Conference Agenda
Overview and details of the sessions of this conference. Please select a date or location to show only sessions at that day or location. Please select a single session for detailed view (with abstracts and downloads if available).
Please note that all times are shown in the time zone of the conference. The current conference time is: 24th Aug 2026, 05:31:10am America, Santiago
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Daily Overview |
| Session | |
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11B: Entrepreneurship & Innovation Virtual location: VIRTUAL: Agora Meetings | |
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9:32am - 9:40am
Communication Capability and Adaptive Performance in Nanostores: A Seven-Country Study of Direct and Mediated Pathways Universidad Nacional Autónoma de Honduras - (HN), Honduras This study investigates how communication capability, perceived AI competitive advantage, and digital store presence shape adaptive performance in nanostores across seven emerging markets (N = 1,412). Using Hayes' PROCESS Model 14 with 10,000-replication bootstrapping, we examine mediating roles and the moderating role of market dynamism. Results show communication capability has a significant direct effect on adaptive performance (b = 0.190, p < .001). However, indirect effects through perceived AI competitive advantage (0.002, 95% CI [−0.002, 0.008]) and digital store presence (0.001, 95% CI [−0.002, 0.005]) are non-significant, as is the serial pathway. Market dynamism does not moderate these relationships. The model explains 5.1% of variance in adaptive performance, with dominance analysis revealing that communication capability accounts for over 60% of this explainable variance—indicating that while communication capability matters directly, the hypothesized technological mediation mechanisms do not operate in this context. Findings highlight communication as a foundational capability, challenging assumptions about AI and digital presence as automatic transmission mechanisms in informal micro-retail. | |