, Wandisa Nyikana, Tiko Iyamu Copyright (c) 2025 European Conference on Research Methodology for Business and Management Studies https://creativecommons.org/licenses/by-nc-nd/4.0 https://papers.academic-conferences.org/index.php/ecrm/article/view/3650 Tue, 17 Jun 2025 00:00:00 +0000 Two-Eyed Seeing in Business Scholarship: A Framework for Indigenous and Non-Indigenous Research https://papers.academic-conferences.org/index.php/ecrm/article/view/3692 <p>This paper explores the concept of Two-Eyed Seeing, a guiding principle for integrating Indigenous and Western knowledge systems, in business research. By viewing the world through both perspectives, researchers can foster a more inclusive understanding of complex issues. This paper employs a framework established by Reid et al (2021) to explore Indigenous and non-Indigenous research. Engaging business scholarship with a Two-Eyed Seeing approach provides opportunities to enhance cultural competence, generate innovative insights, and contribute to reconciliation efforts, promoting ethical practices and meaningful collaborations between Indigenous and non-Indigenous communities.</p> Lynn Kendall Copyright (c) 2025 European Conference on Research Methodology for Business and Management Studies https://creativecommons.org/licenses/by-nc-nd/4.0 https://papers.academic-conferences.org/index.php/ecrm/article/view/3692 Tue, 17 Jun 2025 00:00:00 +0000 Evolving Reflexive Thematic Analysis in Knowledge Management Research https://papers.academic-conferences.org/index.php/ecrm/article/view/3694 <p>This paper presents a novel approach to the coding practices of Reflexive Thematic Analysis (RTA). The paper offers a working sample from a study exploring Knowledge-sharing (KS) intentions and behaviours of employees within a non-profit organisation. It is claimed that foundational coding practices inform analysts about the creation of reflexive codes. Referred to as ‘the coding family’, these methodological practices provide a set of conceptual tools that underscore the iterative and dynamic nature of qualitative data analysis. All of which culminate in theme generation. The paper focuses on the iterative and flexible approach that leads to the development of themes. Significantly, the paper presents an understanding of the organisational ecosystem by introducing what is termed ‘Axial Connections’. These axial connections highlight the dynamic nature of organisational constructs that influence employee KS intentions and behaviour. Twelve axial connections are derived from and generated by the coding family practices illustrated within this paper. The rationale behind this evolved approach is to attempt to reconcile Braun and Clarke’s playful cry to “be reflexive, be be reflexive!” as it continues to be a cause of concern for novice researchers and experienced academics. The method provided aims to ensure that the analytical process remains aligned with the ‘guidelines’ of RTA. It is proposed that the analytical method of interpreting and understanding data begins with acknowledging the emotional connection a participant has towards a given interview question. As part of the coding family, emotions convey different meanings, leading to different interpretations. Additionally, values coding and In-Vivo coding represent valid members that ultimately lead to interpretive reflexive coding. Values coding relates to the participants’ worldviews, portraying the values participants hold towards various experiences. Values are fundamentally connected to emotions, and emotions are deeply connected to values. Conversely, In-Vivo or verbatim coding is considered acceptable, as it can convey meaning that aligns with that of the researcher. By providing a foundational coding approach, this paper aims to reduce the ambiguity surrounding coding within the School of RTA. Notably, the working example demonstrates how the 12 axial connections interact with one another to influence the KS intentions and behaviour of the employee. Finally, it will be shown how the employees perceive the axial connections in different ways, resulting in different outcomes towards their willingness to KS.</p> Paul McManus, Serge Basini, Aidan O'Driscoll Copyright (c) 2025 European Conference on Research Methodology for Business and Management Studies https://creativecommons.org/licenses/by-nc-nd/4.0 https://papers.academic-conferences.org/index.php/ecrm/article/view/3694 Tue, 17 Jun 2025 00:00:00 +0000 A Methodological Approach for a Hospitality Industry-University Business Model Innovation Collaboration https://papers.academic-conferences.org/index.php/ecrm/article/view/3655 <p>Progressive hospitality organisations are constantly tested to grow market share through value propositions that appeal to multifaceted tourist behaviours, cognisant of organisational limitations, established operational practices and the organisational culture of employees. This search for sustainable competitive advantage has been challenged by increased global competition, intensification in technological progress, changes in consumer behaviours and exacerbated by recent crises such as COVID 19. In response, hospitality management scholars increasingly call upon Business Model Innovation (BMI) insights to assist detailed exploration of market realities and question established beliefs and practices. Specifically, the BMI concept requires organisations to engage cognitive processes to ensure strategic and entrepreneurial reasoning can be applied to create, capture and disseminate value following an input-output logic of its activities. This research explores the creation and development of a university-industry BMI hospitality focused lab in Türkiye. Specifically, it explores how emerging scholarly BMI research can be applied to ensure hospitality professionals effect value creation, value capture and delivery for their organisations based on the creation and application of a methodological approach to BMI canvas design. This research considers how such a methodology incorporates a multidisciplinary perspective to a specific industry and geographical context to foster the knowledge, skills and competencies of industry practitioners. As BMI is an emerging research theme in hospitality scholarship, this research explores how universities can become trusted partners and engage industry with practical, credible and systematic BMI approaches to value creation. Specifically, it introduces the methodology employed in the development of a hospitality focused BMI Lab in Bursa Uludağ University Türkiye, as part of a Horizon Europe project with partners in Atlantic Technological University Ireland and Universidad de Leon Spain.</p> Conor McTiernan, Çağatan Taşkın, Mehlika Saraç, Aylin Poroy Arsoy, Pádraig Gallagher Copyright (c) 2025 European Conference on Research Methodology for Business and Management Studies https://creativecommons.org/licenses/by-nc-nd/4.0 https://papers.academic-conferences.org/index.php/ecrm/article/view/3655 Tue, 17 Jun 2025 00:00:00 +0000 Impact of Risk Assessment and Monitoring on the Operational Efficiency of Microfinance Banks https://papers.academic-conferences.org/index.php/ecrm/article/view/3683 <p>This study investigates the effect of risk assessment and monitoring systems on the operational efficiency of microfinance banks (MFBs) in Nigeria. It addressed some of the key challenges, including inefficiencies, non-performing loans, and fraud that hamper corporate sustainability and growth. A sample of ninety-nine (99) microfinance managers across diverse departments, including risk management, operations, and audit, were surveyed. Data were collected using structured questionnaire and data analysis was informed by the Committee of Sponsoring Organizations of the Treadway Commission Framework (COSO), which identified two out of the five critical components of internal control: risk assessment, and monitoring (independent variables). A quantitative research methodology was used, and the data were analysed using multiple-regression analysis with SPSS 30 to examine the relationship between these components and operational efficiency. Findings suggest that risk assessment and internal control monitoring significantly enhance operational efficiency. However, the models demonstrate a low overall R-squared value which suggest additional variables may affect operational outcomes which further highlights the need for investing in technology-driven, tailored control systems and fostering ethical practices which are key challenges faced by the microfinance banks in Nigeria. The findings further suggest that thorough and robust internal control systems are vital for improving efficiency, building confidence, and strengthening organizational structures. This study contributes to the extant literature on financial inclusion, institutional sustainability, and internal controls, offering practical guidelines for financial institutions desiring to improve their operations. Importantly, strengthening risk assessment enhances financial performance and governance, which helps to reinforce the necessity for regulatory improvements in microfinance banking.</p> Ejindu Iwelu MacDonald Morah, Chiamaka Kindness Enweremibe Copyright (c) 2025 European Conference on Research Methodology for Business and Management Studies https://creativecommons.org/licenses/by-nc-nd/4.0 https://papers.academic-conferences.org/index.php/ecrm/article/view/3683 Tue, 17 Jun 2025 00:00:00 +0000 A Methodology to Analyse the Determinants of SMEs' Biggest Obstacles in Doing Business in South Africa https://papers.academic-conferences.org/index.php/ecrm/article/view/3684 <p>This study examines the most significant challenges facing Small and Medium Enterprises (SMEs) in South Africa, drawing on firm-level data from the 2022 World Bank Enterprise Survey. Using probit regression analysis, it explores how firm size, sector, geographic location, and female ownership influence the severity of perceived business constraints—namely, access to finance, infrastructure, regulation, workforce skills, crime, and the informal sector. The results indicate that sectoral differences are the strongest predictors of obstacle severity. Due to their capital and logistics needs, sectors such as Fabricated Metal Products, Construction, and Retail face heightened financial and transport challenges. Regionally, firms outside Gauteng, KwaZulu-Natal, and the Western Cape report more severe infrastructure issues, particularly electricity, while those within these provinces face greater skills shortages. Medium-sized firms generally report fewer constraints than smaller firms. Female ownership is not a consistent determinant of obstacle severity; however, firms without female ownership perceive corruption and crime as slightly less severe. These findings underscore the need for targeted, sector- and region-specific policy responses, particularly in enhancing financial access for capital-intensive industries and addressing regional disparities in infrastructure and workforce development.</p> Aman Nthangu, Pumela Msweli Copyright (c) 2025 European Conference on Research Methodology for Business and Management Studies https://creativecommons.org/licenses/by-nc-nd/4.0 https://papers.academic-conferences.org/index.php/ecrm/article/view/3684 Tue, 17 Jun 2025 00:00:00 +0000 Social Enterprise Improvisation of Services to the Community Using Mobile Technology https://papers.academic-conferences.org/index.php/ecrm/article/view/3651 <p>This study investigates the factors influencing the integration of mobile technology and services of Social Enterprise to communities in South Africa. Following the interpretive approach, we conducted a qualitative study involving semi-structured interviews with SE employees and members of a community in South Africa. Our analysis revealed seven key factors: connectivity, network infrastructure, capabilities, affordability, accessibility, contextualisation, language translation, and knowledgeability. These factors interact in complex ways to shape the integration of mobile technology with SE services in the community. The study contributes to the literature by providing a nuanced understanding of how mobile technology can be integrated with SE services, highlighting the potential implications and consequences. Our findings have a significant impact on SEs, community members, and IT specialists including those involved in policymaking.</p> William Olivier, Tiko Iyamu Copyright (c) 2025 European Conference on Research Methodology for Business and Management Studies https://creativecommons.org/licenses/by-nc-nd/4.0 https://papers.academic-conferences.org/index.php/ecrm/article/view/3651 Tue, 17 Jun 2025 00:00:00 +0000 Navigating Positionality in Economics and Management Research: Ethical and Practical Considerations https://papers.academic-conferences.org/index.php/ecrm/article/view/3648 <p>Positionality in research refers to where the researcher stands relative to “the other” at a particular moment in time and space, and is sometimes described as the researcher being an insider or an outsider. However, it is a complex and multifaceted concept and also takes into account the type of research being conducted, the phases of research, the dynamic context of the research setting, and the social construction of the identities and personae of individuals. Researcher reflexivity is required before, during, and after the research process to deal with the ethical and practical issues associated with positionality. The concept of positionality is well-established in some disciplines but has typically been given less consideration in economics and management studies, even though ethical and practical concerns related to positionality may arise. This neglect is also evident in there being few research studies exploring how positionality is navigated in these disciplines. This research addresses this neglect by presenting an example of how a multidisciplinary economics and management research team dealt with an incident of dynamic positionality. The aim is to illustrate how a research team applied reflexivity to dynamic positionality during research on a business incubation project, where the NGO within which the research was being undertaken provided far greater access to data than initially envisaged by the research team. Using a combination of reflexive procedures and principles as the research method, an illustrative case study is produced, describing the reflexivity of the research team and how they adjusted their positionality. The study identifies ethical and practical considerations in shifting identities, roles and positionality, highlighting the importance of reflexive practice in economics and management research. It also illustrates the value of combining four levels of positioning with various positionality personae into a framework to inform the reflexive practice of a multidisciplinary research team.</p> Noel Pearse, Jeanette Snowball, Fiona Drummond Copyright (c) 2025 European Conference on Research Methodology for Business and Management Studies https://creativecommons.org/licenses/by-nc-nd/4.0 https://papers.academic-conferences.org/index.php/ecrm/article/view/3648 Tue, 17 Jun 2025 00:00:00 +0000 Teaching Research Methods in a Changing World: Responding to Generative Artificial Intelligence https://papers.academic-conferences.org/index.php/ecrm/article/view/3643 <p>While the tools associated with Generative Artificial Intelligence have evolved over some years, they have become widely used and entered widespread public consciousness since 2022. Generative AI has an immediate impact on Higher Education because of its effect on many of the skills that students need to acquire. Immediate responses to the availability of Generative AI have focused on concerns about student cheating and about the need to design its inappropriate use out of assessments. While the discussion of how it affects learning and teaching has moved on to recognise that students do need to understand how Generative AI can be used there is still limited appreciation of where it fits into the teaching of research methods. Generative AI, used carefully and appropriately, can be applied as a research tool and as it evolves it is likely that new opportunities for its use will emerge. Research typically entails a measure of independent work and scholarly writing by students. Generative AI can create wording which, at least superficially, can appear to a reader as professional and fluent but which is often generic and superficial. For a student encountering the need to carry out research for the first time, typically as part of a taught degree course, it can be difficult to distinguish between the legitimate use of Generative AI, for example to assist with creating ideas, and its inappropriate use to produce text which does not reflect research which has been carried out. A useful starting point for discussing the application of Generative AI is to compare it with the involvement of another person. For a student to pretend that something is their own work when it is not, constitutes plagiarism whether the work in fact is produced by somebody else or it is produced by an AI engine. Conversely it would be reasonable to discuss concepts with another person and similarly to discuss them with AI. Framing this introduces some challenges around how to build AI into teaching about research.</p> Martin Rich Copyright (c) 2025 European Conference on Research Methodology for Business and Management Studies https://creativecommons.org/licenses/by-nc-nd/4.0 https://papers.academic-conferences.org/index.php/ecrm/article/view/3643 Tue, 17 Jun 2025 00:00:00 +0000 Enhancing Survey Participation in Academic Research: Strategies, Challenges, and a Framework for Optimal Response Rates https://papers.academic-conferences.org/index.php/ecrm/article/view/3724 <p>Survey-based research plays a critical role in academic inquiry, offering valuable insights into human behavior,<br>perceptions, and experiences. However, declining response rates have emerged as a significant methodological concern,<br>threatening the validity and generalizability of research findings. This paper explores what constitutes an optimal survey response<br>rate in contemporary academic research and examines the key factors contributing to low participation. Drawing from existing<br>literature and best practices, the paper evaluates current strategies used to improve response rates, including survey design,<br>communication techniques, timing, and incentive models. Furthermore, it introduces a strategic framework aimed at enhancing<br>participation while maintaining ethical standards. The discussion addresses the practical challenges of implementing these<br>strategies across diverse research contexts and offers recommendations for both individual researchers and academic<br>institutions. By synthesizing evidence-based approaches and proposing a flexible response optimization model, the paper<br>contributes to the ongoing effort to improve the quality and reliability of academic survey research.<br><br></p> Hamed Taherdoost, Mitra Madanchian Copyright (c) 2025 European Conference on Research Methodology for Business and Management Studies https://creativecommons.org/licenses/by-nc-nd/4.0 https://papers.academic-conferences.org/index.php/ecrm/article/view/3724 Tue, 17 Jun 2025 00:00:00 +0000 Research in Education: Case Cybersecurity Project https://papers.academic-conferences.org/index.php/ecrm/article/view/3725 <p>This action research investigates the integration of research into education through the Cybersecurity Project<br>Course at Laurea University of Applied Sciences. The research period spans from spring 2022 to autumn 2024, during which<br>the course produced research and development material for the DYNAMO project. The course, designed for bachelor-level<br>students consists of 5 credits, and is aimed at preparing students with essential research skills in safety, security, risk<br>management, and business information technology (cybersecurity). The study focuses on students' development in applying<br>cybersecurity competence, project management, risk assessment, risk control, and communication skills. The research is<br>focused on providing insights that can be used to optimise future educational programs in cybersecurity and risk<br>management. The course utilises a structured module-based methodology to assess the efficiency of the study unit and its<br>potential to influence the design of future security and risk management training programs. The learning platform, CANVAS,<br>enhances students' learning experiences using various tools. This study focuses on evaluating the knowledge and<br>contributions from the DYNAMO project. Collaboration between cybersecurity students and research, development, and<br>innovation partners is enhanced through action research principles and empirical observation. The tasks in the course's six<br>modules and orientation module help students develop their technical and soft skills. The findings show that students had a<br>positive experience using platforms like Microsoft Teams for project management. Despite some finding the course more<br>theoretical than expected, they valued the focus on writing scientific articles and understanding governance models. The<br>course improved students' project management, risk assessment, and ethical considerations in cybersecurity, and led to the<br>creation of several research papers for the DYNAMO project, offering valuable insights into cybersecurity governance,<br>awareness, and threat intelligence. The study concludes that integrating research into cybersecurity education fosters a<br>research culture, enhances flexibility, and prepares students for future projects. Collaboration with companies is crucial for<br>addressing cybersecurity challenges. The course's structured approach and multi-sensory learning techniques provide an<br>enjoyable experience, equipping students with valuable professional skills. These findings highlight the importance of<br>including real-life research projects in the curriculum to improve students' learning and professional competence in<br>cybersecurity.<br><br></p> Ilkka Tikanmäki, Jyri Rajamäki Copyright (c) 2025 European Conference on Research Methodology for Business and Management Studies https://creativecommons.org/licenses/by-nc-nd/4.0 https://papers.academic-conferences.org/index.php/ecrm/article/view/3725 Tue, 17 Jun 2025 00:00:00 +0000 Mystery Shopper Training in Tourism and Hospitality Education: An Interdisciplinary Approach https://papers.academic-conferences.org/index.php/ecrm/article/view/3726 <p>This paper puts forward two pedagogical initiatives involving practical research projects grounded in the Mystery<br>Shopper methodology. Designed to align with the evolving demands of hospitality and tourism management, these initiatives<br>aimed to bridge theoretical learning with hands-on application, enabling students to develop essential managerial,<br>observational, and evaluative competencies. By engaging as mystery guests in real-world restaurant settings and tourist<br>attractions, students assumed the role of consultants, identifying service inconsistencies and proposing evidence-based<br>improvements within the scope of different courses. These initiatives emerged from a faculty-led project aimed at promoting<br>pedagogical innovation and applied research, by fostering student engagement through relevant, experiential learning. They<br>sought to fulfil several pedagogical goals, including understanding the significance of the Mystery Guest approach, identifying<br>criteria for service quality, and reinforcing theoretical knowledge from different subjects. Additionally, they emphasized<br>collaborative learning, communication skill development, and interaction with industry stakeholders. In addition to framing<br>the methodology and providing examples within the scope of hospitality and tourism, authors outline the two initiatives –<br>one focusing on restaurants and another on artists ateliers included in tourist itineraries – describing their implementation<br>and reflecting on their affordances. Combining service training with observational research, both initiatives were successful<br>in involving students as both participant observers and active research agents in the design and implementation of evaluation<br>tools, having highlighted the value of integrating applied research into tourism education, promoting critical thinking,<br>reflective practice, and stronger alignment with market needs.<br><br></p> Sandra Vasconcelos, Bebiana Monteiro, Carla Melo, José António Silva Copyright (c) 2025 European Conference on Research Methodology for Business and Management Studies https://creativecommons.org/licenses/by-nc-nd/4.0 https://papers.academic-conferences.org/index.php/ecrm/article/view/3726 Tue, 17 Jun 2025 00:00:00 +0000 Structural Equation Modelling in Marketing: A Systematic Review of Methods and Models https://papers.academic-conferences.org/index.php/ecrm/article/view/3635 <p>This article presents a systematic review of structural equation modeling (SEM) applications in marketing studies from 2014 to 2024, thoroughly examining methodological developments and emergent trends. Following PRISMA guidelines, we systematically searched Scopus, Web of Science, EBSCO Business Source Premier, and other databases, identifying 85 peer-reviewed marketing studies utilizing SEM from an initial pool of 1,245 records. Our comprehensive analysis reveals a significant shift in methodological preferences: while covariance-based SEM (CB-SEM) continues to dominate in theory testing contexts and prestigious journals with psychology orientations, partial least squares SEM (PLS-SEM) has gained substantial traction, particularly in European and emerging market research. This trend is most pronounced for complex models with non-normal data, formative constructs, or predictive objectives. The decade witnessed several crucial methodological innovations that have transformed SEM practice, including the heterotrait-monotrait ratio for discriminant validity assessment, the MICOM procedure for testing measurement invariance, and PLSpredict for out-of-sample predictive validation. Marketing applications show diverse implementation patterns across subdomains—consumer behavior models typically employ CB-SEM for theory confirmation, while digital marketing and B2B relationship studies increasingly favor PLS-SEM's flexibility. We provide detailed analysis of eight exemplar studies that illustrate these patterns across various marketing contexts, highlighting how methodological choices align with research objectives. The controversy surrounding PLS-SEM usage is critically examined, with particular attention to the ongoing debate about its statistical properties and appropriate application conditions. Despite these advancements, our critical evaluation identifies persistent deficiencies: inconsistent measurement quality reporting, insufficient justification for methodological choices, and underutilization of advanced techniques like Bayesian approaches, segmentation, and longitudinal modeling. This integrative review synthesizes methodological debates and application contexts, providing clear guidelines for selecting appropriate SEM methods based on research objectives, data characteristics, and theoretical foundations. Our findings inform future research directions, emphasizing the need for greater methodological transparency, rigorous validation procedures, and integration with emerging analytical approaches such as machine learning and big data analytics.</p> Narubodee Wathanakom Copyright (c) 2025 European Conference on Research Methodology for Business and Management Studies https://creativecommons.org/licenses/by-nc-nd/4.0 https://papers.academic-conferences.org/index.php/ecrm/article/view/3635 Tue, 17 Jun 2025 00:00:00 +0000 A Grounded Theory Study of Gender Dynamics in Business in Moroccan Private Schools https://papers.academic-conferences.org/index.php/ecrm/article/view/3681 <p>This study combines empirical research into the management of private schools in Morocco with a critical review of some of the dominant theoretical frameworks developed by North American and European researchers to understand the impact of gendered social structures on attitudes of and towards female private school owners and their approach to their managerial activities and the business output as a whole. The first part of the thesis excavates the legacy of Morocco’s complex colonial and post-colonial history with specific reference to the private school sector and provides a critical foundation of the research subject contextualisation. Using grounded theory, my empirical research starts with the replication of Geert Hofstede’s 2013 Value Survey Module (VSM), initially to a pilot study of 76 (67 female and 9 male) private school teachers and management teams in the region of Agadir in Morocco. Analysis of the results of the VSM found that its definition of Masculinity and Femininity produces incoherent results when applied to these settings. Further, the score for Morocco published by Hofstede in 2003- and the one obtained as part of this (2017-2019) research were on opposing poles 53 and 11.5, respectively. The limitations of the results of the VSM required further empirical research through ethnographic observations and interviews with the owners and/or managers of these private schools. This qualitative research found that women, more than men, tended to distance themselves from set characteristics attributed to a gender, and instead put forward the common interest of the organisation as their critical value motivation. Success and motivation were not gender-bound, and gendered norms were seen as circumstantial and not fundamental. The research found that male and female dynamics were governed by economic imperatives rather than by gendered norms. I use this historically grounded reading of Moroccan-specific gender dynamics to challenge the universalist assumptions of cross-cultural management approaches such as Hofstede’s. My research provides the basis to deepen our understanding of the context and impact of gender dynamics within business organisations in other regions of Morocco. It is research that remains alive to the impact of globalisation on southern political economies—in and through being anchored to the specifics of historical, linguistic, and cultural places.</p> Hind Boussaad Copyright (c) 2025 European Conference on Research Methodology for Business and Management Studies https://creativecommons.org/licenses/by-nc-nd/4.0 https://papers.academic-conferences.org/index.php/ecrm/article/view/3681 Tue, 17 Jun 2025 00:00:00 +0000 Stage-Gate Phase of Sustainable Product Development Process in Batik Fashion Industry: A Systematic Literature Review (SLR) and Future Research Agenda https://papers.academic-conferences.org/index.php/ecrm/article/view/3658 <p>The batik fashion industry in Indonesia faces challenges in adapting to the concept of sustainability, encompassing environmental, economic, and social dimensions. This issue has become increasingly critical due to consumer pressure and government regulations demanding environmentally friendly and socially responsible business practices. However, efforts to develop products in this industry often encounter a gap between sustainable innovation and efficient product management processes. Although the Stage-Gate model has been widely adopted in various industries to enhance process efficiency in product development, there remains limited research specifically integrating sustainability aspects into the Stage-Gate model within the batik fashion industry. Based on a systematic literature review (SLR), this study aims to demonstrate how a sustainable Stage-Gate model can be effectively implemented in developing batik fashion products by addressing environmental, economic, and social sustainability (Triple Bottom Line – TBL). The Triple Bottom Line (TBL) model can be categorized into three primary approaches that reflect the evolutionary stages of sustainability implementation: 1) Stage-Gate Traditional Product Development Process (SGTPDP), 2) Stage-Gate New Product Development Process (SGNPDP), and 3) Stage-Gate Sustainable Product Development Process (SGSPDP). The findings indicate that by adapting the Stage-Gate model to include sustainability elements at every stage of product development, the batik fashion industry can become more responsive to market demands and regulatory requirements while maintaining competitiveness and environmental preservation. This study contributes to the industry by showing that a sustainable Stage-Gate model not only enhances innovation processes but also supports the overall sustainability of the batik fashion industry.</p> Dyah Lintang Trenggonowati, Amalia Suzianti Copyright (c) 2025 European Conference on Research Methodology for Business and Management Studies https://creativecommons.org/licenses/by-nc-nd/4.0 https://papers.academic-conferences.org/index.php/ecrm/article/view/3658 Tue, 17 Jun 2025 00:00:00 +0000 Research Sample Saturation in Irish Tech SMEs: A Practical Case Study https://papers.academic-conferences.org/index.php/ecrm/article/view/3652 <p>Small and medium-sized companies significantly influence global and regional economies, providing a positive business climate and strengthening economic competitiveness. This research study explores the importance of purposive sampling, which has become a research strategy targeting business owners of technological start-ups and small companies, employees in tech giants, and representatives of digital educators and governmental bodies. A comprehensive Bibliometric - Systematic Literature Review (B-SLR) was conducted to identify common practices in the field, aiming to identify potential research gaps and enhance practices that support the development of qualitative research studies. The findings show that methodological choices for research in entrepreneurial development are supported by literature reviews and quantitative approaches. However, there is a lack of samples based on empirical qualitative data. Small purposive samples give valuable insights to researchers, policymakers and academia into an investigated problem despite all limitations and constraints in getting the interviews with CEOs and business owners.</p> Anna Zherdeva, Deirdre McQuillan, Lucia Morales Copyright (c) 2025 European Conference on Research Methodology for Business and Management Studies https://creativecommons.org/licenses/by-nc-nd/4.0 https://papers.academic-conferences.org/index.php/ecrm/article/view/3652 Tue, 17 Jun 2025 00:00:00 +0000