Business Forum Vol 30 Issue 2

Abstract:

Existing research on serving culture is rooted on the assumption that it positively benefits employee identification with the organization. I theorize why and when serving culture positively or negatively influences employees’ organizational identification. First, I conceptualize employee perspective taking as a mechanism through which serving culture is transmitted into employees’ increased identification with the organization. Then, building upon person-organization fit research, I theorize that employees high on communion make a better fit in organizations having a high serving culture which then leads to greater perspective taking and a stronger sense of organizational identification for these employees. However, employees high on agency make a poorer fit in organizations having a high serving culture which then leads to lesser perspective taking and a weaker sense of organizational identification for these employees. Practical implications and avenues for future research are discussed. Keywords: serving culture, organizational identification, perspective taking, communion-serving culture fit, agency-serving culture misfit.

Abstract:

While past research has lamented the sex stereotypes related to emotional expression of female employees in the workplace, little is known about how environmental support can reassure female employees to engage in less emotional labor and express their authentic selves. Using the job demands-resources (JD-R) model, I theorize that perceived organizational support and team psychological safety leads to less female surface acting. Further, climate for inclusion moderates the negative relationship between perceived organizational support and female surface acting. I also theorize that servant leadership moderates the negative relationship between team psychological safety and female surface acting. Using norms of reciprocity, I argue that female employees reciprocate the support received from the organization and the team through increased affective commitment towards their organization and increased prosocial behaviors towards their team.

Abstract:

We examine how accounting students view Environmental, Social, and Governance (ESG) and whether familiarity with ESG and their personality traits jointly relate to perceived importance of ESG. Our survey finds that agreeableness is positively associated with ESG perception while extraversion and openness moderate the effect of familiarity on ESG perception through perceived financial impact. We also find that the perceived materiality of ESG topics is not consistent with that defined by the standards. Overall, this study has important pedagogical implications and provides observations on an under-researched stakeholder group.

Abstract:

As the rapid adoption of generative AI tools in marketing practice continues, most teams still depend on fragmented, individual usage, which limits their ability to harness team-based human insights, enhance collaborative decision-making, and foster innovation. This paper examines how marketing organizations can transition from isolated AI experimentation to coordinated, team-based adoption. Drawing on a content analysis of industry cases and recent research, we identify key patterns of successful integration, common barriers, and enabling practices. We introduce the AI Collaboration Maturity Model, which outlines four progressive stages of human-AI integration in marketing workflows, from ad hoc assistance to fully embedded co-creation. The paper concludes with strategic implications for marketing leadership and practical recommendations for structuring workflows, training teams, and implementing governance to ensure responsible and effective use. Our findings provide a roadmap for marketing teams seeking to embed AI as a collaborative asset, thereby enhancing efficiency, creativity, and cross-functional performance.