Redefining "masstige" luxury consumption in the post-COVID era.

The concept of "new luxury" has challenged the conventional marketing of luxury goods as prestigious, leading to greater expansion of mass luxury meaning. This has become more evident since the outbreak of COVID-19, which has been a catalyst for consumption in the luxury market. This paper investigates the mass marketing of luxury goods and explores the essence of masstige luxury consumption since the outbreak of COVID-19. An interpretive approach was conducted based on semi-structured, in-depth interviews with 31 participants. It analyzes four themes of mass luxury: self as content, self as process, self as context, and self-other. We further argue that the mass consumption of luxury reduces cognitive dissonance, with the pandemic resolving the dark side of conventional luxury consumption. Our findings provide important insights for both scholars and practitioners in the development of a more holistic understanding of masstige in the post-COVID era.

How to Achieve Swift Resilience: the Role of Digital Innovation Enabled Mindfulness.

Contributed to by the prevalence of digital technology, various cases of new ventures achieve resilience quickly despite experiencing hardship. Growing attention has been devoted to mindfulness-being alert and acting swiftly-to explain recovery. Scholars have primarily focused on mindful resource preparation pre-crisis. Nevertheless, how to mindfully organize resources as a crisis occurs remains under-explored. Based on an inductive study of a ride-sharing vehicle venture, which rapidly became an open service platform during the COVID-19 pandemic in China, we develop a framework termed "swift resilience" to understand how new ventures mindfully organize resources, driven by digital innovation. In particular, we critically trace three mechanisms-"data-driven stretching," "collective sharing," and "rapid pivoting"-and develop a process model to understand how new ventures build swift resilience. Our emerging findings shed light on the scholarship of organizational resilience, mindfulness, and digital entrepreneurship, and provide guidance to managers on achieving resilience quickly.