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30 pages, 2141 KiB  
Article
Enhancing Efficiency in Sustainable IoT Enterprises: Modeling Indicators Using Pythagorean Fuzzy and Interval Grey Approaches
by Mimica R. Milošević, Miloš M. Nikolić, Dušan M. Milošević and Violeta Dimić
Sustainability 2025, 17(15), 7143; https://doi.org/10.3390/su17157143 - 6 Aug 2025
Abstract
“The Internet of Things” is a relatively new idea that refers to objects that can connect to the Internet and exchange data. The Internet of Things (IoT) enables novel interactions between objects and people by interconnecting billions of devices. While there are many [...] Read more.
“The Internet of Things” is a relatively new idea that refers to objects that can connect to the Internet and exchange data. The Internet of Things (IoT) enables novel interactions between objects and people by interconnecting billions of devices. While there are many IoT-related products, challenges pertaining to their effective implementation, particularly the lack of knowledge and confidence about security, must be addressed. To provide IoT-based enterprises with a platform for efficiency and sustainability, this study aims to identify the critical elements that influence the growth of a successful company integrated with an IoT system. This study proposes a decision support tool that evaluates the influential features of IoT using the Pythagorean Fuzzy and Interval Grey approaches within the Analytical Hierarchy Process (AHP). This study demonstrates that security, value, and connectivity are more critical than telepresence and intelligence indicators. When both strategies are used, market demand and information privacy become significant indicators. Applying the Pythagorean Fuzzy approach enables the identification of sensor networks, authorization, market demand, and data management in terms of importance. The application of the Interval Grey approach underscores the importance of data management, particularly in sensor networks. The indicators that were finally ranked are compared to obtain a good coefficient of agreement. These findings offer practical insights for promoting sustainability in enterprise operations by optimizing IoT infrastructure and decision-making processes. Full article
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23 pages, 3036 KiB  
Article
Research on the Synergistic Mechanism Design of Electricity-CET-TGC Markets and Transaction Strategies for Multiple Entities
by Zhenjiang Shi, Mengmeng Zhang, Lei An, Yan Lu, Daoshun Zha, Lili Liu and Tiantian Feng
Sustainability 2025, 17(15), 7130; https://doi.org/10.3390/su17157130 - 6 Aug 2025
Abstract
In the context of the global response to climate change and the active promotion of energy transformation, a number of low-carbon policies coupled with the development of synergies to help power system transformation is an important initiative. However, the insufficient articulation of the [...] Read more.
In the context of the global response to climate change and the active promotion of energy transformation, a number of low-carbon policies coupled with the development of synergies to help power system transformation is an important initiative. However, the insufficient articulation of the green power market, tradable green certificate (TGC) market, and carbon emission trading (CET) mechanism, and the ambiguous policy boundaries affect the trading decisions made by its market participants. Therefore, this paper systematically analyses the composition of the main players in the electricity-CET-TGC markets and their relationship with each other, and designs the synergistic mechanism of the electricity-CET-TGC markets, based on which, it constructs the optimal profit model of the thermal power plant operators, renewable energy manufacturers, power grid enterprises, power users and load aggregators under the electricity-CET-TGC markets synergy, and analyses the behavioural decision-making of the main players in the electricity-CET-TGC markets as well as the electric power system to optimise the trading strategy of each player. The results of the study show that: (1) The synergistic mechanism of electricity-CET-TGC markets can increase the proportion of green power grid-connected in the new type of power system. (2) In the selection of different environmental rights and benefits products, the direct participation of green power in the market-oriented trading is the main way, followed by applying for conversion of green power into China certified emission reduction (CCER). (3) The development of independent energy storage technology can produce greater economic and environmental benefits. This study provides policy support to promote the synergistic development of the electricity-CET-TGC markets and assist the low-carbon transformation of the power industry. Full article
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20 pages, 10605 KiB  
Article
Network Analysis of Outcome-Based Education Curriculum System: A Case Study of Environmental Design Programs in Medium-Sized Cities
by Yang Wang, Zixiao Zhan and Honglin Wang
Sustainability 2025, 17(15), 7091; https://doi.org/10.3390/su17157091 - 5 Aug 2025
Abstract
With deepening global higher education reforms, outcome-based education has emerged as the core paradigm for teaching model innovation. This study investigates the structural dependencies and teaching effectiveness of the Environmental Design curriculum at Hubei Engineering University in medium-sized cities, China, addressing challenges of [...] Read more.
With deepening global higher education reforms, outcome-based education has emerged as the core paradigm for teaching model innovation. This study investigates the structural dependencies and teaching effectiveness of the Environmental Design curriculum at Hubei Engineering University in medium-sized cities, China, addressing challenges of enrollment decline and market contraction critical for urban sustainability. Using network analysis, we construct curriculum support and contribution networks and course temporal networks to assess structural dependencies and teaching effectiveness, revealing structural patterns and optimizing the OBE-based Environmental Design curriculum to enhance educational quality and student competencies. Analysis reveals computer basic courses as knowledge transmission hubs, creating a course network with a distinct core–periphery structure. Technical course reforms significantly outperform theoretical course reforms in improving student performance metrics, such as higher average scores, better grade distributions, and reduced performance gaps, while innovative practice courses show peripheral isolation patterns, indicating limited connectivity with core curriculum modules, which reduces their educational impact. These findings provide empirical insights for curriculum optimization, supporting urban sustainable development through enhanced professional talent cultivation equipped to address environmental challenges like sustainable design practices and resource-efficient urban planning. Network analysis applications introduce innovative frameworks for curriculum reform strategies. Future research expansion through larger sample validation will support urban sustainable development goals and enhance professional talent cultivation outcomes. Full article
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32 pages, 944 KiB  
Review
Continuous Manufacturing of Recombinant Drugs: Comprehensive Analysis of Cost Reduction Strategies, Regulatory Pathways, and Global Implementation
by Sarfaraz K. Niazi
Pharmaceuticals 2025, 18(8), 1157; https://doi.org/10.3390/ph18081157 - 4 Aug 2025
Viewed by 517
Abstract
The biopharmaceutical industry is undergoing a fundamental transformation from traditional batch manufacturing to continuous manufacturing (CM) for recombinant drugs and biosimilars, driven by regulatory support through the International Council for Harmonization (ICH) Q13 guidance and compelling economic advantages. This comprehensive review examines the [...] Read more.
The biopharmaceutical industry is undergoing a fundamental transformation from traditional batch manufacturing to continuous manufacturing (CM) for recombinant drugs and biosimilars, driven by regulatory support through the International Council for Harmonization (ICH) Q13 guidance and compelling economic advantages. This comprehensive review examines the technical, economic, and regulatory aspects of implementing continuous manufacturing specifically for recombinant protein production and biosimilar development, synthesizing validated data from peer-reviewed research, regulatory sources, and global implementation case studies. The analysis demonstrates that continuous manufacturing offers substantial benefits, including a reduced equipment footprint of up to 70%, a 3- to 5-fold increase in volumetric productivity, enhanced product quality consistency, and facility cost reductions of 30–50% compared to traditional batch processes. Leading biomanufacturers across North America, Europe, and the Asia–Pacific region are successfully integrating perfusion upstream processes with connected downstream bioprocesses, enabling the fully end-to-end continuous manufacture of biopharmaceuticals with demonstrated commercial viability. The regulatory framework has been comprehensively established through ICH Q13 guidance and region-specific implementations across the FDA, EMA, PMDA, and emerging market authorities. This review provides a critical analysis of advanced technologies, including single-use perfusion bioreactors, continuous chromatography systems, real-time process analytical technology, and Industry 4.0 integration strategies. The economic modeling presents favorable return-on-investment profiles, accompanied by a detailed analysis of global market dynamics, regional implementation patterns, and supply chain integration opportunities. Full article
(This article belongs to the Section Pharmaceutical Technology)
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16 pages, 1176 KiB  
Article
Evaluating the Use of Rice Husk Ash for Soil Stabilisation to Enhance Sustainable Rural Transport Systems in Low-Income Countries
by Ada Farai Shaba, Esdras Ngezahayo, Goodson Masheka and Kajila Samuel Sakuhuka
Sustainability 2025, 17(15), 7022; https://doi.org/10.3390/su17157022 - 2 Aug 2025
Viewed by 285
Abstract
Rural roads are critical for connecting isolated communities to essential services such as education and health and administrative services, as well as production and market opportunities in low-income countries. More than 70% of movements of people and goods in Sub-Saharan Africa are heavily [...] Read more.
Rural roads are critical for connecting isolated communities to essential services such as education and health and administrative services, as well as production and market opportunities in low-income countries. More than 70% of movements of people and goods in Sub-Saharan Africa are heavily reliant on rural transport systems, using both motorised but mainly alternative means of transport. However, rural roads often suffer from poor construction due to the use of low-strength, in situ soils and limited financial resources, leading to premature failures and subsequent traffic disruptions with significant economic losses. This study investigates the use of rice husk ash (RHA), a waste byproduct from rice production, as a sustainable supplement to Ordinary Portland Cement (OPC) for soil stabilisation in order to increase durability and sustainability of rural roads, hence limit recurrent maintenance needs and associated transport costs and challenges. To conduct this study, soil samples collected from Mulungushi, Zambia, were treated with combinations of 6–10% OPC and 10–15% RHA by weight. Laboratory tests measured maximum dry density (MDD), optimum moisture content (OMC), and California Bearing Ratio (CBR) values; the main parameters assessed to ensure the quality of road construction soils. Results showed that while the MDD did not change significantly and varied between 1505 kg/m3 and 1519 kg/m3, the OMC increased hugely from 19.6% to as high as 26.2% after treatment with RHA. The CBR value improved significantly, with the 8% OPC + 10% RHA mixture achieving the highest resistance to deformation. These results suggest that RHA can enhance the durability and sustainability of rural roads and hence improve transport systems and subsequently improve socioeconomic factors in rural areas. Full article
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41 pages, 2458 KiB  
Article
Determinants of Behavioral Intention in Augmented Reality Filter Adoption: An Integrated TAM and Satisfaction–Loyalty Model Approach
by K. L. Keung, C. K. M. Lee and Kwok-To Luk
J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 186; https://doi.org/10.3390/jtaer20030186 - 1 Aug 2025
Viewed by 328
Abstract
This study dives into what drives people to use AR filters in the catering industry, focusing on the Hong Kong market. The main idea is to determine how “perceived value” shapes users’ intentions to engage with these filters. To do this, the research [...] Read more.
This study dives into what drives people to use AR filters in the catering industry, focusing on the Hong Kong market. The main idea is to determine how “perceived value” shapes users’ intentions to engage with these filters. To do this, the research combines concepts from two popular models—the extended Technology Acceptance Model (TAM) and the Satisfaction–Loyalty Model (SLM)—to understand what influences perceived value. The survey data were then analyzed with Structural Equation Modeling (SEM) to see how perceived usefulness, enjoyment, satisfaction, and value connect to users’ intentions. The results showed that “perceived value” is a big deal—the main factor driving whether people want to use AR filters. Things like how useful or enjoyable the filters are and how satisfied users feel all play a role in shaping this perceived value. These findings are gold for marketing teams and AR developers, especially in the catering world. Combining TAM and the Satisfaction–Loyalty Model offers a fresh perspective on how AR technology influences consumer behavior. On top of that, it gives practical advice for businesses looking to make the most of AR filters in their marketing and customer experience strategies. Full article
(This article belongs to the Section Digital Marketing and the Connected Consumer)
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31 pages, 2756 KiB  
Article
Digital Twins and Network Resilience in the EU ETS: Analysing Structural Shifts in Carbon Trading
by Cláudia R. R. Eirado, Douglas Silveira and Daniel O. Cajueiro
Sustainability 2025, 17(15), 6924; https://doi.org/10.3390/su17156924 - 30 Jul 2025
Viewed by 279
Abstract
The European Union Emissions Trading System (EU ETS) and its underlying market structure play a central role in the EU’s climate policy. This study analyses how the network of trading relationships within the EU ETS has evolved from a hub-dominated architecture to one [...] Read more.
The European Union Emissions Trading System (EU ETS) and its underlying market structure play a central role in the EU’s climate policy. This study analyses how the network of trading relationships within the EU ETS has evolved from a hub-dominated architecture to one marked by structural change and the emergence of new trading dynamics. Using transaction data from Phases I–IV, we apply complex network analysis to assess changes in connectivity, centrality, and community structure. We then construct a Digital Twin of the EU ETS, integrating graph neural networks and logistic regression models to simulate the entry of new participants and predict future trading links. The results indicate shifts in network composition and connectivity, especially in Phase IV, where regulatory innovations and institutional mechanisms appear to play a key role. While our analysis focuses on structural dynamics, these patterns may have broader implications for market performance and policy effectiveness. These findings underscore the importance of monitoring the evolving trading network alongside price signals to support a resilient, efficient, and environmentally credible carbon market. Full article
(This article belongs to the Section Energy Sustainability)
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21 pages, 2585 KiB  
Review
Advances of Articulated Tug–Barge Transport in Enhancing Shipping Efficiency
by Plamen Yanakiev, Yordan Garbatov and Petar Georgiev
J. Mar. Sci. Eng. 2025, 13(8), 1451; https://doi.org/10.3390/jmse13081451 - 29 Jul 2025
Viewed by 198
Abstract
Articulated Tugs and Barges (ATBs) are increasingly recognised for their effectiveness in transporting chemicals, petroleum, bulk goods, and containers, primarily due to their exceptional flexibility and fuel efficiency. Recent projections indicate that the ATB market is on track for significant growth, which is [...] Read more.
Articulated Tugs and Barges (ATBs) are increasingly recognised for their effectiveness in transporting chemicals, petroleum, bulk goods, and containers, primarily due to their exceptional flexibility and fuel efficiency. Recent projections indicate that the ATB market is on track for significant growth, which is expected to lead to an increase in the annual growth rate from 2025 to 2032. This study aims to analyse the current advancements in ATB technology and provide insights into the ATB fleet and the systems that connect tugboats and barges. Furthermore, it highlights the advantages of this transportation system, especially regarding its role in enhancing energy efficiency within the maritime transport sector. Currently, there is limited information available in the public domain about ATBs compared to other commercial vessels. The analysis reveals that much of the required information for modern ATB design is not accessible outside specialised design companies. The study also focuses on conceptual design aspects, which include the main dimensions, articulated connections, propulsion systems, and machinery, concluding with an evaluation of economic viability. Special emphasis is placed on defining the main dimensions, which is a critical part of the complex design process. In this context, the ratios of length to beam (L/B), beam to draft (B/D), beam to depth (B/T), draft to depth (T/D), and power to the number of tugs cubed (Pw/N3) are established as design control parameters in the conceptual design phase. This aspect underscores the novelty of the present study. Additionally, the economic viability is analysed in terms of both CAPEX (capital expenditures) and OPEX (operational expenditures). While CAPEX does not significantly differ between the methods used in different types of commercial ships, OPEX should account for the unique characteristics of ATB vessels. Full article
(This article belongs to the Section Ocean Engineering)
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23 pages, 401 KiB  
Article
Phenotypic Associations Between Linearly Scored Traits and Sport Horse Auction Sales Price in Ireland
by Alison F. Corbally, Finbar J. Mulligan, Torres Sweeney and Alan G. Fahey
Animals 2025, 15(15), 2227; https://doi.org/10.3390/ani15152227 - 29 Jul 2025
Viewed by 257
Abstract
This study examines the associations between linearly scored phenotypic traits and auction sales prices of young event horses in Ireland, aiming to identify key traits influencing market value. Data from 307 horses sold at public auctions (2022–2023) were analysed using regression analysis, binary [...] Read more.
This study examines the associations between linearly scored phenotypic traits and auction sales prices of young event horses in Ireland, aiming to identify key traits influencing market value. Data from 307 horses sold at public auctions (2022–2023) were analysed using regression analysis, binary optimisation, and Principal Component Analysis (PCA). Regression identified Head–neck Connection, Quality of Legs, Walk length of Stride, and Scope as highly significant predictors of sales price (p < 0.001), with Length of Croup, Trot Elasticity, Trot Balance, and Take-off Direction also significant (p < 0.05). Optimised regression reduced the number of relevant traits from 37 to 8, streamlining evaluation. PCA highlighted eight principal traits, including Scope, Elasticity, and Canter Impulsion, explaining 61.19% of variance in the first four components. These results demonstrate that specific conformation, movement, and athleticism traits significantly affect auction outcomes. The findings provide actionable insights for breeders and stakeholders, suggesting that targeted selection for high-impact traits could accelerate genetic progress and improve market returns. Furthermore, these traits could underpin the development of economic or buyer indices to enhance valuation accuracy and transparency, with potential application across equestrian disciplines to align breeding objectives with market demands. Full article
(This article belongs to the Section Equids)
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18 pages, 4648 KiB  
Article
Wood- and Steel-Based Offsite Construction Solutions for Sustainable Building Renovation: Assessing the European and Italian Contexts
by Graziano Salvalai, Francesca Gadusso and Miriam Benedetti
Sustainability 2025, 17(15), 6799; https://doi.org/10.3390/su17156799 - 26 Jul 2025
Viewed by 481
Abstract
Offsite construction (OSC) offers a promising alternative for accelerating refurbishment projects across Italy and Europe. However, its adoption remains limited due to technical, regulatory, and cultural barriers. This study, conducted as part of the OFFICIO project, maps the current European OSC landscape, with [...] Read more.
Offsite construction (OSC) offers a promising alternative for accelerating refurbishment projects across Italy and Europe. However, its adoption remains limited due to technical, regulatory, and cultural barriers. This study, conducted as part of the OFFICIO project, maps the current European OSC landscape, with a focus on wood and light-steel technologies for sustainable building refurbishment. Combining a literature review, analysis of funded projects, and market data for 541 OSC products, the study develops tailored KPIs to assess these products’ technical maturity, prefabrication level, and environmental integration. The results reveal that wood-based OSC, although less widespread, is more mature and centered on the use of multi-layer panels, while steel-based systems, though more prevalent, remain largely tied to semi-offsite construction, indicating untapped development potential. Research efforts, especially concentrated in Mediterranean regions, focus on technological integration of renewable energy systems. A significant literature gap was identified in information concerning panel-to-wall connection, critical for renovation, limiting OSC’s adaptability to regeneration of existing buildings. The findings highlight the need for cross-sector collaboration, legislative clarity, and better alignment of public procurement standards with OSC characteristics. Addressing these issues is essential to bridge the gap between research prototypes and industrial adoption and accelerate the sustainable transformation of Europe’s construction sector to help meet climate neutrality targets. Full article
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28 pages, 3894 KiB  
Review
Where Business Meets Location Intelligence: A Bibliometric Analysis of Geomarketing Research in Retail
by Cristiana Tudor, Aura Girlovan and Cosmin-Alin Botoroga
ISPRS Int. J. Geo-Inf. 2025, 14(8), 282; https://doi.org/10.3390/ijgi14080282 - 22 Jul 2025
Viewed by 489
Abstract
We live in an era where digitalization and omnichannel strategies significantly transform retail landscapes, and accurate spatial analytics from Geographic Information Systems (GIS) can deliver substantial competitive benefits. Nonetheless, despite evident practical advantages for specific targeting strategies and operational efficiency, the degree of [...] Read more.
We live in an era where digitalization and omnichannel strategies significantly transform retail landscapes, and accurate spatial analytics from Geographic Information Systems (GIS) can deliver substantial competitive benefits. Nonetheless, despite evident practical advantages for specific targeting strategies and operational efficiency, the degree of GIS integration into academic marketing literature remains ambiguous. Clarifying this uncertainty is beneficial for advancing theoretical understanding and ensuring retail strategies fully leverage robust, data-driven spatial intelligence. To examine the intellectual development of the field, co-occurrence analysis, topic mapping, and citation structure visualization were performed on 4952 peer-reviewed articles using the Bibliometrix R package (version 4.3.3) within R software (version 4.4.1). The results demonstrate that although GIS-based methods have been effectively incorporated into fields like site selection and spatial segmentation, traditional marketing research has not yet entirely adopted them. One of the study’s key findings is the distinction between “author keywords” and “keywords plus,” where researchers concentrate on novel topics like omnichannel retail, artificial intelligence, and logistics. However, “Keywords plus” still refers to more traditional terms such as pricing, customer satisfaction, and consumer behavior. This discrepancy presents a misalignment between current research trends and indexed classification practices. Although the mainstream retail research lacks terminology connected to geomarketing, a theme evolution analysis reveals a growing focus on technology-driven and sustainability-related concepts associated with the Retail 4.0 and 5.0 paradigms. These findings underscore a conceptual and structural deficiency in the literature and indicate the necessity for enhanced integration of GIS and spatial decision support systems (SDSS) in retail marketing. Full article
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15 pages, 420 KiB  
Article
The Impact of Greenwashing Awareness and Green Perceived Benefits on Green Purchase Propensity: The Mediating Role of Green Consumer Confusion
by Nikolaos Apostolopoulos, Ilias Makris, Georgios A. Deirmentzoglou and Sotiris Apostolopoulos
Sustainability 2025, 17(14), 6589; https://doi.org/10.3390/su17146589 - 18 Jul 2025
Viewed by 458
Abstract
In response to the increasing demand for environmentally friendly products and the parallel rise of deceptive green marketing practices, this study examines the impact of greenwashing awareness and green perceived benefits on consumers’ propensity to purchase green products, with a focus on the [...] Read more.
In response to the increasing demand for environmentally friendly products and the parallel rise of deceptive green marketing practices, this study examines the impact of greenwashing awareness and green perceived benefits on consumers’ propensity to purchase green products, with a focus on the mediating role of green consumer confusion. Drawing upon data collected from 300 consumers in Greece through an online questionnaire, this study employed validated measurement scales and used multiple regression analyses to test its hypotheses. The findings reveal that both greenwashing awareness and green perceived benefits positively influence green purchase propensity. Additionally, green consumer confusion mediates the relationship between greenwashing awareness and green purchase propensity, indicating that the awareness of greenwashing reduces confusion and enhances consumers’ likelihood to choose genuinely green products. This study contributes to the literature by offering an integrated model that connects greenwashing awareness, green consumer confusion, and green perceived benefits in shaping green purchase propensity. Finally, the findings offer valuable insights for organizations to design clearer, more trustworthy green marketing strategies that minimize consumer confusion and foster informed green purchasing decisions. Full article
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21 pages, 537 KiB  
Article
The Invisible Bond: Exploring the Sequential Mediation of Interpersonal Connections and Engagement in the Relationship Between the Onboarding Process and Talent Retention
by Beatriz Costa and Rosa Isabel Rodrigues
Adm. Sci. 2025, 15(7), 281; https://doi.org/10.3390/admsci15070281 - 17 Jul 2025
Viewed by 538
Abstract
In an increasingly competitive labour market, talent retention has become a critical challenge for organisations. In this context, the onboarding process assumes a strategic role, as it not only facilitates employee integration but also strengthens ties with peers and direct supervisors, enhances engagement [...] Read more.
In an increasingly competitive labour market, talent retention has become a critical challenge for organisations. In this context, the onboarding process assumes a strategic role, as it not only facilitates employee integration but also strengthens ties with peers and direct supervisors, enhances engagement levels, and consequently fosters retention within the organisation. This study involved 280 employees. A quantitative, cross-sectional approach was adopted to validate the proposed hypotheses. Data were collected from a convenience sample of employees through a questionnaire survey. The results revealed that the onboarding process had a significantly positive impact on talent retention. Furthermore, both interpersonal connections and engagement were found to mediate the relationship between the onboarding process and talent retention, confirming a sequential mediation effect. These findings reinforce that an effective onboarding process strengthens interpersonal relationships, boosts engagement, and thereby enhances talent retention. Full article
(This article belongs to the Special Issue Talent Management Strategies for Sustainable Employee Retention)
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26 pages, 1044 KiB  
Article
Inter-Organizational Connectivity, Digital Transformation, and Firm Ambidextrous Innovation: A Coupled Perspective on Innovation Ecosystems and Digitalization
by Yan Zhao, Changxu Guo and Xuanji Chen
Sustainability 2025, 17(14), 6466; https://doi.org/10.3390/su17146466 - 15 Jul 2025
Viewed by 331
Abstract
In the context of the explosive growth of the digital economy, how inter-organizational connectivity affects corporate ambidextrous innovation has emerged as a pressing issue in the current digital economy. Based on the perspectives of the innovation ecosystem and digital coupling, this paper explores [...] Read more.
In the context of the explosive growth of the digital economy, how inter-organizational connectivity affects corporate ambidextrous innovation has emerged as a pressing issue in the current digital economy. Based on the perspectives of the innovation ecosystem and digital coupling, this paper explores the inner mechanism of this issue through structural modeling by using the data of China’s high-tech enterprise alliance cooperation from 2015 to 2022. It is found in the empirical study that the local efficiency and reach rate of the digital innovation ecosystem have an inverted U-shaped relationship with exploratory innovation, and the local efficiency and reach rate of the digital innovation ecosystem have a negative effect on firm exploitative innovation. In addition, the level of firms’ digital transformation mediates the relationship between the local efficiency, reach rate, and ambidextrous innovation. The level of market development plays a moderating role in the relationship between the local efficiency, reach rate, and ambidextrous innovation. The findings provide a theoretical basis for the digital innovation ecosystem to realize the role of a “resource pool” through structural connections, which in turn provides important guidance for the digital transformation and innovation development of high-tech enterprises. Full article
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25 pages, 762 KiB  
Article
Changes in the Digital World: An Explanatory Analysis of the Key Factors Linked to Virtual Interactivity
by Miluska Villar-Guevara, Elizabeth Emperatriz García-Salirrosas, Ledy Gómez-Bayona, David Villar, Magaly Pari-Apaza and Israel Fernández-Mallma
Adm. Sci. 2025, 15(7), 276; https://doi.org/10.3390/admsci15070276 - 14 Jul 2025
Viewed by 484
Abstract
Virtual interactivity in marketing has evolved significantly in recent decades, becoming an essential tool for effectively connecting with consumers in digital environments. Through interactive digital platforms, brands can generate a two-way dialogue with their customers, allowing them to obtain instant feedback and adapt [...] Read more.
Virtual interactivity in marketing has evolved significantly in recent decades, becoming an essential tool for effectively connecting with consumers in digital environments. Through interactive digital platforms, brands can generate a two-way dialogue with their customers, allowing them to obtain instant feedback and adapt their strategies quickly and effectively. This not only improves but also contributes to strengthening brand love and fostering long-term loyalty. In this context, this research aimed to analyze the effect of virtual interactivity on customer loyalty and WOM through multiple sequential mediation paths, considering the elements of relationship marketing and examining the cognitive (trust–commitment), communicational (communication–conflict management), and experiential (brand love–WOM) mechanisms that operate in digital consumer–brand interactions. A cross-sectional and explanatory study was conducted, considering 417 frequent customers of brands who also follow brands on social media. Participants included women (60.7%) and men (39.3%), ranging in age from 19 to 52 years (M = 30.9 and SD = 6.0). Data were collected using a self-report form on virtual interactivity, relationship marketing, WOW, customer loyalty, and brand love, yielding an appropriate measurement model (α = between 0.791 and 0.908; CR = between 0.791 and 0.916; AVE = between 0.679 and 0.845) which was statistically analyzed using PLS-SEM. The hypotheses confirmed the proposed model, observing the effect of virtual interactivity on important brand factors. This research provides valid results linked to the digital world in banking contexts. Full article
(This article belongs to the Special Issue Innovations, Projects, Challenges and Changes in A Digital World)
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