Abstract
The classic literature about innovation conveys innovation strategy the leading and starting role to generate business growth due to technology development and more effective managerial practices. The advent of Artificial Intelligence (AI) however reverts this paradigm in the context of Industry 5.0. The focus is moving from how innovation fosters AI to how AI fosters innovation. Therefore, our research question can be stated as follows: What factors influence the effect of AI on Innovation Capacity in the context of Industry 5.0? To address this question we conduct a scoping review of a vast body of literature spanning engineering, human sciences, and management science. We conduct a keyword-based literature search completed by bibliographic analysis, then classify the resulting 333 works into 3 classes and 15 clusters which we critically analyze. We extract 3 hypotheses setting associations between 4 factors: company age, AI maturity, manufacturing strategy, and innovation capacity. The review uncovers several debates and research gaps left unsolved by the existing literature. In particular, it raises the debate whether the Industry5.0 promise can be achieved while Artificial General Intelligence (AGI) remains out of reach. It explores diverging possible futures driven toward social manufacturing or mass customization. Finally, it discusses alternative AI policies and their incidence on open and internal innovation. We conclude that the effect of AI on innovation capacity can be synergic, deceptive, or substitutive depending on the alignment of the uncovered factors. Moreover, we identify a set of 12 indicators enabling us to measure these factors to predict AI's effect on innovation capacity. These findings provide researchers with a new understanding of the interplay between artificial intelligence and human intelligence. They provide practitioners with decision metrics for a successful transition to Industry 5.0.

Abstract
Applying ethical principles to research is essential to ensure both participants’ universal rights and data quality. From the ethical point of view, researching with children poses additional challenges in designing the research, collecting and analysing data. The ethical principles generally accepted in scientific research are complementary, yet presenting conflicts that must be anticipated and mitigated by the researcher. This article explores the application of ethical principles in research with children, considering the different stages of research and both quantitative and qualitative research, proposing a set of six ethical principles to be applied before, during, and after the collection of data. The text includes examples from research adopting a mixed-method approach which involved 779 participants aged 7 to 15 years old. The study demonstrates that there is a strong interdependence among ethical principles applicable to research with children, not devoid of contradictions. Even widely accepted principles such as informed consent are complex and multifaceted. Moreover, the adoption of mixed methodology, in this particular case, has proven to be able to create ethic synergies, making the research globally more balanced. © Springer International Publishing AG 2018.

Abstract
This paper investigates the detailed promotional attitudes of retailers across three countries. The key aim was to see whether the perceptions of owner-managers of nine commonly used promotion tools varied across country. Both perception and budget data was examined, as well as selected combinations of promotion tools.

Abstract
This study analyses the contrasting perspectives on sales promotion concept between the prescriptive definitions and the managers’ perceptions. The definitions proposed in marketing textbooks emphasise the tactical, short term and accessory nature of sales promotions tools. The managers’ goals seem to be developed based on a balance between customer and competitor orientation. © 2015, Academy of Marketing Science.

Abstract
This study aims to contribute to the understanding of children’s word-of-mouth communication: how it is processed, its dimensions and its relation to other sources of information and to young consumers’ use of the Internet. Theoretical contributions from consumer socialization, new media and word-of-mouth communication studies are assembled, and an exploratory qualitative analysis in the form of focus group interviews with 7–11-year-old children is reported. We provide empirical evidence for word-of-mouth communication being a common activity among children. Observation and marketing exposure both complement and trigger word-of-mouth activity. Electronic word-of-mouth communication is less frequent, but the Internet is a relevant source of information and marketing exposure; it assists children’s learning about products and brands and furthers their purchase decision processes. This study suggests that word-of-mouth communication received by children is more complex and dynamic as compared to extant literature, suggesting that future research further explores its sought and unsought components, as well as its relationship with non-verbal peer influence that results from observation. © 2019, Academy of Marketing Science.

Abstract
Purpose: This paper aims to examine the mediating role of brand satisfaction and brand trust in brand equity antecedents and outcomes through an empirical investigation of brand equity elements. Design/methodology/approach: A survey was conducted in Pune and Mumbai, two prominent cities of India. A structured questionnaire focussed on garnering responses on measuring brand equity antecedents and outcomes was circulated to the cell phone users. The questionnaire aimed to assess the role of two additional variables, namely, brand satisfaction and brand trust, in the existing and the conceptual model of brand equity (Keller, 2001). Based on the data analysis, a structural equations path and the mediating model were developed. Findings: The findings of this study show that the new brand equity model is highly relevant in predicting brand equity as compared to the existing brand equity model (Keller, 2001). The brand equity mediation model clearly elucidates the role of brand trust and brand satisfaction. Research limitations/implications: With reference to a theoretical contribution, the study broadens the existing hypothetical model of brand equity. The findings of this research provide a strategic and analytical model for brand managers to build brand relationships among their consumers. Originality/value: The present study challenges the existing model of brand equity (Keller, 2001) and further makes an effort to fill in the gaps in the existing theoretical model of brand equity. © 2019, Umesh Ramchandra Raut, Prafulla Arjun Pawar, Pedro Quelhas Brito and Gyanendra Singh Sisodia.