Businesses

Rural agricultural markets face unique challenges, yet neuromarketing applications in this sector are understudied. This systematic review investigates how neuroscience has been applied to shape marketing narratives for rural agricultural producers. The objectives were to catalog relevant studies, identify key themes using inductive thematic synthesis, and derive practical implications for rural marketing strategy and future research. We systematically searched English-language, peer-reviewed studies published between 2016 and 2024 across multiple academic databases, following PRISMA guidelines. Two independent reviewers screened the records, resulting in the inclusion of 20 studies. Key data from each study were extracted and synthesized using an inductive thematic analysis approach. The synthesis revealed several recurrent findings. First, in terms of social and community context, farmers showed greater trust and engagement with familiar local buyers than with distant corporations, indicating that local relationships strongly influence producer behavior. Second, regarding product and narrative attributes, marketing narratives that emphasized local provenance, organic or sustainable production, and ethical values such as animal welfare and environmental sustainability resonated strongly with rural consumers. Third, sensory and emotional cues particularly visual elements and storytelling techniques including color, imagery, and packaging design consistently enhanced consumer attention and engagement. Overall, these neuroscience-informed themes suggest that marketing narratives emphasizing authenticity, trust-building, and community values can effectively strengthen rural agricultural marketing. This review provides neuroscience-informed interpretations of key rural marketing challenges, drawing on dual-process theory and consumer decision models for applying neuromarketing insights in this context. Practically, rural producers can leverage these findings by designing marketing messages and packaging that highlight local identity and ethical values, thereby building consumer trust and loyalty. The review also highlights gaps such as the need for more field-based neuromarketing studies and suggests directions for future research, offering guidance for both scholars and practitioners working at the intersection of neuroscience and rural consumer behavior. Full article

The restaurant industry, especially fine dining, is characterized by intense competition and an increasing number of closures. Wine is a profit lever, but the exploitation of sales potential can present a challenge. As consumers encounter more extensive wine lists, they often find themselves overwhelmed. A restaurant experiment in Stuttgart, Germany, examined strategies to simplify decision-making for customers and their impact on wine purchases and the dining experience. This experiment, conducted at a small fine-dining establishment, aimed to understand how wine descriptions and pairing recommendations influence customer choices and behavior, revealing key insights that wineries and restaurants can leverage to boost wine sales. The findings underscore the power of wine descriptions and strategic pairing recommendations in enhancing customer engagement. They suggest that restaurants can increase their wine sales by integrating well-crafted wine descriptions into menus, while wineries can benefit by providing comprehensive tasting notes and pairing suggestions that align with restaurant offerings. For both sectors, understanding the sensory and psychological factors that shape wine appreciation can offer a competitive edge. Full article

Small and medium-sized enterprises (SMEs) face substantial barriers in accessing reliable and cost-effective IT infrastructure, primarily due to economic constraints and limited technical resources. Hybrid cloud computing solutions, including infrastructure as a service (IaaS), platform as a service (PaaS), and software as a service (SaaS), offer potential to overcome these barriers by providing scalable, flexible IT services. This study systematically reviews the impact of cloud computing on SME performance, focusing on key performance metrics such as cost-efficiency, operational reliability, and competitive advantage. A systematic literature review was conducted using the PRISMA 2020 framework. Inclusion criteria included studies published in English from 2014 to 2024, focusing on cloud computing for SMEs and presenting clear analytical frameworks for evaluating performance. Out of an initial pool of 18,570 studies, 90 met the criteria for detailed analysis. Findings show that cloud computing adoption enhances SME performance, with approximately 82% of studies reporting improvements in operational efficiency and 76% noting cost savings. Competitive advantage was identified as a key benefit in 64% of studies, driven by cloud-enabled scalability and access to advanced technology. Key adoption drivers include management support (cited by 68% of studies), service quality (56%), and perceived risks (54%), while barriers such as initial cost concerns and data security risks were also prevalent, affecting 48% and 45% of SMEs, respectively. This review provides strategic insights for SMEs and policymakers, emphasizing the importance of tailored cloud strategies that align with specific operational needs and budget constraints. By addressing key predictors and challenges, this study offers a roadmap for SMEs to leverage cloud computing to improve performance, sustainability, and competitiveness. Full article

Small and medium-sized enterprises (SMEs) face unique challenges that can be effectively addressed through the adoption of data mining and business intelligence (BI) tools. This systematic literature review scrutinizes the deployment and efficacy of BI and data mining technologies across SME sectors, assessing their impact on operational efficiency, strategic decision-making, and market competitiveness. Therefore, drawing from a methodologically rigorous analysis of 93 scholarly articles published between 2014 and 2024, the review elucidates the evolving landscape of BI tools and techniques that have shaped SME practices. It reveals that advanced analytics such as predictive modeling and machine learning are increasingly being adopted, though significant gaps remain, particularly shaped by economic factors. The utilization of BI and data mining enhances decision-making processes and enables SMEs to adapt effectively to market dynamics. Despite these advancements, SMEs encounter barriers such as technological complexity, high implementation costs, and substantial skills gaps, impeding effective utilization. Our review, grounded in the analysis of business intelligence tools used indicates that dashboards (31.18%) and clustering techniques (10.75%) are predominantly utilized, highlighting their strategic importance in operational settings. However, a considerable number of studies (66.67%) do not specify the BI tools or data mining techniques employed, pointing to a need for more detailed methodological transparency in future research. The predominant focus on the ICT and manufacturing sectors underscores the industrial context sector specific applicability of these technologies, with ICT accounting for 45.16% and manufacturing 22.58% of the studies. We advocate for targeted educational programs, development of user-friendly and cost-effective BI solutions, and strategic partnerships to facilitate knowledge transfer and technological empowerment in SMEs. Empirical research validating the impacts of BI and data mining on SME performance is crucial, providing a directional pathway for future academic inquiries and policy formulation. Full article

This study explores employees’ perceptions of the Office of the Premier in the North West regarding their level of organizational commitment. Using questionnaires to collect qualitative data, a sample of 214 employees, ranging from entry-level to senior management, from the Office of the Premier in the North West Province were gathered. Data were analyzed using SPSS 2011 software. The overall findings show that younger respondents aged 25–34 had an emotional connection to the organization, which aligns with the existing literature. Furthermore, this age group indicated that one of the primary reasons for continuing to work in their department was that leaving would require considerable personal sacrifice, showing that the more committed the employee becomes, the lower the chance of them leaving. Notably, the empirical evidence further reveals that female employees were less likely than male employees to talk openly about their organization. Gender being a factor for employees talking openly about the organization implies that the management must pay attention to gender dynamics across all levels of the organization and ensure that gender representativeness is achieved. This study significantly contributes to the literature on organizational commitment by providing pertinent information regarding organizational commitment based on age, gender, and tenure. Full article

The rapid growth of the Internet of Things (IoT) presents emerging economies with an invaluable opportunity to reshape their market standings and reach a competitive advantage. Nonetheless, the acquisition and development of IoT technologies poses significant challenges for businesses in these areas. This study explores the factors affecting IoT technology acquisition and advancement by smart mobility businesses in this market. Through a review of literature and case studies, the research identifies key strategies and their characteristics. We focus on critical factors such as infrastructure constraints, technology acquisition, regulatory frameworks, business structures, and strategic alliances by analyzing related startups engaged in IoT products and services, each with distinct features. Additionally, this research utilizes the Capability Maturity Model to evaluate and enhance technological capabilities and business processes according to their readiness levels. Based on the results obtained, we emphasize the necessity of approaches tailored to specific needs and obstacles. Employing a mixed-methods approach, including conceptual studies, thematic analysis, interviews, questionnaires, and advanced machine learning techniques, the study sheds light on the strategic decisions, technological trends, and achievements of IoT-focused businesses. Therefore, it underscores the importance of recognizing technological trends and the pivotal role of data-driven analytics in strategic decision-making for technology adoption. Full article

The use of product and service brands by popular movie characters has long been a powerful marketing tool, boosting brand awareness and enhancing brand image. Product placement—the appearance of brands in films—not only increases visibility but also provides vital financial support for film production, particularly in big-budget blockbusters. However, an interesting question arises: to what extent do filmmakers and brands align brand values with the personalities of film characters? Is the goal solely to maximize exposure, or is there a conscious effort to create authentic pairings that resonate with audiences? This study examines the appearance of product and service brands in the Marvel Cinematic Universe, focusing specifically on two main characters: Iron Man (Tony Stark) and Captain America (Steve Rogers). We analyzed 11 Marvel Studios films released between 2008 and 2019, documenting brand appearances and evaluating their alignment with the characters’ personalities. By applying personality typology models (Aaker, Mark and Pearson, MBTI, NERIS Type Explorer), we developed detailed profiles of both the movie characters and the associated brands. The findings reveal that while brand placements are extensive, there is often a deliberate effort to pair them with characters in ways that reinforce authenticity and strengthen audience connections. This benefits filmmakers, audiences, and brands alike by enhancing credibility and fostering emotional engagement. Full article

Heat pumps (HPs) are considered as a key technology in the future energy system. Besides technical and ecological aspects, user acceptance and user friendliness are also essential. The aim of the study was therefore to research which aspects are decisive for the purchase decision, which different types of HP owners can be distinguished, how their specific user behavior can be characterized in terms of control and operation, and what their respective requirements and wishes are for the functions and operation of their HPs. A mixed-methods approach in an exploratory sequential design was used. Based on nine qualitative interviews and a survey with 510 respondents, both conducted in Austria, it is observed that the most relevant arguments for the purchase decision of HPs are high environmental friendliness and efficiency, as well as resource independence. Respecting certain usage and requirement patterns, four user types could be identified and defined—the minimalist, the functionalist, the tech-savvy tinkerer, and the anxious user. In the future, intelligent control and regulation approaches and the integration of HPs into a holistic energy and building management system (smart home) will become more important. Based on the results, tailor-made system solutions can be developed, user friendliness optimized, and new services developed. Full article

In today’s fast-paced technological landscape, businesses must adapt to evolving business models and harness the power of data to thrive. Small and Medium-sized Enterprises (SMEs) face significant challenges in aligning IT infrastructure with business objectives while navigating digital transformation. This systematic review, conducted using PRISMA 2020 guidelines, investigates the role of Enterprise Architecture (EA) and Information Management (IM) in driving IT growth and sustaining competitive performance in SMEs. Through a synthesis of academic research, industry analysis, and case studies from the last decade, this review identifies key frameworks—such as TOGAF, Zachman, and FEAF—that support the alignment of IT capabilities with organizational goals. The integration of IM within EA frameworks is found to enhance decision-making, resource allocation, and operational efficiency. Emerging technologies like Artificial Intelligence (AI) and cloud computing are highlighted for their transformative impact, enabling real-time data analysis, improved scalability, and enhanced agility. Our review reports that 43.44% of the studies focused on cloud-based solutions, while 24.59% adopted hybrid models, offering SMEs scalable and flexible IT infrastructures. The findings emphasize the necessity of strong governance frameworks to ensure compliance, adaptability, and long-term sustainability in a dynamic environment. This research contributes to a comprehensive roadmap for SMEs, enabling them to leverage EA and IM for sustained growth and competitive advantage in the digital era. Full article

The purpose of this bibliometric analysis is to understand what skill sets are needed for the entrepreneurial mindset, how the entrepreneurial mindset is practically operationalized, and where opportunities can be identified using the entrepreneurial mindset. The entrepreneurial mindset is crucial in entrepreneurship and innovation, leading to value creation, business development, and competitive advantage. The methodological approach involves a bibliometric analysis utilizing seven databases and a total of 478 articles that were selected based on the phrase “entrepreneurial mindset”. Data were extracted on 6 July 2024, and the bibliometric analysis consisted of four separate steps in the methodological approach. The findings identified six different clusters in which the entrepreneurial mindset adopted a process-oriented perspective, a concept that is underexplored in the current literature. The novelty in this study involves a cluster in the findings, labeled “the missing dynamics”, which warrants attention. Overall, the missing dynamics cluster in this bibliometric analysis offers originality and further research suggestions. By continuing to explore the process-oriented views of the entrepreneurial mindset, new value opportunities can be created, while the missing dynamics can be better understood. Full article

Occupying the prestigious second place globally, the readymade export garment industry is the most important manufacturing and export industry in Bangladesh. The industry took root in the 1980s and has subsequently grown very rapidly since the 1990s, and now it contributes significantly to employment, income, exports, foreign exchange earnings, national output, and the overall social and economic development of the country. This paper focuses on the growth and development of the industry over the years, along with a critical discussion of some major social sustainability challenged facing this industry, particularly those pertaining to child labor issues, worker income, the gender gap, and worker and workplace safety, among others. The paper uses a mixture of quantitative and non-quantitative analysis and utilizes data and information from secondary sources to analyze the issues. The authors fill a critical gap in the existing literature on social sustainability challenges facing the export garment industry and finds that the country has made significant progress; however, however, more needs to be done improve social sustainability. The authors argue that not addressing these challenges, particularly external ones, may threaten the long-term viability and sustainability of this industry in the global stage. The paper discusses the progress made in these fronts, and the prospects for the future, so that the industry continue to play a pivotal role at the global stage and in the overall economic, social, and human development of the country. Full article

Since COVID-19, there has been an increase in the utilization of food banks owing to a number of factors, including a reduction in household income due to job losses and an increase in the cost of living, which has affected people on low incomes. In this paper, we explain how people that are in need of assistance and have limited knowledge of service provision can be remotivated through regaining their self-esteem. This is achieved through various forms of intervention. By adopting a metaphorical approach, we conceptually explore how intervention provided by a social inclusion community center stimulates recipients to re-ignite their desire for self-improvement. This is achieved through an analogy made, comparing a Formula 1 motor racing team servicing a car during a pit-stop and a person (recipient) in need of food visiting a food bank to collect a food parcel. Based on a conceptual analysis, we propose a framework outlining the interactional process involving the social inclusion community center staff and a recipient, whereby the recipient becomes, through empowerment, an external operant actor and resource integrator for the social inclusion community center. This is achieved through a circular value co-creation process. Through the circular motion of the value co-creation, an external operant actor regains self-confidence due to gaining a sense of belonging and feeling inspired to contribute to the community they are associated with. Full article

The COVID-19 pandemic devastated businesses globally, leading to significant economic and social challenges. Micro, Small and Medium Enterprises (MSMEs) are particularly vulnerable to environmental turbulence, while their survival and resilience are critical to the national economic recovery of countries globally. This study adopted a qualitative approach to examine the strategic responses adopted by MSMEs and the impact of the strategies on survival and resilience during the COVID-19 pandemic period. The sample size comprises ten (10) MSMEs and data collection using a semi-structured interview schedule. The key findings indicate that the MSMEs adopted cost reduction and diversification strategies to mitigate the impact of the abrupt COVID-19 lockdowns and the subsequent financial and cashflow problems, threats to business continuity and survival. The study conclusions indicate that adopting a combination of cost reduction and diversification strategies improved the business continuity and survival of MSMEs during the COVID-19 pandemic. The study recommendations include the need for government and stakeholders to enhance the capacity and competence of MSMEs in strategic and operational planning, investing in technology, innovation, creativity, training and development of strategic agility and fostering adaptive organisational cultures that enhance flexibility, resilience and survival when faced with economic and business environment disruptions in future. Full article

This study explores the integration of digitalization and circular economy (CE) principles within the maritime industry through a theoretical analysis, proposing a framework that aligns business models with Sustainable Development Goals (SDGs) and net-zero objectives. By investigating how digital servitization and circular business models can drive economic, social, and environmental outcomes, this research provides valuable insights into sustainable value creation and capture across maritime value chains. The theoretical analysis covers the evolution of business models, emphasizing their collective role in fostering sustainable transformation within the maritime sector. The central idea of this study is a sustainable value mapping approach that aligns product–service systems (PSSs) with circular economy principles, incorporating lifecycle thinking (LCT) to capture the full environmental, economic, and social impacts. This broader perspective on the economic value proposition highlights the need for a shift from selling products to offering servitized products, acknowledging the importance of sustainability across the entire product lifecycle. This framework offers actionable guidance for maritime stakeholders committed to transitioning their value chains towards sustainable, circular models, addressing both production and consumption dimensions to achieve broader environmental and social benefits. Full article

Research published about the restaurant industry has experienced consistent growth over the past few decades. Yet, a comprehensive bibliometric review of this research has not been performed. This study aimed to perform such a review by examining peer-reviewed articles (n = 792) focused on restaurant business research published in the Scopus and Web of Science databases. Articles related to health or food science were not examined in this study. Articles were categorized as focusing on one of five types of restaurants (i.e., fast food, fast casual, casual dining, fine dining, and general restaurants), and the articles were analyzed within three research fields: consumer behavior, organizational behavior, and finance. The increasing number of research articles focused on the restaurant industry was found to have occurred during the same time as the number of hospitality scholars and the fast food restaurant sector expanded. Fast food restaurants received the most research attention and the fast casual types received the least. Consumer behavior research dominated the restaurant research, reflecting a focus on customer satisfaction and purchase intentions. Organizational behavior topics, such as workforce dynamics and organizational structure, received slightly less attention. Finance research was the least explored research field, likely due to its complexity and perceived indirect connection to consumer-facing outcomes. The study emphasizes the need for integrative research linking consumer behavior, organizational strategies, and financial decisions to provide a holistic understanding of restaurant performance and industry practices. Full article

Whether or not business planning is useful for entrepreneurs is a critical question both academically and practically. While some studies suggest that structured business planning enhances business performance, others argue that it may be unnecessary or even counterproductive in uncertain environments. This lack of consensus creates a gap between academic research and practical application, leaving entrepreneurs without clear guidance on when and how to engage in business planning and what impact it may have. To address this issue, we conducted an integrative literature review on the effectiveness of business planning in entrepreneurship. The results of our review suggest that business planning is generally effective, and we categorize its effects into three aspects: (1) economic effects, such as start-ups’ improved sustainability and profitability; (2) external and symbolic effects for stakeholders, including enhanced decision-making for external funding, trust building, vision legitimization, and stakeholder engagement; and (3) internal and psychological effects, such as improved decision-making, cognitive enhancement, and flexibility for entrepreneurs. This article also highlights the gaps in the literature, particularly regarding the relationship between business planning and factors such as time, environmental conditions, feedback loops, entrepreneurial passion, and psychological ownership. To fully leverage the benefits of business planning, we propose six evidence-based recommendations to guide entrepreneurs in effectively utilizing this critical tool. Full article

African traditional entrepreneurship schemes have gained growing scholarly attention in recent times, with the Indigenous Igbo Entrepreneurship Scheme (IIES) recognized as the most impactful. Although scholars have explored various dimensions of the IIES, they agree that the phenomenon requires more exploration in order to position it properly in the global literature of entrepreneurship and support its adoption in other regions beyond the Igbo context. Currently, very few studies have investigated the roles, impediments, and possible solutions to the challenges faced by the IIES, and none is known that covers these three areas simultaneously. By deploying a mixed research method involving in-depth interviews with IIES enrollees and trainers, and a systematic literature review, this study proposes the 3Rs framework to the IIES. Thus, it anchors on the entrepreneurial venture creation theory and the multidimensional construct to explore the IIES’s relevance, restraints, and remedies. Several findings relating to the relevance of the scheme, such as its economic, social, financial, and environmental contributions, the restraints (informality, lack of regulation, eroding trust, and dwindling enrolment), and the remedies (including the formulation of regulatory policies, formalization of the scheme, talent hunting, and rekindling the spiritual side) are highlighted. Theoretical and practical implications are discussed. Full article

This study explores the impact of COVID-19-related supply chain disruptions on manufacturing firms, focusing on external risks: demand, environmental, and supply. Our literature review reveals the general lack of comprehensive disruption plans and exposes the vulnerabilities in manufacturing firms with limited research addressing this issue. By adopting an interpretive research philosophy and a qualitative, inductive approach, our research delves into the operational challenges and adaptations implemented in the manufacturing sector during the pandemic through case studies. The findings reveal that COVID-19 significantly increased risks, causing demand surges, logistical disruptions, extended lead times, and labour shortages due to lockdowns, necessitating strategic shifts towards localised and digital supply chains in the manufacturing sector. Our study not only enriches the supply chain literature by detailing the pandemic’s effects and emphasising the need for robust disruption plans for enhanced resilience but also offers new insights into managing supply chain disruptions in crises, highlighting the necessity of strategic adaptations for future crisis preparedness across various industries. Full article

The purpose of this study is to identify airline asymmetric attributes that affect customer satisfaction based on the three-factor theory and to build an Asymmetric Impact-Sentiment Analysis (AISA) for resource allocation prioritization. We identified food and beverage service as a basic factor; inflight service as a one-dimensional factor; and seat comfort, ground service, and airline seat class as attractive factors. AISA analysis results showed that food and beverage services should be prevented from falling into customer dissatisfaction through Urgent Action (cell II), and in-flight services should be improved continuously to increase satisfaction (cell IV). Low-priority improvement is required for seat comfort, which is an attractive factor (cell VI), and strong maintenance is required for ground service and airline seat class as strength factors (cell V). The first contribution, the asymmetric relationship between customer opinions for service attributes and satisfaction, was verified. Second, this paper extended the IPA to the text mining-based asymmetric AISA. Full article