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    Assessing the internationalization dynamics of emerging markets: a comprehensive analysis utilizing SWARA-WASPAS techniques
    (Emerald Group Publishing Ltd, 2024) Sarihan, Ahmed Yusuf; Ozdemir, Kadir
    PurposeThis paper aims to evaluate the internationalization of countries represented in the MSCI Emerging Markets Index. The evaluation considers high-technology product imports, foreign direct investments, research and development expenditures, patent and industrial design applications, exports and gross domestic product (GDP) data, representing production.Design/methodology/approachThis paper uses the Step-Wise Weight Assessment Ratio Analysis (SWARA) method to assess and rank the criteria for evaluating emerging markets. Four academics who are authorities in the field of foreign trade were consulted to weigh the criteria. The Weighted Aggregated Sum Product Assessment (WASPAS) method, considered one of the most reliable and robust MCDM techniques, was then used to evaluate and rank the countries.FindingsThe findings obtained during the research process reveal the internationalization dynamics of these countries based on the indicators they possess. As a result, it is observed which countries achieve higher performance in the internationalization process based on relevant criteria.Originality/valueThis study is theoretically unique and valuable as it simultaneously offers the potential for development to macro-level international trade theories, such as the technologic deficit hypothesis, and meso-level internationalization theories, such as the Uppsala model. Additionally, integrated multiple criteria decision-making (MCDM) methods, which are not frequently used in cross-country studies, have been used, and the performance of emerging markets has been ranked. The findings obtained from this application distinguish the research from the existing literature by transforming it into a performance ranking rather than focusing on the antecedents or consequences of internationalization and their interactions.
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    How Customers' Paradoxical Expectations Affect Service Robot Usage Intention? A Moderated Mediation Model
    (Taylor & Francis Inc, 2025) Ozdemir, Kadir; Taskin, Cagatan
    This study examines the influence of customers' paradoxical expectations on their service robots' usage intention in restaurants. In addition, it investigates the role of anthropomorphism perception and customers' attitudes in these effects. The results indicate that customers' expected performance efficacy positively affects their usage intention, while their expected realistic threat negatively affects them. Furthermore, expected performance efficacy indirectly positively affects usage intention through attitudes. In contrast, expected realistic threats indirectly negatively impact their usage intention through attitudes. The perceived anthropomorphism of service robots dampens the positive relationship between expected performance efficacy and their attitudes. However, anthropomorphism mitigates the inverse relationship between expected realistic threat and their attitudes. Consequently, the indirect effect of expected performance efficacy and realistic threat on intention to use is moderated by anthropomorphism. The findings provide valuable theoretical and practical insights to scholars and restaurant managers.