Articles publicats en revistes (Empresa)

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Unmasking i-deal practices in start-ups to attract, motivate and retain STEM employees
(Emerald Publishing, 2025-09-04) Sánchez-Turón, Irene; Elgoibar Esteban, Patricia; Cruz Cázares, Claudio
Purpose --This study examines the role of idiosyncratic deals (i-deals) in the understudied context of start-ups and explores their impact on attracting, motivating, and retaining high-value STEM employees, given start-ups’ significant economic and social contributions. Design/methodology/approach -- Using a qualitative approach, semi-structured interviews were conducted with 42 participants, comprising 21 C-level executives and 21 employees from Spanish health technology start-ups. Data was analysed using the template analysis framework. Findings -- The study reveals that location and schedule flexibility are the most common i-deals in start-ups. Development i-deals typically involve training from external advisors or events. Task i-deals are frequent in the early stages, although radical task changes appear non-negotiable. Phantom shares emerge as a novel financial i-deal with significant research and practical implications. Overall, i-deals are crucial for attracting, motivating, and retaining top talent, which is essential for start-up continuity and performance. Originality/value -- This study applies social and resource exchange theories to pioneer i-deal research in start-ups, revealing how resource constraints shape their dynamics and broadening the scope of this field of study beyond large organisations and public institutions.
Consumo, Confianza y Credibilidad en los Medios de las distintas generaciones
(Grupo Comunicar, 2026-01-05) Rodríguez Rodríguez, Sergio; Rodríguez Ávila, Núria
Los medios de comunicación son un elemento clave en las sociedades. El consumo de los mismos es distinto entre las diferentes generaciones. La Generación Z y los Millenials son nativos digitales y entre ellos es preponderante el uso de internet y las redes sociales. Esta investigación analiza tanto el consumo de los medios como la confianza y credibilidad que suscitan entre las diferentes generaciones de españoles. Para ello se han utilizado fuentes secundarias y se ha complementado con una encuesta a 2.233 individuos de las generaciones estudiadas. Los resultados muestran que el consumo de la televisión sigue arraigado entre los más jóvenes y que el mundo digital es transversal. Ahora bien, la credibilidad de los medios tradicionales supera al de las redes sociales en las que encuentran problemas para distinguir entre información veraz y falsa.
Business model innovation from dynamic capabilities perspective: Asystematic literature review
(Elsevier, 2025-11-30) Cruz Sánchez, Oscar; Cruz Cázares, Claudio; Hernandez-Vivanco, Alfonso
Business model innovation (BMI) is increasingly recognized as a key source of competitive advantage andorganizational performance. BMI is rooted in the dynamic capabilities (DC) perspective as an iterative processthat involves the reconfiguration of activities, competencies, and routines. Despite the growing body of researchon BMI, its relationship with DC remains fragmented. This study addresses this gap by systematically reviewing57 peer-reviewed articles, applying the Antecedents, Decisions, and Outcomes (ADO) framework alongside theTheories, Context, and Methods (TCM) framework. Our analysis advances understanding by proposing an integratedframework in which DC drive BMI as a continuous process. The study identifies strategic sensing,business model (re)configuration, resource alignment, and organizational learning as key processes within DCthat shape the BMI process. Additionally, two cross-cutting DC–managerial dynamic capabilities and stakeholderengagement–are highlighted as critical enablers. These findings offer actionable strategies for managers to fosterinnovation and effectively navigate environmental uncertainty.
A Predictive Information System: Harnessing Purchase Intent Signals Buried in Digital Data
(Univerzita Tomáše Bati ve Zlíně, 2025) Sáez Ortuño, Laura; Forgas Coll, Santiago; Huertas García, Rubén; Sánchez García, Javier
E-commerce, whereby consumers are able to perform transactions easily online, has undergone rapid growth since its inception. Data mining with AI techniques, such as machine learning, can be a useful tool for market research in this field because it provides valuable information for the design of effective digital marketing strategies. This study examines how predictive information systems based on machine learning can improve the efficiency and competitiveness of e-commerce marketing. Using data from 5,389,731 users in Spain, we implement XGBoost to estimate purchase willingness across seven categories (insurance, hearing aids, NGOs, energy, gambling, telecommunications and finance). The supervised model is trained on historical conversions and behavioural–demographic variables, validated with holdout data, and deployed to score non-converted users. To complement algorithmic profiling with managerial insight, we conducted 63 qualitative interviews to uncover motivations by segment and category. XGBoost accurately predicts purchase likelihood when there is sufficient conversion depth, enabling granular segmentation and targeted promotion with reduced waste. The qualitative findings reveal distinct intrinsic and extrinsic drivers by product and declared sex, informing message framing and offer design. Taken together, the mixed-methods approach supports more efficient resource allocation, higher conversion rates and strengthened competitive positioning through data-driven segmentation and motivation-based personalisation. The contribution is twofold: a replicable, at-scale lead-scoring pipeline and actionable motivational maps for planning. Accordingly, this is an innovative, AI-enabled management method that increases efficiency, improves competitiveness and supports advantages in key processes, with multinational portability.
Exploring the link between work‑life balance and corporate financial performance across legal traditions
(Springer Nature, 2025-06-10) Maraqa, Ahmad; Argilés Bosch, Josep M.; Kasperskaya, Yulia
In this study, we examine the impact of work-life balance (WLB) on corporate financial performance (CFP) in a cross- national context, using employee reviews from Glassdoor.com for companies in various industries across 19 European countries between 2009 and 2021. We applied regression analysis to test the link between WLB and CFP and found a positive impact on CFP, as indicated by return on assets (ROA) and return on equity (ROE). Furthermore, we found that civil versus common law traditions do not have a noticeable effect on the efficacy of WLB in improving CFP. This chal- lenges the expectation that civil-law countries would have a more pronounced effect than those with a common-law tradition. Our study contributes to employee-wellbeing literature by examining the impact of work-life balance on firm financial performance in a cross-national context. Additionally, we add to the law and finance literature by examining the institutional factor and how it affects the relationship between employee welfare and firm performance. The current debate in the law and finance literature mainly focuses on the protection of investors as governed by legal rules. Our study sheds light on how similar mechanisms relate to the welfare of other stakeholders
Beyond manufacturing: Assessing theory adequacy in service firm’s internationalization entry mode choice
(Emerald Publishing, 2025-11) Espinet, Adriana; Miravitlles Matamoros, Paloma
Purpose – This study aims to determine the suitability of main theories in studying the internationalization of service firm’s entry mode by analyzing academic viewpoints. Design/methodology/approach – We analyze 307 articles in the domain of service internationalization through a combination of bibliometric and content analysis, focusing on the internationalization of service firms and their entry mode choices over four decades of literature. Findings – The results show that the debate on the adequacy of extant internationalization theories to the study of service firms is still not cut-and-dried. We provide insights on scholars’ positioning regarding the suitability of existing theoretical frameworks. Specifically, scholars support the adaptation of existing frameworks to study service firms, although there is little knowledge on how this adaptation should be tackled. Therefore, there is a clear interest in identifying, adjusting and creating frameworks that fit the particularities of the internationalization of service firms. Research limitations/implications – There is a clear overall interest in the literature in identifying, adjusting and creating frameworks that fit the particularities of the internationalization of service firms. Practical implications – The findings provide valuable insights for future researchers in selecting the most appropriate theoretical lens for studying the entry modes of service firms. Originality/value – This study examines scholars’ perspectives on the appropriateness of traditional theories for investigating the internationalization of service firms. Consequently, we shed light on the ongoing debate regarding the adequacy of international business theories in service firm research. To our knowledge, no other recent work has analyzed this issue from this particular standpoint.
Accelerators revisited: Taking stock and charting the path forward
(Elsevier, 2026-06-23) Del Sarto, Nicola; Ferrigno, Giulio; Isabelle, Diane A.; Cruz Cázares, Claudio
This study provides a comprehensive, updated overview of the literature on accelerators, highlighting their evolving role as cohort-based programs in supporting entrepreneurship and innovation. Accelerators have become central in helping startups overcome financial, skill-related, and legitimacy challenges. However, existing research on the topic remains fragmented. To address this, we conduct a bibliometric analysis of 174 peer-reviewed articles, collected from the Scopus database over the period 2005–2024. The findings reveal five thematic clusters: (1) Accelerators as open innovation tools; (2) Performance measurement and effectiveness; (3) Strategic approaches to startup growth; (4) The role of accelerators in entrepreneurial ecosystems; and (5) Design and evolution of accelerator models. We complement this analysis with an examination of the most cited works from the last five years. By integrating quantitative and qualitative insights, we identify gaps in the accelerator literature associated with these clusters and develop a research agenda structured around five research avenues: (1) Institutional and geographical contexts; (2) Diversity in selection processes; (3) Social and environmental impacts; (4) Collaboration dynamics; and (5) University-based and corporate accelerator roles. The results offer a solid foundation for scholars and practitioners to navigate the evolving landscape of accelerators and their impact on startup ecosystems in a context of post-pandemic environment and ongoing transformation.
Which commercial sectors coagglomerate with the accommodation industry? Evidence from Barcelona
(Elsevier, 2021-05-01) Anguera Torrell, Oriol; Cerdan, Aurélie
The expansion of accommodation establishments in an urban area might bring about a transformation to its commercial structure to meet tourists' needs. This can result in the loss of the area's identity, jeopardize its authenticity, and worsen the residents' quality of life. Yet, beyond some anecdotes which currently dominate the policy debate, no empirical evidence exists identifying which specific businesses abound around accommodation establishments. This paper proposes to fill this gap by estimating in Barcelona the degree to which each commercial sector appears to be geographically coagglomerated with the accommodation industry. Barcelona seems to be an appropriate case of study since it has already shown signs of the touristification of the commercial sector in neighborhoods that comprise most of the tourist accommodation offer. The results of this study allow identifying the particular commercial sectors that most and least coagglomerate with accommodation establishments; and show that tourism-oriented sectors tend to colocate with accommodation establishments, whereas residential-oriented ones do not follow this pattern. These results might help design policies aimed to preserve neighborhoods' identities and community resilience in tourist cities.
Exploring new challenges in the workplace: The win-win of including trans workers in organizations
(Universitat Rovira i Virgili) Ribas, Maria; Elgoibar Esteban, Patricia
Despite growing efforts around diversity and inclusion, transgender individuals in the workforce still face barriers to fully integrating in the workplace (Corlett et al., 2023a). This leads to a problem of ongoing discrimination in society and in modern workplaces, where organizations and their leadership play a crucial role. With the aim of giving visibility to the barriers faced by transgender workers, and showing strategies to promote inclusion, we explore the social and economic benefits of including trans individuals in organizations. With this objective, we conducted a scoping review of the existing literature from 2014 to 2024. After the analysis, the findings reveal that, while transgender individuals have gained visibility in society, they still face discrimination, which negatively affects their well-being. However, the analysis concludes that organizations with inclusive policies as well as trans workers who perceive having supportive colleagues are key mechanisms for reducing discrimination towards trans workers. At the economic level, the implementation of inclusive policies fosters financial performance, greater innovation, and increased market value. Theoretical and practical implications are discussed.
"Hidden figures”: Women in R&D teams and the environmental product and process innovations of foreign subsidiaries
(Elsevier, 2026-06-01) Moralles, Herick Fernando; Achcaoucaou Iallouchen, Fariza; Miravitlles Matamoros, Paloma
Although the positive influence of women on environmental innovation has been studied before, its effects within the context of Multinational Corporations (MNCs) remain under-explored. This is an important matter since MNCs reach across borders by means of their foreign subsidiaries, whose activities play an important role in global climate change. Hence, this study examines how foreign subsidiaries' environmental (product and process) innovation objectives are affected by the representation of women in their R&D teams and moderated by the ecological institutions in the home countries of their parent companies. Using a sample of 974 foreign subsidiaries located in Spain over the 2008–2016 period, our results indicate that the MNCs' home-country environmental institutions can reinforce the expression of socially constructed female roles that support environmental innovation at the subsidiary level. Specifically, this effect tends to be greater for product-related environmental innovations than for process-related ones. These findings further our understanding of the role of female R&D workers in the MNC context and provide evidence that a higher representation of women in their subsidiaries’ R&D teams can be considered a strategic asset with regard to environmental endeavors.
Innovation capability and internationalization in family firms: Themoderating role of family involvement across governance layers
(Elsevier, 2026-05-23) Filipescu, Diana A.; Hernandez-Vivanco, Alfonso; Garcés-Galdeano, Lucía; Cruz Cázares, Claudio
Innovation is widely recognized as a driver of internationalization, but it does not automatically translate intointernational scale. This is especially true for family firms, where governance structures and socioemotionalwealth (SEW) priorities shape willingness to commit resources to foreign markets under uncertainty. Drawing onthe Uppsala Model, we examine how family involvement moderates the translation of innovation into internationalization.We propose a governance-layered perspective: family involvement in the top management team(TMT) activates a restricted SEW orientation that may limit international commitment, whereas involvementoutside the TMT fosters an extended SEW orientation that facilitates it. Using a longitudinal dataset of 7994observations from 1506 Spanish SME family firms (1996–2020) and a two-step GMM estimation, we find thatfamily involvement outside the TMT positively moderates the innovation-export intensity relationship, whileinvolvement within the TMT has a negative effect. Our study advances the Uppsala Model by introducinggovernance-layered SEW as a behavioral mechanism explaining heterogeneity in firms’ commitment to foreignmarkets, offering both theoretical insight and practical guidance for family firms seeking to leverage innovationfor international growth.
Toward Sustainable Management: Environmental and Operational Advantagesof Quantum Computing over Classical HPC in the NISQ Era
(Universidad Tecnológica Atlántico Mediterráneo, 2026-05-29) Sánchez García, Javier; Sáez Ortuño, Laura; Forgas Coll, Santiago; Huertas García, Rubén
The urgency to decarbonize digital infrastructure motivates the search for lowerfootprintcomputational methods in management analytics. This article evaluates,from sustainability and economic performance perspectives, the potential of neartermquantum computing [noisy intermediate-scale quantum (NISQ) computing]versus high-performance classical architectures (HPC) for management tasks suchas customer classification, resource allocation, and decision optimization. We proposean evaluation framework that integrates: (i) model performance metrics (areaunder the curve, recall, precision), (ii) energy and carbon metrics [kWh, kilogramsof CO2 equivalent (kgCO2e)] per experiment and per unit of business utility, and(iii) scalability under wall clock and queue constraints. Using a hybrid pipeline thatcombines quantum kernels with feature extraction and support vector machines(SVM) [quantum SVM plus quantum feature extraction (QSVM + QFE)], we observethat, for recallfirst use cases (e.g., marketing), shallowdepth circuits can maintainor improve sensitivity, enabling decisions with fewer false negatives. When classicaltraining would be heavy (e.g., extensive hyperparameter sweeps, large kernelmatrices), simulated quantum approaches or limited hardware runs can reducetotal energy by requiring fewer retraining cycles and allowing receiver operatingcharacteristic (ROC) thresholding without retraining. We present a practical measurementprotocol for modern HPC infrastructures (e.g., MareNostrum 5) and outlinescenarios where an environmental quantum advantage is plausible, especiallywith forthcoming accelerated partitions and fidelity improvements. This comparisonis theoretical, based on analytical models parameterized with literature-backedranges. We conclude with governance and environmental, social and governance(ESG) reporting recommendations and a research agenda to quantify “utility perkgCO2e” for datadriven business decisions.
Assessing the Interplay between Financial Trade-offs and ESG Practices in Small Restaurants
(2026-06-01) Nicoara-Popescu, Doriana
<This study examines whether environmental and governance (E&G) practices enhance or constrain performance in small European restaurants, a sector that is increasingly exposed to sustainability demands yet remains underrepresented in recent ESG research. While prior studies on large and listed firms typically report positive sustainability performance links, evidence for micro and family-owned restaurants remains scarce. This research gap is particularly critical because these small businesses are most likely to be significantly affected by emerging regulatory frameworks, such as the EU’s CSRD, given their limited resources and narrow margins. Addressing this gap, we assess whether E&G practices operate as strategic resources or instead generate short-term financial trade-offs in resource-constrained settings. Using data from 1,390 small restaurants and applying partial least squares structural equation modelling (PLS-SEM), we evaluate the effects of E&G practices on operational efficiency, profitability, and productivity. Results reveal significant negative associations across all outcomes, indicating that E&G adoption may increase operational and financial pressures without producing immediate improvements. The study contributes to the hospitality and SME sustainability literature in three ways. First, it provides sector-specific evidence on how E&G practices shape firm outcomes in small restaurants. Second, it clarifies the short-run tensions SMEs face when implementing sustainability initiatives amid emerging regulatory expectations. Third, it advances an approach for measuring observable E&G practices in micro-enterprises, addressing persistent challenges in sustainability-SME assessment. Overall, the findings question assumptions of uniformly positive sustainability effects and underscore the need for context-sensitive sustainability policies and managerial strategies in the hospitality sector.
From value-at-risk to expected shortfall: An agent-based analysis of market stability
(Elsevier, 2026-08) Llacay Pintat, Bàrbara; Peffer, Gilbert
With the imminent entry into force of the Fundamental Review of the Trading Book (FRTB), banks around the world will adopt a common framework for measuring and managing market risk based on Expected Shortfall (ES). Previous research has shown that the reliance on homogenous models, particularly in the case of Value-at-Risk (VaR), can generate instability cycles arising from the synchronisation of investors’ actions. This paper investigates the potential of ES-based risk management systems to amplify market disturbances using an agent-based model populated by traders who manage their risk with an ES model and must reduce their positions whenever the ES-based risk of their portfolio exceeds a predefined limit. The results show that the widespread use of ES-based models can induce specific price dynamics that increase market instability. These dynamics, which we refer to as ‘ES cycles’, occur when a sufficient number of traders hit their ES limit simultaneously and are forced to reduce their positions at the same time. These collective selloffs depress prices, raise volatility, and force further liquidations, resulting in a self-feeding instability spiral. In addition, our results show that, although ES is expected to provide a better estimation of the tail risk, its adoption does not lead to any improvement with respect to the VaR case, as both models generate similar feedback mechanisms and instability patterns. However, the introduction of the stressed ES component as prescribed by the FRTB helps mitigate these instability episodes within our modelling environment.
Quantum geometric-entropic optimization for customer lifetime value prediction: convergence theory and an empirical study on transactional retail data
(Taylor & Francis) Ferrara, Massimiliano; Sáez Ortuño, Laura; Forgas Coll, Santiago; Fabila-Fabián, Jorge Refugio; Martín Isla, Carlos; Lekadir, Karim, 1977-
Predicting customer churn from transactional data is a central problem in management science, with direct implications for retention strategy, revenue forecasting, and resource allocation. This paper introduces Quantum Geometric-Entropic Optimization (Q-GEO), a framework that integrates Geometric-Entropic Optimization – combining Riemannian gradient methods with entropy-regularized optimal transport – into the training of variational quantum kernels for classification. The algorithm operates on a parameter manifold equipped with a Fisher-Wasserstein metric and incorporates Sinkhorn-type projections to enforce distributional coherence on the quantum feature space. We establish three theoretical contributions: (i) a convergence theorem for Q-GEO-trained variational quantum kernels under a combined Polyak–Łojasiewicz and Sinkhorn contraction framework, yielding linear convergence in the Riemannian condition number plus geometric contraction of the Sinkhorn residual; (ii) a margin amplification result showing that GEO-trained quantum embeddings achieve improved separation bounds over Euclidean-trained counterparts due to the spectral regularization provided by the Wasserstein component of the Fisher-Wasserstein metric; and (iii) a distributional stability result proving that Sinkhorn-projected quantum kernel matrices preserve a doubly stochastic spectral structure that mitigates kernel collapse in imbalanced settings. We validate the framework on the UCI Online Retail II dataset ( =5,942 customers, d=11 RFM-extended features, churn rate ≈37%), a publicly available transactional benchmark. Under nested cross-validation, Q-GEO achieves 0.8614 accuracy, 0.8103 precision, 0.7891 recall, 0.7996 F1, and 0.9047 ROC AUC, outperforming both classical baselines (including logistic regression, random forest, XGBoost, and CatBoost) and standard variational quantum kernel methods. We complement the accuracy analysis with SHAP-based explainability, computation time comparisons, and a detailed feature engineering appendix to support interpretability and reproducibility. We interpret these results as evidence that geometric optimization principles can materially enhance quantum machine learning for management science applications.
Institutional quality, cultural values and digital transformation in MSMEs: the moderating role of uncertainty avoidance in emerging economies
(Emerald Publishing) Clemente Almendros, José Antonio; Ivan Pastor Sanz; Nicoara-Popescu, Doriana; Somohano Rodriguez, Francisco M.
Purpose -- Micro, small and medium-sized enterprises (MSMEs) digital adoption exhibits significant disparities across nations. We extend beyond traditional approaches by examining both the separate and combined effects of institutional settings and society's risk aversion on digital transformation. We focus on uncertainty avoidance (UA), as it captures societal attitudes toward risk and change, being aspects inherently linked to digital transformation processes. Design/methodology/approach -- Using data from 17,498 Ibero-American MSMEs, our results reveal that favorable institutional environments positively influence digital transformation, while high UA hinders it. Findings -- Additionally, we find a significant moderating effect: as UA increases, the positive impact of institutional quality on digital adoption diminishes. Originality/value -- These findings suggest societal attitudes toward uncertainty and risk can override institutional support for digital transformation, even in strong institutional frameworks.
Integrating I4.0 and Sustainability in the Supply Chains of MSMEs: A Practical Guide based on a Multiple Case Study
(Emerald Publishing, 01-03-2026) Machado, Eduardo; Scavarda, Luiz Felipe; Caiado, Rodrigo Goyannes Gusmão; Nascimento, Daniel Luiz de Mattos
Purpose – This study develops empirically grounded guidance to support the integration of Industry 4.0 and sustainability (S-I4.0) within the supply chains of micro, small, and medium-sized enterprises (MSMEs), an often-overlooked segment in digital transformation literature. Design/methodology/approach – This study employs a multiple-case approach to conduct empirical research with six enterprises, three micro/small and three medium-sized, using the analytical lenses of Practice-Based View (PBV) and Dynamic Capabilities Theory (DCT). Findings – The study presents a ten-step, PDCA-based guide for MSMEs to implement S-I4.0, integrating PBV and DCT theories to enhance firms’ ability to sense and respond to external changes, enabling sustainable digital transformation across different enterprise sizes. Research limitations/implications – While offering valuable insights, this research relies on a narrow indicator set and a limited case scope, which may limit generalizability and highlight the value of broader, mixed-method approaches for future studies on MSMEs. Practical implications – The framework equips MSME practitioners with a structured and actionable roadmap for implementing S-I4.0, aligning technological innovation with sustainability goals. By addressing the specific challenges faced by MSMEs, it provides context-sensitive, evidence-based guidance to support their transition toward more sustainable and digitally integrated supply chains. Social implications – The study equips policymakers and stakeholders to support MSMEs, vital to national economies, by addressing structural challenges and enabling inclusive, sustainable digital transformation, especially in emerging economies where resource constraints and institutional gaps persist. Originality/value – This study presents an original, empirically validated framework tailored to the distinct characteristics of micro and small enterprises and medium enterprises, addressing a critical gap in theory-driven, practical guidance for MSMEs integrating S-I4.0 into their supply chains.
Unveiling the role of service quality in the quick service restaurant sector: An integrative review
(Elsevier B.V., 2026-01-01) Mendocilla Meregildo, Mario; Miravitlles Matamoros, Paloma; Matute, Jorge
This study methodically examines the extant literature on service quality assessment in the Quick-Service Restaurant (QSR) sector to gain a deeper understanding of its role in this particular sector and to identify consistent criteria for its future assessment and management by scholars and practitioners. An integrative review method is used to synthesize the literature from 1990 to 2024 and offer fresh insights and perspectives through critical analysis. A total of 108 studies assessing perceptions of service quality have been identified, of which nine identify factors that drive service quality, 69 assess the effects of service quality on various attitudinal and behavioral responses of customers, and only ten assess moderating effects on the relationships between service quality and various customer responses. However, this review reveals that only one study has evaluated items related to self-ordering technologies when measuring perceived service quality. The primary contribution is the presentation of a conceptual landscape of service quality in the QSR context, along with recommended guidelines for assessing service quality. Additionally, ten avenues for future research are proposed.
A systematic literature review of the Pay-What-You-Want pricing under PRISMA protocol
(Elsevier España, 2025-01-01) Güzel, Oktay; Vizuete Luciano, Emilio; Merigó Lindahl, José M.
This study aims to systematically examine the Pay-What-You-Want (PWYW) pricing model, which has become increasingly popular among innovative strategies. The PWYW model offers an unconventional approach by giving consumers the power to determine the price they want for the goods or services provided. However, the scattered nature of existing research makes it challenging to understand this model's dynamics fully. Using the PRISMA protocol, this systematic review of 106 articles reveals the key actors, theoretical frameworks used, and methodological trends in the known aspects of the field. In addition, the findings highlight the potential advantages of PWYW pricing (e.g., transparency and customer preference) while revealing critical gaps in the current knowledge. This study is important because it provides a holistic perspective on the PWYW pricing model literature, which seems to be a significant deficiency. The study emphasizes the need to investigate understudied areas, such as the sustainability of PWYW and the interaction of factors affecting payment behaviors. This review guides how PWYW practices can be managed effectively in a changing business world, helping businesses navigate their future implementation.
Digital Cancer Communication Strategies in Spain: Differences Between Public and Private Hospitals and the Role of Cultural Sensitivity
(John Wiley & Sons, 2026-03-26) Ravenda, Diego; Valencia Silva, Maika; Argilés Bosch, Josep M.; García Blandón, Josep
This study explores the dynamics of cancer communication on Facebook by Spanish hospitals, analysing 8061 posts through sophisticated textual analysis and regression methodologies. It identifies divergent strategies between private and public hospitals, with private institutions emphasising cancer risks and prevention to appeal to a health-conscious audience, reflecting market orientation and behaviour-change constructs related to perceived threat and efficacy. The research uncovers culturally sensitive aspects in these communications, particularly concerning dietary risks, which are subtly moderated in their tone, suggesting an adaptation to align with cultural norms. By providing a nuanced understanding of digital healthcare discourse, this research contributes to theories on market orientation, cultural sensitivity and risk communication. These findings are pivotal for healthcare administrators and policymakers, underscoring the necessity for strategic, culturally informed communication in healthcare and highlighting the crucial balance between market-driven strategies and ethical considerations in public health messaging.

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