ABSTRACT As artificial intelligence becomes increasingly used by journalists in news production, the question of whether this causes journalists to “deskill” becomes paramount. This paper discovers the core skills that journalists risk losing and the areas in which they must upskill to remain relevant in the AI age. Referencing the theory of disruptive innovation that may lead to struggles within the journalistic field, this study highlights the disruptive power of AI as “cognitive automation” and the potential harms it might cause to journalism as professional identity, institution and practice. Through in-depth interviews with journalists and editors, this paper reveals skills lost in research, writing, note-taking, analyzing, interviewing and independent thinking, and points to the importance of upskilling in the areas of fact-checking, discernment, stylistic writing, personal branding, prompt writing, editing, interpersonal communication, storytelling, mastery of AI, ethical use of AI, and original ideation. These findings reveal an urgent need for journalists to mindfully limit their reliance on AI, while also highlighting that journalism is more than an accumulation of technical skills; it should be accompanied by a moral compass which journalists must not lose, so that the “humanness” of journalism may be retained even in the AI age.

HRMARS - This study reconceptualises radio literacy as infrastructural differentiation competence within hybrid broadcast ecosystems. While media literacy has been widely theorised, radio literacy remains conceptually underdeveloped, particularly in contexts where analogue and digital systems coexist. Drawing on qualitative focus group discussions (n = 279 participants across 20 groups) conducted in Sabah, Malaysia, this study examines how listeners define and differentiate analogue FM, digital terrestrial broadcasting, and online radio streaming. Thematic analysis reveals three dominant interpretive patterns: platform equivalence assumptions, device-based categorisation, and infrastructural ambiguity. Participants largely conceptualised radio through experiential use rather than transmission architecture, frequently equating smartphone access with digital broadcasting. Grounded in Disruptive Innovation Theory, Technological Determinism, and Media Convergence Theory, the findings suggest that perceptual digitalisation may precede infrastructural digital transformation. The study argues that infrastructural awareness constitutes a neglected dimension of media literacy and has significant implications for digital migration policy in emerging broadcast economies.

This study examines how service robots are transforming work and service provision in Thailand’s meetings, incentives, conventions, and exhibitions (MICE) sector through grounded theory. While robotics is often depicted as a job replacement, interviews with 20 industry leaders revealed a framework for human-robot synergy, in which automation facilitates human activity rather than replacing it. This challenges the linear claims of Disruptive Innovation Theory and proposes a Human-Centered Robotic Integration (HuCRI) framework that reconceptualizes service robot adoption by proposing hybrid service models through the Role Allocation Matrix (RAM), which incorporates segmented roles for both robots and humans. Perspectives from Emotional Labor Theory and Hofstede’s cultural dimensions are adapted to explain human-robot interactions, demonstrating that emotional authenticity and cultural fluency, crucial for robot acceptance in Thai hospitality industry. Inclusive Innovation theory is embedded by aligning workforce reskilling, SME inclusion, and ethical policy-making with the HuCRI framework. The study offers ethically guided and culturally aware approaches to automation, ensuring that technology enhances rather than undermines service quality, labor dignity, and guest satisfaction. The findings make theoretical and managerial contributions to the development of ethical, inclusive, and context-sensitive automation for service industries disrupted by technology in culturally sensitive environments, such as Thailand.

The growth of e-commerce has transformed global retail, yet in emerging markets like India, traditional retail remains deeply entrenched, particularly in semi-urban and rural contexts. The study looks at how small, independent retailers are handling the challenges of e-commerce by choosing some digital tools and using both online and offline methods. The research uses surveys from 150 consumers and 45 retailers, along with interviews from 30 retail stakeholders, to gather information. It is clear from the findings that although UPI and WhatsApp are used widely for transactions, the use of software for managing inventories and CRM is still not common. Regression analysis shows that the size of a retailer, its digital skills, and the presence of competition from outside are important factors in deciding whether to adopt digital tools. People tend to buy electronics and fashion online, but they prefer to shop for groceries and health products in stores. The research uses elements from the Technology Acceptance Model (TAM), Technology-Organisation-Environment (TOE) framework, Theory of Planned Behaviour (TPB), and Disruptive Innovation Theory to describe how online and offline models are changing together. It opposes the idea of digital disruption having two sides, and instead suggests that retail evolves by mixing local traditions and adapting to the environment. The findings provide useful advice for policymakers, digital platform creators, and retailers dealing with India’s fast-changing commerce sector.

This study examines the impact of corporate governance mechanisms and product market competition on firm value across developed, developing, and emerging economies. The study employs pooled OLS, fixed-effects, and random-effects models to identify variations across economic contexts. Across all contexts, product market competition consistently enhances firm value, with the most substantial effect observed in emerging economies, highlighting its role in fostering market discipline. This study contributes to the literature by addressing gaps in understanding the early detection of overvaluation and by situating the governance-performance relationship within varying institutional settings. It extends the theory of disruptive innovation by integrating regulatory and competitive environments into governance analysis. The findings offer practical implications for policymakers and firms seeking to improve governance structures and competitive positioning across different economic landscapes.

Research methodology The case is written on the basis of published sources only. Case overview/synopsis This case examines the evolution of Taarak Mehta Ka Ooltah Chashmah (TMKOC), India’s longest-running sitcom, produced by Neela Film Productions Private Limited and aired on SAB TV since 2008. Created by theater writer and producer Asit Kumarr Modi, TMKOC carved a niche in India’s television industry with its clean, family-friendly humor and culturally relatable characters. A cost-efficient production model, including self-financed sets and a loyal cast drawn from Gujarati theater allowed the show to flourish amidst stiff competition from mainstream general entertainment channels. Between 2008 and 2019, TMKOC’s average television viewership (TVT) grew from 46,000 to 6.89 million, making it a consistent leader in Indian prime-time entertainment.By 2025, Neela Film Productions was grappling with a changing media landscape. TMKOC had started experiencing steady viewership decline, rising production costs and cast turnover. Meanwhile, digital consumption on platforms like YouTube and SonyLIV surged, indicating a generational shift in audience behavior. The rapid rise of premium over-the-top platforms and growing popularity of bolder, experimental comedy formats, both Indian (e.g. Comicstaan, One Mic Stand) and international (e.g. Chris Rock: Selective Outrage, Brooklyn Nine-Nine) intensified the competitive challenge for the show’s traditional television format (Mulla, 2022).Asit Kumarr Modi faces a pivotal decision: Should the company continue with the legacy TV model and make incremental updates, invest in digital-first original content, partner with over-the-top (OTT) platforms for co-productions and syndication, or completely reimagine the TMKOC brand to engage younger audiences? The dilemma reflects strategic crossroads encountered by global entertainment producers managing mature franchises in the age of streaming and fragmented attention. This case examines this strategic dilemma within the lens of Disruptive Innovation theory, where OTT platforms have emerged as agile disruptors meeting evolving consumer needs. Complexity academic level This case is best suited for graduate and undergraduate courses in strategic management, competitive strategy, digital transformation, business model innovation and entrepreneurship.

This study examines the systemic impact of digital payments on consumer behavior, the financial services industry, and monetary policy. With the rapid development of mobile payments, e-wallets, and online transactions, digital payment methods are reshaping consumption habits and accelerating the digital transformation of the global financial system. Drawing on theories of technology acceptance, network externalities, disruptive innovation, and monetary economics, the research develops an integrated analytical framework. A mixed-method approach is adopted, combining econometric analysis based on macro statistics and consumer survey data with case studies of typical platforms and expert interviews. The findings highlight that digital payments significantly enhance consumption, drive financial innovation, and challenge traditional monetary policy mechanisms. This study provides theoretical insights into the multi-dimensional influence of digital finance and offers practical implications for consumers, financial institutions, and policymakers to adapt to the evolving cashless society. Future research will further explore the long-term macroeconomic implications of digital finance, particularly its interaction with emerging digital currencies. By doing so, it will contribute to a deeper understanding of the transition toward an inclusive and resilient digital financial ecosystem.

Currently, digitalisation is accelerating its integration with various industries, and disruptive technologies are constantly emerging. This not only brings about a comprehensive innovation in the technological paradigm, but also has a wide and profound impact on human economic and social development. In this study, the complex system evolution driven by disruptive technology in the digital era is clarified. A hybrid framework based on patent analysis is proposed, which shows the new paradigm from aspects such as market competition, technical and functional systems, and the external ecosystem. The autonomous vehicle is selected as a case. The results show that the transformation of the complex system driven by disruptive technology is distinctive. It can be found that a large number of new entrants and incumbent players with former advantages jointly promoted the open knowledge flow. The complex functional system leads to the fact that the disruption process is not achieved in one step, which provides an opportunity for incumbents to deal with crises. The high system complexity requires a large number of radical inventions, and contending branch paths will emerge, which is underpinned by further intensification of competition. In addition, the government has played an important role in building an open external environment through the dynamic combination of diversified policy tools. The key to implementation is based on the technology life cycle. This study proposes a new approach to analysing disruptive technologies, which not only enriches the theory of disruptive innovation but also provides a template for understanding industrial upgrading in the digital era.

Purpose This study aims to explore the impact of Airbnb on small accommodations by drawing upon the theory of disruptive innovation. It examines how the growth of Airbnb supply and the performance of Airbnb listings reshape the small accommodation landscape. Furthermore, this study conducts a heterogeneity analysis by using listing type, host type and accommodation size, providing detailed insights in the relationship between Airbnb and small accommodations. Design/methodology/approach The authors constructed a data set spanning 16 South Korean provinces from 2015 to 2024 and used the system-generalized method of moments for this analysis. For the heterogeneity analysis, the authors used the number of listings managed by a host and the room size of small accommodations. Findings The results show that Airbnb supply is negatively associated with small accommodation supply, with differences among the types of Airbnb listings and hosts. Medium- and large-sized small accommodations have demonstrated significant value. However, Airbnb performance has had no significant effect on the supply of small accommodations except for the influence of the supply of large-sized small accommodations. Originality/value This study explores Airbnb’s impact on small accommodations, addressing a research gap overlooked in studies focused on large hotels. By applying the theory of disruptive innovation, it highlights the unique vulnerability of small accommodations and provides insights into structural changes in the lodging industry, offering a basis for effective policymaking.

This study sought to determine the influence of Information and Communication Technology (ICT) adoption on the performance of Milimani Law Courts in Nairobi City County, Kenya. The specific objectives were to assess how the adoption of ICT has influenced the efficiency of judicial proceedings, judicial turnover rates, access to legal services, and judicial transparency and accountability. The research focused on four key ICT systems: the Electronic Case Management System (ECMS), SMS inquiry system, video conferencing, and digital recording of proceedings and transcription. The study was grounded on the Technology Acceptance Model, Disruptive Innovation Theory, and Dynamic Capabilities Theory. A mixed methods approach was employed, using both quantitative and qualitative research techniques. A sample of 270 respondents including judicial officers, lawyers, prosecutors, and litigants was selected through stratified simple random sampling. Data were collected using structured questionnaires and interview schedules, then analyzed using descriptive and inferential statistics via SPSS. The findings revealed that all four ICT systems positively and significantly influence the performance of Milimani Law Courts. ECMS had the highest influence on improving case management, efficiency, and record accessibility. The SMS inquiry system enhanced communication between the court and litigants, though with moderate influence compared to other technologies. Video conferencing emerged as a critical tool for enabling remote participation, especially during the COVID-19 pandemic, while digital recording and transcription significantly improved accuracy, transparency, and accountability in court proceedings. Overall, the adoption of ICT systems has contributed to faster case resolution, better access to justice, and enhanced transparency in legal processes. The study concludes that ICT adoption is instrumental in transforming judicial operations, and it recommends further investment in digital infrastructure, continuous user training, and policy reforms to support sustained implementation. It also calls for further research into the long-term effects of ICT adoption across various levels of Kenya’s judicial system.

Access to credit remains a major constraint for Micro, Small, and Medium Enterprises (MSMEs) in Nairobi City County, limiting their ability to grow, innovate, and sustain operations. Although financial technology (FinTech) solutions have emerged to ease credit constraints, their effectiveness in improving credit access among MSMEs remains insufficiently explored in the Kenyan context. This study sought to examine the influence of FinTech adoption on credit access among MSMEs, focusing on the effects of mobile lending, digital banking, and web-based platforms, as well as the moderating role of regulatory frameworks. The study was anchored on the Disruptive Innovation Theory. Data were analyzed using descriptive analysis. The target population comprised registered MSMEs in Nairobi City County, from which 200 respondents were selected using stratified sampling. Data were collected using structured questionnaires and analyzed through descriptive and inferential statistics using SPSS version 28. Simple linear regression analysis was used to determine the effects of each FinTech variable on credit access, while hierarchical regression assessed the moderating effect of regulatory frameworks. The findings revealed that mobile lending has a positive and statistically significant effect on credit access, enabling quicker access to short-term credit with minimal collateral requirements. Digital banking also exhibited a positive and significant effect, improving loan processing efficiency, repayment flexibility, and financial record management. Similarly, web-based financial platforms showed a positive and significant effect on credit access by enhancing transparency and accelerating loan approvals. The results further indicated that regulatory frameworks significantly moderate the relationship between FinTech adoption and credit access by boosting confidence and reducing risks associated with digital credit services. The study concludes that FinTech adoption enhances financial inclusion, improves loan accessibility, and supports operational efficiency among MSMEs. It recommends strengthening regulatory oversight, improving cybersecurity, and promoting digital literacy to maximize the benefits of FinTech-driven credit solutions.

Disruptive innovation theory (DIT), first articulated by Christensen, has profoundly influenced how scholars and practitioners interpret technological and business model shifts. Yet, the interplay between disruptive innovation—which introduces performance trajectories initially inferior yet eventually market-transforming—and sustaining innovation—which enhances existing trajectories—remains theoretically underexplored. This article aims to contribute new insights to this interaction by conducting a comprehensive review of existing literature. Our focus is on how disruptive innovation and sustaining innovation interact and mutually promote each other within the innovation ecosystem, and how this relationship is influenced by dynamic capabilities, environmental conditions, as well as the tensions between competition and cooperation. To this end, we selected key theoretical and empirical studies (1997-2025) for targeted review, with a particular emphasis on the dynamic evolution of the ecosystem, corporate response strategies, and external environmental variables. Our viewpoint is that disruptive innovation and sustaining innovation are not mutually exclusive; instead, there is often a dialectical interaction between them, which requires continuous balancing between flexibility and time rhythm. Firms may leverage sustaining innovation to enable or accelerate disruptive paths, and disruptive entrants frequently adopt sustaining trajectories to gain ecosystem legitimacy. This analysis reframes disruption not as an exogenous shock but as an emergent outcome of sustaining disruptive interplay. We conclude by discussing implications for managing innovation portfolios and propose a research agenda that integrates DIT with dynamic capabilities and ecosystem theory.

Introduction. The relevance of this study is driven by the need for a theoretical understanding of generative AI's impact on the television industry. The article argues that a systematic methodological framework is required to analyze these processes, which may not just enhance but fundamentally disrupt the industry. Aim. To substantiate the applicability of Clayton M. Christensen's theory of disruptive innovation for the systematic analysis and forecasting of the transformation of television broadcasting models in the era of generative AI. Methodology and research methods. The research methodology is based on the theory of disruptive innovation. Methods of theoretical analysis and conceptual modeling are used to interpret the characteristics of AI and develop market transformation scenarios. Results. It is proven that generative AI has the key characteristics of a disruptive innovation (cost reduction, democratization of access, new value propositions). The mechanisms of 'low-end' and 'new-market' disruption are analyzed. The study reveals that traditional broadcasters face the classic 'innovator's dilemma,' which hinders their ability to respond adequately to the threat. Scientific Novelty. For the first time, the theory of disruptive innovation is systematically applied to analyze the impact of generative AI on television, enabling a shift from describing technologies to explaining and forecasting media market dynamics. Practical Significance. The research findings provide a strategic tool for media managers to assess the risks and opportunities of AI and to make informed business decisions under conditions of high uncertainty.

Background: The absence of financial inclusion has added to the gap that impedes social and economic progress among rural residents in Northcentral Nigeria. To successfully tackle this present situation, it is necessary to gain an understanding of the impediments and patterns that prevent rural residents from accessing official financial services. This study therefore seeks to extend the literature and empirically investigate the effect of financial literacy, financial technology, and cultural value on financial inclusion among rural residents in Northcentral Nigeria, using the access opportunity frontier theory as the underpinning theory, and the family financial socialization theory, disruptive innovation theory as supporting theories. Method: To achieve the study objectives, a quantitative method with a cross-sectional descriptive and epistemological approach was used with a sample size of 38 rural residents of north central Nigeria to conduct a preliminary study to test the validity and reliability of the instrument adapted. The quantitative data was analyzed using SPSS version 22. Result: The findings revealed that the instrument adapted has reliable Cronbach alpha of above 0.7. Conclusion: The analysis established that the adapted instrument achieved a Cronbach’s alpha exceeding 0.7, thereby confirming its reliability and validating its appropriateness for the main study.

ABSTRACT Companies are believed to make rational profit-maximising decisions. However, many successful incumbent firms fail in adopting disruptive innovations, sometimes leading to their bankruptcy. This phenomenon is explained by the disruptive innovation theory through the innovator’s dilemma, by which incumbents overlook opportunities at the low end of the market. We propose an alternative explanation showing that the profit-maximising strategy in response to market disruption can lead to delayed response and long-term bankruptcy. We use a model of disruptive innovation that assumes perfect knowledge of eventual innovation potential, adoption rate and no constraints in implementing the innovation by an incumbent. This perspective suggests the role of a slow innovation diffusion rate as one of the drivers of ignoring the innovation in favour of the exploitation of established business opportunities. Our analysis also shows the importance of correct expectations on innovation performance. Incorrect expectations can lead to an inadequate incumbent's response and its eventual bankruptcy.

Artificial intelligence (AI) and, concomitantly, large language models (LLMs), emerge as an unprecedentedly disruptive force in education. We contend that AI is not just a technological disruption but also a psychological inflection point that reconfigures the evolving contours of cognition, motivation, and agency under technological pressure. Using Disruptive Innovation Theory (DIT), the Technological Pedagogical Content Knowledge (TPACK) framework, and Postdigital Education Theory (PET), AI is located in a series of histories of educational disruptions (printing, radio, Internet, and mobile / cloud). These lenses highlight recurrent psychological themes that transcend technological epochs: novel literacies, evolving learner motivation/autonomy, rising human cognitive load, and the lag in institutional adaptation. Conceptual synthesis demonstrates a crystallization of psychological effects-bifurcated epistemic fluidity, blurred authorship, and identity negotiation/formation-under AI. Theoretical triangulation of the DIT, TPACK, and PET frameworks articulates the entangled, ripple effects of AI-triggered changes transcending institutional, pedagogical, and psychological levels. To support the enactment of these ideas, we delineate staged AI-responsive literacies (autonomy, vigilance, regulation, ethics) and propose operational strategic supports for learners, educators, and institutions. We conclude by reviewing the limitations of the conceptualization and charting future research directions in empirical classrooms, identity shifts, and equity in institutional responses. Overall, we argue that AI as a "disruption" must be repositioned not only as a technical intervention but also as a psychological and educational imperative to nurture autonomy, metacognition, and equity.

Purpose: This study sought to establish the relationship between electronic communication and supply chain performance in Large Retail Chains in Kenya. The study was guided by disruptive innovation theory. Methodology: The study adopted descriptive research design and positivist research paradigm. The study targeted 12 Large Retail Chains in Kenya. The target population for this study was 240 respondents. Census method was used in this study. The study used research questionnaires to collect primary data. Qualitative data was analyzed using content analysis and presented in prose form. Qualitative data was analyzed using descriptive and inferential analysis. Descriptive statistics such as frequency, percentages, and means were used. Pearson correlation coefficient was used for testing strength and direction between the independent and the dependent variables. A multiple regression model was used to test the significance of the relationship between the independent variables and the dependent variable. Findings: The study findings revealed that electronic communication has a positive and significant effect on supply chain performance of Large Retail Chains in Kenya. The study concludes that electronic communication has a positive and significant effect on supply chain performance of Large Retail Chains in Kenya. Unique Contribution to Theory, Policy, and Practice: Based on the findings, this study recommends that the management of large retail chains in Kenya should implement integrated Electronic Data Interchange (EDI) systems to enhance communication across their supply chains. The study contributes to theory by showing electronic communication as a strategic resource for supply chain performance, informs policy by highlighting the need for supportive frameworks to enhance digital integration, and guides practice by urging retail managers to adopt EDI systems for greater efficiency and competitiveness.

Purpose – Artificial-intelligence (AI) powered multilingual degree programmes are emerging as a potential game-changer for global higher education, yet little scholarship integrates their technological, sociolinguistic and theological implications. This study synthesises postcolonial theory, disruptive-innovation economics and a biblical theology of education to evaluate whether such programmes democratise learning or reinscribe hierarchy. Design/methodology/approach – Guided by a critical-realist, transformative paradigm, the inquiry triangulates an integrative literature review (n = 162 sources, 2018–2025), five embedded case studies spanning Africa, Asia and North America, and a 10–15-year strategic foresight exercise. Four constructs—linguistic justice, pedagogical personalisation, epistemic authority and mission fidelity—anchor six falsifiable propositions that were pattern-matched through reflexive thematic analysis. Findings – AI translation and tutoring markedly widen access for under-resourced languages, but only when coupled with mother-tongue pedagogy, equitable bandwidth and faculty mentorship. Personalisation yields moderate learning gains (d ≈ 0.35) yet heightens automation bias, threatening epistemic authority unless Scripture-first verification and periodic human audit are enforced (2 Tim 3:16-17). Accreditation-aligned metrics confirm the super-additive effect of pairing linguistic justice with mission fidelity, whereas neglecting either variable erodes learning, equity and spiritual formation. Practical implications – The paper advances inspectable standards (S1–S3) and model-card templates that regulators, developers and Christian universities can deploy immediately to safeguard data ethics, doctrinal integrity and learner outcomes. Originality/value – By integrating postcolonial critique, disruptive-innovation theory and biblical theology, this study supplies the first holistic framework and evidence-informed guardrails for AI-mediated multilingual higher education.

Banking has evolved from ancient times of using grain banks and temple lending to modern banking practices. The transformation of the banking sector has ensured that banks play the crucial role of facilitating faster and efficient service delivery. This paper traced the evolution of banking and examined associated disruptions, opportunities, and challenges. With the specific objective of influencing policy-oriented discussions on the future of banking, this study adopted a literature review methodology of integrating various sources, such as scholarly journals, policy reports, and institutional publications. Public interest theory and disruptive innovation theory underpinned this study. Findings revealed that banking has evolved from Banking 1.0 to Banking 5.0 due to disruptive factors which have been pivotal to the significant structural sector changes: Banking 1.0 (pre-1960s); Banking 2.0 (1960s to 1980s); Banking 3.0 (1980s–2000s); Banking 4.0 (2000s–2020s); and Banking 5.0 (2020s to the future). Despite the existence of opportunities in the transformation, challenges include regulations, skills shortages, legacy systems, and cybersecurity that must be addressed. This calls for a coordinated response from stakeholders, with banking’s future requiring collaborations as cashless economies, digital economies, and digital currencies take centre stage.

Zambia's telecommunications industry has in the recent past witnessed notable growth, which has been driven by digital transformation initiatives. Despite this progress, the influence of digital transformation on financial outcomes in Zam-bia's telecommunications sector remains under researched. This study sought to examine the influence that digital literacy, organizational digital capability, and digital investment have on financial performance, focusing on Airtel Zambia as a case study. Utilizing the Resource-Based View, Dynamic Capabilities Theory, and Disruptive Innovation Theory, the study employed a descriptive research design, with data being collected from a sample of 97 employees using a structured questionnaire. Quantitative analysis, including descriptive and inferential statistics, was applied. The data was analyzed using regression and correlation analyses to determine the relationship between the independent variables (digital literacy, digital capability, and digital investments) and the dependent variable (financial performance). The results showed that digital literacy had a Pearson correlation coefficient of 0.442 at (sig. 2-tailed) < 0.01 while digital capability and digital investments had Pearson correlation coefficients of -0.171 at (sig. 2-tailed) < 0.01 and 0.425 at (sig. 2-tailed) < 0.01, respectively. The interpretation of the regression analysis revealed that the independent variables collectively explained 25.3% of the variability in financial performance. Regres-sion results demonstrated that digital capability and digital investments significantly and positively influenced financial performance with Beta coefficients β = 0.341 and β = 0.34 (p < 0.05), while digital capability exhibited a weaker and insignificant impact with a Beta coefficient β = 0.066 (p > 0.05). The research findings underscore the need for telecommunications companies to prioritize employee digital literacy and to align organizational digital capabilities with their strategic goals. The study concludes that Airtel Zambia and similar tele-communications firms that are undergoing digital transformation should pay attention to which digital technologies they invest in and cultivate digital capabilities if they are to sustain growth, competitiveness, and maximization of profits.