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This study investigates the intellectual structure of the front-end of innovation (FEI) research field and elaborates a lifecycle model, which embraces the FEI progress and conceptual development.

This study analysed 355 papers published from 1987 to 2020 in the Scopus and Web of Science databases through bibliometrics, network analysis and content analysis.

This study reveals FEI research themes and topics and explores their evolution through three periods. In addition, following a lifecycle approach, it also sets the research field foundation and discusses the maturity and potential progress of the FEI intellectual structure.

This study complements the existing FEI reviews by capturing the most relevant topics in the area, showing how these topics relate to each other to form the intellectual domain and providing insights concerning the research progress through different lifecycle stages. It also extends the FEI database used in the other literature reviews.

This study aims to explore the use of gamification elements by micro and small e-tailers to enhance customer loyalty. Additionally, this research seeks to identify the most promising gamification elements that can be utilised for this purpose.

The authors adopt a qualitative approach to examine the impact of gamification on online customer loyalty to micro and small e-tailers. Data were gathered using a combination of two types of expert interviews. Semi-structured interviews were held with micro and small e-tailers while large e-tailers served as the control group. Structured interviews based on multi-criteria decision analysis (MCDA) models were conducted to determine the most promising gamification elements.

The content analysis reveals that gamification has significant potential for fostering customer loyalty and offering various other benefits. However, small e-tailers often refrain from implementing gamification solutions due to the resource requirements in terms of finances, time, information technology and human capital. By assigning weights as an essential step in MCDA models, the authors determined that badges, medals, quests, avatars and competitions are the most promising gamification options for small e-tailers’ efforts to enhance customer loyalty.

The study makes a unique contribution to the understanding of the usefulness of gamification in augmenting customer loyalty and identifying essential gamification elements for micro and small e-tailers.