The life insurance industry is undergoing significant transformation driven by evolving consumer preferences, technological advancements and changing market dynamics. As insurers adapt to a changing landscape, distribution channel models are becoming a critically important factor in determining success and profitability in the market. The aim of this article is to develop a scientific and methodological basis for substantiating distribution models for life insurance products, which involves defining homogeneous groups of countries and identifying key factors that influence sales models. The methodological tools used in this study were Gaussian mixture models to determine the distribution models of life insurance products and the common factor rotation method (Varimax) to calculate the degree of influence of relevant indicators on the distribution models. The research period is 2008–2019, and the objects of the study are 13 countries in the European Union. Calculations are performed via the Python programming language. This article presents the results of a cluster analysis of countries, which allowed us to identify three key models in the sale of life insurance products: the bancassurance model (Spain, France, Italy, Malta, Portugal), the intermediary model (Bulgaria, Germany, Hungary) and the hybrid model (Sweden and the United Kingdom). Analysis of changes in cluster distribution indicates stability in the grouping of most countries, although in some cases, there is a transition between clusters. By identifying similarities and differences between countries and analysing the impact of socioeconomic and technological factors, this study contributes to the development of effective distribution strategies in the dynamic insurance market. The results of factor analysis revealed that the most significant differences between clusters were observed in indicators of internet access, level of education and index of hours worked. The greatest impact on the bancassurance product distribution model is exerted by digital development indicators (frequency of internet use, level of internet access), the intermediary model, the level of citizens’ access to the internet and the level of citizens’ education, and the hybrid model, the frequency of internet use and the level of urbanization in the country. The results of this study have practical importance for insurance companies and financial institutions seeking to optimize their distribution channels and adapt to modern market requirements.

Germany is undergoing significant demographic shifts, which are expected to have profound implications for the country’s labour force. Technological solutions are essential, not as replacements for skilled labour but as a support, as they address the existing shortage of qualified workers across various sectors. This research project addresses this need by testing a humanoid robot in three different settings, a museum, a film festival and a day care centre, with the aim of providing sustainable and meaningful insights into the sensible use, acceptance and application of a humanoid robot. A mixed-methods approach was used across three exploratory field studies, integrating qualitative and quantitative data collection. The humanoid robot was made available for interaction with both visitors and employees, facilitating a comprehensive evaluation of its use and acceptance. The findings revealed that the majority of the participants had no prior experience interacting with humanoid robots. Additionally, acceptance levels vary based on demographic factors such as age and familiarity with technology. In culture, the robot primarily served as an information provider, whereas in daycare, it was most effective as a source of entertainment. Although participants found the robot intuitive and engaging, its limited perceived usefulness highlights the need for enhanced interactivity and functionality to maximize its economic and operational potential in addressing skilled labour shortages. This research contributes to the growing field of human‒robot interaction by providing empirical insights into the acceptance and perception of humanoid robots across diverse real-world settings. Unlike many studies that focus solely on controlled environments or specific user groups, this study explores how a humanoid robot is received in cultural and caregiving contexts, offering a broader perspective on its practical potential and challenges. The findings highlight the importance of tailoring humanoid robots to the specific needs and expectations of different user groups, such as enhancing interactivity in cultural settings or addressing functionality gaps in caregiving environments. These insights provide valuable recommendations for developers, businesses and policymakers, including the need for improved designs and features to maximize the utility of humanoid robots in supplementing skilled labour shortages, particularly in industries such as healthcare.

This article explores the ongoing scientific discourse surrounding the transformation of innovation-oriented HR strategies and the reengineering of business models in Ukrainian agricultural enterprises amid the expansion of the digital economy. Particular emphasis is placed on the application of the integral strategizing paradigm and the use of the Tereshchenko model, which enables the integration of digital, value-based, and behavioural dimensions into a unified HR business architecture. The research employs factor analysis to assess the need for business process optimization across the following indicator groups: the integral vector of enterprise resource productivity (land, labour, and capital), reflecting resource efficiency; the integrated vector of business process profitability; the integrated financial vector; and the vector of business model effectiveness. This system of composite indicators offers a holistic evaluation of the systemic efficiency of agricultural enterprises, encompassing not only operational performance but also strategic, organizational, and cultural dimensions. The proposed methodology serves as a meta-analytical framework, synthesizing the HR strategy, resource management, and innovation-driven development. The study reveals that the Tereshchenko model offers a strategic advantage for Ukrainian agribusinesses by coherently aligning the business model, organizational culture, resource use, and employee behavioural dynamics. This approach is particularly relevant in the context of post conflict recovery, digital transformation, and demographic challenges facing the sector. The study’s findings support the enhancement of HR strategies in agricultural enterprises through the adoption of AI-based forecasting and workforce planning, digital recruitment tools (such as chatbots, online surveys, and digital platforms), and the implementation of HRM systems to automate human resource functions. These measures aim to align human capital with evolving business environments and facilitate the adoption of modernized business models.

The role of electronic word-of-mouth (EWOM) in enhancing the image of tourism destinations and influencing tourists’ revisit intentions has been widely examined in the tourism literature. However, few studies have explored the moderating effect of EWOM on the relationship between destination image and tourists’ revisit intentions. Furthermore, few studies have investigated these relationships in the context of Tra Vinh Province, Vietnam, an emerging and strategically significant tourism destination known for its unique cultural and natural attractions. To address this research gap, the present study aims to assess the impact of EWOM on destination image and tourists’ intention to revisit, with a particular focus on its moderating role in the relationship between these two variables. A quantitative research approach was applied to achieve the research objectives. A total of 500 questionnaires were distributed to tourists visiting ten major tourism attractions in Tra Vinh Province, which were randomly selected from a total of 71 attractions. Each site received 50 questionnaires to ensure diverse representation. After data collection, 347 completed questionnaires were deemed valid and usable for analysis, yielding a response rate of approximately 69.4%. To examine the moderating effect of EWOM, hierarchical multiple regression analysis was employed as the primary statistical technique. The empirical results provide compelling evidence supporting the significant role of EWOM in shaping tourists’ perceptions and behavioural intentions. First, the findings indicate that EWOM positively influences the image of a tourism destination at the 1% significance level, with a coefficient of 2.881. Similarly, EWOM significantly enhances tourists’ intention to revisit a destination, as demonstrated by a coefficient of 4.502 at the 1% significance level. Second, EWOM is found to moderate the impact of destination image on tourists’ revisit intentions, with an interaction effect of 0.101 at the 5% significance level. These results highlight the critical function of EWOM in reinforcing positive destination perceptions and encouraging repeat visits. From a theoretical perspective, this study extends the existing body of tourism literature by providing empirical evidence on the moderating role of EWOM in the relationship between destination image and tourists’ revisit intentions. This contribution adds a new dimension to tourism marketing research, emphasizing the interactive effects between digital consumer communication and destination branding. From a managerial standpoint, the findings offer valuable insights for tourism policy-makers and destination managers in Tra Vinh Province. By leveraging EWOM strategies, such as encouraging positive online reviews and engaging with tourists through digital platforms, tourism stakeholders can enhance a destination’s image and foster greater revisit intentions among visitors. Consequently, implementing targeted eWOM initiatives can serve as a key strategy for sustainable tourism development and increased competitiveness in the Vietnamese tourism industry.

EU Green Deal and related regulations require the textile and fashion industries to adopt sustainable business practices and innovative solutions. The European Commission’s Circular Economy Action Plan identifies the textile and fashion sector as one of seven key industries necessitating strategic sustainability transitions aligned with the Sustainable Development Goals (SDGs) and broader global challenges. In response, companies in this sector are increasingly implementing measures related to sustainable production and consumption, reducing water usage, ensuring fair labour practices, adopting sustainable managerial approaches, and fostering sustainability-oriented innovations within their supply chains. Despite growing global attention to sustainability, research on sustainability-oriented innovation (SOI) and circular supply chains in this industry remains fragmented. Therefore, this study aims to analyse the determinants of SOI in the textile and fashion supply chains. A synthetic literature review was employed to examine the key factors influencing the implementation of the SOI. The analysis identified three main categories of factors affecting SOI in supply chains: internal organizational factors, market- and consumer-driven elements, and regulatory and policy drivers. These determinants collectively support companies in pursuing SOI as a pathway to sustainable value creation. The study is grounded in the development of a conceptual model and contributes to both sustainability research and the application of the triple bottom lineapproach. This research offers two main contributions: first, it provides a comprehensive understanding of sustainability-oriented innovations within supply chains; second, it proposes a structured framework to examine the drivers of SOI in the textile and fashion industry. The findings serve as a foundation for future empirical studies and offer insights for stakeholders interested in advancing sustainable supply chain innovation.

The world today is an unstable place that threatens but also offers opportunities. Presently, one of the major innovation trends is the use of artificial intelligence. The use of AI has gained importance and is gradually reaching all areas of human activities, such as healthcare. The present paper focuses on the perception of artificial intelligence in the context of the marketing innovations of healthcare institutions. The main objective of this research is to analyse the ways in which artificial intelligence is used in healthcare settings from different research perspectives. This paper focuses on exploring views on the use of AI through marketing innovation, perceptions of the positive impact of AI as a marketing tool and the willingness to use AI. The subject is examined by quantitative research, using the questionnaire method on a sample of N=208 respondents. The data collected from the respondents show that the size of the healthcare facility has an impact on the use of AI as a marketing tool. This conclusion was supported by statistical verification of the hypothesis, with a value of p= 0.041, thus confirming the initial assumption. From a comprehensive point of view, more than half of the respondents said that they are in favour of using AI as a marketing tool in healthcare facilities. The perception of the positive impact of AI as a marketing tool does not depend on the classification of a healthcare facility’s healthcare activity. The positive impact of AI on all areas of healthcare services prevails. However, in accordance with the results of the research, the category of hospital facilities perceives the positive impact of artificial intelligence the most. The willingness to adopt artificial intelligence in marketing innovation is represented by the difference between healthcare facility owners. A deeper examination of data from respondents shows that private facilities are the most prone to adopt AI in their activities. This willingness is also confirmed by the value of the standard deviation, which was the lowest in health care facilities owned by a private owner. The current use of various forms of AI is widespread in more than 30% of healthcare facilities. Artificial intelligence is and will increasingly come to the forefront as a major innovation capable of solving tasks in ways that human decisions would. Healthcare was one of the first areas in which AI was implemented. In addition, the topic has gained increasing traction. The effective use of AI will help healthcare facilities benefit not only owners but also patients and other interest groups.

The modern business environment depends on green innovation to achieve sustainable growth through environmentally friendly products that boost both operational effectiveness and market competencies. Research explains how external environmental pressures relate to green innovation measures alongside their effects on firm performance and continues to grow more because current studies show insufficient evidence of these interdependent connections. The study examines multiple elements affecting green innovation performance through external influences to help organizational leaders, together with policymakers, bring sustainable practices into an environmentally aware business market. This study investigated the influence of green innovation on firm performance only through the subjects of management engagement, customer demand for sustainability, and supply chain risk. Optimizing green innovation is a strategic process aimed at increasing the long-term resilience and sustainable performance of an organization. The study draws from theories of green innovation, sustainability, and firm performance, hypothesizing interactions among green practices, managerial support, consumer preferences, and supply chain dynamics. The study combines environmental policies, employee involvement, and external collaboration to enhance its theoretical framework. The quantitative method of PLS-SEM was used to analyse data gathered from 621 companies in Pakistan. This approach uses structured questions to measure constructs, which include green product innovation, green process innovation, management commitment and firm performance. Green product and process innovation drives the performance of a firm, with both management and consumers in need of sustainability. However, supply chain risks reduce the impacts. The findings imply that sustainability in central business and supply chain shortcomings are three factors that need to be considered. The research includes empirical findings related to green innovation. It can help managers develop sustainable policies that are performing well in coping with market requirements and reducing risk. It also shows companies’ contributions to the progress of environmental goals. The study reconnects determinants and impediments of green innovation; it highlights the influence on the firm and provides principal implemented indications towards the aim of sustainable exercise.

Digital technologies, which have now become the primary driving force behind social and economic structures, are emerging as transformative innovations in online marketing alongside the metaverse concept. Metaverse marketing, which creates a digital universe by offering consumers unique experiences, plays a critical role in restructuring marketing strategies. This study was conducted to thoroughly examine the field of metaverse marketing via bibliometric analysis methods. To this end, 289 documents from the Web of Science (WoS) and Scopus databases and R Studio and VOSviewer software were used. The research was analysed via performance analysis and science mapping techniques. The study’s findings indicate that while the literature on metaverse marketing initially concentrated on establishing conceptual foundations, it has since diversified into practical applications, including consumer behaviour, game marketing, and the flow experience. In addition, it has been observed that collaboration among researchers who are influential in metaverse marketing accelerates progress in the field and increases interdisciplinary interactions. This study provides important insights into how the metaverse transforms marketing paradigms and, further, sheds light on the research ecosystem. In terms of practical contributions, marketing professionals will be able to leverage the opportunities the metaverse offers to gain a strategic advantage and a deeper understanding of consumer interactions in digital environments. Future research may investigate the potential of metaverse marketing in less explored domains, such as health and education, while also thoroughly examining issues related to the virtual economy and ethical considerations. This study establishes a foundation for subsequent inquiries into metaverse marketing and proposes new research avenues to address existing theoretical gaps.

Innovation in social security systems ensures economic sustainability and public well-being. In 2018, Georgia introduced a mandatory Funded Pension System (FPS) as a financial innovation aimed at enhancing pension sustainability. The success of such reforms depends on economic feasibility, public perception, awareness, and trust. This study examines the public perception and adoption of FPS in Georgia, applying a marketing and innovation management perspective to explore behavioural drivers, trust dynamics, and communication strategies affecting pension reform acceptance. Using a quantitative survey, the study identifies key determinants shaping public attitudes toward FPS participation. The findings highlight significant challenges, including low financial literacy, scepticism regarding fund security, and a preference for voluntary over mandatory enrolment. The results emphasize the role of strategic communication and public engagement in shaping consumer confidence in financial innovations. Effective marketing approaches such as personalized financial education, targeted awareness campaigns, and trust-building mechanisms are essential for overcoming resistance and fostering long-term engagement with pension reforms. Public trust in financial innovations is influenced by knowledge dissemination, transparency in financial transactions, and the effectiveness of institutional communication strategies. The study contributes to the discourse on financial innovation adoption by emphasizing the intersection of behavioural economics, financial literacy, and innovation management. It highlights how public attitudes toward financial innovations depend on clear, structured communication and transparent policies. The findings suggest that addressing behavioural and communicative aspects of pension system reforms increases public trust and engagement. These insights assist policymakers, financial institutions, and marketing strategists in designing communication frameworks that enhance trust, encourage participation, and ensure the sustainable implementation of pension system innovations in transitional economies.

The concept of sustainable development for both enterprises and nations involves the integration of the principles of systematicity, complexity, and balance in the development of all three components: economic, social, and environmental. The primary goal of this research is to develop a management strategy for enterprise sustainable development on the basis of an algorithm for the comprehensive assessment of the vulnerability levels of individual indicators within the three components of sustainable development. This paper reviews the stages of the evolution of the sustainable development concept, presenting arguments and counterarguments within the scientific debate on the systematisation of the 169 targets of the SDGs into a three-component model that combines economic, environmental, and social elements. The systematisation of literature sources and approaches to addressing the issue of balancing the components of sustainable development has shown that resolving this challenge will contribute to the formation of a sustainable economy, environmental sustainability, and social justice. The urgency of solving this scientific problem arises from the fact that, under martial law in Ukraine, determining the most vulnerable indicators by components – to protect them and create conditions for their preservation and further development – is of paramount importance. The assessment of the vulnerability levels of indicators across the components of sustainable development was conducted in a logical sequence, following ten clearly defined stages. The methodological framework of the research centres on justifying the use of the adapted CARVER matrix to build a system for ranking the vulnerability of individual indicators within the components of sustainable development. To illustrate the proposed methodological approach, an assessment of the vulnerability levels of sustainable development indicators was conducted via the example of a hypothetical enterprise. This study empirically confirms and theoretically substantiates the need to determine the qualitative characteristics of the vulnerability levels of indicators across the components of sustainable development, with gradations into low, medium, increased, and high vulnerability. The results of the conducted research can be useful for enterprise managers in ranking the vulnerability of individual indicators across the components of sustainable development via the adapted CARVER matrix. This approach also enhances their ability to respond promptly to changes, not only within the components of sustainable development but also in their individual indicators.