An Inside-out Model of Retail SME Brand Orientation for an Emerging Market

Brand orientation is a management philosophy that places the brand at the centre of management decision-making and is critical for developing strong, competitive brands.  This study aimed to identify the internal elements/drivers necessary for brand orientation development in small and medium-sized enterprises (SMEs). Using a novel, multidimensional approach to brand orientation, this study contributes towards understanding SME brand orientation in emerging markets. Building on the literature on brand orientation, brand development and SME branding, the study sought to identify the dimensions and constituents of brand orientation of SMEs in emerging economies from the perspective of owners/managers. This quantitative study relied on data obtained from a questionnaire administered to 265 owners/managers of SMEs in Tshwane, South Africa. Building on insights gained through partial least squares path modelling (PLS-SEM), the findings revealed that brand development is a significant dimension of brand orientation while brand resources, brand characteristics, brand perception and perceived advantage are not. The most transformative insight from the study was that for SMEs, brand resources are not positively related to brand orientation, hence, an SME with resource constraints can also be brand oriented. Furthermore, the findings showed that some of the proposed brand orientation dimensions are positively related to one another, indicating the need for a multi-dimensional approach to the brand-building process. From a practical standpoint, the study suggests that given how resource constraints do not hinder brand orientation, SMEs should prioritise resource-independent brand orientation by leveraging intangible assets such as their expertise, networks and commitment to quality

Institutional Health Voids, Learning Myopia, and Counter-Knowledge: Unveiling Blind Spots in Healthcare Decision-Making

This study explores how Institutional Health Voids (IHVs) contribute to the emergence of weak signals, which lead to the spread of counter-knowledge and the formation of blind spots among healthcare stakeholders. Focusing on the Spanish National Health System (SNHS), the research investigates how these voids, characterized by fragmented knowledge and misinformation, hinder effective decision-making and exacerbate crises. The study incorporates the concept of learning myopia, which explains the cognitive limitations in interpreting weak signals, thus reinforcing institutional inefficiencies. The findings suggest that IHVs create gaps in knowledge structures, causing delays in response times and misaligned policies, ultimately compromising the system's ability to adapt and respond effectively to health challenges. This study reveals that addressing these gaps requires the development of knowledge structures that not only improve transparency but also foster inter-organizational trust and promote adaptive decision-making processes. By linking the theoretical frameworks of institutional voids with knowledge management, the study offers a fresh perspective on the impact of weak signals, counter-knowledge, and blind spots within the healthcare system. The research contributes to the understanding of how these factors shape decision-making and governance in healthcare systems, providing valuable insights for policymakers aiming to improve healthcare management, particularly in times of crisis. This work underscores the importance of strengthening knowledge structures within healthcare systems to enhance resilience, trust, and long-term sustainability. We explicitly adopt a conceptual methodology based on systematic literature review and critical analysis to integrate theories, clarifying how institutional voids shape healthcare decision-making through weak signals and counter-knowledge

A Bibliometric Analysis on Sustainability and Managerial Strategies. Research Trends and Key Insights

The integration of sustainability within managerial strategies has become a pivotal research domain in the Knowledge Economy, reflecting the increasing necessity for organizations to adopt environmentally and socially responsible business models. This study conducts a bibliometric analysis of sustainability research, emphasizing its impact on organizational performance and strategic management. By analyzing scholarly outputs from 2000 onwards, up to present times, this paper maps the evolution of sustainability discourse and identifies key research clusters, thematic trends, and citation networks in the field. Using data extracted from the Scopus database, this study applies bibliometric methodologies, including co-word analysis, citation mapping, and Bradford’s and Lotka’s laws, to trace the intellectual structure of sustainability research. The findings reveal a steady increase in academic contributions, with a notable acceleration in the past decade, indicating the growing relevance of sustainability as a strategic pillar for organizations. Core themes identified include corporate social responsibility, green innovation, stakeholder engagement, and regulatory adaptation. Consequently, this paper contributes to the scientific and managerial discourse by offering a structured synthesis of sustainability research within the Knowledge Economy framework. The results provide insights into theoretical advancements, research gaps, and potential directions for future studies, guiding policymakers, academics, and business leaders in shaping sustainable business strategies. The study also highlights the role of collaborative research networks in fostering innovation and driving sustainable change in disruptive times

Artificial Intelligence and the Reconfiguration of Organizational Communication in the Context of the Knowledge Society

The rise of artificial intelligence is fundamentally altering the landscape of organizational communication, especially in the rapidly evolving knowledge economy. As AI technologies such as natural language processing, machine learning, and automated messaging systems become more embedded in strategic communication, organizations are not only optimizing internal workflows but also transforming the ways they interact with external audiences. This study examines how AI tools are being employed in professional communication environments, with a particular focus on public relations and digital media strategies. Drawing on practitioners’ experiences, the research investigates how AI is influencing content creation, audience segmentation, and communication planning. In parallel, it considers the role of media literacy as a necessary competency for navigating the growing reliance on automated systems. While AI brings new opportunities for efficiency and personalization, it also introduces tensions related to ethical responsibility, data governance, and the preservation of human-centered communication. The findings offer insights into how organizations can adopt AI in a manner that supports both innovation and communicative integrity

Opportunity Constructs in Innovation Hubs for Start-up Development in India

This research aims to identify and evaluate the key factors and strategic opportunities within innovation hubs that facilitate the growth, sustainability, and technological advancement of start-ups in India, with a particular focus on promoting digital transformation, eco-innovation, and inclusive entrepreneurship. Employing a quantitative research design, data were collected through a Google Forms survey distributed via email and social media to start up founders, entrepreneurs, investors, financial experts, industry business experts, technology innovation experts and academic researchers and professors, primarily based in Kerala, India. A total of 234 valid responses were analyzed. The data was analyzed using Chi-square tests and Spearman’s rank correlation, employing SPSS version 29 for statistical processing. The findings reveal that innovation and eco-friendly products are strongly and positively associated with the growth of environmentally conscious start-up models. E-commerce emerged as the most impactful opportunity construct, underlining its role as a scalable and technology-enabled business model. Remote work was shown to significantly enhance operational flexibility and inclusivity. Additionally, renewable resource solutions and waste management technologies reflect a strong orientation toward sustainability, demonstrating that innovation hubs support both economic and environmental objectives. These insights suggest that innovation hubs in India are effectively leveraging opportunity constructs to empower start-ups, drive sustainable practices, and support long-term economic growth. This research is original in its approach to examining how innovation hubs act as platforms for integrating technological advancement, green innovation, and entrepreneurial strategies to address market challenges and foster a sustainable start-up ecosystem in India

Managing Research Projects in the Context of the Knowledge Economy: Success Factors and Challenges

Academic research conducted in universities and research centres is a major source of knowledge creation and dissemination within society. However, the success of research projects is influenced by multiple factors and requires a multi-level analysis to identify the key dimensions critical to managing a research project. The aim of this study is therefore to elucidate the factors contributing to the success of research projects in Algeria, considering the specificities of the local context and the challenges faced by Algerian researchers. The methodology adopted in this study relies on a qualitative approach based on data collection through 27 semi-structured interviews with research project managers in many universities and research centres across Algeria. The study results reveal that institutional support, particularly through administrative assistance and a favourable work environment, emerges as the fundamental factor in ensuring the success of research projects in Algeria. At the same time, strong leadership of the project team and effective management of project activities are also important elements in the project's success. This paper puts forward practical recommendations for improving day-to-day project management and enhancing researchers’ motivation and skills to tackle field-related challenges. From this perspective, it is imperative to encourage administrative flexibility at all levels in order to enable more efficient management of research projects. It is also advisable to establish a work environment in research institutions based on active listening and the continuous involvement of researchers. Finally, developing the human capital of the research team through targeted training can enhance the research team’s project management skills

From Idea to Impact: The Role of Artificial Intelligence in the Transformation of Business Models

Artificial intelligence (AI) is becoming a significant driver of transformation in the business environment, particularly for startups, which are characterized by high levels of adaptability, innovation orientation and strategic flexibility. Startups that incorporate artificial intelligence into their structures and processes are reshaping traditional approaches to value creation. This study aims to explore how artificial intelligence influences the formation and evolution of business models in startups across different industries. The analysis draws on academic literature, case study evidence and current market observations in order to identify key areas where artificial intelligence may affect fundamental business model components. The comparative part of the study focuses on differences between AI-driven startups and traditional companies that did not emerge as startups and do not rely on artificial intelligence as a core strategic technology. The comparison is carried out within three selected industries, namely banking, automotive manufacturing and retail. The study applies the Business Model Canvas (BCM) as a conceptual tool to evaluate the configuration of business models in both categories of companies. The results of the analysis indicate that startups using artificial intelligence are creating new types of business models in which AI plays a significant role in shaping the value proposition, sales channels, and revenue streams. Traditional companies, on the other hand, are not transforming their business models radically but are integrating artificial intelligence mainly in support areas. Building on these findings, this research contributes to the broader understanding of business model innovation under the influence of artificial intelligence and outlines the analytical foundations for identifying structural distinctions between AI-driven startups and traditional companies

Social Commerce and SME Competitiveness in the Fashion Industry: Insights from an Emerging Market

This paper examines how small and medium-sized enterprises (SMEs) in an emerging market context convert social commerce engagement into competitive performance. While social commerce is often framed as a democratizing force that lowers market entry barriers for small businesses, its actual impact on business competitiveness remains uneven. Using empirical data from 201 SME owners actively operating on TikTok Shop and Instagram Shop, this study investigates the role of internal structural readiness, specifically transactive memory systems, task specialization, and coordination in shaping performance outcomes. Partial Least Squares Structural Equation Modelling (PLS-SEM) was employed to analyze the relationship between digital engagement and competitive advantage. The results show that social commerce investment alone does not significantly enhance market penetration or sales performance unless supported by internal mechanisms that allow SMEs to manage digital complexity collectively. These findings shift the conversation from adoption-centric models toward organizational capacity and knowledge integration as key enablers of digital competitiveness. By extending the Resource-Advantage Theory of Competition, this study highlights how internal knowledge structures and team adaptability determine the extent to which digital resources can be transformed into market value. The paper contributes to the growing literature on digital transformation among SMEs by offering a structural perspective on performance readiness in the social commerce domain. It also offers managerial implications for SMEs seeking to strengthen internal capabilities, as well as for platform providers and policymakers aiming to build more inclusive digital ecosystems in emerging economies. In doing so, this research addresses both theoretical and practical gaps in understanding the micro-foundations of SME competitiveness in knowledge-driven digital markets

Adapting to Thrive: Operation Management Capabilities and Flexibility Effects on Procurement Performance among Manufacturing Firms in Ghana

This study examined the direct and moderating relationships between operational management capabilities, specifically process efficiency capability, process integration capability, operational flexibility and procurement performance among manufacturing firms in Ghana. The study adopted a quantitative cross-sectional survey design. A total of three hundred and fifty (350) procurement officials from fifty (50) manufacturing firms were selected for the study. Stratified and purposive sampling techniques were used in the selection of manufacturing firms and procurement officials, respectively. Questionnaires were used in the data collection, and data were analyzed using Partial Least Squares (PLS) Structural Equation Modelling (SEM). For direct effects, the study showed that a non-significant positive relationship exists between process integration capability and procurement performance. However, a significant positive relationship was found to exist between process efficiency capability and procurement performance. The study also found that operational flexibility does not moderate the relationship between process integration capability and procurement performance. Meanwhile, operational flexibility negatively moderates the relationship between process efficiency capability and procurement performance among manufacturing firms in Ghana. The results of the study highlight the importance of developing robust process efficiency capabilities for improved procurement outcomes, while also suggesting a careful balance in operational flexibility initiatives to avoid inefficiencies among manufacturing firms. The study contributes to the dynamic capabilities theory and provides practical implications for manufacturing firms seeking to optimize their procurement strategies

The Impact of Peace Marketing on Customer Well-Being: Insights from Zain Iraq Telecommunications

This research seeks to shed light on peace marketing practices and analyse their impact on customer well-being. Peace marketing is one of the important marketing topics that has a major humanitarian role in making the world a better place to live, free from wars and violence. This research aims to test the level of impact of peace marketing practices and its dimensions of social development, transparency, and customer rights in achieving customer welfare, and to explore how marketing initiatives that focus on peace can encourage companies to contribute to spreading peace and security in the world and achieving prosperity, stability, balance, and protection for society. A random sample of (472) Zain Iraq Telecommunications Company customers was selected and reached through an electronic questionnaire published on social media sites. This research adopted the descriptive analytical approach in data analysis, using Smart PLS4 structural equation modeling for path analysis. The study concluded that peace marketing practices have a significant impact on achieving customer well-being, as peace marketing practices contribute significantly to improving customer well-being. Customers who are exposed to marketing messages and activities that focus on peace feel greater psychological comfort and reassurance when interacting with the brand. Peace marketing practices also contribute to strengthening social ties between customers and society, and marketing initiatives that encourage cooperation and peace help build a cohesive and supportive community, which enhances customers' sense of belonging and communication and improves social well-being. The results also showed a significant impact of economic development on customer well-being. If economic development is achieved, the standard of living will rise, and welfare and prosperity will be generated