Market Environment Research Articles

Applied Research on the Impact of Big Data, Cloud Computing and Cloud Storage on Smart Manufacturing Supply Chain

The rapid advancements in big data, cloud computing, and cloud storage technologies are profoundly reshaping the operational models of smart manufacturing supply chains. The integration and application of these technologies not only drive the enhanced data collection and analysis capabilities across various supply chain segments but also significantly improve the accuracy of demand forecasting, the rationality of resource allocation, and the scientific nature of decision support. Consequently, the collaborative efficiency and dynamic response capabilities of supply chains have been substantially elevated, providing robust technological backing for enterprises in navigating the intricately volatile market environment. Nonetheless, while reaping the benefits of these technological advancements, challenges such as data security and privacy protection, system integration, and technical selection cannot be overlooked. By judiciously selecting technology platforms, reinforcing data security management, and continuously investing in technological advancements and talent cultivation, the holistic effectiveness of smart manufacturing supply chains will be further optimized.

Development of Sustainable Marketing Within Industrial Businesses: The Decisive Influence of the Cultural and Politic Context

In recent decades, the incorporation of sustainable development principles into marketing has increased significantly. Consequently, researchers have explored the contrasting relationships between the two areas to evaluate their respective relevance. In response to this change, researchers and practitioners have explored the possibilities of incorporating sustainability concepts into marketing. Therefore, the aim of this study is to focus on the cultural and political factors that explain the development of sustainable marketing in Cameroonian industrial enterprises in light of the existing literature on sustainability and marketing. To achieve this goal, we collected qualitative and quantitative primary and secondary data from a sample of 74 Cameroonian industrial enterprises in the Centre, Littoral and West regions. We used different statistical tools such as descriptive, exploratory, correlation and explanatory analysis. The results of this approach show that cultural and political factors such as human resource development, religion, language, ethnicity, compliance with laws and regulations, adherence to standards, and quality explain the implementation of sustainable marketing in industrial enterprises in Cameroon. Therefore, we recommend that public and private organisations strengthen their environmental discourse, especially in developing countries, in order to successfully transition to more responsible practices.

ESTABLISHING SUSTAINABILITY IN THE TOURISM VILLAGES OF BALI

The goal of developing tourism villages is to improve community welfare. The aim of this research is to formulate an integrated strategy to develop sustainable tourism at tourism villages. Data collection were through observation, focus group discussions (FGD) and interview. FGD method is a common approach for data collection in qualitative research. There were 50 respondents consisting of representatives from government, academics, the chairman of the Bali tourist village communication forum and tourist village managers around Bali. The novelty of this research is an integrated strategy approach in realizing sustainable tourism at tourist villages in Bali. This research revealed that the collaboration between government, tourism village managers, and community participation to innovate green marketing, implementing corporate social responsibility in light of the local wisdom of Tri Hita Karana, and effectively leveraging digital marketing to raise tourist village brand awareness are all essential components of sustainable tourism. The results of this research are expected being a reference for stakeholder in order to accomplish the aim of improving tourist villages performance through sustainable tourism.

Is AI Better than Humans? Unveiling the Boundary Conditions Under Which Virtual Influencers Outperform Human Influencers in Endorsing Sustainable Products

With the rising trend toward sustainable consumption and the pivotal role of social media in the buying behavior, brands are keen to promote sustainable products through these platforms. Virtual influencers (VIs) have emerged as lower-cost and scandal-resistant alternatives to human influencers (HIs). However, their artificial nature may evoke credibility concerns, potentially undermining marketing effectiveness. Currently, it is unclear whether humans or virtual influencers achieve better endorsement outcomes for sustainable products. This study explores the effectiveness of VIs and HIs in endorsing sustainable products and the conditions under which VIs may outperform HIs. Through two studies (N = 1097), we investigate the impact of influencer type, advertising appeals, and product involvement on consumer purchase intentions and brand attitudes. Our findings reveal that, in low-involvement product scenarios with emotional appeals, HIs are more effective, while in high-involvement product scenarios featuring rational appeals, VIs exhibit superior effectiveness. These results suggest that the choice of influencer type should be tailored to the product involvement level and the nature of the advertising appeal, providing guidance for brands to enhance the impact of their green marketing strategies.

The Influence of Green Marketing Communication and Brand Credibility through the Mediation of Environmental Attitudes and Moderation of Income Levels on Purchasing Decisions of Green Marketing Products in Aceh

The issue of environmental sustainability has become increasingly important, particularly in the context of green product marketing, making it crucial to understand the factors that influence green product purchasing decisions. This study aims to clarify how brand credibility and green marketing communication affect consumer behavior through environmental attitudes and the moderating impact of income levels. Primary data from 300 green product consumers, gathered via a structured questionnaire and analyzed using Structural Equation Modeling (SEM-PLS), reveal several key findings. Brand credibility significantly enhances both environmental attitudes and purchasing decisions, with environmental attitudes playing a critical mediating role in these relationships. Green marketing communication also positively impacts environmental attitudes and purchasing decisions. Additionally, income levels positively affect purchasing decisions but negatively moderate the interaction between environmental attitudes and purchasing decisions. These results underscore the essential role of environmental attitudes in mediating the effects of brand credibility and green marketing communication on purchasing decisions, as well as the nuanced influence of income levels on consumer behavior regarding sustainable products.

Overcoming the Challenge of “Green Enough”: Exploring the Dark Side of Incremental Green Options

ABSTRACTPrevious research has predominantly focused on transitioning individuals’ behavior from environmentally unfriendly to environmentally friendly, ignoring the challenge of how to replace incremental green options with the most green ones. Contrary to the widely held belief that all “green” options are beneficial, this study investigates when and how incremental green options— options offering some environmental benefits but not fully pro‐environmental—can reduce individuals’ willingness to choose the most green option. We discovered that individuals tend to forgo the most green options when incremental green options are available (Study 1, Study 2 & Study 3). Furthermore, by informing participants about the adequacy of different levels of environmental friendliness, we found that the options just surpassing the designated threshold were the most popular (Study 2). Additionally, the anticipated guilt mediates the negative effect of incremental green options (Study 2, Study 3, and Study 4). Study 3 reveals that when individual environmental efficacy is activated, the negative impact of presence of incremental green options on consumer choice of the most green ones is mitigated. Study 4 finds that more consumers chose the most green option over the incremental green option when the latter was presented with negative framing or two‐sided framing (compared to positive framing). This study offers a new perspective on pro‐environmental behavior research and enhance our understanding of the role of incremental green options in green marketing.

A BALANCED MONITORING SYSTEM AS AN ELEMENT OF ENTERPRISE MANAGEMENT SYSTEM

The article is dedicated to the study of a balanced monitoring system as an element of the enterprise management system. The purpose of the research is to analyze, systematize, and summarize the existing theoretical and methodological aspects of the implementation of a balanced monitoring system and to develop conceptual foundations for monitoring within the enterprise management system. The study examines in detail the role of monitoring as an essential tool in the enterprise management system, particularly in the agricultural sector. It has been determined that monitoring ensures comprehensive control and analysis of various aspects of activity, providing managers with timely and accurate information for making effective managerial decisions. The research demonstrates that promptly identifying deviations and risks allows enterprises to quickly respond to changes, adjust their actions, and minimize potential losses, which is especially important in a dynamic market environment. It is substantiated that monitoring allows enterprises to evaluate the effectiveness of their activities from different perspectives: financial, production, human resources, and environmental, contributing to the identification of strengths and weaknesses in operations and helping to determine priority areas for development. Arguments are provided regarding the importance of monitoring in strategic planning, as it provides the necessary information for forming long-term plans, considering current and projected changes in market conditions. It has been revealed that a balanced monitoring system, which takes into account not only financial but also non-financial indicators, helps to avoid a one-sided approach to enterprise management, facilitating more informed decision-making. The study on the effectiveness of using a balanced monitoring system demonstrated its positive impact on improving the competitiveness of enterprises, particularly through the optimization of resource use, improvement of product quality, and cost reduction. It is noted that monitoring plays a key role in ensuring environmental standards and social responsibility of agricultural enterprises, which is an important factor for maintaining market reputation and complying with international norms. The application of modern automated monitoring systems enables enterprises to quickly adapt to changes in the external environment, respond to demand fluctuations, and make necessary adjustments to their activities.

SOCIAL AND PSYCHOLOGICAL ASPECTS OF FORMING AN EFFECTIVE INNOVATIVE TEAM

This article highlights issues related to the social and psychological foundations of the formation of a team capable of working effectively and responding to modern challenges of the market environment. It was determined that such bases are the individual motives of the members of the labor team, namely their personal beliefs regarding the expediency of performing professional tasks. It is established that they are formed at the early stages of the socialization of the individual under the influence of education, upbringing, norms of social morality and are corrected during his subsequent working life. It has been found that motives can be more stable than incentives, which can cause an undesirable final result of the enterprise's activity. With this in mind, the task of institutional management should be the creation of an effective motivational system aimed at strengthening the role of incentives in the structure of employee motivation for professional development, professional development, creativity, creativity and initiative. The article provides recommendations on directions for adjusting the national management system in order to create an effective innovative team. In particular, to improve the work of the team and the final efficiency of the enterprise, it is recommended to create an effective system of labor incentives through the introduction of elements of foreign management models. The proposed elements make it possible to create an effective model of personnel motivation management, as they are aimed at strengthening the personal motives of employees to protect their own professional interests and dignity, use the opportunity for self-development and self-realization, involvement in the process of enterprise management and decision-making, evaluation of one's own labor contribution and recognition of the obtained results, adjustment constructive business relations in the team. It was determined that these innovations should become the basis for further improvement of the motivation of employees in the domestic management system, since each branch and field of activity has its own characteristics, taking into account the possibility of their further adjustment.

Tail risk transmission between decomposed oil shocks and green finance markets: evidence from an EVT–TVP–VAR approach

ABSTRACT This paper provides a novel framework based on extreme value theory, i.e. the autoregressive conditional Fréchet–time-varying parameters–vector autoregression (AcF–TVP–VAR) framework, to explore the tail risk spillovers between decomposed oil shocks (supply, demand, and risk shocks) and green finance markets. The empirical results reveal that there are significant time-varying tail risk spillovers between the two markets, with spillovers intensifying during extreme events. Additionally, throughout the sample period, supply shock is found to be a net transmitter of tail risk, while clean energy market is a net receiver. Notably, the safe haven properties of green bond market are captured, indicating it can serve as a diversified investment option. The findings are important for financial investors and policymakers.

Research on Financial Investment Risk Assessment Techniques and Applications

In recent years, the financial markets have undergone rapid development and significant volatility, leading to a pronounced urgency and complexity in investment risk assessment. This study explores the technologies and applications of financial investment risk evaluation, offering an in-depth analysis of the theoretical foundations and practical operations of quantitative, qualitative, and hybrid assessment methodologies. Traditional quantitative techniques, such as the Value at Risk (VaR) model, provide crucial objective data support, while qualitative approaches enrich the breadth of risk identification through expert opinions and seasoned experience. Hybrid methods synergistically combine the strengths of both, adapting to the intricacies of the market environment. The integration of big data and artificial intelligence technologies injects innovative momentum into risk assessment, enabling more precise and timely risk monitoring. Case applications span multi-layered risk management strategies within banks, insurance companies, and hedge funds, offering valuable insights for diverse financial institutions. The study posits that efficient risk assessment relies not only on technological advancements but also necessitates consideration of market dynamics and regulatory environment fluctuations. Continual innovation and practical optimization are pivotal in addressing future challenges.

The Effectiveness of Green Marketing in Starbucks: An Assessment

Green marketing practices have become increasingly significant as businesses aim to reduce their environmental impact and cater to the growing number of environmentally conscious consumers. The primary goal of green marketing extends beyond appealing to eco-conscious buyers; it also aims to generate positive environmental and societal effects. Green marketing integrates sustainability principles across various aspects of marketing, including product design, packaging, messaging, production processes, and promotion. Its importance lies in enhancing profitability, fostering brand loyalty, and attracting a new market segment that prioritizes sustainability. For instance, businesses may promote reduced emissions in manufacturing or use post-consumer recycled materials in packaging. Some also demonstrate environmental responsibility by donating a portion of sales proceeds to eco-friendly initiatives, such as tree-planting campaigns. This study examines how Starbucks' green marketing practices have contributed to its overall success, profitability, brand reputation, customer loyalty, and employee engagement. Additionally, it investigates challenges and limitations Starbucks may have faced in implementing these practices and explores potential areas for improvement. The study’s findings will provide valuable insights for other businesses aiming to adopt green marketing strategies and contribute to the broader discourse on sustainability's role in business.

Digital Transformation and Innovation of the News Media

Under the background of globalization and the rapid development of information technology, the digital transformation and innovation of news media have become an important trend of the industry. Traditional media adapt to the new audience needs and market environment through digital transformation, and gradually transform to diversified content production, personalized recommendation, multi-platform distribution and paid subscription mode. Many media organizations, such as the New York Times and the BBC, have explored the possibilities of content innovation and dissemination through artificial intelligence, big data and virtual reality. However, digital transformation also faces challenges such as information authenticity, privacy security and technology dependence. In the future, with the further development of new technologies, news media will continue to explore AI-driven news production, immersive reporting and blockchain applications to build a more innovative, efficient and credible news ecosystem.

EKSPLORASI FAKTOR PENGHAMBAT DALAM MENGADOPSI GREEN MARKETING PRACTICES PADA IKM RENDANG DI KOTA PADANG

The purpose of this study is to explore the inhibiting factors in the implementation of green marketing practices in rendang SMEs in Padang City. This study uses a qualitative method that aims to obtain a clear picture of a problem, which will be focused on collecting data or information on the object. The results of the research findings and the results of the NVivo 12 plus Project Map analysis, various obstacles felt by SMEs actors to implement green marketing practices, namely government regulations, resources, organizational management, costs and awareness. This is due to the lack of involvement in long-term environmental concerns when producing products. In general, SMEs in rendang businesses focus more on the taste of food, product durability and good quality to reach consumers. In this case, there is no involvement in environmental aspects to minimize environmental impacts ranging from products, production sites, and price to product promotions.

The Impact of E-Commerce Leader's Marketing Attributes on Consumer Perception in China

With the rapid development of China's e-commerce market, e-commerce leaders are playing an increasingly crucial role in a highly competitive environment. Marketing attributes, such as brand influence, customer service quality, and marketing strategies, have become key factors in shaping consumer perception. This paper aims to explore how these marketing attributes affect consumer cognition and behavior in China. By analyzing existing literature and market data, this study presents a conceptual framework that highlights how brand influence affects purchasing decisions by enhancing consumer trust; how customer service improves brand image through increased consumer satisfaction and loyalty; and how effective marketing strategies alter consumer purchase intentions through personalized recommendations and promotional activities. The paper also examines the unique characteristics of the Chinese market, such as cultural differences and market environment, and provides practical recommendations for e-commerce leaders. Finally, the paper suggests directions for future empirical research to further validate these conceptual assumptions.

Comparative Analysis of Incentive Mechanism of Human Resource Management in Public Management and Enterprise Management

With the progress of society, the market economic system continues to develop and improve, the market environment is becoming more and more complex, and the market competition is becoming more and fiercer. Human resource management plays an increasingly prominent role in public management and enterprise management. As an important part of human resource management, incentive mechanism affects the flow of talents, work efficiency, enthusiasm, work quality and other aspects. How to improve the incentive mechanism to promote the healthy development of employees and achieve the organizational goals has become a practical problem that public organizations and enterprises must solve. This paper will focus on analyzing the differences and commonalities between the incentive mechanisms of public management and enterprise management, and then propose feasible innovation strategies and implementation paths for the incentive mechanisms of public management and enterprise management according to China's actual situation and combined with international advanced experience The purpose of this paper is to improve the two internal structure management and work efficiency and quality to meet the new requirements of future social and economic development.

Drivers of green innovation and green acquisition: empirical evidence from the food and beverage industry

Purpose Green innovation and green acquisition are key green marketing strategies. This paper aims to explore and compare the drivers of green acquisition and green innovation strategies firms adopt. Moreover, the moderating role of top management team (TMT) sustainability commitment is investigated. Design/methodology/approach The research model used secondary data based on 1,565 firm-year observations in the beverage and food industry in the US. The two-stage control function approach was used for data analysis. Findings Media attention motivates firms to pursue both green innovation and green acquisition. The TMT sustainability commitment plays a pivotal moderating role. It strengthens the link between environmental regulation stringency and green innovation but weakens the impact of media attention on green acquisition. Practical implications Managers can leverage the study’s findings to guide sustainable marketing decisions in response to environmental regulations and media scrutiny. Policymakers and investors can encourage firms to adopt more sustainable practices, helping align corporate strategies with Sustainable Development Goals 9 and 12. Originality/value Though green innovation determinants are extensively studied, most studies rely on surveys or qualitative methods rather than secondary data. Also, as an alternative to developing in-house green technologies or products, the drivers of green acquisition remain unclear despite its growing prevalence. This study addresses both gaps in the sustainable marketing literature.

Does Greenium Exist? A Comparison between Sovereign and Corporate Bonds

Recent studies suggest that people when making investment decisions, evaluate risk according to their perception of eco-friendly commitment. These studies claim that preference to green investment influences prices and trading behaviour in market settings. Assets perceived greener on average trade at significantly higher prices with different performance between sovereign and corporate green bonds (Ehlers and Packer, 2017). Our paper refers to a sample of 5996 bond at world level divided equally in ordinary bond and green bonds. We tested a set of models to assess this new factor. The results confirm the presence of greenium, but it highlights that corporate bonds’ greenium is higher than sovereign one. Moreover, in developed markets, green bonds tend to exhibit characteristics of a greenium, whereas, in emerging markets, the environmental aspect is still developing. This observation supports the notion that greenium is more pronounced in mature markets with heightened environmental sensitivity. Differently from previous studies, we filter the model for bonds issued during the Covid19 pandemic and not, and the results suggests the presence of a greenium only in normal times (Zerbib, 2019a, 2019b). The analysis contributes to the research on the green bond market and its dynamics. We prove that greenium is not universally present or significant, especially in emerging markets. These insights are relevant for investors and policymakers considering the implications of green finance for sustainable development and climate change mitigation.

The Impact of the Deteriorated Political and Security Situation on the Financial Stability of Arms Companies Operating in an Oligopolistic Market Environment

The Impact of the Deteriorated Political and Security Situation on the Financial Stability of Arms Companies Operating in an Oligopolistic Market Environment

Challenges and Strategies in Protecting Single-Colour Trademarks within the Fashion Industry

This paper examines the complexities of registering and protecting single-colour trademarks within the fashion industry, with a special focus on high-profile cases such as Christian Louboutin's iconic red soles. It investigates the unique legal challenges faced by brands in establishing trademark protection for colours, which lack inherent distinctiveness but can acquire significant brand identity through secondary meaning. Through a detailed examination of various international court cases, the study reveals how judicial systems manage to uphold the integrity of distinctive brand elements while fostering a fair and competitive market environment. Additionally, this research discusses strategic approaches that brands can adopt to effectively secure and defend their unique colour trademarks in diverse legal jurisdictions. The findings shed light on the dynamic evolution of trademark law, underscore the significant impact of judicial decisions on brand protection strategies, and explore the broader implications these have on global market competition. By integrating theoretical frameworks with case study analysis, this paper provides valuable insights into the intersection of law, commerce, and brand identity in the global fashion industry.

Digitally Driven Urban Governance: Framework and Evaluation in China

With the rapid development of digital technology, the role of digitalisation in urban governance continues to emerge. Building a theoretical analysis framework and evaluation system of digitally driven urban governance has important theoretical and practical significance for stimulating the efficiency of digital technology tools and improving the energy level of urban digital governance. This paper aims to explore the mechanism of urban governance enabled by digital technology, innovatively change the previous thinking mode that only attaches importance to facility construction and e-government platforms, adopt ecological thinking, and comprehensively consider the role of “soft elements” such as strategic support, industrial support, the security environment, talent support, and the market environment. Then, the extreme value variance method and the coefficient of variation method are used to calculate the overall capacity and secondary index scores of each city, and the standard deviation of secondary index scores is used to represent the sub-environmental balance of the cross-sectional data of China’s provinces. In order to further explore which indicators restrict the improvement of China’s urban digital governance capacity, this study also constructs an obstacle degree model. The results show the following: (1) The overall capability of China’s digitally driven urban governance is low, with a total score of 27.25, indicating that China’s digitally driven urban governance is in its infancy. (2) There is a significant development imbalance among Chinese provinces, with Beijing ranking first with a score of 81.16, and Tibet, Qinghai, Xinjiang, Heilongjiang, and Ningxia scoring less than 13.30 points, ranking as the bottom 5 among the 31 provinces. (3) The shortcomings of talent support, industrial support, and the security environment restrict the improvement of the entire digital ecological governance ability.