Abstract
Fire is a traditional method used for the elimination of residual materials from agricultural and forestry activities, but its improper and negligent use increases the risk to cause significant social, economic, and environmental impacts. Translating the nature and magnitude of the risk, a mental model approach has been used for a deeper understanding of what can be done to reduce future socioeconomic and environmental impacts. Considering the rural fire risk context, in this study we applied the mental model approach to (1) explore the different perspectives of experts on rural fire risks, focusing on the burning problem, and (2) systematize the aggregated knowledge of experts on the subject. Semi-structured interviews that included real-time interactions with the proposed mental model on the MURAL platform were remotely conducted with twenty-eight experts with in-depth involvement and experience in fire and forest management in Portugal, including actors from industry, academics, third sector, and public entities. The experts' contributions were periodically validated by the research team and included in the reference mental model to translate the aggregated knowledge of the expert community. The data collected was transcribed, coded, and analyzed following a thematic analysis approach with NVivo software support. After nine iterations, the expert's mental model was concluded encompassing the burning motivators, alternative solutions, associated risks before and during the burning, underlying causes, natural elements and factors, and impacts. Overall, the study provides an in-depth and holistic understanding of rural fire risks, focusing on burning, which is essential for identifying incorrect beliefs and existing risk factors that are often neglected. The participatory and dynamic process of actors' knowledge systematization on burning risks through a mental model allowed the identification of divergent perspectives between expert groups, especially concerning the effectiveness of the current legislation on the use of fire, indicating the need to improve the dialogue between experts. Moreover, the study shows how risk communication campaigns do not replace technical monitoring closer to the population and recognize the importance and need of sensitization and communication actions to disseminate the use of available alternatives to overcome traditional habits of rural communities. Still, it indicates that successful alternative solutions of burning may be achieved with strong local and sectoral involvement. Finally, this research provides a baseline to help decision-makers and stakeholders identify the most relevant variables about rural fire risks to build effective risk communications strategies and mitigate social and environmental impacts in the future.

Abstract
Climate change increases the average temperature and reduces precipitation, leading to an increased risk of rural fires around the world, but mainly in regions with a Mediterranean climate, such as Portugal. Despite the high risk of rural fires, fire is still a traditional land management practice. Beyond fire misused risk, the accumulation of fuel loads, due to the high population dispersion and lower interaction of communities with the land, also drives rural fires risks. Thus, researchers have sought to understand the key features of communication practices to achieve the most desired natural risk management results in relation to rural fires. According to the Committee on Risk Perception and Communication, in 1989, risk communication is defined as “an interactive process of exchanging information and opinions between individuals, groups, and institutions�. However, there is a need for dialogue between the responsible for communication and relevant stakeholders. The Carnegie Mellon mental-models approach encompasses participatory processes to translate the nature and magnitude of the risk, allowing for a deeper understanding of what can be done to mitigate social and environmental impacts in the future. Considering rural fires risks and risk communication challenges, this study aims to design an effective risk communication plan oriented to the rural population, in the context of rural fires. For this objective to be achieved, the mental models approach was developed, exploring the underlying reasons for resistance to behavioral change and defining guidelines to support the design of new risk communication strategies, including the dissemination of new behaviors and practices that mitigate the ignition of rural fires. This systemic approach has been applied and tested in the rePLANT project, whose purpose is the development of research activities, innovation and transfer of knowledge and technology, to increase sustainable forest management, the competitiveness of the Portuguese forestry sector and reduce the impact of rural fires. Preliminary findings show what must be communicated about rural fires risk, how must be communicated, target audiences' profiles, the role of actors for effective risk communication on rural fires, attributes of good risk communication on rural fires, evaluation of the risk communication results. Finally, it is expected that this research provides guidelines to help decision-makers and stakeholders to design an effective risk communication plan oriented to prevent traditional burning practices, as well as to mitigate socioeconomic and environmental impacts in the future. This approach also highlights the importance of exploring the underlying reasons for resistance to behavioral change and defining guidelines to support the design of new risk communication strategies.

Abstract
In 2023, global kiwifruit production reached over 4.4 million tonnes, highlighting the crop's significant economic importance. However, achieving high yields depends on adequate pollination. In Actinidia species, pollen is transferred by insects from male to female flowers on separate plants. Natural pollination faces increasing challenges due to the decline in pollinator populations and climate variability, driving the adoption of assisted pollination methods. This study examines the Portuguese kiwifruit sector, one of the world's top 12 producers, using a novel mixed-methods approach that integrates both qualitative and quantitative analyses to assess the feasibility of robotic pollination. The qualitative study identifies the benefits and challenges of current methods and explores how robotic pollination could address these challenges. The quantitative analysis explores the cost-effectiveness and practicality of implementing robotic pollination as a product and service. Findings indicate that most farmers use handheld pollination devices but face pollen wastage and application timing challenges. Economic analysis establishes a break-even point of €685 per hectare for an annual single application, with a first robotic pollination of €17 146 becoming cost-effective for orchards of at least 3.5 hectares and a second robotic solution of €34 293 becoming cost-effective for orchards up to 7 hectares. A robotic pollination service priced at €685 per hectare per application presents a low-risk and a viable alternative for growers. This study provides robust economic insights supporting the adoption of robotic pollination technologies. This study is crucial to make informed decisions to enhance kiwifruit production's productivity and sustainability through precise robotic-assisted pollination. © 2025 Elsevier B.V., All rights reserved.

Abstract
Startups are vital to the economy and the digital future and are creators of around 50% of new jobs. Some studies indicate that around 90% of startups fail in their first months, mainly because they focus on launching products or services without adequate market validation. In addition, they have little or no experience in organisational management and lack the resources to apply quality models, which hinders their ability to face the challenges of a highly volatile and competitive environment. Therefore, this paper proposes the LightStartup framework, focused on startups in the service sector. LightStartup provides a lightweight, consistent and formalised process model, a process assessment model and a maturity model based on the ISO/IEC 33000 standard. LightStartup accompanies companies in transitioning from an informal management style to a formal and long-lasting management system, covering the management of services, people, customers and organisational governance.

Abstract
Purpose This study aims to explore how technology-enabled services influence the overall experience of participants in running events by applying a structured service design methodology. Specifically, it examined how recreational runners engage with technology-enabled services throughout the customer journey of a running event, and how the application of the MINDS method contributes to enhancing the runners' experience. Design/methodology/approach Thirty-nine running event participants were interviewed to explore their experiences. The interviews took place in Greece in 2023, across various mass-participation events from marathons to 5K city races. Using the Management and INteraction Design for Service (MINDS) method, qualitative data were thematically analyzed. Findings The study identified how recreational runners interact with technology-enabled services across the pre-, during-, and post-event stages. Using the MINDS method, participants' experiences were mapped to reveal emotional touchpoints, service gaps, and opportunities to enhance the event experience. These findings were translated into service design proposals through the MINDS method, resulting in visual outputs that illustrate how technology-enabled services could be better integrated across the event journey. Originality/value This study is among the first to examine running event experiences from the participants' perspective using a service design methodology. It also contributes to the advancement of the MINDS by introducing customer journey and emotional journey extensions, offering richer insights into how participant experiences can be optimized across the event lifecycle.

Abstract
Purpose Citizen engagement plays a crucial role in transitioning to sustainable service ecosystems. While customer engagement has been extensively studied in service research, citizen engagement has received significantly less attention. By synthesizing customer and citizen engagement literatures, this study develops an integrated framework to conceptually clarify the dual role of customer-citizen engagement for sustainability. Design/methodology/approach This study builds on a systematic literature review of customer engagement literature in service research and citizen engagement literature. Following a theory synthesis approach, we qualitatively analyzed 126 articles to develop an integrated conceptual framework of customer-citizen engagement for sustainability through a process of abductive reasoning. Findings The analysis showed that customer engagement and citizen engagement literatures have developed mostly separately but provide complementary views. While the customer engagement literature has traditionally focused on business-related facets, such as engagement with brands, the citizen perspective broadens the engagement scope to other citizens, communities and society in general. The integrated framework highlights the interplay between citizen and customer roles and the impact of their relationships with multiple objects on sustainability. Originality/value This integrated framework contributes to advancing our understanding of customer-citizen engagement, broadening the scope of subject-object engagement by examining the interplay between these roles in how they engage for sustainability and moving beyond the traditional dyadic perspective to a multi-level perspective of service ecosystems. This framework also enables the development of a set of research directions to advance the understanding of engagement in sustainable service ecosystems.