The digital revolution has significantly impacted many Chinese Time-Honored businesses, particularly those slow to adapt to environmental changes, resulting in challenges related to long-term marketing capabilities and declining performance. This study explores the relationship between ambidextrous marketing capabilities and corporate performance. Utilizing a survey involving 91.8% of middle and upper-level managers across 47 Chinese time-honored firms, we construct a research model that demonstrates how the application of ambidextrous marketing capabilities can foster the development of Sustainable marketing capability, which in turn positively influence corporate performance. Sustainable marketing capability mediate the effect of ambidextrous marketing capabilities on corporate performance. Additionally, enhancements in market conditions or legislation may further amplify the impact of Sustainable marketing capability on business performance. In the context of Chinese time-honored firms, these findings offer managerial insights into building Sustainable marketing capability, enhancing performance, and achieving competitive advantages.

This paper addresses the conceptual exploration of various issues that form an integral part of the ethical dimensions surrounding the use of artificial intelligence (AI) in the field of marketing. We critically review some of the main ethical challenges AI poses to humanity: privacy, data security, bias, transparency, and accountability. Therefore, we will discuss the delicate balance between exploiting the transformation potential of AI for personally designed marketing strategies and ethical imperatives to safeguard the rights of consumers to retain trust. Then, the present regulatory landscape responding to these ethical challenges will be assessed by building on effective regulation, like the GDPR, existing proposed legislative frameworks, and industry guidelines. To underscore the role of an ongoing dialogue between marketers, technologists, ethicists, and regulators for developing a responsible AI ecosystem in marketing. Further, strategic recommendations for implementing company-based ethical AI marketing practices. The further strong guidelines provide enhancement transparency to consumers and investment in research to remove biases from algorithms. It also underscores principal scopes of further research and development, focusing on the need for new-age solutions to guide the ethical quagmires that AI-led marketing throws up. We suggest that integration should be done proactively and collaboratively. Thus, if attention is paid more to ethics and multidisciplinary dialogue, only such hyperbolic promises can be realized by AI-driven marketing. There are such promises through which AI-driven marketing will meet business goals and be huge at societies' values.

The concept of a Social License to Operate (SLO) has become increasingly important in the sustainability literature in recent years. Having its origins in the business discourse of the mining industry with respect to limiting opposition to mining projects, the notion of a social contract above and beyond legal requirements has since become applied across a number of different industries. Despite the concepts adoption confusion exists over the practices and outcomes of SLO, and particularly the nature of engagement. Given this situation it is surprising that not more attention to the role of marketing, and social marketing in particular, in operationalizing the concept. The paper discusses the potential of social marketing to contribute to SLO. Economic, political and social relations are complex in SLO and exchange is intricate in such relational environments. A community-based social marketing orientation is proposed as a means to improve exchange relations and enhance engagement. Seven models of SLO related social marketing models are discussed with community-based social marketing and adaptive co-marketing models being regarded as the most positive for the achievement of an SLO. Potential barriers to adoption of these approaches are noted.

Business-to-business (B2B) manufacturing companies are increasingly confronted with transformative trends such as sustainability, digitalization, and servitization. These trends are changing how product portfolios are developed, and value contributions are assessed, and therefore have disruptive potential. Dealing with these disruptive factors in Product Portfolio Management (PPM) is a largely unexplored topic. This study presents an empirical-qualitative exploration that contributes significantly to the field. The aim is to clarify the extent to which disruptive factors influence the evaluation and shaping of the product portfolio in B2B manufacturing companies. The Gioia method was used to evaluate 21 semi-structured interviews with experts from leading B2B manufacturing companies. Eight overarching challenges in PPM resulting from the disruptive factors were identified. Based on the eight overarching challenges and their associated causal relationships, two aggregated dimensions of action were derived: (1) increasing speed and flexibility by using generative artificial intelligence (AI) in a defined PPM process and (2) adjusting the product portfolio evaluation to consider various strategic drivers. These two dimensions of action call for future research to overcome the disruptive factors in PPM.

The central aim of this paper is to present the Green Web Meter software which is designed to support the measurement of digital sustainability performance of websites and web apps, as well as providing sound based analytic tools for improving their overall quality. We analyzed scientific literature and specifically selected three quality assessment models (E-S Qual, Sitequal, Webqual 4.0) which we used as a starting point for identifying the most crucial aspects for the monitoring activities. A consistent set of Key Performance Indicators (KPIs) suitable for automated tracking has been provided. We finally developed model-based software able to deliver solutions for real-time website performance analysis and reports. We structured the model to offer accurate references for digital sustainability reporting by aggregating the KPIs into an Environmental, Social, and Governance (ESG) framework and computing a comprehensive score for its pillars.

While digitization can make the health industry faster and more efficient, there are many financial, social and organizational obstacles and barriers to its implementation. This article offers a systematic review of the main troubles detected from the literature review. Also there is a proposal of new kind of restrictions to pay attention. Finally, its offer an heterodox reading about the problem analyzed.

Motion related human activity recognition using wearable sensors can potentially enable various useful daily applications. So far, most studies view it as a stand-alone mathematical classification problem without considering the physical nature of human motions. Consequently, they suffer from data dependencies and encounter the dimension disaster problem and the over-fitting issue, and their models are never human-readable. In this study, we start from a deep analysis on natural physical properties of human motions, and then propose a useful feature selection method to quantify each feature's classification contribution capability. On one hand, the "dimension disaster" problem can be avoid to some extent, due to the affined dimension of key features; On the other hand, over-fitting issue can be depressed since the knowledge implied in human motions are nearly invariant, which compensates the possible data inadequacy. The experiment results indicate that the proposed method performs superior to those adopted in related works, such as decision tree, k-NN, SVM, neural networks.

This study explores the public library service evaluation domain through user-generated content on Google Maps, highlighting digital feedback's significant yet underexplored potential in understanding public library patronage across Taiwan's six major cities. Utilizing a mixed-methods research design, this study integrates Google Maps review content analysis with Social Network Analysis to delineate public perceptions and identify areas for service enhancement in public libraries. It innovatively leverages personal experiences extracted from over 60,000 Google Maps reviews to evaluate public library services in cities such as Taipei, New Taipei, Taoyuan, Taichung, Tainan, and Kaohsiung. The research taps into the National Library of Taiwan's National Library Statistics System to provide a robust analysis of library performance and user satisfaction, offering a novel perspective by emphasizing user-centric feedback from Google Maps as a primary data source. This approach provides quantitative data on library usage and geographic distribution and enriches our understanding of the qualitative experiences of library users. In analyzing the keywords from Google Maps reviews of public libraries, we categorize and interpret these under the three core LibQUAL+ dimensions—Affect of Service, Information Control, and Library as Place. The findings expose variances in perceived service quality among the cities, with Kaohsiung and Taichung receiving the highest accolades for service satisfaction. Simultaneously, the study identifies potential areas for improvement, particularly in cities with lower satisfaction ratings like Taipei. This personalized feedback illustrates the intimate relationship between public libraries and their communities, offering invaluable insights for policymakers and library management to enhance service delivery and user experience.

Within environmental perception, automatic navigation and object detection, computer vision is a crucial and demanding field with many applications in modern industries, such as multi-target long-term visual tracking in automated production, defect detection, and driverless robotic vehicles with sensing ability. The performance of computer vision has greatly improved recently thanks to developments in deep learning algorithms and hardware computing capabilities, which has spawned the creation of a large number of related applications. This paper presents the results of a detailed review of over 50 papers published over the course of two decades (1999–2024), with a primary focus on the technical advancement of computer vision. To elucidate the foundational principles, an examination of typical visual algorithms based on traditional correlation filtering was initially conducted. Subsequently, a comprehensive overview of the most recent advancements in deep learning-based computer vision techniques was compiled. Furthermore, a comparative analysis between conventional and novel algorithms was undertaken to discuss the future trends and directions of computer vision. Lastly, the feasibility of employing visual SLAM (Simultaneous Localization and Mapping) algorithms in the context of autonomous vehicles with sensing capability was explored. Furthermore, we explored a thorough and efficient architecture for utilizing these techniques in autonomous robotic vehicles into unmanned green and low-carbon smart factories, underlining novel advances as well as potential prospects for future research.

Wavelength selective switches (WSSs) are essential elements for wavelength division multiplexing (WDM) optical networks, as they offer cost-effective, high port-count and flexible spectral channel switching. This work proposes a new hybrid WSS architecture that leverages the beam shaping and steering features of uniform silicon nitride (SiN) based end-fire optical phased arrays (OPAs). By introducing beamforming to a WSS system, the spectral channels on the liquid crystal on silicon (LCoS) panel can be tailored and arranged properly, depending on the optical configuration, using the beam control capabilities of OPAs. Combining 3D-FDTD and ray tracing simulations, the study shows that by reducing the input beam dimensions with proper sizing of the OPAs, the WSS design with the null-steering OPAs layout and 4×No switch size features increased spectral resolution. This extensive beamforming study on the steering-enabled layout reveals the acquirement of an even higher input channel number, achieving up to the 8×No WSS scheme with flexible channel routing on the LCoS panel. Such implementation of beamsteerers can unlock an extra degree of freedom for the switching capabilities of hybrid WSS devices. The results show great promise for the introduction of OPAs in WSS systems and provide valuable insight for the design of future wireless communication links and WDM systems.

This paper explores the relationships between marketing strategies, social media platforms, the adoption and diffusion of products and services, and organizational resilience to gain an understanding of the ability of organizations to cope with disruptive events (e.g., COVID-19). This can be achieved through effective marketing strategies and the efficient use of social media platforms. In fact, resilience thinking can help organizations maintain their operations by increasing the adoption and diffusion of their products and services through the use of effective marketing strategies. To achieve this article’s objectives, a literature review is conducted to help develop a conceptual framework that highlights a clear relationship between the previously discussed concepts. In addition, the novel nature of the relationship between marketing strategies and organizational resilience is dissected and its significance for organizations is demonstrated. In fact, the findings of this study suggest that effective marketing strategies that consider the "what," "who," and "how" dichotomies and the efficient use of social media to promote the adoption and diffusion of products and services can significantly enhance the resilience of organizations. These relationships can serve as a starting point for further studies examining and empirically analyzing marketing strategies and their positive effect on strengthening organizational resilience.

This study aimed to explore the fermentation behavior of selected potential probiotic strains during sorghum fermentation, considering their microbial counts, pH levels, and antibacterial activity, their ability to break down starch. The fermentation processes were conducted in the presence and absence of glucose, and the lactic acid bacterial strains underwent controlled fermentation to assess microbial counts, amylase activity, pH, and lactic acid levels in the presence and absence of glucose. In addition, the inhibitory activity of these potential probiotic strains against pathogenic bacteria (Salmonella typhimurium, Escherichia coli, and Staph-ylococcus aureus) was examined through co-culturing. The results demonstrated that all nine Lactobacillus strains exhibited robust growth in both sugar and sugar-free fermentation experiments. Glucose supple-mentation significantly enhanced lactic acid yield which was in a range of 0.19-0.52 % compared to fer-mentation without glucose with a range of 0.03-0.29 %. The selected Lactobacillus strains effectively lowered the pH to less than 4 after 24 hours, producing substantial lactic acid. Notably, in the absence of glucose, only Lb. helveticus D7 and Lb. amylolyticus D12 achieved pH levels below 4 after 8 hours, producing the highest lactic acid amounts of 0.27 and 0.29 % after 24 hours, respectively. Amylase activity was detected on two strains D7 and D12. Furthermore, most of the tested Lactobacillus strains demonstrated complete inhibition of pathogen growth after 24 hours of co-culturing, suggesting their potential for enhancing the safety quality of sorghum-based fermented products.

Gold is a significant revenue source for custom copper smelters facing profitability challenges due to low treatment and refining charges, stricter regulations, and rising costs. Gold is also often blended with copper concentrates, but precise recovery rates from smelting processes are poorly documented despite gold critical economic importance. This paper aims to provide the first comprehensive estimates of gold first-pass recovery across various operational units within the copper sulfide concentrate processing flowsheet. It evaluates the effectiveness of different copper smelting and converting technologies in recovering gold. Optimizing gold first-pass recovery is especially important to enhance immediate financial returns and responsiveness to market dynamics, allowing companies to capitalize on favorable gold prices without delays. Given the absence of direct measurements for gold recovery rates, this research develops an estimation method based on understanding gold loss mechanisms during smelting. The study identifies and analyzes key input and output parameters by examining data from various copper producers. By correlating these parameters with gold loss, the research estimates gold first-pass recovery rates within the copper smelting process. Among integrated smelting-converting routes, the flash smelting to Peirce-Smith converting route achieves the highest gold first-pass recovery (98.8–99.5%), followed by the Mitsubishi continuous smelting and converting process (94.3–99.8%), bottom-blowing smelting to bottom-blowing converting (95.8%), flash smelting to flash converting (95.5%), Teniente smelting to Peirce-Smith converting (95.2%), and the Noranda continuous smelting and converting process (94.8%). The final recovery rates are expected to be higher considering the by-products internal recirculation and post-processing within the copper flowsheet. Additionally, superior gold recoveries are attributed to advanced metallurgical practices and control systems, which vary even among companies with similar technologies. The research demonstrates that copper smelting can effectively recover over 99% of gold from sulfide concentrates. Gold accumulates up to 1000 times its original concentration in anode slime during electrolytic refining, generating 5-10 kilograms of slime per ton of copper, which is further processed to recover gold and other by-products. Major smelters operate precious metal plants where recovering gold from highly concentrated anode slime is both cost-effective and efficient.

The aim of this study is to investigate and determine the key factors guiding customer attitudes towards social media influencers, and on that base to explore their effects on purchase intentions towards advertised products or services. A total of 376 fulfilled questionnaires from an online survey were analysed. The main characteristics of digital influencers’ behaviour, affecting consumer perceptions have been systematized and categorized through a combination of both traditional and advanced data analysis methods. Structural Equation Modelling (SEM), machine learning and multi-criteria decision-making (MCDM) methods were selected to uncover the hidden dependencies between variables from the perspective of social media users. The developed models elucidate the underlying relationships that shape the acceptance mechanism of influencers’ messages. The results obtained provide specific recommendations for stakeholders across the social media marketing value chain. Marketers can make informed decisions and optimize influencer marketing strategies to enhance user experience and increase conversion rates. Working collaboratively, marketers and influencers can create impactful and successful marketing campaigns that resonate with the target audience and drive meaningful results. Customers benefit from more tailored and engaging influencer content that aligns with their interests and preferences, fostering a stronger connection with brands and potentially affecting their purchase decisions. As the perception of customer satisfaction is individual and evolving process, stakeholders should organize regular evaluations of influencer marketing data and explore the possibilities to ensure continuous improvement of this e-marketing channel.

This paper explores in depth the mechanism of enterprise digital capability effects in supply chain digital development by reconstructing the supply chain cooperation capabilities (digital diffusion capability and digital collaborative capability). We use the questionnaire data covering 272 Chi-nese manufacturing enterprises and apply a structural equation model to test the hypothesis. The results show that enterprise digital capability does not directly have a significant impact on sup-ply chain digitalization, and the supply chain cooperation capabilities play mediation role be-tween enterprise digital capability and supply chain digitalization. The results are robust due to we thoroughly consider the action boundary of enterprise capabilities, and verify the systematic requirements of supply chain digitalization and the high-order of enterprise digital capability. These provide a theoretical basis for enterprises to promote the digital transformation of supply chain through digital technology.

The marketing industry is rapidly evolving, necessitating educational programs to adapt and equip graduates with relevant skills and knowledge. This systematic literature review with bibliometric analysis (SLRBA) explores the integration of Problem-Based Learning (PBL) in marketing education. PBL is an instructional strategy that empowers students to solve real-life problems by integrating theory and practice, thus fostering critical thinking and decision-making skills. Our review synthesizes data from 71 sources, highlighting the definition of PBL, strategies to promote its implementation in marketing education, and the benefits and challenges associated with this approach. The findings indicate that PBL enhances student engagement, provides hands-on experience, and prepares students for real-world marketing challenges. Strategies such as using social media, serious games, e-learning, and feedback mechanisms are discussed for their effectiveness in promoting active learning and student participation. Despite its advantages, PBL faces challenges such as resource intensiveness, student resistance, and information integrity issues. This review underscores the importance of PBL in bridging the gap between theoretical knowledge and practical application, ultimately preparing marketing students to meet the demands of the industry. The paper concludes with recommendations for future research and best practices for implementing PBL in marketing education.

Introduction: Transportation logistics play a pivotal role in facilitating both individual mobility and supply chain operations on a global scale. However, conventional transportation systems have contributed significantly to urban congestion and environmental degradation. In response to these challenges, there is a growing momentum towards the adoption of intelligent transportation systems (ITS) and sustainable transportation solutions. This research aims to explore the potential of renewable energy sources to power electric vehicles (EVs) and flying automobiles, thereby accelerating the transition towards a low-carbon future. Objectives: The primary objectives of this research are as follows: - Investigate the role of renewable fuels in powering both EVs and flying cars to reduce reliance on fossil fuels and mitigate carbon emissions. - Analyze the dynamic growth and sustainability implications of advancements in battery technology and alternative renewable energy sources, such as Hydrogen Fuel Cells. - Evaluate the challenges and opportunities associated with the integration of flying vehicles into existing transportation infrastructure, focusing on safety, airspace control, and infrastructure development. - Review insights and guidance to stakeholders on promoting sustainable transportation solutions for EVs and flying cars through the utilization of renewable energy sources and the reduction of carbon emissions from the literature. Methodology: This research employs a mixed-method approach, combining literature review, and causal loop diagram analysis. The literature review provides a comprehensive understanding of current trends, challenges, and opportunities in sustainable transportation and renewable energy technologies. A causal loop diagram is utilized to visualize the dynamic interactions between various factors influencing the adoption of EVs and flying cars, including technological advancements, policy interventions, and market dynamics. Results and Discussion: The findings of this research highlight the significant potential of renewable energy sources, such as solar, wind, and hydrogen, in powering both EVs and flying cars. Advances in battery technology and hydrogen fuel cells are identified as key drivers in accelerating the transition towards sustainable transportation systems. However, challenges remain in terms of infrastructure development, safety regulations, and airspace management for flying vehicles. Nevertheless, there is a noticeable advancement in reducing carbon emissions and reliance on fossil fuels with the widespread adoption of EVs. By harnessing renewable energy and implementing effective policy measures, stakeholders might able to promote the widespread adoption of sustainable transportation solutions, thereby contributing to environmental protection and societal well-being. Conclusion: Literally, this research underscores the importance of sustainable transportation solutions in addressing urban congestion, environmental pollution, and energy security concerns. By leveraging renewable energy sources and embracing technological advancements, such as EVs and flying cars, stakeholders pave the way for a more sustainable and resilient transportation system. However, concerted efforts are needed to overcome existing challenges and ensure the successful integration of these technologies into existing infrastructure. Through collaborative partnerships and innovative initiatives, a low-carbon future for transportation logistics can be achieved, benefiting both the environment and society as a whole.

In this article we investigate the determinants of marketing or organizational innovators in Europe for 36 countries in the period 2010-2019. We have used data from the European Innovation Scoreboard-EIS of the European Commission. We perform different econometric models i.e. Dynamic Panel, Pooled OLS, Panel Data with Fixed Effects, Panel Data with Random Effects, WLS. Results show that the level of marketing or organizational innovators in positively associated, among others variables to “Innovation Index”, “Innovators” and “Knowledge Intensive Service Exports”, while is negatively associated with “Sales Impacts”, “Foreign Controlled Enterprises Share of Value Added” and “Government procurement of advanced technology products”.

Fake news was conventionally assumed to mean fabricated information published in newspapers and other mass media. It was mostly done to increase the paper's sales and was unlikely to have long-term impacts on society. Fake news in marketing concerns intentionally delivering false or misleading information regarding a product or service to influence consumer behavior. Despite the severity of these impacts, we noted that there is very little scientific research on fake news in marketing and consumer behavior. This systematic literature review (LRSB) aims to bridge this knowledge gap by searching and analysing relevant publications on "fake news in marketing" and synthesising data from 117 relevant studies, providing a framework for marketers and business leaders to reduce the spread and impact of online misinformation. The main highlights identify that the implementation and use of social media, shaping a presence on the internet, diffusion, and consumption of fake news have become a serious challenge and a dominant problem in the marketing sector, especially with the growth of digital marketing. Strategically, fake news spread can be categorized into various types, and the use of these tactics can produce short-term benefits such as increased engagement and instant sales, but they can also have severe long-term costs such as reputational damage, loss of revenues and market share, and discouraged investors and shareholders.

In the context of energy conversion from renewable sources to distribution grids (insulated or not), a converter is often required to transfer energy from a low voltage source, towards three-phase grids. This paper presents the HW design, the simulation results and the conversion performance of a CSI converter intended to interface low voltages renevable sources to three-phase grids. The main focus of this paper is to obtain the best performance in terms of voltage increase towards the output stage while maximizing the conversion efficiency. In comparison with the currently used energy conversion systems for small photovoltaic systems, hereafter some solutions were adopted to level and maximize the energy flow from the source to the DC-link and improve the quality of current supplied in terms of harmonic distortion. The proposed system is composed of two conversion stages: the first, voltage-to-current, the second current-to-current via a three-phase CSI bridge modulated with SVM technique. The stages are not completely decoupled from an electrical point of view, therefore, in order to mitigate the effects of these interactions, synchronization strategies have been adopted.

Background: Accurate sales forecasting in the mobile phone industry is critical to informed decision making by both the government and corporations. This study seeks to enhance mobile phone sales predictions by incorporating brand exposure as a predictive factor, hence addressing the gap left by the existing forecasting models that do not consider the impact of brand awareness. Method: This study thereby indicates a quantification method for brand exposure that merges word-of-mouth reviews with online search data. Word2Vec is used to extract initial keywords from a word-of-mouth corpus, whereas time-lag correlation analysis refines the core keywords. Later, PCA synthesizes brand exposure. The attention-LSTM framework hereby develops a forecasting model of mobile phone sales, effectively combining long short-term memory networks with the ability to capture time series dependencies and an attention mechanism to reduce data redundancy. Results: By considering brand exposure, the experiments demonstrate that the attention-LSTM model decreases the RMSE and MAPE indicators by 2.02% and 0.96%, respectively. In addition, compared with the ARIMA, SVR, BP neural network, and LSTM models, the attention-LSTM model decreases the average percentage errors by 6.52%, 3.42%, 2.56%, and 0.81%, respectively. Conclusion: Attention-LSTM captures dynamic sales trends very well and holds great significance over traditional models. Overall, including brand exposure, this model is very strong for the interpretation of mobile phone sales predictions, which has important implications in terms of policy as well as corporate strategies.

Businesses use technological and social media marketing to respond to the Covid-19 pandemic. This study aims to understand better the factors that impact the spread of new technologies, the effectiveness of social media advertising, and the longevity of businesses. The study used a quantitative strategy based on partial least squares structural equation modeling to learn about the phenomenon of interest as much as possible. Dhaka, Bangladesh, small and medium-sized businesses participated in the survey. According to the findings, the popularity of internet and e-business technologies may be attributed to their apparent usefulness and ease of use. It is connecting internet/e-business technology, social media marketing, and the long-term success of small and medium-sized enterprises. Still, the expense factor was insufficient to prove that SMEs engage in social media advertising. Mediating effects between components may be better understood via internet/e-business technology and social media marketing, as shown by this study. This study is the first of its kind in Bangladesh and sheds light on the resilience of SMEs in the face of the Covivirus-19 pandemic, notwithstanding its focus on the capital city of Dhaka.

Effective marketing decision-making benefits from a rigorous, data-driven process that systematically evaluates alternatives based on insights and analysis. This study develops and evaluates a 5-stage decision-making process model integrating marketing engineering principles aimed to optimize marketing decisions. An experiment randomized 150 participants into groups following either the proposed model or an unaided approach. Results indicate the model-following group achieved significantly higher ROI from marketing decisions (19.3% vs 16.4%) and employed key elements like customer segmentation, experimentation, and optimization to a greater extent. However, limitations including the experiment's scenario, self-report measures, and cross-sectional design constrain implications. Future research employing probability sampling, multiple decision contexts, longitudinal designs, manipulation checks, and objective metrics can further validate the proposed model. Overall, the study advances the understanding of how structured decision processes based on marketing engineering principles may optimize marketing decisions and outcomes.

In order to be able to face competition, thriving corporations have to be compelled to maintain an awfully smart relationship with their existing customers and additionally to be able to anticipate their future wants. Thus, corporations do not target customers as teams, however they’re attempting to focus on them as individuals. However, to be able to use this information, corporations have to be compelled to use promoting automation tools. Marketing Automation was an idea first introduced in 2001 by John D.C. Little in his presentation at the 5th Invitational Choice Symposium UC Berkeley 2001. This survey paper assesses prominent research on Marketing Automation and suggests how it can be modified to adapt to the current marketing scenario.

Influencer marketing has become a pivotal component of digital marketing strategies, offering brands a unique way to connect with audiences through trusted voices. However, measuring the return on investment (ROI) from influencer marketing campaigns can be challenging due to the intangible nature of brand influence and engagement. This abstract explores various techniques and strategies to measure and optimize ROI in influencer marketing. Measurement Techniques: The paper delves into both quantitative and qualitative methods for assessing influencer marketing ROI. Quantitative techniques include tracking metrics such as impressions, clicks, conversions, and sales, using tools like Google Analytics and social media insights. Additionally, advanced attribution models, such as multi-touch attribution and econometric modeling, are discussed for more accurately linking influencer activities to business outcomes. Qualitative approaches involve sentiment analysis and brand awareness studies, which help gauge the impact of campaigns on brand perception and customer loyalty. Optimization Strategies: To maximize the effectiveness of influencer marketing, the paper outlines several optimization strategies. These include selecting the right influencers based on audience alignment and engagement rates, setting clear and measurable campaign goals, and employing A/B testing to refine content and strategies. The importance of long-term partnerships and content diversification is also emphasized, as they can enhance authenticity and sustain audience interest. The abstract concludes that a comprehensive approach combining rigorous measurement techniques and strategic optimization can significantly enhance the ROI of influencer marketing campaigns. By continuously analyzing data and refining strategies, brands can better leverage influencer partnerships to achieve their marketing objectives.

The growing concerns about floods have highlighted the need for accurate and detailed precipitation data as extreme precipitation occurrences can lead to catastrophic floods, resulting in significant economic losses and casualties. Integrated Multi-satellitE Retrievals for the Global Precipitation Measurement (GPM-IMERG) is a commonly used high-resolution gridded precipitation dataset and is recognized as trustworthy alternative sources of precipitation data. The aim of this study is to comprehensively evaluate the performance of GPM IMERG Early (IMERG-E), Late (IMERG-L), and Run Final (IMERG-F) in precipitation estimation and their capability in detecting extreme rainfall indices over southwestern Iran during 2001-2020. The Asfezari gridded precipitation data which are developed using a dense of ground-based observation were utilized as the reference dataset. The findings indicate that the IMERG-F performs reasonably well in capturing many extreme precipitation events (defined by various indices). All the three products showed a better performance in capturing fixed and non-threshold precipitation indices across the study region. The findings also revealed that both IMERG-E and IMERG-L have problems in rainfall estimation over elevated areas showing values of overestimations. Examining the effect of land cover type on the accuracy of the precipitation products suggest that both IMERG-E and IMERG-L show large and highly unrealistic overestimations over inland water bodies and permanent wetlands. The results of the current study highlight the potential of IMERG-F as a valuable source of data for precipitation monitoring in the region.

An increasing number of studies have proposed that corporate social responsibility (CSR) performance depends on how companies apply their resources and capabilities to implement CSR. A firm’s ability to integrate, build, and reconfigure internal and external competencies to respond to environmental changes is its dynamic capability. Implementation of CSR at the strategic level will contribute to a firm’s sustainability. However, the research on strategic CSR is incipient. This study explores possible mechanisms to investigate how dynamic capability influences the performance of strategic CSR in China. By analyzing 134 Chinese listed companies in the period 2017–2019, in this study, we found that firms with a high level of dynamic capability were less likely to adopt strategic CSR practices, and had a low strategic CSR adoption performance. The results confirmed the loss aversion channel, indicating that firms with a high dynamic capability level were loss averse and that managers had a decreasing sensibility in decision-making and allocated fewer company resources in CSR projects. These results can help companies to better understand the dynamic capability and how dynamic capability contributes to the adoption of strategic CSR and performance over time. The policy implications of the study are also discussed.

This work shows the physicochemical and mineralogical characterization of diatomites form the Hidalgo and Jalisco States, Mexico. In the case of the mineral from Hidalgo State, this has the following chemical composition; 70.0 % wt. SiO₂, 11.63 wt. % Al₂O₃, 1.95 wt. % FeO, 1.79 wt. % MgO, 2.41 wt. % K₂O, 0.85 wt. % CaO and 6.10 wt. % Na₂O. On the other hand, the mineral from Jalisco has the following chemical composition; 93.58 wt. % SiO₂, 3.03 wt. % Al₂O₃, 1.81 wt. % FeO, 0.40 wt. % MgO, 0.92 wt. % K₂O, 0.11 wt. % CaO and 0.24 wt. % Na₂O. For recovery of metals, both minerals got arsenic, silver, lead and nickel recoveries upper to 95 % and lower to 10 % for chromium. According to efficiency of interchange, the mineral from Hidalgo is slightly higher in the case of arsenic, lead and silver; while for nickel and particularly chromium (VI) the efficiency is higher for the mineral from Jalisco.

This qualitative research explores the transformative impact of technological innovations on retail marketing effectiveness. Through thematic analysis of interviews with industry professionals, the study identifies key themes including enhanced customer engagement, personalized marketing strategies driven by AI and machine learning, data-driven decision-making leveraging big data and analytics, the rise of e-commerce platforms, integration of mobile technologies, adoption of augmented reality (AR) and virtual reality (VR), development of omnichannel strategies, and implementation of loyalty programs. These themes illustrate how technology has reshaped retail marketing by enabling real-time customer interactions, personalized shopping experiences, and targeted marketing campaigns that enhance customer satisfaction and loyalty. The findings highlight the critical role of digital platforms like social media in fostering community engagement and brand loyalty. AI and machine learning facilitate personalized marketing efforts, tailoring product recommendations and enhancing customer experiences. Data-driven strategies optimize marketing ROI by providing insights into consumer behavior and market trends. E-commerce platforms expand market reach and streamline transactions, while mobile technologies and AR/VR innovations create immersive shopping experiences that captivate consumers. Omnichannel strategies integrate physical and digital channels, delivering seamless brand experiences and enhancing customer retention through CRM systems and loyalty programs. Looking ahead, retailers must navigate challenges such as rapid technological change, the need for continuous adaptation, and concerns about data privacy. By embracing technological advancements strategically and maintaining ethical standards, retailers can sustain competitive advantage, meet evolving consumer expectations, and drive growth in the digital era.

This research investigates the socio-economic impact of rattan cane processing on the livelihoods of practitioners in Ibadan Metropolis. It comprehensively assesses raw material availability, examines factors influencing demand and supply, and evaluates sales to determine the profitability of rattan processors. With the snowball and total enumeration sampling methods, the study engages with a diverse group of rattan processors. The study reveals a concerning 36% acknowledgement of a decline in the availability of canes attributed to deforestation and over-exploitation. Notably, it emphasizes that rattan product manufacturing in Ibadan Metropolis operates at a craft level, employing tools like saws, hammers, knives, gas cylinders, pinches, and tape rules, impacting production efficiency and product longevity. Additionally, the research underscores the absence of government support and credit facilities reported by all respondents. The Market Margin analysis highlights varying profitability levels across rattan products, with chairs exhibiting notably higher profitability (32.22%) than others. Individual profit margins for specific products, such as chairs (145.00%), underscore the significance of processing costs, production time, and market demand. The study offers strategic recommendations, advocating for district-level service centres for training, technology transfer, and support to enhance skills and technical efficiency. It calls for government intervention through incentives, facilities, tax breaks, and policies to fortify the rattan trade, improving production standards and unlocking export market potential. Furthermore, financial support, technical assistance, and mechanization should be employed to reduce production costs and time, ultimately elevating income generation in the rattan industry. This research contributes valuable insights to the discourse on sustainable livelihoods and economic viability within the rattan sector.

In this paper, we consider a make-to-order supply chain which satisfies demand that is dependent on both price and quoted lead -time. The manufacturer chooses the lead -time and the order quantity, and the retailer sets the revenue shares. The interactions between the manufacturer and the retailer are modelled as a Nash Game, and the existence and uniqueness of pure strategy equilibrium are demonstrated. A mechanism that enables the supply chain to coordinate the decisions of the members is developed. Lastly, we also analyze how the supply chain system parameters impact the optimal supply chain decisions and the supply chain performance.

A Digital marketing allows brands to disseminate information in a targeted way towards their clients and consumers, making bidirectional communication and interactions between organizations and audiences feasible. This reality not only allows companies to pass on messages about sustainability associated with processes and products with the aim of launching trends and shaping behaviour, but also allows consumers to share their experiences, needs, preferences and expectations. In this sense, the techniques used in the context of digital marketing make it possible not only to communicate products and services but also to show that brands are working to be more sustainable and to disseminate new sustainable trends that help to change consumer mindsets. This research paper employs a Systematic Literature Review with Bibliometric Analysis (SLBA) methodology to explore and synthesize data about how digital marketing can be used to promote and communicate sustainability. In this study, the results show that digital marketing strategies contribute to promoting sustainable development by encouraging sustainable consumption patterns. This scenario is possible by understanding consumer behavior, communicating key messages through the best channels and effectively evaluating green marketing campaigns on consumer attitudes and purchasing decisions.

This study aims to explore the E-marketing orientations and relationship management constructs in Jordanian startup enterprises to examine their influence on brand visibility and loyalty in the context of the digital market . The sample consists of 161 managers in startup companies, and structural equation modeling is used to study the relationships between the constructs of e-marketing orientation, capabilities, E-relationship management, brand visibility, and loyalty. The results illustrate that the realization of e-marketing orientation is directly achieved by capabilities and visibility, thereby stressing the importance of a formulated digital market approach and that the realization of effective e-relationship management directly expression by e-marketing capabilities, demonstrating the significance of the digital market concept’s approach. The results further demonstrate that e-marketing capabilities and visibility serve as mediators between the realization of e-marketing orientations and loyalty, Two explanations may be drawn, one from the R resource-Based View theory, and another derived from R elationship M arketing T heory Thus, the study has theoretical implications in terms of R esource-Based V iew and R elationship M arketing T heory. The study offers essential managerial insights for practitioners into the entrepreneurship domain concerned with the necessity of e-marketing capabilities and E-RM attitudes at a customer-centered approach and the strategic application of digital channels to enhance visibility in the intense competition context. Therefore, the empirical results have contributions as essential insights for both stakeholders and account for practical, theoretical, and managerial perspectives in the entrepreneurship domain.

This work presents the results of an experimental socio-economic study conducted in two shanty towns of Messina as part of a systemic urban regeneration and fight against poverty program called Capacity. The study has shown that the development of a positive attitude towards the future and the confidence in others are associated with the development of the riskiest option, which is the one that can give the highest pay-off. The paper also illustrates the expected and unexpected outcomes of projects for individuals and the community, as well as the economic benefits for the public administration and the society of a strategy that reduces the reliance on social welfare measures as well as the local control exercised by organized crime.

In addition to identifying and prosecuting cyber attackers, attack attribution activities can provide valuable information guiding the defenders’ security procedures and giving them greater confidence in incident response and remediation. However, technical analysis involved in cyberattack attribution requires high skills, experience, access to up-to-date Cyber Threat Intelligence, and significant investigators’ effort. Attribution results are not always reliable, and skilful attackers often work hard to cover their traces and mislead or confuse investigators. In this article, we present a tool designed to support technical attack attribution and implemented as a machine learning model extending the OpenCTI platform. We also discuss the tool’s performance in the investigation of a recent cyberattack.

This paper proposed a new evaluation model based on analytic hierarchy process to quantitatively evaluate the capability of multi-satellite cooperative remote sensing observation. The analytic hierarchical process model is a combination of qualitative and quantitative analysis of systematic decision analysis method. According to the objective of the remote sensing cooperative observation mission, we decompose the complex problem into several levels and a number of factors, compare and calculate various factors in pairs, and obtain the combination weights of different schemes. The model can be used to evaluate the observation capability of resource satellites. Taking the optical remote sensing satellites such as China’s resource satellite series and GF-4 as examples, this paper verifies and evaluates the model for three typical tasks: point target observation, regional target observation and moving target continuous observation. The results show that the model can provide quantitative reference and model support for comprehensive evaluation of the collaborative observation capability of remote sensing satellites.

The present study seeks to assess the Brand Equity in the network of new fashion designers in the Canary Islands. To this end, we have adapted the Brand Equity model to an online context and proposed a set of metrics for four dimensions: estimate, relevance, awareness, and differen-tiation. The multidimensional approach to online Brand Equity was employed to measure the online Brand Equity of 129 fashion designers from the Canary Islands. The study's findings re-vealed that the number of social media profiles significantly impacts brand awareness and dif-ferentiation. Moreover, the digital maturity level influences brand relevance and overall Brand Equity . Our study highlights the practical value of web data-driven metrics for measuring online Brand Equity , which can be utilised for diagnostic, evaluative, or predictive purposes. The study's outcomes have substantial implications for marketers in the fashion industry aimed at improving online Brand Equity

The advent of artificial intelligence (AI) has revolutionized digital marketing, offering unprecedented levels of personalization. AI-driven personalization leverages machine learning algorithms and data analytics to tailor content, advertisements, and recommendations to individual consumers based on their behavior, preferences, and demographics. This paper explores the effectiveness of AI-driven personalization in enhancing customer engagement, increasing conversion rates, and improving overall marketing efficiency. It also examines the ethical considerations associated with these technologies, including data privacy, consent, and the potential for manipulation or bias. While AI-driven personalization can lead to more relevant and engaging consumer experiences, it raises critical ethical questions that must be addressed to ensure responsible and fair use. The study concludes with recommendations for marketers and policymakers to balance the benefits of AI personalization with the need for ethical standards and consumer protection.

This qualitative research explores the intricate relationship between cultural influences on supply chain practices and their implications for marketing strategies. Cultural dimensions such as individualism versus collectivism, uncertainty avoidance, and contextuality significantly shape decision-making processes, risk management strategies, and relationship dynamics within global supply chains. Through semi-structured interviews with supply chain managers, marketing executives, and cultural experts across diverse industries and regions, this study investigates how cultural values impact supply chain operations and consumer engagement strategies. Key findings highlight that collectivist cultures prioritize consensus-building and long-term relationships, fostering trust and collaboration among supply chain partners. In contrast, individualist cultures emphasize efficiency and accountability but may face challenges in relationship building. Risk management practices vary with cultural orientations towards uncertainty, influencing the adoption of structured versus flexible approaches to mitigate disruptions. In terms of marketing implications, the study underscores the importance of cultural sensitivity in crafting effective strategies. High-context cultures require marketing messages that resonate emotionally through implicit communication and cultural symbolism, while low-context cultures prefer clear, direct messaging focusing on product benefits. The study concludes by advocating for cultural competence as a strategic imperative for global businesses, enabling them to leverage cultural diversity for innovation and competitive advantage. It emphasizes the need for continuous adaptation to cultural nuances and market dynamics to foster inclusive collaboration and achieve sustainable growth in a globalized economy.

Purpose: The purpose of this study is to further explore how e-loyalty and E-marketing influences E-trust and satisfy the demand by offering fresh perspectives based on research as well as emphasis on the factors influencing the E-trust such as culture as a mediator. This study not only contributed theoretically but also presented practical implementations. Design/methodology/approach: Online survey was used to obtain data by focusing the Hospitality sector (Hotel Industry) and verifying the conceptual framework. Data was collected in multiple time lags. Findings: Findings showed that the E-trust influenced by E-loyalty and E-Marketing. E-trust comes from the previous experiences, e-loyalty and e-marketing. Further, some trends such as culture influenced the e-trust. Research limitation/implications: The present study is quite suitable for those Researchers interested in learning more about the effects of E-loyalty and E-marketing on user E-trust and how to mitigate cultural influences can benefit from the current study. This research also has implications for those who wish to improve market allure and survival in digital world. This study focused on the hospitality sector (Hotel Industry) in China; however, the sector and geography could be altered to suit the needs of the study's participants. Practical implications: The present study delivers the practical guidelines which are quiet suitable for understanding the formation of E-loyalty, E-marketing, and E-trust through which specific E-marketing strategy can be designed to deal with the consumer’s E-loyalty and their expectations as per their Cultural perspective. At some particular regions/countries, cultural trends are more important than practical market. This research study practically showed that how culture changed the consumer set of mind. Originality/value: The relationship between E-loyalty, E-marketing, E-trust, specifically with the cultural influence in digital market has been the subject of few research.

With the increased liberation of trade and fierce competition in the automotive industry, Proton needs to embark on a strategic reform to survive and remain relevant in the challenging market. This case study aims to explain the effectiveness of the Post Geely acquisition's ten years master plan to enhance Proton's self-reliance and global competitiveness. This case suggests that while the company's ten-year Master Plan is holistic and shows positive results in the early years, there is a need for a new business strategy, given the challenges imposed by climate change's impact on the automotive industry moving forward. The potentials of the Electric Vehicles (EVs) market and the Internet of Things (IoT) to develop the necessary long-term competitive advantage. A market strategy integrating the 4Ps and 4Cs framework suggests a two-dimensional convergence of the market mix, incorporating the organization's market strategy with a more consumer expectations-centric and user experience. Strategic integration of Geely's technological assets in developing Proton's technical know-how can address Proton's challenges and opportunities ahead.

This article aims to provide a comprehensive understanding of vaping from various perspectives that contributes to the origin, development, achievement, and consequences of the greed of e-cigarette manufacturers. In our analysis, multiple elements of the social landscape, including economic, cultural, moral, psychological, and philosophical dimensions, contributed to the origin and development of the vaping greed and shaped people’s behaviors. Further discussion was made on how the specific characteristics of e-cigarette products and the marketing strategies of the companies, especially social media marketing, fostered the growth of such greed. Through interviews, we have also discussed the unfolding of this greed within the community of teenage vapers. The growth of the vaping greed was manifested in the large market share taken by the companies, but these all significantly harm people’s health and the communities. Nicotine and other chemicals in e-liquids promote each other’s negative effects in the mechanism leading to pulmonary symptoms and addiction, which are not limited to the physical level. We described that addiction could be transgenerational and can induce trauma both at an individual level and a community level. Overall, the greed of the vaping industry is a very complex system. The treatment of the greed shall be complicated as well: Besides the public health measures taken to treat the symptoms of the greed, we should educate individuals to be aware of their unfulfilled needs to regain authenticity and establish an infallible authority to enforce universal morality, which eradicates the complications of addiction and the root of the capitalists’ greed, respectively.

Industry 4.0 or the Fourth Industrial Revolution is driven by innovative technologies that have profound effects on both production systems and business models. This revolution is characterized by the addition of disruptive technologies and methods. These aspects of Industry 4.0 have a significant impact on marketing and have led to an evolution to ensure that marketing activities align with technological advancements and address consumers' current needs. The purpose of this paper is to formulate and discuss future research avenues for marketing considering the changes brought by Industry 4.0. The approach taken in the paper is to review the relevant literature and focus on the key themes most important for future research on industry 4.0 and marketing. Therefore, a systematic literature review was conducted based on SCOPUS indexing online database of scientific articles, the most important peer-reviewed peer in the academic world. The paper finds that there are a number of research avenues for marketing researchers to conduct investigations on, but the most important areas are five marketing principles in Industry 4.0: cooperation, conversation, co-creation, cognitivity, and connectivity.

In recent years, several brands have received much negative press coverage when trying to market their food and drink products specifically at women. This is, in part, because the taste preferences/sensitivities of men and women are actually quite similar. In fact, perhaps the one and only area where consumers are willing to accept (or should that be swallow) ingested products explicitly targeted at women or men is in the case of nutritional foods/supplements. Such products are not really sold on the basis of their taste/flavour anyway. Many consumers are also sensitive to the so-called pink tax, when near-identical products cost more when sold to women rather than to men (e.g., as in the case of female razors). As the four recent examples discussed in this review make clear, it can be difficult to roll-out a new food or beverage product, or else extend a pre-existing product line, that is especially for women without coming across as sexist/condescending. As such, marketers need to tread carefully, otherwise they may end-up generating unwanted negative publicity. Ultimately, therefore, adopting an implicit approach to gender-based marketing, should that be the direction that a brand wants to take, will likely have more chance of avoiding negative publicity than the explicit targeting of food/beverage-related products in what is undoubtedly a highly-politicized area.

This paper examines the marketing mix of rattan canes businesses, with a focus on small and medium enterprises (SMEs). Rattan cane enterprises rely on both domestic and international sources for raw materials, and the market is largely unorganized, with individual-level operations dominating the industry. The primary aim of this study is to evaluate the marketing mix in relation to the 7Ps framework, which includes price, product, place, promotion, people, process, and physical evidence. A simple random sampling method was employed to select participants from rattan processing enterprises. A questionnaire survey was then conducted among 46 rattan entrepreneurs, representing a total of 66 enterprises, including rattan processing industries, rattan traders, and Community Forest User Groups. The findings of the study indicate that, among the seven Ps, place and process are relatively stronger aspects of service delivery, while price and people are considered moderate. However, product, promotion, and physical evidence are identified as weak areas in terms of service delivery within the rattan business. It is concluded that rattan processing industries continue to rely on traditional tools and technologies, which has resulted in a lack of competitiveness in penetrating both national and international markets. Furthermore, poorly segmented distribution channels have hindered their sales efforts, while limited promotional activities have restricted awareness of their products among potential customers. In conclusion, the study highlights the need for rattan businesses to modernize their operations and adopt more effective marketing strategies in order to enhance their competitiveness and expand their market reach.

The term fuzzy refers to things that are unclear or vague. In the real world, we often encounter a situation where we cannot determine whether the state is true or false, and fuzzy logic allows for more flexible reasoning. This is a form of multivalued logic where the truth values ​​of variables can be any real number between 0 and 1, as opposed to Boolean logic where the logical values ​​can only be 0 or 1. Fuzzy logic is therefore a problem-solving technique used to evaluate all available information and thus make the best decisions. When applied to marketing, fuzzy logic allows treating customers in an individual and personalized way, instead of being fully identified within a particular market segment. Fuzzy marketing considers the degree to which a customer belongs to certain segments and subsequently allows them to be targeted with messages that engage them emotionally. To better understand the application and importance of fuzzy logic in marketing strategy, we developed a systematic review of the bibliometric literature (LRSB). It was possible to create a connection between these concepts, marketing and fuzzy logic, to increase the efforts of marketing professionals to achieve competitiveness in the unpredictable business environment.

The article analyses the main aspects of upstream social marketing for implementing of mobile government (MGov). The methodology of current research is based on the systematic literature review in the fields of MGov and social marketing. According to our findings, most researchers investigated MGov from the side of citizens (consumers) and emphasised the benefits to them while changing their attitudes and behaviours in employing mobile applications. However, as there is a lack of the researches from the side of governmental bodies, in this paper, we were contrary looking for new meanings, attitudes and values from their perspective. Limitations of employment of MGov occur due knowledge gap among decision makers and public policy formers (upstream audience). Therefore, we argue that upstream social marketing for the upstream audience would bring the success in faster MGov implementation. Specific social marketing would be mostly valuable on the municipal level that is the closest substance to the society. Thus, in our paper we emphasise the benefit of the MGov for the local upstream audience and propose possible external marketers as well as the motivating theses based on these 7P of marketing mix for the successful MGov on municipal level.

Immunosenescence refers to age-related alterations of the immune system function affecting both the humoral and cellular arm of immunity. Understanding immunosenescence and its impact on vaccination of older adults is essential since primary vaccine responses in older individuals can fail to generate complete protection, especially vaccines targeting infections with increased incidence among the elderly, such as the respiratory syncytial virus. Here, we review the clinical trials of both candidate and approved vaccines against respiratory syncytial virus (RSV), which include adults aged ≥50 years, with an emphasis on the evaluation of immunogenicity parameters. Currently, there are 10 vaccine candidates and 2 vaccines approved for the prevention of RSV in the older adult population. The number of registered clinical trials for this age group amounts to 32. Our preliminary evaluation of published results and interim analyses of the RSV vaccine clinical trials indicates efficacy in older adult participants, demonstrating immunity levels that closely resemble those of younger adult participants.

In Zambia, three feasibility studies have been conducted to assess the potential of wind energy for power generation. However, these studies did not investigate the capability of local support industries to manufacture wind turbine blades and towers. This study aimed to investigate and profile the capability of Zambian industries to manufacture wind turbine blades and towers. The study used a mixed-method approach to collect data; this utilized qualitative and quantitative approaches. The population of Zambian industries was collected from the Zambia Association of Manufacturers based on the registered members. This data was used to define the population for the study; the population was arranged into three strata whose characteristics are homogeneous within the stratum. Due to the low population, the study was conducted on the whole population. The qualitative data was collected from each stratum using a quantitative data collection tool developed for each stratum and analyzed. The study considered the capability of manufacturing companies based on wind potential results for Class III and Class IV, which exist in some sites. The results have revealed that on an as-is basis, no company in Zambia can manufacture WT blades and towers unless there is a complete overhaul of some companies or total investment in new infrastructure and equipment. The findings are useful for stakeholders involved in developing the wind power sector in Zambia.

The purpose of this paper is to explore which financial performance indicators (FPIs) evaluate the level of supply chain capability (SCC) that explicitly touches all of the business functions and processes within and beyond the company. The authors investigated nine FPIs that were selected from the financial statements of 155 companies within nine industries. The authors find that suitable FPIs to measure SCC for shareholders’ value are return-on-assets (ROA), days-sales-outstanding (DSO), and current ratio (CR). This means that higher ROA, shortened DSO, and an appropriate level of CR could reach a sustainable supply chain. These results will help the industry to avert a major disruption in supply chain processes and activities using suitable financial performance indicators.

The purpose of this study is to investigate the moderating effect of technology configuration capability on the relationship between strategic flexibility and organizational performance through different stages of technological life cycle. Through the empirical research on the 439 Chinese high-tech organizations, it shows that a technological configuration capability has enhanced the effect of strategic flexibility to the organizational performance in the complex dynamic environment. However, the impact on the different stages of technological life cycle is different. In addition, this paper explored strategic flexibility on different stages of technological life cycle on the basis of empirical study.

Pulsating high frequency voltage injection can be used for sensorless control of SPMSM at zero and low speed ranges. However, the sensorless capability still faces challenges to the requirements of industrial application, especially at heavy load status. Aiming at this issue, this article proposes a sensorless capability expansion method for SPMSM based on inductance parameter identification. First, incremental inductances at d-q-axis and cross-coupling inductance are identified by three steps combining the rotating high frequency voltage injection and pulsating high frequency voltage injection, then, using polynomial curve fitting algorithm, apparent inductances are calculated. Second, positive DC current injection at d-axis is proposed to enhance the saliency ratio based on the analysis of parameter identification results. Compared with the conventional =0 or < 0 method, when positive DC current is injected at d-axis, saliency ratio is enhanced. Third, convergence region is expanded at heavy load status and accuracy of rotor position estimation is improved using the proposed method. Finally, the experiment results validate that the sensorless capability of SPMSM is expanded.

The study is to identify motivational factors that lead to collective intelligence and to understand how these factors relate to each other and to innovation capabilities in enterprises. The relationships between each of the sub-factors of the collective intelligence construct with the sub-factor of incremental innovation were examined. The study used the convenience sampling of corporate employees who use collective intelligence from corporate panel members (n=1500). Collective intelligence was found to affect work process, operations, and service innovation. This suggests that as work processes are made more innovative, the more actively collective intelligence is pursued, the greater the improvement in the performance of work processes, work procedures, work efficiency, customer satisfaction, and services. This study provides significant implications for corporations operating collective intelligence services such as online communities. First, such corporations vitalize their services by raising the quality of information and knowledge shared in their communities. Additionally, contribution motivations that take the characteristics of knowledge and information contributors into consideration require further development.The sample for this study was identified through convenience sampling of corporate employees who use collective intelligence from corporate panel members (n=1500). Collective intelligence was found to affect work process, operations, and service innovation. This suggests that as work processes are made more innovative, the more actively collective intelligence is pursued, the greater the improvement in the performance of work processes, work procedures, work efficiency, customer satisfaction, and services. This study provides significant implications for corporations operating collective intelligence services such as online communities. First, such corporations vitalize their services by raising the quality of information and knowledge shared in their communities. Additionally, contribution motivations that take the characteristics of knowledge and information contributors into consideration require further development.

Digital transformation is revolutionizing supply chain management, profoundly influencing marketing effectiveness across industries. This qualitative study explores the impact of digital transformation on supply chains and its implications for marketing strategies. Through in-depth interviews, case studies, and document analysis, the research elucidates how digital technologies such as IoT, blockchain, AI, and advanced analytics are reshaping supply chain dynamics. Key findings highlight enhanced supply chain visibility, improved decision-making capabilities, and strengthened collaboration among supply chain partners. These technological advancements empower organizations to optimize inventory management, anticipate market trends, and deliver personalized customer experiences, thereby enhancing operational efficiency and customer satisfaction. Furthermore, the study underscores the role of digital transformation in promoting sustainability and ethical practices within supply chains. Technologies like blockchain facilitate transparent and traceable supply chains, supporting initiatives for responsible sourcing and environmental stewardship. Despite the transformative benefits, the study identifies challenges including significant investment requirements, integration complexities, and data security concerns. Strategic approaches to technology adoption, robust cybersecurity measures, and employee training are essential for overcoming these challenges and maximizing the benefits of digital transformation. Overall, this study contributes to understanding how digital transformation drives innovation in supply chain management and enhances marketing effectiveness. By embracing digital technologies and aligning supply chain strategies with marketing objectives, organizations can navigate competitive landscapes, meet evolving consumer expectations, and achieve sustainable growth in the digital era.

This study explores the intricate dynamics of customer-centric supply chains and the pivotal role of marketing innovations in enhancing efficiency and customer satisfaction. Employing a qualitative research methodology, semi-structured interviews were conducted with key stakeholders in supply chain management across various industries, providing rich insights into the practices and perceptions related to customer-centric strategies. The findings highlight the centrality of understanding and anticipating customer needs, which necessitates a cultural shift within organizations to prioritize customer satisfaction at all levels. Digital marketing tools, data analytics, e-commerce platforms, and social media emerged as critical enablers of these customer-centric supply chains, facilitating real-time insights, direct customer engagement, and personalized experiences. The integration of these technologies has led to more accurate demand forecasting, optimized inventory levels, and enhanced agility and responsiveness in operations. Furthermore, the study underscores the importance of collaboration and partnership within the supply chain network, emphasizing joint initiatives and strong relationships with stakeholders as key drivers of improved resource utilization and service levels. Sustainability, entrepreneurship, and emotional intelligence also play significant roles in shaping effective customer-centric supply chains. Sustainable practices meet growing consumer demands for environmental and social responsibility, while an entrepreneurial mindset fosters continuous innovation and competitiveness. Emotional intelligence among leaders and employees enhances trust, conflict resolution, and collaboration, contributing to a positive organizational culture and superior customer satisfaction. Overall, this study provides comprehensive insights and actionable recommendations for businesses seeking to navigate the complexities of customer-centric supply chain management and leverage marketing innovations to achieve sustainable competitive advantage.

This qualitative research explores the dynamics of collaborative marketing and supply chain strategies for enhanced product lifecycle management. Through in-depth interviews with industry stakeholders, key themes, challenges, and implications of collaboration emerge. Trust, communication, technology, strategic alignment, and sustainability are identified as critical factors driving successful collaboration. The study highlights the transformative potential of collaboration in driving innovation, efficiency, and customer satisfaction. Despite challenges such as aligning objectives and ensuring data security, collaborative strategies offer significant opportunities for value creation and differentiation. The findings underscore the importance of building trust, leveraging technology, and integrating sustainability considerations in collaborative efforts. Strategic alignment and cultural fit among partners are essential for overcoming differences and achieving common goals. The implications of the research extend to practitioners seeking to enhance collaboration in their organizations and researchers exploring collaborative practices in different industries and contexts. Future research could further explore the impact of collaboration on stakeholder perspectives and outcomes. By addressing challenges and leveraging opportunities, organizations can maximize the benefits of collaborative marketing and supply chain strategies to drive sustainable growth and competitive advantage in today's dynamic business landscape.

Madrid Nuevo Norte (Madrid New North) is an urban redevelopment program applied in the city of Madrid in Spain. In relevance with this, the aim of this paper is twofold: firstly, the project examines if Nuevo Norte project is aligned with the principles of sustainability. Secondly, the paper investigates the impact of Nuevo Norte on the application of city marketing strategies in Madrid. For that purposes, questionnaires were distributed through Internet in 122 urban developers and planners located in the Spanish capital. The results indicated that overall, Nuevo Norte contributes in the sustainable development of Madrid; however, concerns were identified regarding the budget and the timeline of the project. In addition, NNMP provides significant opportunities to local authorities to implement sustainable city marketing strategies, aiming to improve the competitiveness and the quality of life in the city of Madrid. To this end, it seems that city marketing, through the construction of Mega projects, should sift to sustainability, ensuring a better life for local residents and communities in general. The research is expected to assist local authorities in Spain to harness the potential of mega projects, such as Nuevo Norte, in designing city marketing strategies and to promote Madrid in an international context as a city that gives emphasis in urban sustainability.

Philippine Lime or Calamansi is considered one of the Philippine high-value crops in Nueva Ecija province. This article presents some issues and problems of the calamansi industry in terms of marketing. The study used a descriptive survey of 56 farm-owners or calamansi growers. Findings revealed that lime production could be a stable income source if the growers can provide the necessary production inputs on a sustainable basis. Calamansi farmers in the province some often confronted with the following problems: the high cost of farm inputs, price fluctuations, price manipulation of big-time traders, and other intermediaries. The study also found out that the existing actors in the chain were limited to growers, laborers, agri-supply shops, nursery owners, intermediaries, and traders. In terms of trading, there is a high degree of competition among traders in the market. The findings and results from this study may have important factors in developing and designing effective agricultural marketing program and strategic development plan by the authorities in the region.

In today’s data-driven marketing landscape, accurately predicting customer responses to marketing campaigns is critical for optimizing engagement and return on investment (ROI). This study utilizes a Decision Tree (DT) model to identify key factors influencing customer behaviour. Initially, the model achieved a high accuracy of 87.3% but struggled with precision and recall due to class imbalance. By applying a resampling technique, the model’s performance improved significantly, with a recall increase from 44% to 83.1% and an F1-score improvement from 49% to 74.2%. Key influential features identified include how recently a customer made a purchase, the number of days they have been a customer, and the number of previous campaigns they responded to. The study highlights the DT model’s interpretability, making it a practical tool for marketing professionals to improve campaign effectiveness and customer targeting.

This study explores consumer perceptions of virtual reality (VR) in marketing, aiming to understand how immersive technology impacts engagement and brand perception. As VR continues to evolve and integrate into various marketing strategies, it becomes crucial to examine its effectiveness and the factors influencing consumer attitudes. Through a detailed thematic analysis, this research identifies key themes such as familiarity with VR technology, immersion and engagement, technical quality, accessibility, personalization, storytelling, social interaction, purchase intentions, and brand perception. The findings reveal that familiarity with VR enhances enthusiasm and comfort, leading to more positive attitudes towards VR marketing. The immersive and multi-sensory nature of VR provides a significant advantage over traditional advertising methods, fostering stronger emotional connections and increasing memorability. However, the quality of the VR experience is critical; high-quality graphics and seamless interactions are essential for maintaining positive consumer perceptions. Technical issues, such as lag and motion sickness, can negatively impact the experience, especially for those less acquainted with VR technology. Accessibility remains a challenge, with limited access to VR headsets restricting the reach of VR marketing campaigns. Personalization of VR content is highly valued, though it must be balanced with ethical considerations related to data privacy. The power of storytelling in VR enhances engagement by allowing consumers to actively participate in narratives. Social interaction within VR experiences adds an extra layer of enjoyment. The study also highlights the practical applications of VR marketing in high-involvement sectors and underscores the need for continuous innovation and consumer feedback to maximize the technology's impact. Overall, VR holds significant potential to transform marketing practices by offering immersive, engaging, and memorable experiences that deepen consumer connections and drive positive outcomes.

The role of Social Media Marketing (SMM) in marketing strategies is rapidly growing. Because the use of social media is growing, the industry of SMM will grow bigger in the coming years; the pace of this growth is faster than ever. To survive in the modern competitive world, effective use of SMM for a firm is a must; for that, every SMM channel needs to be used to its full potential. For a marketing campaign to be effective, there is a need for some metrics to measure the success of the SMM campaign. These metrics measure if the campaign is successfully implemented or not. This would help firms understand the market, gain a competitive advantage, and ultimately get a positive impact on the overall business. This study categorizes SMM strategy into 4 dimensions and associates 10 broad categories of SMM metrics to these dimensions. The proposed model of this study suggests the application of Social Media Analytics (SMA) ineffective use of metrics to measure SMM campaigns. There are so many SMA Tools available for free and time-efficient data analysis that can lead to faster and better results than manual analysis. Following this model, the importance of SMA tools in devising an effective SMM strategy is highlighted. The implication of this research is towards a better understanding of the application of SMA for any firm to have a solid SMM Strategy, especially small and medium-sized enterprises that have limited resources.

The multidrug-resistant fungal pathogens belonging to the Candida haemulonii complex and the phylogenetically related species Candida auris are well-known for causing infections that are difficult to treat due to their multidrug-resistance profile. C. auris is even more worrisome due to its ability to cause outbreaks in healthcare settings. These emerging yeasts produce a wide range of virulence factors that facilitate the development of the infectious process. In recent years, the aggregative phenotype has been receiving attention, as it is mainly associated with defects in cellular division and its possible involvement in helping the fungus to escape from host immune responses. In this study, we initially investigated the aggregation ability of 18 clinical isolates belonging to the C. haemulonii species complex and C. auris. Subsequently, we evaluated the effects of physicochemical factors on the fungal aggregation competence. The results demonstrated that cell aggregation was a typically time-dependent event, in which almost all studied fungal isolates exhibited high aggregation after 2 h of incubation at 37°C. The aggregation was not impacted by pH, temperature, -mercaptoethanol (a protein-denaturing agent) and EDTA (a chelator agent). Conversely, proteinase K, trypsin and sodium dodecyl sulfate significantly diminished the aggregation. Collectively, our results demonstrated that the aggregation ability in these opportunistic yeast pathogens is time-dependent, and surface proteins and hydrophobic interactions seem to mediate cell aggregation, since the presence of proteases and anionic detergent affected the aggregation ability. However, further studies are necessary to better elucidate this phenomenon.

Currently the rapid growth of global economy has the competition among high-tech industries develop from regional to global, and the competition becomes fierce. In face of such fierce competition in global high-tech industry, it is realized that tangible assets could no longer be the differentiation basis, but intangible assets are regarded as the differentiation capital. An enterprise with sustainable innovation would dominate the world market and enhance the international competitiveness of domestic economy. When internal entrepreneurial culture is prevalent, an enterprise would naturally promote the innovation capability. Such a point of view also explains more popular of the innovative products or services of some enterprises than those with larger scales. Aiming at employees in high-tech industry in Guanxi Province, total 500 copies of questionnaire are randomly distributed, and 337 valid copies are retrieved, with the retrieval rate 67%. The research results reveal significantly positive correlations between 1.entrepreneurial culture and sustainable innovation capability, 2.sustainable innovation capability and patent, and 3.entrepreneurial culture and patent. According to the results, suggestions are proposed, expecting to explain how a high-tech business outperforms in the changeable digital era and acquires the sustainable innovation capability and patent to grasp the opportunity.

In recent years, Global Navigation Satellite System reflectometry (GNSS-R) has been explored as a methodology for inland water body characterization. However, thorough characterization of the sensitivity and behavior of the GNSS-R signal to inland water bodies is still needed to progress this area of research. In this paper, we characterize the uncertainty associated with Cyclone Global Navigation Satellite System (CYGNSS) measurements on the determination of river width. The characterization study uses simulated data from a forward model that accurately simulates CYGNSS observations of mixed water/land scenes. The accuracy of the forward model is demonstrated by comparisons to actual observations of known water body shapes made at particular measurement geometries. Simulated CYGNSS data is generated over a range of synthetic scenes modeling a straight river subreach, and the results are analyzed to determine a predictive relationship between the peak SNR measured over the river subreaches and the river widths. An uncertainty analysis conducted using the predictive relationship indicates that for simplistic river scenes, the SNR over the river is predictive of the river width to within +/-5m. The presence of clutter (surrounding water bodies) within ~500m of the river causes perturbations in the SNR measured over the river that can render the river width retrievals unreliable. The results of this study indicate that under idealized conditions, GNSS-R data is able to measure river widths as narrow as 160m with high accuracy.

Capability assessment plays a crucial role in the demonstration and construction of equipment. To improve the accuracy and stability of capability assessment, we study the neural network learning algorithms in the field of capability assessment and index sensitivity. Aiming at the problem of over-fitting and parameter optimization in neural network learning, the paper proposes an improved machine learning algorithm—the Ensemble Learning Based on Policy Optimization Neural Networks (ELPONN) algorithm with the policy optimization and ensemble learning. This algorithm presents optimized neural network learning algorithm through different strategies evolution, and builds an ensemble learning model of multi-intelligent algorithms to assessment the capability and analyze the sensitivity of the indexes. Through the assessment of capabilities, the algorithm effectively avoids parameter optimization from entering the minimum point in performance to improve the accuracy of equipment capability assessment, which is significantly better than previous neural network assessment methods. The experimental results show that the mean relative error is 4.10%, which is better than BP, GABP, and early stopping. The ELPONN algorithm has better accuracy and stability performance, and meets the requirements of capability assessment.

Titanium micro-scale topography results in excellent osteoconductivity and bone-implant integration. However, the biological effects of sub-micron topography are unknown. We compared osteoblastic phenotypes and in vivo bone and implant integration abilities between titanium surfaces with micro- (1–5 µm) and sub-micro-scale (0.1–0.5 µm) topographies and machined titanium. Average roughness was 12.5 ± 0.65 nm, 123 ± 6.15 nm, and 24 ± 1.2 nm for machined, micro-rough, and sub-micro-rough surfaces, respectively. The micro-rough surface showed the fewest cells attaching during the initial stage and the lowest proliferation. Calcium deposition and expression of osteoblastic genes were highest on the sub-micro-rough surface and lowest on the machined surface. Bone-to-implant integration was strongest for the micro-rough surface, consistent with it having the greatest ability to retain cells in vitro. Thus, the biological effects of titanium surfaces are not necessarily proportional to the degree of roughness in osteoblastic cultures or in vivo. Sub-micro-rough titanium ameliorates the disadvantage of micro-rough titanium by restoring cell attachment and proliferation and enhances the rate of osteoblastic differentiation over that of micro-rough titanium; however, bone integration and the ability to retain cells are compromised due to its lower interfacial mechanical locking compared to that of micro-rough titanium.

Severe Acute Respiratory Syndrome Coronavirus 2 (SARS-CoV-2) is a single stranded RNA virus which has resulted in the Coronavirus Disease 2019 (COVID-19) pandemic and has infected millions of people all over the world. SARS-CoV-2 has been mutating rapidly resulting in the emergence of multiple variants to escape the host immune system mainly by mutations in its receptor binding domain (RBD) of the spike protein. This rapid evolution of the SARS-CoV-2 posed a great challenge regarding the efficacy and effectiveness of the current SARS-CoV-2 vaccines. The RBD and full-length spike of SARS-CoV-2 is the main target of the neutralizing antibodies. Many SARS-CoV-2 variants are considered to have the potential to escape from the host immune system. In this study, the RBD of Alpha, Beta, Gamma, Kappa and Omicron and the full-length spike of BA.1, BA.2, BA.3, BA.4/5, BQ.1.1 and XBB.1.5 Omicron variants were used as coating antigens in Enzyme Linked Immuno-Sorbent Assay (ELISA) to check the neutralization capability of COVID-19 convalescent sera from patients of first wave of infection occurring in Wuhan. Our results show that the currently circulating Omicron BQ.1.1, XBB.1.5 and previous Omicron BA.1, BA.2 and BA.4/5 do not show significant reduction in neutralization, while Omicron BA.3 and previous variants Alpha, Beta, Gamma, Kappa, and Omicron showed a significantly reduced neutralization when compared to the wild-type Wuhan strain. These results indicate patients recovering from natural infection of early original Wuhan strain may have the potential to resist infection of current circulating variants and the vaccines using the prototype antigen may still working for newly emerged variants.

This study investigates optimal decisions in a green supply chain consisting of a manufacturer and a leading retailer considering the green marketing and fairness preferences of member firms. Four Stackelberg game decision models are constructed in which the manufacturer and the re-tailer engage in green marketing separately when the manufacturer has no and has fairness preferences. The impacts of fairness preferences and green marketing on the optimal decision in the green supply chain are comparatively analyzed. The study finds that member firms perform green marketing regardless of the presence or absence of fairness preferences and that such be-havior increases the wholesale price, retail price, and market demand of low-carbon products as well as the profits of member firms and the supply chain. A more interesting finding is that the profit growth of member firms and the supply chain due to the manufacturer’s green marketing is more pronounced than that due to the retailer’s green marketing. When the retailer and the manufacturer engage in conduct green marketing, the manufacturer's fairness preferences have different effects on the wholesale price, retail price, market demand, level of green marketing efforts, member enterprises and profits of supply chain. Therefore, firms should consider the impact of green marketing and fairness preferences to make pricing and performance decisions, so as to achieve efficient operation of the whole supply chain and avoid double marginal effects. Finally, the above conclusions are verified through numerical simulation, providing a reference for the decision-making of member firms in the green supply chain.

The advent of 5G technology represents a transformative leap in the realms of retail marketing and supply chain operations, offering unprecedented enhancements and posing unique challenges. This study explores the multifaceted impacts of 5G, focusing on its influence on customer experiences, operational efficiency, and supply chain management. The integration of 5G enables advanced technologies such as augmented reality (AR) and virtual reality (VR), significantly enhancing the interactivity and personalization of the shopping experience. Real-time data collection and analysis, facilitated by 5G, allow for more precise inventory management and optimized store operations, leading to improved customer satisfaction and reduced operational costs. In the supply chain domain, 5G technology offers enhanced visibility and control through real-time tracking and environmental monitoring, which improves logistics efficiency and product quality management. Despite these advancements, the adoption of 5G technology involves considerable challenges, including high infrastructure costs, data security concerns, and global disparities in technology deployment. Businesses must navigate these obstacles while leveraging the benefits of 5G to achieve competitive advantage. The study also highlights the role of 5G in integrating with other advanced technologies, such as artificial intelligence (AI) and blockchain, to drive further innovation. Additionally, 5G supports sustainability efforts by optimizing energy use and reducing waste. Overall, the successful implementation of 5G requires strategic investment and adaptability, but it holds the potential to revolutionize retail and supply chain operations, enhancing efficiency, customer engagement, and sustainability in a rapidly evolving digital landscape.

This qualitative study explores consumer responses to sustainable supply chains and green marketing strategies, aiming to uncover insights into consumer behavior, perceptions, and attitudes towards sustainability in the marketplace. Through semi-structured interviews and focus group discussions with 30 participants, the study examines key factors influencing consumer trust in green marketing claims, barriers to adopting sustainable products, generational differences in attitudes towards sustainability, and the impact of social media on consumer perceptions. Findings reveal that consumers value transparency and credibility in green claims, preferring products certified by trusted third parties and companies that demonstrate transparent supply chain practices. Higher pricing, concerns about product effectiveness, and limited availability emerged as significant barriers to consumer adoption of sustainable products, highlighting the need for cost competitiveness and increased market accessibility. Generational cohorts, particularly Millennials and Generation Z, exhibit strong inclinations towards sustainability-driven behaviors, shaping market trends towards ethical consumption practices. Social media plays a pivotal role in influencing consumer perceptions, disseminating information about sustainability, and fostering engagement with environmental issues. The study underscores the importance of clear communication, consumer education, and supportive regulatory frameworks in promoting sustainable consumption behaviors. Practical implications include recommendations for businesses to enhance transparency, innovate sustainable products, align with consumer values, leverage social media platforms, and advocate for regulatory measures that uphold environmental standards. By addressing these insights, businesses and policymakers can effectively meet consumer expectations and contribute to sustainable development goals in the global marketplace.

We are currently witnessing a strong global transition towards new, more sustainable models of development and consumption. This transition is both activating and highlighting a series of discrepancies between the various actors in agri-food marketing systems, including the institutions that govern regulatory and trade aspects. These discrepancies highlight how, on a global level, the agri-marketing system is unable to provide adequate responses to the new principles of sustainability that are increasingly expected by civil society. This inability is often linked to the phenomena of opportunism, information asymmetries and lock-in effects (resulting from the slowness or inability of some sectors or actors to evolve technologically and culturally). The control of all these factors is often ineffective and often involves high transaction costs . These conditions lead the global market into an ongoing state of failure, creating structural holes, in which new forms of exchange are born, in response to the principles mentioned above. We identify these as nested markets: hybrid market forms that, thanks to new information technologies, create a new form of proximity that transcends the classical concept of physical proximity. This new proximity directly links producers and consumers in relationships based mainly on two substantial values: reciprocity and reputation. Both of these values significantly reduce transaction costs which today play an increasing role in determining the form and repetition of exchanges. This condition is difficult to interpret from classical and neo-classical economic theories. To do so it is necessary to use a multidisciplinary approach. In this article we combine neo-institutional theory and network analysis to interpret phenomena that are increasingly emerging in all areas of the world. Using these two theories, and case studies from Brasil, North America, China and Europe, we try to highlight how the market is not only the place where the price of products and of their quantities are formed. Market is a complex social spaces, where more-or-less stable relationships are formed, based on the values of reciprocity and reputation that determine behaviour and codes of conduct aimed at containing opportunism and encouraging sustainable, autonomous, forms of self-regulation. These relationships are also the driving forces that ensure the ongoing continuation of the exchanges and the diffusion and preservation of knowledge over time and space. These relationships represent the beating heart of nested markets and their dynamic ability to adapt to the continuous changes that occur in the socio-economic and environmental context in which they are rooted. In this way sustainability is built as an expression of the co-production between different actors (producers, consumers, institutions) and natural resources.

In terms of sustainability, there is a pressing need to evaluate agricultural and forestry leafy biomass that has no current economic value or may pose a threat to the environment. In this aspect, leafy biomass, which represents around 5% of the total tree, can be used for purposes that would be more profitable and ecofriendly. To this end, biorefinery of leafy biomass in the way of extracting valuable health compounds such as phenolics would ensure a valuable societal health ingredient besides alleviating waste disposal problem. However, during the biorefinery process, the primary challenges start with ensuring the feedstock to produce phenol rich leaves extract followed by their isolation and commercialization of this leaves extract. This current review aims to detail the types of biomasses, biorefinery approach of leafy biomass towards the phenolic extraction, leaves commercialization followed by the marketing strategy of the application of phenol rich leaves extract. The outcome of this overview will serve researchers and relevant industries in understanding the process for feedstock collection and the suitable sectors to apply leafy biomass derived healthy compounds.

(1) Background: The purpose of this study was to investigate the relationship between IMO and burnout while assessing the contribution of job demands and resources on increasing internal orientation and worker well-being and, consequently, the levels of perceived performance; (2) Methods: Data were collected between April and December 2021 by completing an online questionnaire, developed in the Google Forms platform. The following descriptive statistics were analyzed: measures of central tendency (mean), dispersion (standard deviation), minimum value and maximum value. Next, Pearson's correlation coefficient was calculated to analyze the relationship between the variables under study.; (3) Results: The results showed the mediating effect of IMO between performance feedback and perceived performance, while burnout mediates the relationship between emotional and technology demands and perceived performance. (4) Conclusions: These conclusions demonstrate that constructive feedback might help a more efficient performance through better internal communication and the positive effects of technology demands could be the result of the interaction between personal and organizational resources.

This study aims to assess the operational capabilities of disaster and emergency management re-sources (DEMRs), which are pivotal in mitigating risks and minimizing losses amid the increas-ing frequency of disasters. The research constructs an effective operational capability evaluation system for DEMRs, encompassing four key aspects: resource planning, organizational manage-ment capability, resource support capability, and information processing capability. It focuses on identifying the factors that influence the effective operational capability of DEMRs in China and Korea, comparing and analyzing the relative importance and priority of each evaluation domain and indicator within these countries to enhance DEMRs' operational effectiveness. The method-ology involves calculating and ranking the weight of the four domains, with findings indicating that organizational management capability is most significant in China, whereas resource sup-port capability is prioritized in Korea. A comparative analysis of the local weight of indicators within each domain revealed the largest discrepancy between China and Korea in the infor-mation processing capability domain. The study concludes by calculating global weights, identi-fying fast response capability and resource allocation capability as the most impactful factors on DEMRs' operational capability, highlighting their critical role in disaster and emergency man-agement.

Metal hyperaccumulating plants should have extremely efficient defence mechanisms, enabling growth and development in a polluted environment. Brassica species are known to display hyperaccumulation capability. Brassica juncea (Indiana mustard) v. Malopolska plants were exposed to trace elements, i.e., cadmium (Cd), copper (Cu), lead (Pb), and zinc (Zn), at a concentration of 50 M and were then harvested after 96 hours for analysis. We observed a high index of tolerance (IT), higher than 90%, for all B. juncea plants treated with the four metals, and we showed that Cd, Cu, Pb and Zn accumulation was higher in the above-ground parts than in the roots. We estimated the metal effects on the generation of reactive oxygen species (ROS) and the levels of protein oxidation as well as on the activity and gene expression of antioxidant enzymes, including superoxide dismutase (SOD), catalase (CAT) and ascorbate peroxidase (APX). The obtained results indicate that organo-specific ROS generation was higher in plants exposed to essential metal elements (i.e., Cu and Zn), compared with non-essential ones (i.e., Cd and Pb), in conjunction with SOD, CAT and APX activity and expression at the level of encoding mRNAs and existing proteins. In addition to the potential usefulness of B. juncea in the phytoremediation process, the data provide important information concerning plant response to the presence of trace metals.

This study explores the influence of social media marketing on brand loyalty, employing a qualitative research approach to gain in-depth insights into the key factors that drive consumer engagement and commitment. Through semi-structured interviews with 20 active social media users and a comprehensive analysis of social media content, the research identifies several critical elements affecting brand loyalty. Personalization emerged as a central theme, with tailored content, customized offers, and personalized recommendations significantly enhancing users' emotional connection with brands. High-quality content, characterized by engaging visuals and valuable information, was found to reinforce positive brand perceptions and sustain loyalty. Influencer marketing also plays a pivotal role, with authentic endorsements from relevant influencers boosting brand credibility and trust. Effective community management, involving active engagement, responsive feedback, and relationship-building, contributes to a positive brand experience and strengthens user loyalty. Targeted and relevant social media advertising supports brand loyalty, although excessive or irrelevant ads can lead to disengagement. The study also highlights the importance of balancing interaction frequency and content quality to maintain user interest without causing fatigue. Addressing social media fatigue by delivering relevant and valuable content is crucial for preventing user disengagement. Content that resonates with users' values and emotions further strengthens brand attachment. Consistency in brand voice, visual identity, and values ensures a coherent and positive brand experience. The findings emphasize the need for a strategic approach to social media marketing, integrating personalization, content quality, influencer partnerships, community management, advertising relevance, and consistency to build and sustain strong brand loyalty.

This study investigates the adoption of Robotic Process Automation (RPA) in marketing operations, exploring its impact on efficiency, data accuracy, and overall effectiveness. RPA has emerged as a transformative technology, automating routine tasks such as data entry, report generation, and campaign management, which has significantly enhanced operational efficiency within marketing departments. By automating repetitive processes, RPA enables marketing professionals to focus on strategic and creative tasks, resulting in accelerated campaign execution and improved productivity. Additionally, the integration of RPA with Customer Relationship Management (CRM) systems has led to more accurate and consistent data, providing valuable real-time insights that enhance decision-making and personalization in marketing strategies. Despite these benefits, the study also highlights several challenges associated with RPA adoption. These include concerns about workforce implications, such as job displacement and the need for reskilling, as well as implementation difficulties related to system compatibility and workflow design. Ethical and regulatory considerations, particularly regarding data privacy and compliance, are also critical factors that organizations must address to maintain customer trust and adhere to legal standards. The study further explores the potential of integrating artificial intelligence (AI) with RPA to drive future innovations in marketing automation. AI-driven RPA offers advanced capabilities, including predictive modeling and personalized marketing, which promise to enhance the effectiveness of automation strategies. The findings underscore the need for organizations to adopt best practices in RPA implementation and remain adaptable to technological advancements to fully leverage the benefits of automation and maintain a competitive edge in the dynamic marketing landscape.

This study investigates the influence of digital marketing on consumer purchasing decisions, focusing on how various strategies impact consumer behavior. By analyzing data collected from in-depth interviews and thematic analysis, the research highlights several key factors driving consumer engagement and purchases. Personalized content emerged as a significant factor, with tailored recommendations and customized email campaigns creating a sense of individual attention and enhancing consumer involvement. Social media platforms played a pivotal role, with advertisements, influencer endorsements, and user-generated content significantly affecting purchasing decisions. The impact of visual content, including high-quality images and videos, was also notable, as these elements helped consumers better understand products and increased their confidence in making purchases. Email marketing proved effective, particularly when offering exclusive discounts and creating a sense of urgency. Mobile marketing demonstrated its growing influence, with consumers valuing the convenience of mobile-friendly websites and app notifications. The integration of artificial intelligence further improved the shopping experience by providing instant assistance and personalized recommendations. Ethical considerations, such as data privacy and honest advertising, were essential for maintaining consumer trust and loyalty. User-generated content provided authentic insights that influenced purchasing decisions, while omnichannel strategies offered a seamless and flexible shopping experience. Gamification elements, including reward programs and interactive challenges, enhanced consumer engagement and motivation. The study concludes that a multifaceted approach to digital marketing, incorporating these strategies, is crucial for effectively engaging consumers and driving sales. The findings offer valuable insights for marketers aiming to optimize their digital marketing strategies in the evolving digital landscape.

This study explores the impact of artificial intelligence (AI) on digital marketing strategies, emphasizing how AI technologies have transformed marketing practices. AI's ability to analyze vast amounts of data has significantly enhanced targeting and personalization, enabling marketers to deliver highly relevant and tailored content to specific consumer segments. The integration of AI in content creation has streamlined processes, improving efficiency while maintaining high standards of quality and relevance. Customer engagement has also been revolutionized through AI-driven tools such as chatbots and predictive assistance, which provide real-time, personalized support and enhance overall user satisfaction. Despite the numerous benefits, the adoption of AI in digital marketing presents challenges, including data privacy concerns, algorithmic bias, high implementation costs, and the complexity of integrating AI with existing marketing systems. The shortage of skilled professionals further complicates effective AI utilization. Looking forward, the potential for AI to drive innovation in digital marketing is substantial, with opportunities for advancements in personalization, predictive analytics, and the integration of emerging technologies like virtual and augmented reality. However, it is essential for businesses to navigate these developments carefully, addressing ethical considerations and ensuring responsible use of AI to maintain consumer trust and achieve sustained success. This study provides insights into the transformative effects of AI on digital marketing and offers a comprehensive overview of the associated benefits and challenges, highlighting the need for a balanced approach to leveraging AI technology.

During the COVID-19 pandemic, the term “behavioural fatigue” became the centre of policy debates in Great Britain. These debates involved deciding when to go into lockdown and whether behavioural interventions could be effective. Behavioural interventions can only succeed where people’s capabilities, opportunities, and motivations to perform target behaviours are supported. Our retrospective data analyses examine the relationships between people’s capabilities, opportunities, motivations, and behaviours, i.e., adherence to lockdown guidelines. Our cross-sectional analyses include 17,962 unique participants in Great Britain who completed a survey over the initial 30 days of the first lockdown (April 2020). We examine trends in responses to each scale and then the relationships between the scales using Granger’s causality test with tests for stationarity and cointegration. A mixture of increasing and decreasing trends were identified for capabilities and opportunities. Decreasing trends were identified for motivation and behaviour. Granger’s causality tests found that capability forecasts opportunity and behaviour and that motivation forecasts opportunity. The discussion reiterates that to realize and maintain behaviour changes, policies surrounding people's capabilities, opportunities, and motivations must continue to support target behaviours.

In recent years, food and drink marketers have become increasingly interested in the question of whether there are any meaningful sex/gender differences in the world of taste/flavour perception. However, it turns out that while there are a large number of individual differences in the experience of food/drink, few, if any, fall neatly along sex/gender lines. As such, the marketers of food and drink need to tread very carefully when it comes to marketing food or beverage products specifically at men, or more usually, women. All too often, the brands entering this space soon find their attempts branded crass and/or sexist. Adopting a stealthy or implicit gender-based product development strategy is therefore perhaps more likely to succeed than the explicit targeting of food/beverage-related products in what is undoubtedly a highly-politicized area. That said, the one area where the public appear willing to accept products that are explicitly targeted at men or women is in the case of nutritional foods/supplements.

Hoof capability of domesticated, barefoot-kept horses and ponies traversing artificial environments remains undocumented. In this study, four equines were walked in-hand for 16 days, covering a distance of 50 km, over three solid surfaces. Subsequently, we conducted an assessment of hoof morphology. Hooves (n = 16) were radiographed before and after the trial, spaced 3 weeks apart, for sole depth measurement. External measurements of feet were recorded 24 hours before day 1 and repeated on day 9. Radiographs revealed increased sole depth in 11 hooves, notably at the palmar process, and some misalignment in certain phalanges. On day 9, after a 36-km distance, all hooves exhibited calloused soles and frogs, and required trimming. The front hooves of the horses had a pronounced, natural concavity. Hard surfaces were found to stimulate sole growth, with a portion of sole thickness preferentially accumulating within the dermal zone. Collectively, the maintenance of short trimming cycles to prevent misalignment, minimize hoof-wall loading and maintain a load-sharing system, may be necessary for barefoot-kept horses considering their rapid growth rate.

This research explores the impact of 5G technology on supply chain efficiency and marketing innovations, highlighting its transformative potential and associated challenges. The study delves into how 5G enhances real-time tracking and monitoring within supply chains, significantly improving inventory management, reducing stockouts and overstocking, and ensuring optimal conditions during product transit. The advanced communication capabilities of 5G enable seamless collaboration among supply chain partners, facilitating quicker decision-making and improved risk management. Additionally, the integration of 5G technology with data analytics has optimized processes, improved forecasting accuracy, and led to cost reductions, showcasing the value of data-driven decision-making. In the marketing domain, 5G technology has driven the development of immersive augmented reality (AR) and virtual reality (VR) applications, enhancing customer engagement through interactive and experiential content. Personalized and targeted marketing strategies, supported by real-time data and deeper customer insights, have led to higher customer satisfaction and increased sales. The proliferation of connected devices, such as smart speakers and wearables, has further enabled personalized interactions and convenience, fostering brand loyalty and driving growth. Despite these advancements, the implementation of 5G presents challenges, including significant infrastructure investment, cybersecurity risks, and privacy concerns. Companies must navigate these issues by investing in robust security measures and developing comprehensive policies. The research concludes with an optimistic outlook on the future impact of 5G technology, emphasizing its potential to drive innovation, enhance operational efficiency, and transform customer experiences, ultimately shaping the future of business operations.

This research explores the pivotal role of big data analytics in enhancing retail marketing and supply chain optimization. As the retail industry undergoes rapid digital transformation, big data analytics has emerged as a critical tool for gaining competitive advantage and improving operational efficiency. The study delves into the various applications of big data analytics, including customer segmentation, personalized marketing, demand forecasting, inventory management, dynamic pricing, and supply chain optimization. It highlights how retailers leverage data from diverse sources to gain insights into consumer behavior, market trends, and operational performance, leading to more informed decision-making. The findings underscore the significant benefits of big data analytics in enhancing customer experiences through targeted engagement and personalized service. Additionally, the research addresses the ethical considerations and challenges associated with data privacy, security, and potential biases in analytics models. It emphasizes the importance of maintaining high standards of data quality and ethical practices to ensure the responsible use of data. The conclusion reiterates the transformative impact of big data analytics in the retail sector, suggesting that while it offers substantial advantages, careful management of its challenges is crucial. The study provides valuable insights into how retailers can harness the power of big data analytics to drive growth, innovation, and long-term success in an increasingly competitive and data-driven market environment.

This study explores the dynamic interplay between supply chain integration and marketing strategies in achieving customer satisfaction. Through a qualitative approach involving semi-structured interviews with supply chain and marketing professionals, the research delves into how these traditionally distinct functions can be aligned to enhance operational efficiency and deliver superior customer experiences. Findings reveal that strategic alignment between supply chain management (SCM) and marketing fosters better coordination of product availability and service delivery, thereby meeting customer expectations consistently and enhancing brand loyalty. Information sharing and technological integration emerge as critical enablers, facilitating real-time data exchange and collaborative decision-making. The study also identifies challenges such as organizational silos, cultural resistance, and technological constraints that impede seamless integration, highlighting the need for proactive strategies to foster cross-functional collaboration. Additionally, the evolving roles of sustainability and customer-centricity are emphasized as key drivers for differentiating brands and achieving competitive advantage. By integrating sustainable practices and adopting a customer-centric approach, organizations can build stronger customer relationships and enhance their market position. The research underscores the importance of leadership support, investment in technology, and a collaborative organizational culture in overcoming integration barriers. The study’s findings provide actionable insights for organizations aiming to optimize their SCM and marketing strategies, drive innovation, and sustain growth in an increasingly complex and competitive business environment. This research contributes to the growing body of knowledge on supply chain and marketing integration, offering practical recommendations for achieving customer satisfaction and long-term success.

Consumer trust in supply chain certifications plays a pivotal role in shaping contemporary consumer behavior and marketing effectiveness. This qualitative research investigates consumer perceptions of supply chain certifications and their impact on purchasing decisions and brand loyalty. Through semi-structured interviews and focus group discussions with 30 participants, the study explores themes such as credibility, transparency, perceived value, and the influence of certifications on consumer trust. Findings reveal that consumers value certifications that signal ethical sourcing practices and sustainability commitments, viewing them as assurances of product quality and social responsibility. Credibility and transparency in certification processes emerged as critical factors influencing consumer trust, while perceived benefits such as environmental sustainability and fair labor practices positively influenced purchase intentions. Moreover, certifications were found to enhance brand loyalty by aligning with consumers' ethical values and beliefs. However, the study identifies challenges including high certification costs, complexity in compliance, and consumer skepticism, which hinder broader adoption and effectiveness of certifications. The implications of these findings suggest that businesses can enhance consumer trust and market competitiveness by investing in rigorous certification standards, clear communication strategies, and sustainable practices. Addressing barriers through improved transparency and consumer education is crucial for maximizing the impact of certifications on ethical consumption. Future research directions include longitudinal studies on certification impacts and comparative analyses across industries and global markets to further enrich understanding of consumer behavior and certification influences.

The focus of this study is to identify whether resilience and sustainable development can be used as an image for strategic planning of the city marketing. Resilience is about building and planning for future proof the cities. How urban challenges and crisis have the lowest impact and the maximum of bounce back and evolution. Resilience is part of the sustainable development. Thus, it is important for the decision-makers to define the mission on their strategic planning in a holistically way taking into consideration the basic assets of a city, the environment, the economy and the society and how can all of them can be combined to marketing the city and take into consideration the internal and external environment. As the past few years’ city marketing has become an important tool for the urban development. The main goal is to show how city marketing can be applied on a city that tries to be more resilient and more sustainable by using strategic urban planning to set the vision, to identify the challenges and the problematic areas and to set new goals and objectives in order to plan and build to future proof the complexity of an urban system. For answering the questions of this article we use two case studies Rotterdam (Netherlands) and Thessaloniki (Greece), using a literature review and researches conducted alongside with a benchmarking of their resilient strategies as both of the cities are members of the Resilient Cities Network. From a different perspective of resilient thinking, both of the cities have managed to use resilience as a marketing image for further sustainable development.

Philippine Lime or Calamansi is considered one of the Philippine high-value crops in Nueva Ecija province. This article presents some issues and problems of the calamansi industry in terms of marketing. The study used a descriptive survey of 56 farm-owners or calamansi growers. Findings revealed that lime production could be a stable income source if the growers can provide the necessary production inputs on a sustainable basis. Calamansi farmers in the province some often confronted with the following problems: the high cost of farm inputs, price fluctuations, price manipulation of big-time traders, and other intermediaries. The study also found out that the existing actors in the chain were limited to growers, laborers, agri-supply shops, nursery owners, intermediaries, and traders. In terms of trading, there is a high degree of competition among traders in the market. The findings and results from this study may have important factors in developing and designing effective agricultural marketing program and startegic development plan by the authorities in the region.

This study explores the application of data mining techniques in marketing strategies, highlighting their impact on customer segmentation, predictive analytics, and personalization. Data mining has emerged as a transformative tool for businesses seeking to enhance their marketing effectiveness by providing deep insights into customer behavior and preferences. Techniques such as clustering, predictive modeling, and personalization are examined for their roles in improving marketing outcomes. Clustering methods, including K-means and hierarchical clustering, enable businesses to categorize customers into meaningful segments, allowing for more targeted marketing efforts. Predictive analytics, utilizing models like decision trees and neural networks, offers the capability to forecast future customer behaviors and trends, thereby optimizing resource allocation and strategy planning. Personalization techniques, such as collaborative filtering and dynamic recommendations, enhance customer engagement by delivering tailored content and offers. Despite these advantages, the study also addresses the challenges associated with data mining, including data privacy concerns, data quality issues, and the shortage of skilled personnel. These challenges underscore the need for effective data management practices and ethical considerations in the application of data mining. Furthermore, the integration of emerging technologies like artificial intelligence and real-time analytics is discussed as a means to overcome existing obstacles and drive future advancements in marketing strategies. The findings underscore the significant role of data mining in revolutionizing marketing practices and highlight the ongoing need for adaptation and innovation in response to evolving market dynamics.

This research explores the transformative impact of artificial intelligence (AI) on personalizing marketing campaigns, highlighting how AI technologies are reshaping modern marketing practices. AI tools such as machine learning, natural language processing (NLP), predictive analytics, deep learning, and computer vision are integral to enhancing customer engagement and optimizing marketing strategies. Machine learning algorithms enable precise customer segmentation and personalized recommendations, leading to more targeted and effective marketing messages. NLP facilitates the analysis of customer sentiment and enhances communication through advanced language processing and AI-powered chatbots. Predictive analytics and deep learning provide businesses with the capability to forecast customer behaviors and recognize complex data patterns, further refining marketing efforts. Computer vision technology contributes to personalization through innovations like visual search and augmented reality, creating immersive customer experiences. Despite the numerous benefits, the adoption of AI in marketing presents several challenges. Data privacy and security concerns, integration complexities, and the potential for algorithmic bias are critical issues that need to be addressed. Ethical considerations, including transparency and fairness in data usage, are also paramount to maintaining customer trust and ensuring responsible AI application. The future of AI in marketing promises continued advancements, with trends such as hyper-personalization and enhanced integration with technologies like the Internet of Things and voice search expected to drive further innovation. Overall, AI significantly enhances marketing effectiveness by offering tailored solutions and strategic insights while necessitating a thoughtful approach to ethical and practical challenges.

This qualitative study explores the pivotal role of supply chain collaboration (SCC) in enhancing marketing effectiveness within organizations. By integrating supply chain management (SCM) practices with marketing strategies, companies can optimize operational efficiencies, anticipate consumer demands, and deliver personalized customer experiences. The study emphasizes technological integration, such as IoT, big data analytics, and blockchain, which enables real-time data sharing, predictive analytics, and enhanced visibility across the supply chain. Strategic alignment between SCM and marketing functions ensures efficient resource allocation and strategic deployment of marketing investments, fostering synergistic outcomes and maximizing market impact. Collaborative innovation within supply chains drives continuous improvement and product innovation, strengthening brand reputation and customer loyalty. Additionally, supply chain resilience, achieved through robust risk management and agile strategies, enables businesses to maintain operational stability and mitigate disruptions, safeguarding customer relationships and brand integrity. This research underscores the strategic imperative for organizations to embrace SCC as a driver of sustainable growth and competitive advantage in dynamic market environments. By leveraging SCC to integrate SCM and marketing functions, companies can navigate complexities, capitalize on market opportunities, and sustain long-term success. The findings provide valuable insights for business leaders seeking to enhance marketing effectiveness through effective SCC strategies.

Effective communication in English is crucial for marketing professionals in the highly competitive global business landscape. This article emphasizes the importance of English language proficiency and the need for a tailored needs analysis for marketing professionals in the field of Business English. The comprehensive exploration of the needs analysis process outlines its methods and steps, highlighting its relevance in designing targeted language programs. By utilizing surveys, interviews, and observations, trainers and language instructors gain valuable insights into the specific challenges faced by marketing professionals, enabling them to develop customized skill-building approaches. The article also underscores the pedagogical implications of the needs analysis, stressing the significance of a personalized training program that addresses identified language gaps. Recognizing the collaborative nature of the process, the article concludes by discussing the implementation of the training program and the importance of tracking progress, ultimately displaying the tangible benefits of conducting a needs analysis in Business English for marketing professionals in terms of enhancing competitiveness and driving business growth.

Nowadays, customers play a very important and vital role in the field of global economy. As a result, companies give special significance to the customers to survive and grow in the field of economic competition in the modern world and increase their relationship with the buyers of their products and services throughout their lifetime. Marketing growth through mobile phones has provided further motives for performing more researches in the field of customer behavior and attitude in mobile marketing. The goal of the current study is to analyze the effective factors on customer behavior in mobile marketing. The variables used in this study are perceived ease of use, individual knowledge, user’s mobile phone technology, customers’ negative attitudes, and customers’ positive attitudes. The current research is practical in terms of objective and is descriptive-analytic in terms of methodology. Data were gathered by distributing a questionnaire among 284 students of Tehran University. Data were analyzed by structural equation modeling using Lisrel and Expert Choice software. Test results showed that ease of use, individual knowledge, mobile phone technology, positive attitude, and negative attitude variables have a meaningful effect on customer behavior in mobile marketing. The confirmation of all the assumptions of the research supports the importance of the customer behavior analysis in mobile phone services.

Doubly Fed Induction Generator (DFIG) has a stator winding directly coupled with grid. Whereas, rotor winding is connected via a fault-prone back to back power converters. DFIG is known to be vulnerable to the grid faults. In early times, when a fault occurred, these generators were required to disconnect from the grid to secure the generator and power converters. However, due to the increased penetration of wind turbines into the power system, grid operators demanded that the wind turbines remain connected to the grid, as disconnecting them would further disrupt the grid. When a fault at the grid terminal occur, a high stator current is induced which further result in high rotor current. This current will trigger the DC-link voltage to rise. This high currents and DC-link voltage will cause harm to the converters. Thus, in this paper work, the crowbar protection system is employed for protecting the converters against excess energy. Furthermore, the analysis of DFIG is rendered by integrating the crowbar protection with the Battery Energy Storage System (BESS) for a much effective outcome in enhancing machine to drive the fault. MATLAB-Simulink software is used for modeling and simulation. All system parameters are obtained from ADAMA-II Wind Farm.

While the Internet of Things (IoT) technology has been widely recognized as the essential part of Smart Cities, it also brings new challenges in terms of privacy and security. Access control (AC) is among the top security concerns, which is critical in resource and information protection over IoT devices. Traditional access control approaches, like Access Control Lists (ACL), Role-based Access Control (RBAC) and Attribute-based Access Control (ABAC), are not able to provide a scalable, manageable and efficient mechanism to meet the requirements of IoT systems. Another weakness in today's AC is the centralized authorization server, which can be the performance bottleneck or the single point of failure. Inspired by the smart contract on top of a blockchain protocol, this paper proposes BlendCAC, which is a decentralized, federated capability-based AC mechanism to enable an effective protection for devices, services and information in large scale IoT systems. A federated capability-based delegation model (FCDM) is introduced to support hierarchical and multi-hop delegation. The mechanism for delegate authorization and revocation is explored. A robust identity-based capability token management strategy is proposed, which takes advantage of the smart contract for registering, propagating and revocating of the access authorization. A proof-of-concept prototype has been implemented on both resources-constrained devices (i.e., Raspberry PI node) and more powerful computing devices (i.e., laptops), and tested on a local private blockchain network. The experimental results demonstrate the feasibility of the BlendCAC to offer a decentralized, scalable, lightweight and fine-grained AC solution for IoT systems.

A modular switched-capacitor (SC) DC-DC converter (MSCC) is introduced in this paper. It is designed to boost a low input voltage to a high voltage level and can be applied for photovoltaics and electric vehicles. This topology has high extensibility for high voltage gain output. The merits of the converters also lie in the fault tolerance operation and the voltage regulation with a minimum change in the duty ratio. Those features are built in when designing the modules and then integrating these into the DC-DC converter. Converter performance including voltage gain, voltage and current stress are focused and tested. The converter is modelled analytically, and its control algorithm is analyzed in detailed. Both simulation and experiment are carried out to verify the topology under normal operation and fault mode operation.

The purpose of this study is to investigate the effect of innovation capability on business sustainability in Nigerian small and medium enterprises (SMEs), as well as consider the effects of organizational resilience, sustainable competitive advantage, and environmental dynamism as mediators in succession. The researchers adopted a quantitative approach and collected data from 401 employees in SMEs in the Lagos Metropolitan Area of Nigeria. We conducted the analysis of the collected data using the partial least squares approach (PLS-SEM). The researcher established that innovation capabilities are beneficial in ensuring business sustainability. Findings further corroborated the importance of sustainable competitive advantage and environmental dynamism for business sustainability. Finally, the results showed that environmental dynamism is important for helping small business owners keep their businesses sustained and increase their innovation capabilities. Similarly, the indirect paths also showed that resilience organizations like SMEs play a role in the paradigm. However, businesses can benefit from this study's findings by crafting strategies that adapt more quickly to changing market dynamics and capitalize on emerging possibilities. This way, businesses may take the necessary measures to stay ahead of the competition while guaranteeing sustainability. Even though the heuristic model emphasizes originality, current research on how to successfully link innovative capacity to sustainability and build sustainability in dynamic environments is sparse.

Digital marketing adoption in the multinational Fast-Moving Consumer Goods (FMCG) sector presents both challenges and opportunities that significantly impact organizational strategies and market competitiveness. This qualitative study explores the complexities surrounding digital marketing adoption through interviews with 45 participants from multinational FMCG companies. The research investigates key barriers such as organizational resistance, technological constraints, and concerns over data privacy and security, while also examining the benefits of enhanced consumer engagement, global market reach, and data-driven decision making. Findings reveal that organizational resistance remains a formidable barrier, driven by senior management's cautious approach to digital transformation and concerns over return on investment (ROI) amidst rapidly evolving digital landscapes. Technological challenges, including outdated systems and limited budgets for technology upgrades, further hinder comprehensive digital integration. Moreover, navigating regulatory frameworks and addressing consumer trust in data privacy emerge as critical considerations for FMCG companies seeking to leverage digital strategies effectively. Conversely, digital marketing adoption offers substantial opportunities. Enhanced consumer engagement through personalized and interactive campaigns allows companies to strengthen brand-consumer relationships and foster loyalty. The global reach facilitated by digital platforms enables multinational FMCG firms to expand market presence, penetrate new markets, and adapt marketing strategies to diverse consumer preferences worldwide. Data-driven decision making emerges as pivotal, leveraging analytics to optimize marketing strategies, measure campaign effectiveness, and anticipate consumer behaviors in real-time. Strategies for overcoming barriers emphasize building internal digital capabilities through training, recruitment, and cross-functional collaboration. Aligning digital strategies with overarching business objectives and integrating digital efforts with traditional marketing channels are crucial for creating cohesive and effective campaigns. Embracing innovation, flexibility, and agility in adapting to technological advancements are essential for maintaining competitiveness and relevance in a rapidly evolving digital landscape. Looking forward, emerging trends such as AI and machine learning integration for predictive analytics, sustainability-focused marketing initiatives, and the evolution towards omnichannel strategies are poised to reshape digital marketing practices in the FMCG sector. By aligning strategies with these trends, FMCG companies can harness digital technologies to drive sustainable growth, enhance market competitiveness, and meet evolving consumer expectations in a digitally-driven global marketplace.

Aligning supply chain and marketing functions is crucial for high-tech startups aiming to successfully launch new products in competitive markets. This qualitative research explores the strategies, challenges, benefits, and best practices associated with supply chain and marketing alignment in high-tech startups. Through a detailed analysis of case studies and semi-structured interviews with industry professionals, the study identifies key insights into how startups can effectively integrate these functions to enhance operational efficiency, market responsiveness, customer satisfaction, and risk management. The findings reveal that successful alignment requires the formation of cross-functional teams, leveraging integrated technologies like CRM and ERP systems, establishing regular inter-departmental communication, and developing joint performance metrics. These strategies foster collaboration and ensure that supply chain and marketing efforts are coordinated towards shared goals. However, startups face challenges such as differing departmental objectives, resource constraints, communication barriers, and technological limitations, which hinder effective alignment. Benefits observed from effective alignment include improved operational efficiency through streamlined processes, enhanced market responsiveness to adapt quickly to changing demands, increased customer satisfaction by delivering products that meet market expectations, and better risk management through proactive identification and mitigation of supply chain and market risks. Best practices identified include fostering a culture of collaboration, investing in technology for data integration and transparency, aligning strategic objectives across functions, and continuously monitoring and adjusting alignment strategies. Integration of broader elements such as sustainability, entrepreneurship, emotional intelligence, marketing, and supplier relationship management further enriches the alignment framework. This study contributes to a deeper understanding of how high-tech startups can strategically align their supply chain and marketing functions to achieve competitive advantage and sustainable growth in dynamic market environments.

This qualitative study explores the transformative role of digital technologies in enhancing supply chain efficiency and marketing effectiveness across diverse industries. The integration of Internet of Things (IoT), artificial intelligence (AI), blockchain, and advanced analytics has reshaped organizational practices, enabling real-time data collection, analysis, and decision-making in supply chain management (SCM) and marketing. Through semi-structured interviews with 25 professionals, including supply chain managers, marketing executives, and IT specialists, insights were gathered into the adoption, integration, and impact of digital technologies within organizational contexts. Key findings highlight IoT's contribution to enhancing supply chain visibility, predictive maintenance, and operational efficiency through continuous monitoring and data-driven insights. AI technologies support demand forecasting, inventory optimization, and personalized marketing strategies, improving customer engagement and satisfaction. Blockchain enhances supply chain transparency, traceability, and security, reducing risks associated with fraud and ensuring compliance with regulatory standards. Advanced analytics provide organizations with actionable insights into consumer behavior and market trends, guiding strategic decision-making and optimizing marketing campaigns. Despite these benefits, organizations face challenges such as technological complexity, integration issues, data privacy concerns, and organizational resistance to change. Strategic planning, leadership support, and investment in digital infrastructure are essential for overcoming these challenges and maximizing the potential of digital technologies. Future research directions include exploring sustainability initiatives in digital SCM, advancing AI-driven analytics, and understanding digital transformation in emerging markets.