Mohammadali Zolfagharian, an assistant professor of marketing, has had five of his papers accepted for publication or presentation. One paper, co-authored with Audhesh Paswan and Derrick D’Souza is titled “Toward a Contextually Anchored Service Innovation Typology” and has been conditionally accepted for publication in the prestigious Decision Sciences Journal.
This paper provides a blueprint that enables strategic decision makers to determine the service innovation strategy that is most suitable for the firm. The blueprint includes a service innovation typology anchored by environmental uncertainty, strategic orientation, and market orientation. The proposed typology provides a new direction for theory building in the field of service innovation that moves away from the traditional goods-versus-services perspective and may lead to for future investigations on services innovation.
An application of the proposed Service Innovation Typology in the context of franchising sector has been accepted for presentation at the International Society of Franchising Annual Conference, San Diego, CA in February. This research was also conducted with Paswan and D’Souza.
A third paper by Zolfagharian is forthcoming in the Journal of Consumer Marketing. The paper examines personality and cultural characteristics of multicultural consumers that differentiate them from other consumer segments. This solo-authored article shows how biculturals compare to monoculturals in terms of urge for acceptability within pertinent reference groups and society at large, need for uniqueness, art enthusiasm, and consumption of artwork, with artwork a means of (ethnic) identity.
A fourth paper co-authored with Qin Sun was presented in late February at the American Marketing Association Winter Conference, in Tampa. This paper also focused on multicultural consumers, this time investigating their degree of consumer ethnocentrism and the extent to which country-of-origin (COO) effect applied to them. This is the first study in the COO literature to theoretically and empirically investigate multicultural identity.
Finally, a fifth paper, co-authored with Audhesh Paswan, has been accepted for publication in the Journal of Retailing and Consumer Services. This research examines the ways in which consumers’ perception of service innovativeness (CPSI) influence purchase and repeat purchase decisions within two very different service industries.