EuroMed J. of Management (4 papers in press)

Regular Issues

• Shaping employee ambidexterity through middle managers ambidextrous leadership: the mediating roles of eudaimonic and hedonic well-being in Tunisian knowledge-intensive firms  
  by Syrine Zine El Abidine, Sarra Berraies, Abdelwehed Omri 
  Abstract: This study examines the influence of middle managers’ ambidextrous leadership on employees’ ambidextrous behaviours and the mediating roles of hedonic and eudaimonic well-being. Drawing on survey data from Tunisian knowledge-intensive firms (KIFs) and analysed using partial least squares structural equation modelling, the findings reveal that ambidextrous leadership, which balances transformational and transactional styles, enhances employees’ capacity to both explore new ideas and exploit existing knowledge effectively. This effect is mediated by eudaimonic well-being, reflecting employees’ experience of meaning, personal growth, and fulfilment. Ambidextrous leadership exerts a stronger positive effect on employees’ eudaimonic well-being, which in turn has a greater impact on promoting ambidextrous behaviours, compared to hedonic well-being. These results underscore the importance of fostering employees’ intrinsic motivation and sense of purpose to drive adaptive and innovative behaviours crucial for organisational success. Practically, the study suggests that middle managers should cultivate leadership approaches that support both the developmental and emotional needs of employees, creating a supportive environment that mitigates stress and encourages sustained engagement. By linking ambidextrous leadership with well-being outcomes and employee behaviours in an emerging market context, this research contributes to a deeper understanding of how leadership can promote ambidexterity within organisations.
  Keywords: ambidextrous leadership; eudaimonic well-being; hedonic well-being; ambidextrous behaviours.
  DOI: 10.1504/EMJM.2026.10076964
   
  
• Identifying the scales and specifications of marketing in medical tourism considering the service quality and brand identity in the destination  
  by Mohammad Mahdi Khosravi, Abdullah Naami, Mirza Hasan Hosseini 
  Abstract: The present study aims to identify the scales and specifications of marketing in medical tourism, considering the service quality and brand identity in the destination, which was conducted for an operational goal using qualitative research. The participants selected were specialists and PhD medical practitioners as experts as well as the country’s medical tourism activists who are also adept, at a goal-based method. The observation continued until theoretical saturation was achieved. A qualitative model was conducted using thematic analysis based on semi-constructed interviewing of 25 experts. Data-based open and axial coding resulted in the extraction of six dimensions: 1) casual conditions including individual factors, brand, hard and soft criteria; 2) axial conditions including prices, place, services, and development; 3) background conditions including destination brand image, visitors’ satisfaction, and tourism brand’s honesty; 4) intermediate conditions including welfare and electronic services; 5) strategies including welfare, comfort services, and service delivery process; 6) post-visiting includes: revisiting loyalty and recommendation and 71 concepts and indicators. The outcomes of this study can provide insight for senior decision-makers and managers of companies and organisations, as well as develop grounds for marketing in medical tourism considering the service quality and brand identity in the destination.
  Keywords: tourism marketing; medical tourism; service quality; brand identity.
  DOI: 10.1504/EMJM.2026.10077151
   
  
• Unlocking green app adoption in Egypt: the role of eco-innovation, tech-savviness and environmental consciousness  
  by Esraa Ismail, Basmah Khaled Awad, Abeer A. Mahrous 
  Abstract: The United Nations Sustainable Development Goals (SDGs), particularly Goals 11, 12, and 13, emphasise environmental sustainability and innovative solutions to reduce waste and carbon emissions. Despite rising global awareness, green mobile applications that promote recycling, reuse, and responsible consumption remain underutilised, especially in emerging economies. Prior studies mainly examine green products and general pro-environmental behaviours, offering limited insight into green application adoption in daily life. Addressing this gap, this study investigates how perceived eco-innovation, perceived tech-savviness, and environmental consciousness influence green application use among Egyptian consumers. Survey data from 158 smartphone users were analysed using SPSS and SmartPLS. Results show that perceived eco-innovation and perceived tech-savviness significantly and positively affect green application use, while environmental consciousness significantly influences perceived eco-innovation. However, the moderating role of environmental consciousness between tech-savviness and green application use is not supported. The study contributes an integrated explanation of green application underuse and provides practical guidance.
  Keywords: eco-innovation; green applications; tech-savviness; environmental consciousness; Egypt.
  DOI: 10.1504/EMJM.2026.10077346
   
  
• Organisational change and resistance to corporate digital transformation: an actor network theory perspective on the E+H case  
  by Minsoo Lee, Mario Saba, Boyoung Kim 
  Abstract: This study examines how Endress+Hauser (E+H), a global measurement-instrument company, formulated and sustained its digital transformation (DT) strategy through the lens of actor network theory (ANT). To operationalise ANT, Callon’s four-stage translation process — problematisation, interessement, enrolment, and mobilisation — was adopted as the core analytical framework, and empirical cases were mapped onto these stages for systematic analysis. The findings indicate that human and nonhuman actors, organisational actors, and system/network actors interact in a nonlinear, parallel, and adaptive manner, forming reciprocal networks that diffuse and amplify change. As organisational change and resistance co-evolve through ongoing feedback, these networks can dissolve, be reconstituted, and become reinforced or expanded over time. Overall, the ANT perspective suggests that DT strategies are not reducible to linear cause-and-effect logics; rather, they emerge from complex relational processes that integrate internal resources, leadership, organisational culture and processes, digital technologies, external partners, organisational members, and institutional environments.
  Keywords: organisational change; resistance; digital transformation; DT; actor network theory; ANT.
  DOI: 10.1504/EMJM.2026.10077397