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Type of the article: Research Article AbstractThis study examines the state of digital marketing management among small and medium-sized enterprises (SMEs) in Ukraine under conditions of prolonged economic instability a...

In the contemporary landscape of global economic development, branding has evolved into one of the most critical strategic tools for ensuring long-term competitiveness. A brand no longer serves merely as a symbolic ident...

Abstract Despite growing recognition of the role of employee well-being in organisational outcomes, limited empirical research has examined how employee mental health covaries with corporate sustainability through market...

in particular, the consequences of customer relationship orientation and the use of CRM technologies as a support for analysis, data integration and access to business performance. Customer Relationship Management (CRM) ...

Durban has faced criticism for its underperformance in global business tourism, largely due to fragmented stakeholder collaboration, weak destination management, and inconsistent brand orientation. This study aims to enh...

This study seeks to identify strategic themes, assess the incorporation of local values, and create a knowledge map derived from scientific literature pertaining to the administration of Penglipuran Tourism Village. This...

This article provides a comprehensive analysis of the impact of digital transformation on the system of international management, which is undergoing fundamental changes under the pressure of globalization, rapid technol...

Experiential marketing has emerged as a critical paradigm shift, redefining value creation in the tourism industry from functional transactions to immersive emotional engagements. This study explores this transition by e...

This study examines the impact of the service marketing mix on customer loyalty towards travel agents in Oman after the COVID-19 pandemic. The study seeks to comprehend the influence of the service marketing mix (7Ps: Pr...

In the context of globalization, digital transformation, and information transparency, corporate reputation represents a strategic resource and a key factor in shaping a company's long-term competitive advantages. It has...

The article investigates the transformation of sustainability reporting from a traditional compliance tool into a strategic channel for communication and corporate reputation management. Particular attention is focused o...

Inspired by Vargo & Lusch’s Service-Dominant Logic (SDL) and relying on the Austrian School’s individualism and subjectivism, we use knowledge from economics to better support the discussion of the primary topic of M...

Topicality of comparative study in Foreign Direct Investments (FDI) is determined by the need to deepen analysis of economic activity challenges and opportunities related to cross-border investments. Research in FDI tren...

This study evaluated the effectiveness of podcasts as a strategic marketing tool for fitness clubs, focusing on their integration into marketing strategies, role in member engagement and retention, and audience perceptio...

Goal. Coverage of introduction of innovative concepts in the system of management of activity of sanatorium and resort enterprises. Research methodology. The following methods were used: analysis (theoretical review of s...

In this article, we examine the role of financial assets as a key instrument for improving enterprise management efficiency, with a particular focus on marketing activities under the conditions of globalization, digital ...

This study aims to identify the strengths and weaknesses in the development of Mesikhat cloth MSMEs in Kuta Cane, Southeast Aceh. Mesikhat is a traditional motif typical of the Alas Tribe with five main colors: red, yell...

This study explores the digital transformation practices of rural micro, small, and medium enterprises (MSMEs) food processing products associated with the Kediri Young Entrepreneur (KYE) Association. This study investig...

The dynamic capabilities framework analyzes the sources and methods of wealth creation and capture by private enterprise firms operating in environments of rapid technological change. The competitive advantage of firms i...

This article synthesizes the large but diverse literature on organizational legitimacy, highlighting similarities and disparities among the leading strategic and institutional approaches. The analysis identifies three pr...

Understanding sources of sustained competitive advantage has become a major area of research in strategic management. Building on the assumptions that strategic resources are heterogeneously distributed acrossfirms and t...

Understanding sources of sustained competitive advantage has become a major area of research in strategic management. Building on the assumptions that strategic resources are heterogeneously distributed across firms and ...

Given incomplete factor markets, appropriate time paths of flow variables must be chosen to build required stocks of assets. That is, critical resources are accumulated rather than acquired in “strategic factor markets...