Purpose. Resources and experiences may give platform owners an advantage to expand their business to new areas of possible growth. However, can the winner take it all? Or is the spandex rule—“just because you can, does not mean you should”—valid for platforms, as well? The present study is aimed at narrowing this research gap by focusing on the innovation through brand extension impact on customer satisfaction and brand loyalty in an ever-greater area of the service sector. Design/Methodology/Approach. The partial least-squares structural equation modelling (PLS-SEM) is applied to analyse the questionnaires and explore the relationships between the proposed research model’s constructs. Findings. The results reveal that service innovation through brand extension impacts customer satisfaction and loyalty favourably. Customer satisfaction mediates the relation between innovation through brand extension and brand loyalty. Parent brand reputation intensifies service innovation through the impact of brand extension on customer satisfaction and loyalty, while perceived risk deters its effects. Customer innovativeness enhances customer satisfaction. Finally, perceived category similarity (fit) augments customer satisfaction while impacting loyalty negatively. Practical Implications. The findings provide a deeper understanding of innovation and brand management in digital platforms and forge a promising path forward for marketing researchers investigating the platform economy. Originality/Value. Little remains acknowledged regarding the theoretical interface of innovation through brand extension in the digital platform sphere and its consequences on customer behaviour. Building on this lacuna, the authors adopt an underexplored object that focuses on digital platform innovation through brand extension, customer satisfaction, and brand loyalty.

Presently, environmental management for companies emphasizing environmental protection has become one of the most critical issues for customers, shareholders, governments, employees, competitors, and global pressures requiring organizations to produce environmentally-friendly products and services. This challenge has created a new concept called green supply chain management in business, which combines environmental thinking with the supply chain. Selection of suppliers by considering risk criteria is a category that has attracted the attention of a large number of researchers in order to select the best suppliers according to uncertain factors. In this research, we aim to select a green supplier considering risk factors using a new MCDM approach under uncertainty. For this selection problem, HF-MAIRCA, a new multicriteria sorting method for many alternatives, has been developed. This is used for sorting the alternatives into predefined, ordered supplier categories. This sorting method can be applied to different environmental problems that have a large number of alternatives. As a result of Iran’s case study, the result shows that materials flexibility and materials quality are essential criteria for green supplier selection.

Value-Originality. Startup companies look for solutions to remove useless issues and enhance the activities offering value adding over the product/service development stage in such a way that such companies will be able to provide great products and more probabilities for success with no need to employ considerable investments from external sources. Accordingly, innovation, business intelligence, and knowledge management will contribute to the positive findings of startup companies. Objectives. Hence, the purpose of the present study was to conduct an investigation on the impact of business intelligence over the performance of startup companies according to such mediators as innovation and knowledge management. Methods. The type of this study is correlation and is also an applied and descriptive-survey work regarding objective and data gathering. Our statistical population encompassed all related experts and managers in the following Iranian startups: Pinket, Alibaba, Snapp, Filimo, IDPay, PhonePay, TapSell, and Body Spinner. Our sample was composed of 108 experts and managers in mentioned companies, who were chosen based on the cluster sampling method. Structural equation modeling with partial least squares approach was used to analyze the gathered data. Findings. Our results reveal the effectiveness of business intelligence, innovation, and knowledge management on the performance of startups and that of business intelligence on innovation and knowledge management. Ultimately, innovation and knowledge management are mediators of the relationship between business intelligence and performance of startups. Conclusion. The startup companies’ managers are strongly recommended to take advantage of innovation and knowledge management in order to enhance the performance of their businesses.