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Focusing on small- and medium-sized enterprises (SMEs), which are characterized by resource restrictions, this paper aims to explore consumer segment profiles by considering demographic, personality and creativity traits to determine whether consumers with different profiles exhibit distinct affective reactions to different logo design types (organic, cultural and abstract).

This exploratory study incorporates recent methodological developments, such as the novel response style correction method, to account for response style effects in evaluations of affect toward logo design. In separate analyses, respondents are segmented according to response style–corrected logo affect and personality and creativity items. The segmentation analysis relies on reduced k-means, a joint dimension and cluster analysis method, which accounts for dependencies between items while maximizing between-cluster variability. A total of 866 respondents from the Iberian Peninsula (Portugal: n = 543; Spain: n = 323) participated.

Based on a study using unknown logos (proxy for lower levels of budget communication, characteristics of SMEs), results reveal that there are three segments of consumers based on their affective response toward logo design: logo design insensitives, cultural logo dislikers and organic logo lovers. These segments are associated with different personality traits, creativity and biological sex (although biological sex is not a discriminant variable).

The decision not to control logos by color, to increase external validity, could limit the study’s internal validity if this aspect interacts with relevant study variables. Nevertheless, the empirical evidence can be used to further test associations between consumer profiles and responses to logo design.

Findings highlight the relevance of considering complex profile segments, combining demographics, psychographics and creativity to predict affective consumer responses to brand logo design. This research provides guidelines for SMEs when choosing or modifying their logo design to appeal to different consumer segments.

This study provides managers of SMEs (less present nowadays in empirical studies) with evidence suggesting that complex customer profiles help to understand differences in affective responses to natural logo designs. Furthermore, it relies on the use of a novel methodological development that improves the accuracy of the exploratory study developed.

This paper aims to investigate the commonalities and asymmetries between consumer responses to different types of natural designs across countries.

Data were gathered through a survey in three European countries ranking differently in what concerns Hofstede’s (1981) uncertainty avoidance dimension (UAD). Respondents can vary strongly in the way they interpret and use rating scales, exhibiting a variety of response styles. In the analysis of consumers’ preferences for logo design, this article apply constrained dual scaling (CDS) to account for response styles in categorical data.

Results demonstrate the broad appeal of natural logo designs, suggesting that design preferences are similar within countries with different cultural orientations. However, findings indicate that cultural dimensions influence how consumers respond to different types of natural logo designs. Indeed, the positive effects of organic designs are even more salient in countries with higher UAD. Thus, when managers prepare to launch their brands in countries that exhibit more discomfort with uncertainty, they should consider incorporating organic visual identity elements into their logos to achieve the maximum positive affect.

Companies invest extensive time, research and money in generating, promoting and modifying their logos. This paper provides important implications for international brand managers aiming to build a consistent and favorable brand image. From a methodological perspective, the results come from the analysis of clean data – that is, data after applying CDS, which increases the validity of the cross-country comparison.

Work is central to human life. It requires high mental and emotional involvement from organizational leaders, whose decisions have far-reaching impacts. Currently, industrial and technological societies struggle with growing problems of trust in leadership, mental health, feelings of emptiness and the search for relevant meaning, which highlights the importance of attending to spirituality at work. This study aims to fill two main gaps: the need for empirical research on spirituality in organizational leaders, and access to the meanings and experiences of leaders themselves.

Qualitative data from 25 Portuguese organizational leaders were collected through in-depth interviews. We followed a phenomenological approach to reveal participants' own meanings and experiences of spirituality. Content analysis was performed to identify emergent categories and a framework of spirituality development.

The results suggest the participant’s plural views and spirituality practices, which generate common achievements – Ways to Inner. Relations of leaders’ spirituality with their development and integration at work are also evidenced – Ways to Wisdom. A spirituality development framework is presented with aspects revealed in leaders’ ways, from deepening individual issues to the orientation for existential impacts.

This study proposes a framework of spirituality development based on empirical data, with the potential for adaptation to various professional contexts. Spirituality is approached as a human dimension in leaders, as whole beings and a decisive dimension of present organizational change towards a holistic work paradigm.

Service design is a multidisciplinary approach that is key to service innovation, as it brings new service ideas to life. In this context, the development of new service design methods and models for creating new service futures is an important stream of service design research. Such developments can benefit from a systematized research methodology that builds on existing knowledge and robustly evaluates the suitability of research contributions. To address this challenge, the purpose of this paper is to present design science research (DSR), an established methodology from the information systems field, and examine how it can be useful for service design research by supporting the development of new artifacts, such as service design constructs, methods and models.

This paper presents DSR and related literature and shows how DSR can support service design research through a step-by-step approach. A methodology to develop prescriptive-driven solutions for classes of problems, DSR can support service design research in developing rigorous and relevant research. One illustrative example of a service design research effort using the DSR approach is presented.

Building on DSR’s robust methodological background, this paper discusses how DSR can support service design research, namely, through the development of new methods and models, and how DSR can be adapted to leverage service design research participatory, iterative, human-centric and creative approach.

This paper provides an overview of DSR and proposes it as a methodology to conduct service design research, offering step-by-step guidance on the application of DSR in service design research and discussing how it can be adapted according to the specific characteristics of service design research and drive future research.

The present study sets out to understand how a manufacturing company in the maritime industry utilized creative design principles and developed service design routines to advance digital servitization (i.e. the transition to offering smart product-service-software systems–PSS) and realize subsequent positive growth outcomes.

We build upon a longitudinal single case of a marine solution provider. Using an action research approach, we collected data through in-depth interviews and informal conversations involving senior managers, project members and customer representatives over a three and a half-year period. In addition, secondary data such as documentary data, service design tools and visualization were utilized.

The inductive analysis highlights the underlining role of four service-design routines that drive creativity and an innovative approach to digital servitization transformation. More specifically, we identify (a) user insights through creative customer data acquisition, (b) smart PSS collaboration through co-creation across departments, (c) smart PSS ideation through creative forms of collaboration and (d) effective smart PSS delivery and commercialization through creative concept design as the drivers of the case company digital servitization transformation.

We encourage senior managers within large manufacturing companies to promote the development of service design routines as these promote the transformation process from being a product-centric to service-centric firm. The four service design routines are built on a set of service design sub-activities providing concrete actions that can be applied by senior managers to successfully develop and deliver smart PSS offerings and achieve growth outcomes.

This study contributes by integrating digital servitization and service design literatures. We illustrate how manufacturing firms can drive a transition to digital servitization through service design activities and routines development for smart PSS strategy implementation.

In the context of a merger, the management of corporate identity – in particular of corporate names and logos – assumes a critical role. This paper aims to explore how name and logo design characteristics, and specifically figurativeness, influence consumer preferences in the context of a brand merger, in the banking sector.

This study develops a typology of the alternative corporate identity structures that may be assumed in the context of a brand merger by drawing on a literature review and secondary data, as well as an exploratory study analyzing consumers' preferences regarding alternative branding strategies.

The results suggest that there is a clear preference for figurative logos. Furthermore, there is evidence that logos may be as important as the company name in a merger situation, in terms of assuring consumers that there remains a connection to the brand's past. The data show that the logo chosen by consumers reflects their aesthetic responses, whereas the selected name reflects their evaluation of the brand's offers or its presence in the market.

The paper uses an innovative research design which gives respondents freedom to choose their preferred solution; hence, the richness of the results is enhanced. The results should guide managers in their evaluation and choices regarding post‐merger branding strategies.

This paper aims to study how logo design characteristics influence consumer response. Based on an in-depth literature review on consumer responses to logo design, the authors included in this research one fundamental dimension of logo design, namely, naturalness and investigated the influence of the different types of natural logo designs on affective response.

In total, 96 logos were selected as design stimuli. The logos were previously classified, according to the naturalness of the logo design, as having an abstract, cultural or organic design. Responses were gathered through a survey in Portugal, including two studies with 220 participants.

Results show that naturalness is an essential logo design element which significantly influences consumer affective responses to the logo, and that natural logos are clearly preferred to abstract logos. Additionally, this research indicates that, within natural logos, organic designs are favored over cultural designs.

The findings presented suggest that affect toward unknown organic logos is at the same level as affect toward well-known abstract logos. This is a relevant finding from a managerial point of view, as familiarity, an essential cognitive response toward the brand that has a cost for the firm, can be replaced cost-free with unknown organic logos.

This paper is a first exploration of responses to different types of natural logo design. The results should guide managers in selecting or modifying logo designs for achieving a positive affective response.

This study aims to develop an empathetic and user-centric customer support service design model. Though service design has been a critical research focus for several decades, few studies focus on customer support services. As customer support gains importance as a source of competitive advantage in the present era, this paper aims to contribute to industry and academia by exploring the service design model.

The study adopted a theories-in-use approach to elucidate mental models based on the industry’s best practices. In-depth interviews with 62 professionals led to critical insights into customer service design development, supported by service-dominant logic and theory of mind principles.

The ensuing insights led to a model that connects the antecedents and outcomes of empathetic and user-centric customer service design. The precursors include people, processes and technology, while the results are user experience, service trust and service advocacy. The model also emphasises the significance of the user’s journey and the user service review in the overall service design.

The model developed through this study addresses the critical gap concerning the lack of service design research in customer support services. The key insights from this study contribute to the ongoing research endeavours towards transitioning customer support services from an operational unit to a strategic value-creating function. Future scholars may investigate the applicability of the empathetic user service design across cultures and industries. The new model must be customised using real-time data and analytics across user journey stages.

The empathetic and user-centric design can elevate the customer service function as a significant contributor to the overall customer experience, loyalty and positive word of mouth. Practitioners can adopt the new model to provide superior customer service experiences. This original research was developed through crucial insights from interviews with senior industry professionals.

This research is the original work developed through the key insights from the interview with senior industry professionals.

The purpose of this paper is to study the extent of green initiatives within manufacturing SMEs, as well as the mediating effect of the owners/managers intention toward green and moderating effect of green technology adoption in building environmental sustainability in the context of the Malaysian manufacturing SMEs.

Data were collected through a survey questionnaire responded by 260 Malaysian manufacturing SMEs. The relationships proposed in the developed conceptual framework were represented through three hypotheses: there is a significant relationship between green initiatives and environmental sustainability (H1); intention toward green mediates the relationship between green initiatives and environmental sustainability (H2); and green technology adoption moderates the relationship between intention toward green and environmental sustainability (H3). SEM-AMOS nested model comparisons and mediating and moderating analyses were used to test the hypotheses.

This is the first research toward the green initiatives framework for the manufacturing SMEs. Till date, no framework is available which could guide researchers and practitioners of this high impact on the environment industry. The findings revealed that energy management, water conservation and waste management are related to environmental sustainability. On mediation analysis, it confirms that owners/managers intention toward green fully mediates the association of green initiatives and environmental sustainability. Finally, the moderation analysis revealed that green technology adoption does not have an influence on manufacturing SMEs environmental sustainability.

This study is expected to help both researchers and practitioners in terms of manufacturing and other industries who are serious toward environmental sustainability implementation and are looking for an appropriate mechanism. It offers a generalized environmental sustainability implementation linking SMEs owners/managers, green practices, green technology policy, process management and supply chain management.

This study is among the very first environmental sustainability implementation research works conducted in the Malaysian manufacturing sector, particularly, in relation to the green initiatives and “four pillars” of green technology policy that manufacturing SMEs in this country need to adopt to make their environmental sustainability a solid competitive vehicle for their development. The results have broader implications for all manufacturing SMEs, particularly in developing economies where the growth of manufacturing and the development of integrated environmental sustainability are key stages in economic development.