This study contributes to the general body of knowledge on the born global theory in the specific context of digital marketing agencies. In today’s interconnected digital landscape, driven by rapid technological advancements and evolving market dynam...

Purpose: This paper explores a theoretical and practical intersection of design thinking and marketing. The primary emphasis is on comprehending how the fundamental principles of design thinking can be effectively utilized within the broader marketin...

This study investigates whether consumers’ hedonic and eudaimonic well-being orientations predict symbolic gift preferences in an online gift-choice setting. Building on evidence that hedonic and eudaimonic motives are distinct yet can co-occur, the framework predicts that congruent orientation–gift links will be stronger than cross-domain spillovers when both orientations are modeled simultaneously. Data were collected via a cross-sectional online survey with an embedded simulated online store task in which participants evaluated ten pretested gift options (five relatively hedonic; five relatively eudaimonic) as potential gifts for a close other (n = 574). Stimuli were calibrated in a pilot pretest (n = 100) to ensure separation on a hedonic–eudaimonic continuum. Hypotheses were tested using PLS-SEM with reflective measures for orientations and composite/formative outcomes for gift preferences, using nonparametric bootstrapping (5000 resamples) for inference. Results support congruent effects: eudaimonic orientation predicts eudaimonic gift preference and hedonic orientation predicts hedonic gift preference, whereas cross-domain paths are weak. Comparative tests indicate a robust hedonic congruence advantage, whereas the eudaimonic congruence advantage is directionally consistent but not statistically stable under bootstrap resampling. Gender shows a strong main effect on hedonic gift preference, while income exhibits a small positive association with hedonic gift preference. Implications for digital gift discovery and recommendation interfaces are discussed.

Environmental management accounting (EMA) is intended to connect information about environmental costs and resource flows with managerial decisions. This study examines the association between reported EMA maturity and environment-related cost integration (ERCI), and their organizational correlates, in 102 Croatian four- and five-star hotels. A cross-sectional survey is analysed using regression with heteroskedasticity-robust inference, bootstrap intervals, multiplicity adjustment and measurement diagnostics. EMA and ERCI scores are strongly correlated (r = 0.811). Seven proposed organizational antecedents are jointly associated with the EMA score, but none receives individual support after Holm adjustment. Their inclusion does not provide a detectable joint increment to ERCI beyond EMA and hotel controls, and all adjusted indirect-association intervals include zero. Measurement diagnostics do not establish discriminant validity between EMA and ERCI or empirical separation between monetary and physical EMA. The observed relationship therefore characterizes closely related reports of accounting practices and decision use, without establishing a distinct capability-to-use mechanism. Single-source reporting and limited pre-fieldwork instrument assessment constrain interpretation. The study provides exploratory evidence from an upper-segment hotel setting and identifies the need to assess accounting information provision and managerial application with clearer measures and independent records. Practical implications concern checking both the availability of environmental information and documented examples of its decision use.