Business Marketing

Chandler’s dictum ‘structure follows strategy ... but the market is the common denominator’ during the twentieth century was answered effectively by the one-dimensional multi-divisional organization, both in business as in government. Today’s markets have a dynamic multidimensionality; customers having multiple preferences, dependent on time, day of the week, context of activities, and having a choice of information and distribution channels. To be in-control in such market requires multidimensional management accounting systems. Resources have changed from physical to uncodified personal knowledge and resourcefulness. With that the basis of motivation of workers is changing from being position oriented to contribution oriented. The resource allocation process has to give way to resource mobilization. A number of firms effectively have answered this complexity by adopting a multidimensional organization. The paper explains how these firms are effective and by what social, administra...

This research examines sustainability's role in corporate development and data-driven marketing strategies. With the rise of awareness about sustainability, companies are increasingly using advanced data analytics to polish their marketing strategies and reshape business objectives with broader societal and environmental goals. The study illustrates some key components, including characteristics of data-driven marketing strategies and technological innovations in marketing processes, by collecting and analyzing data that help to get more precise and effective marketing. Sustainability is discussed from the perspective of corporate social responsibility (CSR) and environmental and economic sustainability strategies. It also demonstrates how data-driven strategies are adopted among different types of corporations and the different challenges they face. This research underscores how data-driven marketing enhances customer engagement and sustainability integration with substantial budget allocations, ongoing investments in data analytics, and expectations for future technological advancements and use of popular data sources. The methodology involves a survey conducted among professionals from Poland and Bangladesh, designed in both English and Polish to ensure a diverse and representative sample. The survey includes 23 questions addressing various aspects of data-driven marketing and its impact on sustainability, yielding rich and varied data. Findings suggest that data-driven marketing strategies significantly influence sustainable business development. By leveraging advanced technologies and focusing on sustainability, companies can improve customer engagement, optimize marketing efforts, and align business objectives with sustainability goals, supporting long-term environmental and social benefits.

The emergence of global risks since the year 2000 has reshaped the dynamics of organizational resilience, governance, and strategy. This paper examines the trajectory of systemic risks-including financial crises, terrorism, pandemics, climate change, cyber threats, and geopolitical instability-while highlighting organizational responses and the persistent reluctance to adopt comprehensive risk management frameworks. Beginning with the dot-com collapse and the September 11 terrorist attacks, the early twenty-first century demonstrated the fragility of interconnected global systems. Subsequent crises, such as the 2007-2008 financial collapse, the intensification of climate-related events, and the COVID-19 pandemic, further revealed structural deficiencies in risk preparedness and response mechanisms. Cybersecurity incidents and the ethical challenges posed by emerging technologies such as artificial intelligence have underscored the risks' dynamic and multidimensional nature in an increasingly digitalized world. Despite recurring crises, organizational adoption of robust risk management practices remains inconsistent. Key factors contributing to this reluctance include short-termism, resource constraints, regulatory gaps, organizational culture, and cognitive biases that underestimate risk exposure. These barriers perpetuate vulnerabilities and hinder the institutionalization of proactive risk governance. The consequences of neglecting risk management are significant, encompassing financial instability, reputational erosion, operational fragility, and strategic obsolescence. This article argues for the urgent integration of risk management into organizational strategy, governance, and culture. Recommendations include board-level engagement, cross-functional collaboration, scenario analysis, technological integration, and proactive stakeholder communication. By transitioning from a reactive to a proactive paradigm, organizations can convert risk management into a source of competitive advantage and long-term sustainability. Ultimately, risk management should not be regarded merely as a compliance exercise but as a strategic imperative central to organizational resilience in an era defined by volatility, uncertainty, complexity, and ambiguity (VUCA).

Background: AI technology is becoming a modern-day disruptor in the field of marketing. Studies conducted already signifies that it has transformed the traditional interaction between businesses and consumers, and the engagement dynamics between consumers and brands AI (artificial intelligence) is optimizing the interaction between organizations and their audience by providing new avenues for targeting, segmentation, and experience customization as marketing progresses into adopting more integrated data systems. Our goal was to explore how AI can accomplish refining marketing tactics, especially on augmenting the operational sides and guiding strategic decisions. Methods: Research applied included extensive qualitative analysis combined with multidisciplinary investigation on the impact of AI on marketing processes including literature as well as case studies based on specific real-world scenarios. This case analysis focused on the applications of AI in marketing such as catboats, predictive analytics, recommendation systems, and content generation automation. Results: The research shows how AI and machine learning apply to marketing automation enable organizations to improve marketing outcomes like real-time decision making, content personalization, audience optimization, participation, and customer engagement. Conclusion: The use of artificial intelligence (AI) in digital marketing is transforming the industry by providing marketers with automated technologies, tools, and resources to engage with shoppers and consumers on a more personal and direct level. This work has aided in outlining the emerging best practices that marketers and businesses and public policy strategic planners need to use AI innovations constructively and responsibly towards successful marketing.

Kopi dari Hati is a famous coffee brand because its franchises can be found in all major cities in Indonesia. Research related to consumer satisfaction is needed. This research is research conducted in the Taman Aster Housing area to look for the influence of service quality, product quality and promotion on consumer satisfaction with the product "Coffee from the Heart" in the Taman Aster housing complex, West Cikarang. The aim of this research is to determine the influence of service quality and product quality. and Promotion of Consumer Satisfaction with "Coffee from the Heart" Products at the Taman Aster Housing Complex, West Cikarang. The results of this research were that it was found that there was a positive influence of service quality and promotion on consumer satisfaction with the "Coffee from the Heart" product at the Taman Aster Housing Complex, Cikarang Barat. Meanwhile, product quality does not have a positive influence on consumer satisfaction with the "Kopi Dari Hati" product at the Taman Aster Housing Complex, Cikarang Barat because this might happen when Kopi Dari Hati customers get the product they ordered that is less than their expectations.

Lately, the prevailing adoption of mobile commerce is evident throughout the developed economies. A similar trend is followed in developing countries; however, the acceptance of emerging mobile-based business ventures is still in its infancy. Establishing trust and affirmative word of mouth can contribute to effective placement of mobile commerce. The current study presents a literature review and research model to highlight the impact of social influence and customer attitude towards personalized communications on building trust perceptions and customer recommendations in mobile commerce. Mobile commerce vendors invest in pursuing customers through interactive and integrative marketing communications. Prospect customers develop trust perceptions concerning mobile commerce vendor over these communications. Customers perceived social influence has an important role in technology adoption structure of “Unified Theory of Acceptance and Usage of Technology” (UTAUT) by Venkatesh. This pa...

This study analyzes both of directly effects between corporate governance on firm value and indirectly effect through enterprise risk management and sustainability management.Subjects of this study were all the manufacture company listed in Indonesia Stock Exchange (IDX). Based on population criteria stated previously the total population was 24 companies.Result of this study revealthat improving corporate governance would led to increased enterprise risk management, sustainability management, and firm value.In the other hand, enterprise risk management have inversely effect on firm value and sustainability management have no significant effect on firm value. Enterprise risk management have negative mediating role in effect of corporate governance on firm value, otherwise sustainability are not. The study also make categorization for each index of Corporate Governance (CG), Enterprise Risk Management (ERM), and Sustainability Management (SM) and compare it with same sector industry ...

This study discusses marketing understanding and strategy as well as value creation in business in an era full of competition. To discuss this study, we get support from various publications about marketing and new strategies and products so that a company can compete and make it one of the companies that can survive in an era where competition is—obtaining data through a google school search on literature which is scientific evidence of how business marketing currently has a strategy and creates new value for businesses to compete. After the data is collected, we analyze it under a phenomenological approach, an attempt to get data evidence to answer phenomenal problems on the validity and reliability of findings. Where the business is very competitive, of course, the strategy has one concept and can create value in marketing by following various trends that will occur in the following year; likewise, the marketing strategy has components and planning that follow the characteristics...

The acknowledgement of a research tradition by other disciplines shows its contribution to the development of the broader body of scientific knowledge. This paper investigates the contribution of IMP (Industrial Marketing and Purchasing) research to broader research disciplines by analyzing how researchers within and beyond IMP have cited core IMP articles. First, through quantitative bibliometric analysis, the paper identifies the diffusion to other research disciplines. Thereafter, through qualitative analysis, the impact of the IMP perspective is captured to understand how strong these imprints are. The analyses show that IMP research has been noticed among a range of adjacent research disciplines. However, the use of IMP references has generally been rudimentary, and without a deeper understanding of the IMP ontology, meaning that IMP still has some "weak ties" to the other disciplines. Establishing IMP's contribution through enduring imprints would need further engagement with researchers from other research disciplines and publications in top journals. The paper contributes empirically with how the IMP perspective has spread beyond the IMP Group and theoretically by adding insight into how research ideas travel and transform to other disciplines.

The acknowledgement of a research tradition by other disciplines shows its contribution to the development of the broader body of scientific knowledge. This paper investigates the contribution of IMP (Industrial Marketing and Purchasing) research to broader research disciplines by analyzing how researchers within and beyond IMP have cited core IMP articles. First, through quantitative bibliometric analysis, the paper identifies the diffusion to other research disciplines. Thereafter, through qualitative analysis, the impact of the IMP perspective is captured to understand how strong these imprints are. The analyses show that IMP research has been noticed among a range of adjacent research disciplines. However, the use of IMP references has generally been rudimentary, and without a deeper understanding of the IMP ontology, meaning that IMP still has some "weak ties" to the other disciplines. Establishing IMP's contribution through enduring imprints would need further engagement with researchers from other research disciplines and publications in top journals. The paper contributes empirically with how the IMP perspective has spread beyond the IMP Group and theoretically by adding insight into how research ideas travel and transform to other disciplines.

During the transition to market economy, most CEE countries saw a significant increase in productivity, especially in industry. But this evolution was accompanied by an even faster rise in prices in the non-tradable sector than in the tradable sector and by the appreciation ...

This paper discusses actors' conceptions of the nature of value. Value is an important facet in contemporary management paradigms and an integral part of business and education. Yet research over many years has failed to discover an essence or necessary condition of value. Consequently, the nature of value remains unclear. Recent research suggests that value is individual and experiential, and is more appropriately conceptualised in terms of family resemblances. Conceptualising value as a family supports a proposition that the nature of value may differ between people, time and place, though some aspects of it may be the same. In the context of a UK university we combine a new theoretical approach to understanding value with an adapted phenomenographic methodology and method. Thus, we are able to discover different conceptions of value while retaining the ability to build common understanding in a given context. Data are collected by means of interviews and narrative reports from actors at strategic and operational levels of a UK university, postgraduate students and prospective employers. Analysis is by means of computer-aided lexical analysis and template analysis.

The case study discusses risk management of BDO Unibank, the Philippines country's biggest bank, dealing with its approach towards critical financial, operational, and compliance risks. The key challenges were the extensive cyber fraud event in December 2021 that resulted in unauthorized transactions, loss to customers, liquidity strain, and weakening customer confidence. Besides, operational risks were unveiled in 2022 when system outages interrupted mobile banking services, leading to customer discontent and regulatory attention. Compliance risks were brought into the limelight through BSP-imposed fines for security procedure failures. In resolving these concerns, BDO actively strengthened cybersecurity through multi-factor authentication, real-time fraud monitoring, and customer education on fraud prevention. The bank also reinforced IT infrastructure for dependability and compliance with international security standards (ISO/IEC 27001). These steps significantly reduced vulnerabilities, restored customer confidence, and strengthened BDO's market resilience. Hence, BDO's experience underlines the importance of fullcycle risk management programs to fuel financial stability, business resilience, and regulatory compliance in the fast-evolving digital banking landscape.

The examines cognitive and affective considerations in decisions regarding online purchasing, with a focus on the fashion e-commerce sector. It explains key user experience (UX) techniques designed to minimize user abandonment in the consumer experience. The paper emphasizes the need for a seamless checkout design, citing that the reduction of form fields, loading times, and navigation complexity can improve user satisfaction and conversion rates. It demonstrates how perceived security and trust markers like third-party seals, customer reviews, and transparent return policies are key to establishing consumer confidence. Additionally, the study examines the influence of behavioral nudges like urgency cues, personalized offers, and default options from a human-computer interaction point of view. By employing data drawn from A/B testing, heatmaps, and Google Analytics, the study identifies user behavior trends that inform design decisions. Additionally, it assesses the influence of visual design elements and mobile-first interfaces on decision-making processes. By applying digital psychology principles, the study examines emotional drivers like anxiety relief, convenience, and overall satisfaction. The article positions UX design as a strategic tool for establishing trust and engaging consumers. Empirical studies and academic literature are employed to validate these findings, providing practical advice for UX designers and e-commerce platforms. Overall, the findings enhance the understanding of how user-centered design can improve online shopping experiences and improve conversion rates.

Penelitian ini digunakan untuk menganalisis perilaku konsumen yang berfokus pada masyarakat di kota Palembang, Sumatera Selatan yang menjadi pasar utama Le Garden. Hal ini guna agar dapat mengembangkan usaha Le Garden di bidang kuliner yang berbasis food court. Perilaku konsumen sendiri merupakan sikap yang dimiliki oleh setiap orang untuk menentukan pilihan dalam membeli sebuah produk. Adapula beberapa faktor yang mempengaruhi perilaku konsumen, di antaranya persepsi, motivasi, keyakinan, sikap, pengalaman, sosial, budaya, dan pribadi.

The aim of this study is to propose improvements in the follow-up process for former participants (alumni) of the “Young Leaders of the Americas Initiative (YLAI)” in Brazil, utilizing project management tools to maximize the impact of their initiatives in their communities. Created in 2015 by the U.S. Department of State, YLAI empowers young leaders and entrepreneurs from Latin America and the Caribbean, promoting sustainable development and strengthening bilateral relations. In Brazil, more than 137 young leaders have participated in the program. This study focuses on the post-exchange phase, which is essential for enhancing outcomes, addressing regional inequalities, and building a collaborative network. The methodology includes stakeholder analysis to map key actors, SWOT analysis, and the development of a simplified schedule based on the “Project Management Body of Knowledge (PMBOK).” Data were collected through questionnaires administered to participants and complemented by analyses of annual reports and success stories. The results indicate that applying project management tools can optimize the support provided, amplify the impact of initiatives, and promote greater engagement. The creation of a continuous schedule for a structured network, combined with local partnerships, has the potential to effectively strengthen the connection with the U.S. Mission in Brazil, ensuring continuous support and strategic alignment.

Keywords: YLAI, Project Management, Stakeholder Analysis, PMBOK, Alumni Network

This research paper explores the integration of ISO 31000, the international standard for risk management, with cybersecurity frameworks. As digital threats continue to evolve, organizations require a structured approach to managing risks. ISO 31000 provides a comprehensive guideline for risk management processes that can be effectively applied to cybersecurity. This paper examines the principles of ISO 31000, its applicability to cybersecurity, and the benefits of adopting this framework. Furthermore, it analyzes case studies and provides recommendations for organizations aiming to enhance their cybersecurity posture.

insufficient alignment with the special issue's aims. This left us with 15 papers for further review. During the first review round, 9 of the 15 papers received a major revision decision, 1 received a reject and resubmit decision and 5 received a reject decision. Ten papers proceeded to the second review round. In the second review round, three papers received a major revision decision, two received a minor revision, two received a reject and resubmit decision, and three author teams did not submit revised versions. Consequently, seven papers moved on to the third review round. Following the third review round, two papers received an accept decision, two received a major revision decision, two received a minor revision decision, and one author team did not submit their revised work. As a result, four papers advanced to the fourth review round. In the fourth and final review round, three papers were accepted, and one was rejected. In summary, 5 out of the initial 25 papers were accepted for inclusion in the special issue. The guest editors also had papers accepted in the special issue, and these underwent the standard JBIM review process conducted by well-known anonymous senior academic reviewers. All in all, one might say that achieving publication is never a straightforward process, and researchers always need to work on developing their skills in presenting theory, method, analysis and discussion for future research and management implications. On the other hand, we extend our gratitude to the reviewers who have not only guided the papers through the review process but have also helped unsuccessful authors take the next steps in developing their skills. Good research demands that neither authors nor reviewers and editors accept repetitive methodological approaches within the academic knowledge base. We want to express our gratitude to all authors and reviewers involved in this special issue for their courage and persistence. In the following, we provide a summary of the five papers featured in the special issue. We then wrap up with some comments regarding potential future research.

This paper reports findings of a study for small French food industries and the way they implement organisational learning during s/c interaction with their main retailer. Our study, which examines organisational learning based on market exchanges, proposes to analyse this process, in a dyad, from the supplier position.

Current societal trends foreshadowing Industry 4.0 will no doubt influence the world of education and language teaching. Adequate approaches to balance the changing means of communication and the world of work must be sought to meet the educational needs of students and prepare them to succeed in their jobs and lives. While language teaching methodologies and approaches develop over time, the know-how collected in nearly two centuries needs to be integrated into language teaching and learning practice to fit modern educational standards. Critical incidents, i. e., vivid life events, meet the requirements for context-integrated, student-centered, self-motivational teaching aimed at learner autonomy and lifelong learning. This article is based on a joint research conducted under an international Erasmus+ project entitled 'Critical Incidents in Intercultural Communication and Promoting Diversity' that runs in partnership with five higher education institutions (HEIs) from Germany, Austria, Italy, and Finland under the coordination of the SKODA AUTO University (SAU) from Czechia. Two sample CIs happening to tertiary students during their social encounters in school and internship settings were chosen to elicit a wide range of possible interpretations from 34 respondents, at least 6 from each partner research team, allowing for a profound and differentiated picture of potential socio-cultural variation of answers, including implications for pedagogy. Data collected from the interviews with 10 Czech students, five male and five female, were subjected to a more detailed scrutiny for this study, to identify country specific educational outcomes and implications for language learning.

Purpose of the paper and literature addressed – The aim of this paper is to integrate the concept of value creation in the context of Theory of Constraints (TOC) and business networks. The focus is on the process of value creation through “unrefusable offer” concept and impact of “unrefusable offer” implementation on development and relationships of business network. Current paper is based on the literatures of Theory of Constraints and industrial business networks. Research method – Additionally to the theoretical analysis, the value creation in the context of TOC and business networks, and the impact of value proposition on business network relationships is analyzed using a case study method. Estonian industrial supplier Alas-Kuul was chosen for in-depth case study as the company has six years experience on implementing TOC and “unrefusable offer”. Alas-Kuul CEO was interviewed six times over the period of 2000-2005. Competitors’ performance indicators in 2003-2004 and results of ...

Marketing is a crucial aspect in the success of a business, especially in an ever-changing and competitive era like today. Business people, including the business community of KP. Ambon CU. Hati Amboina, Ambon, Indonesia, must understand that implementing the right marketing strategy is the key to winning the competition and achieving long-term success. One approach that can be used is the implementation of the 7P marketing mix principles. Marketing mix 7P is a marketing concept that combines the traditional elements of 4P (product, price, place, and promotion) with three additional elements, namely people, process, and physical evidence. This concept allows business people to optimize all aspects of marketing to achieve their goals. In the context of the business community of KP. Ambon CU. Hati Amboina, implementing the 7P Marketing Mix Principles is important to increase their competitiveness in an increasingly complex and changing industry. Ambon, as a city located in the middle of the Maluku Islands, has its own challenges and opportunities in the business world. In this context,

Penelitian ini berjudul Faktor – Faktor yang Mempengaruhi Keputusan Pembelian Proll Tape Pada UD. Primadona Jember. Tujuan peneliitian ini yaitu untuk menganalisis dan menguji ada tidaknya pengaruh variabel-variabel bebas secara serempak, secara parsial dan variabel yang berpengaruh dominan terhadap keputusan pembelian proll tape. Penelitian ini mengambil sampel sebanyak 40 responden. Data yang diperoleh dianalisis menggunakan bantuan software SPSS versi 16 dengan model regresi linear berganda. Sebelum menganalisis regresi linear berganda dilakukan uji validitasdan reliabilitas. Hasil dari penelitian yang dilakukan menunjukkan bahwa pengujian regresi uji F menunjukkan bahwa seluruh variabel bebas berpengaruh signifikan terhadap keputusan pembelian. Pengujian regresi uji t menunjukkan bahwa variabel bebas yang berpengaruh terhadap keputusan pembelian yaitu variabel kemasan, sedangkan variabel bebas yang berpengaruh tidak signifikan yaitu variabel harga dan rasa. Variabel yang dominan...

Penelitian ini berjudul Faktor – Faktor yang Mempengaruhi Keputusan Pembelian Proll Tape Pada UD. Primadona Jember. Tujuan peneliitian ini yaitu untuk menganalisis dan menguji ada tidaknya pengaruh variabel-variabel bebas secara serempak, secara parsial dan variabel yang berpengaruh dominan terhadap keputusan pembelian proll tape. Penelitian ini mengambil sampel sebanyak 40 responden. Data yang diperoleh dianalisis menggunakan bantuan software SPSS versi 16 dengan model regresi linear berganda. Sebelum menganalisis regresi linear berganda dilakukan uji validitasdan reliabilitas. Hasil dari penelitian yang dilakukan menunjukkan bahwa pengujian regresi uji F menunjukkan bahwa seluruh variabel bebas berpengaruh signifikan terhadap keputusan pembelian. Pengujian regresi uji t menunjukkan bahwa variabel bebas yang berpengaruh terhadap keputusan pembelian yaitu variabel kemasan, sedangkan variabel bebas yang berpengaruh tidak signifikan yaitu variabel harga dan rasa. Variabel yang dominan...

Penelitian ini berjudul Faktor – Faktor yang Mempengaruhi Keputusan Pembelian Proll Tape Pada UD. Primadona Jember. Tujuan peneliitian ini yaitu untuk menganalisis dan menguji ada tidaknya pengaruh variabel-variabel bebas secara serempak, secara parsial dan variabel yang berpengaruh dominan terhadap keputusan pembelian proll tape. Penelitian ini mengambil sampel sebanyak 40 responden. Data yang diperoleh dianalisis menggunakan bantuan software SPSS versi 16 dengan model regresi linear berganda. Sebelum menganalisis regresi linear berganda dilakukan uji validitasdan reliabilitas. Hasil dari penelitian yang dilakukan menunjukkan bahwa pengujian regresi uji F menunjukkan bahwa seluruh variabel bebas berpengaruh signifikan terhadap keputusan pembelian. Pengujian regresi uji t menunjukkan bahwa variabel bebas yang berpengaruh terhadap keputusan pembelian yaitu variabel kemasan, sedangkan variabel bebas yang berpengaruh tidak signifikan yaitu variabel harga dan rasa. Variabel yang dominan...

Marketing strategies evolve alongside new communication models led by digital platforms in an increasingly connected society. Currently, companies seek to relate to their customers based on emotional logic and recognition in relation to brands, surpassing only the rational aspects linked to products and services. In the wake of investigations linked to changes in marketing tactics, this article will address the concept and applications of Marketing 4.0 based on the business model led by the company TAG -Literary Experiences. To this end, the study analyzed the company's official digital channels, with an emphasis on Facebook, Instagram, and mobile applications, based on content analysis. It is concluded that the company is focused on new customer relationship paradigms, creating ways of identifying with its target audience as the essence of its services, based on the new challenges proposed by Marketing 4.0.

Business models have evolved in the context of new venture creation. By offering an entrepreneurial perspective to established marketing elements such as value propositions, value capturing and value networks, business models provide marketing discipline with both challenges and opportunities to engage with entrepreneurial environments. In particular, business models call for approaches that elucidate value-in-use of marketing offerings, reveal the performance of contracts in orchestrating value networks and identify the performance of network configurations. In this article we present some implications of and opportunities for business models for marketing research.

Classic business literature asserts the central role of marketing as foundational to the existence of organizations, and further notes that marketing must permeate all areas of a business enterprise. Leveraging this premise, we examine marketing scholars' contributions to the international business (IB) literature -specifically notable works in exporting and market entry. Despite the overarching role of marketing in business, our systematic examination of published works in JIBS identified only 11 marketing contributions among the top 100 most frequently cited publications. More recent Web of Science data for the most cited contributions since 2015 demonstrate a decline in the number of international marketing (IM) and IB-related contributions by marketing scholars. Our goal in this editorial is to re-emphasize marketing's critical importance and centrality in IB research, especially with reference to its dominant role in such areas as exporting and market entry decisions, customer acquisition, and relationship management. This special issue is intended to highlight IM and to motivate more contributions by IM scholars, as well as to call for greater integration of marketing thought in IB research.

Purpose: This study wishes to explore the level of understanding of how consumers in the market perceive conspicuous consumption. Research methodology: A qualitative research process was applied for collecting and evaluating the information, and the data is collected using the Ethnographic and Netnographic approaches to conduct this study. Results: Customers buy luxury things based on aesthetic value, originality, social standing, desired states, and money use. For social standing, people purchase premium products. The desire to consume luxury items and services also encourage their conspicuous purchase, according to the research. People use luxury things to maximize their fortune. Limitations: This research is conducted within Bangladesh. If it is broader research and there is available time, the study can be performed in different regions of the country. Core data can be obtained if observing each respondent for a long time is possible. Contribution: According to this study, Bangl...

Digital transformation in the Industrial companies is a key component for influencing the long-term strategies of Industrial companies in terms of revenue generation. In addition, choosing the most optimal and appropriate strategy is not really simple, and in the Industrial companies, purchasing decisions by relevant employees in the organization require expert review. This research seeks to examine the impact of digital transformation trends on the purchase behavior of Nazm Avaran Industry and Mining Company. This research uses an applied approach and a descriptive-causal method for its purpose. An online questionnaire was used to collect data, and the research sample consisted of 208 managers, employees, and decision makers in Iranian steel companies responsible for B2B purchases who were responsible for the digitalization of services. The results show that a manager can make a multi-criteria decision and have the best approach to adjust his strategies to improve organizational performance. Digital transformation in Nazm Avaran Industry and Mining Company was significantly impacting consumer purchasing behavior by enhancing access to services, improving efficiency, and empowering Employees through technology. The digital transformation of industrial companies is fundamentally altering consumer purchasing behavior by enhancing service accessibility, personalizing experiences, improving operational efficiency, and empowering consumers through technology.

The paper constructs a complete new method for measuring the influence o! critical incidents in business dyads over time. The method takes into consideration both parties' perceptions, the time perspective and differing criticality of incidents. The role of critical incidents has not to any larger extent been studied in business relationships. It is in this paper argued that the study of business relationships may benefit from applying the critical incident approach developed within consumer relationships, but taking into consideration aspects of inter-organizational interaction.

This research paper examines the pivotal role of data analytics in fostering business innovation and economic growth across various industries. Through a comparative analysis of different sectors, including e-commerce, fast food, and social media platforms, we explore how data-driven insights are reshaping business strategies and market dynamics. The study investigates the implementation of big data analytics in small and medium enterprises (SMEs), the growth of the fast-food industry in India, and the utilization of analytics tools across social media platforms. By analysing case studies and industry trends, this paper highlights the transformative impact of data analytics on business performance, customer engagement, and overall economic development

The integration of data science into public relations (PR) software development has revolutionized the field by providing PR professionals with advanced tools for analyzing, managing, and leveraging data to craft effective communication strategies. This paper investigates how data science enhances PR software tools, emphasizing areas such as advanced analytics, sentiment analysis, media monitoring, and campaign optimization. By employing sophisticated techniques from machine learning, natural language processing, and big data analytics, PR software now offers enhanced capabilities for understanding public sentiment, monitoring media coverage, and optimizing campaign performance. The paper outlines the benefits of these technological advancements, discusses the challenges and limitations faced during implementation, and explores future directions for the continued integration of data science in PR software development. The study underscores the transformative impact of data science on PR practices and highlights ongoing trends and potential future developments.

Abstract Big Data Analytics has changed the marketing environment significantly, particularly with regards to personalized marketing. This study explores how Big Data transforms the ability of businesses to improve engagement with consumers and achieve better business outcomes. The study focuses on essential Big Data methods, such as data mining, predictive analytics, and customer segmentation, that permit companies to target their marketing initiatives to match individual consumer preferences immediately. In addition, it studies the effects of personalization on consumer behavior, assessing data points such as conversion rates, how customers retain their loyalty, and their levels of satisfaction. The paper shows, by examining current literature and case studies in detail, how personalized marketing strategies optimized by Big Data can create observable advantages for businesses within various industries. This methodology aims to collect and evaluate actual data, following ethical criteria while paying attention to consumer privacy factors. The study results indicate a major relationship between the effective use of Big Data and enhanced marketing achievements, including higher rates of engagement and superior customer experiences. The paper delivers practical recommendations for firms wanting to utilize Big Data Analytics to advance personalized marketing efforts, while confronting complications like data privacy and the challenges of integration.

Purpose-This study aims to map the conceptual structure and evolution of the recent scientific literature published in marketing journals to identify the areas of interest and potential future research directions. Design/methodology/approach-The 100 most influential marketing academic papers published between 2018 and 2022 were identified and scrutinized through a bibliometric analysis. Findings-The findings further upheld the critical role of emerging technologies such as Blockchain in marketing and identified artificial intelligence and live streaming as emerging trends, reinforcing the importance of data-driven marketing in the discipline. Research limitations/implications-The data collection included only the 100 most cited documents between 2018 and 2022, and data were limited only to Scopus database and restrained to the Scopus-indexed marketing journals. Moreover, documents were selected based on the number of citations. Nevertheless, the data set may still provide significant insight into the marketing field. Practical implications-Influential authors, papers and journals identified in this study will facilitate future literature searches and scientific dissemination in the field. This study makes an essential contribution to the marketing literature by identifying hot topics and suggesting future research themes. Also, the important role of emerging technologies and the shift of marketing toward a more data-driven approach will have significant practical implications for marketers. Originality/value-To the best of the authors' knowledge, this is the first comprehensive study offering a general overview of the leading trends and researchers in marketing state-of-the-art research.

Penelitian ini berjudul Faktor – Faktor yang Mempengaruhi Keputusan Pembelian Proll Tape Pada UD. Primadona Jember. Tujuan peneliitian ini yaitu untuk menganalisis dan menguji ada tidaknya pengaruh variabel-variabel bebas secara serempak, secara parsial dan variabel yang berpengaruh dominan terhadap keputusan pembelian proll tape. Penelitian ini mengambil sampel sebanyak 40 responden. Data yang diperoleh dianalisis menggunakan bantuan software SPSS versi 16 dengan model regresi linear berganda. Sebelum menganalisis regresi linear berganda dilakukan uji validitasdan reliabilitas. Hasil dari penelitian yang dilakukan menunjukkan bahwa pengujian regresi uji F menunjukkan bahwa seluruh variabel bebas berpengaruh signifikan terhadap keputusan pembelian. Pengujian regresi uji t menunjukkan bahwa variabel bebas yang berpengaruh terhadap keputusan pembelian yaitu variabel kemasan, sedangkan variabel bebas yang berpengaruh tidak signifikan yaitu variabel harga dan rasa. Variabel yang dominan...

Penelitian ini bertujuan untuk menganalisis pengaruh E-banking terhadap kepuasan dan loyalitas nasabah di sektor perbankan. Dengan kemajuan teknologi, layanan E-banking telah menjadi alat penting dalam meningkatkan efisiensi, kenyamanan, dan kualitas pelayanan. Penelitian ini menggunakan pendekatan kuantitatif dengan data yang dikumpulkan melalui kuesioner kepada nasabah bank yang menggunakan layanan Ebanking. Hasil penelitian menunjukkan bahwa E-banking memiliki pengaruh signifikan terhadap kepuasan nasabah, yang pada gilirannya memengaruhi loyalitas nasabah secara positif. Temuan ini menggarisbawahi pentingnya pengembangan dan peningkatan fitur Ebanking untuk menciptakan pengalaman pengguna yang lebih baik.

This study examines how risks affect firm’s entry to the market and operations in foreign countries. Based on a critical literature review, key risks were identified which compromise focus area of current study. We have conceptualized the decision of firms to enter foreign market and attractiveness of Mena and Horn region as a country risk- FDI inflow relationship. The analysis was performed on a macroeconomic level. The country risks include political risks, financial risks and economic risks. A quantitative study encompassing inferential statistical analysis was utilized. The Country risks data was sourced from International Country Risk Guide (ICRG), whereas the FDI data has been collected from World Bank database. The results derived by using multiple regression analysis showed there are significant relationship between the country risks, and FDI inflows. The findings therefore imply that FDI levels in countries, and decision of market entry as well as business operations are si...

In this paper, we question the nature and dimensions of eValues. We apply our approach to electronic marketplaces (EMPs), as an illustration of interorganizational information systems. The research is based upon 50 interviews made in 6 EMPs, and a thematic analysis on the themes linked to “the value of EMPs”. Our results categorise the different perceptions of eValues according to

This paper discusses the design and pilot testing of a virtual incubation platform, Jamii. It provides a user-centric experience, specifically developed to support entrepreneurship, which integrates concepts such as "just-in-time' learning and supporting social networks. An underlying concept of Jamii is an Event-Gate process, providing feedback to strengthen the business concepts and assist entrepreneurs in moving their ideas forward. Several pilot programs have been undertaken using this approach. The collaboration with University of Strathmore in Kenya will be discussed further.

The University of Waterloo has a history as an innovative and entrepreneurial university. With increasing demand for entrepreneurship education and venture development support there has been increasing interest in how to provide this support virtually. To address this need, an entrepreneurship platform consisting of four primary components; entrepreneurial team engagement, mentor engagement, provision of ‘just-in-time’ learning resources, and social network creation is under development. Engagement and social network creation are built around a series of gamified events that provide structure and feedback for the participants, as well as focal points for mentoring and network development. The ‘embedding’ of these early-stage ventures into a supportive social network aligns with a belief that one does not simply launch new ventures, but rather launch networks. These event gates are supported by a system of ‘just-in-time’ learning modules allow the participants to develop their own le...