...Juliann Allen; Sabinah Wanjugu Purpose The research aims to examine the influence of an organization’s perceived authenticity on the relationship between a firm’s inclusivity values and commercialization of LGBTQ support and the outcomes of trust, attitude toward the firm and purchase intention...

... Commercialization New ideas Coolfarming focuses on an important question of how to grow and nurture new ideas that would become market leaders. Gloor contends that Coolfarming is a logical step beyond Coolhunting, his earlier book which focused on how to seek and find new ideas...