External Market Research Articles

INTERNAL MARKETING TOOLS AS AN ELEMENT THAT RAISES ORGANIZATIONAL COMMITMENT IN MIDDLE HIGHER EDUCATION INSTITUTIONS IN THE STATE OF HIDALGO, MEXICO

Objective: The objective of this research is to establish a diagnosis on the internal marketing of the Higher Secondary Education institution called the Center for Scientific and Technological Studies of the state of Hidalgo, CECYTEH, Plantel municipality of Agua Blanca, Hidalgo, Mexico with the purpose of visualizing areas of improvement in the organizational climate that contributes to strengthening the work commitment of the staff. Theoretical Framework: Marketing is the process by which companies create value for their customers and generate strong relationships with them. To reciprocate, capture the value of your clients (Kotler, 2013). Internal marketing consists of the design and development of activities similar to those of external marketing, which aims to motivate all personnel who constitute the most important of its assets, with the purpose of marking a competitive advantage over its competitors and achieving customer satisfaction. its clients and users. Method: A quantitative, descriptive, correlational, non-experimental and cross-sectional approach was used. Through a staff census, a Likert-type questionnaire was applied with 23 questions that covered the dimensions of: employee recruitment and retention; organizational development; internal communication; emotional commitment; normative commitment and continuous commitment. Results and Discussion: The results obtained showed areas of improvement in the areas of recruitment and retention, communication and continuous commitment, areas that according to authors such as Paredes (2022), Lucas (2022), Guamaní (2022), Mendoza (2020), González (2021) and Canales (2021) are significantly related to aspects such as commitment, satisfaction, performance and productivity of staff and that the better the organizational climate, the better performance in general, which would place the work environment as an element that Motivating human resources impacts the result towards the end client. Implications of the research: The review of the liteartua shows internal marketing applications especially in private institutions. This research aims to provide knowledge according to the local context and that could be replicated in other schools in the public educational sector with similar characteristics. Originality/Value: Its results provide valuable data on what happens in a non-profit Institution dedicated to the service of Higher Secondary Education, within one of the subsystems that belongs to the Public Sector.

The dynamic relationship among economic and monetary policy, geopolitical risk, sentiment, and risk aversion: A TVP-VAR approach

We study how external economic and market uncertainty factors affect investors’ risk aversion. Utilizing TVP-VAR framework, we examine the impact of economic policy uncertainty (EPU), monetary policy uncertainty (MPU), geopolitical risk (GPR), and investor sentiment (Sent) on the risk aversion index (RAI). Our analysis reveals that (i) EPU and MPU are primary transmitters of shocks, significantly influencing RAI; (ii) GPR has a minimal and temporary effect, while Sent exhibits limited influence; and (iii) the impact on risk aversion has lessened, indicating growing market resilience to policy-related shocks. These findings underscore the psychological impact of economic instability on investors’ risk aversion.

Monitoring food prices in the context of improving the mechanism for supplying products for government needs

The calculation of protection coefficients for producers of agricultural products supplied for republican needs, reflecting the price seizure of income of agrarians until 2022 has been carried out. Within the framework of the mechanism of formation of competitive prices for each type of food, the priority of monitoring of international trade data is justified, which implies the creation of a forecast model of price formation for agricultural raw materials or systemic adjustment taking into account the trends of external market conditions. A modular architecture of a digital platform for monitoring food prices for the subsequent calculation of the cost of products supplied for public needs is proposed.

Stakeholder treatment disparity and employee whistleblowing: A multi‐stakeholder, multidimensional framework of social comparison

AbstractResearch SummaryWe integrate social comparison theory into stakeholder research to develop a multi‐stakeholder, multidimensional framework to investigate how firms' relative treatment of employees affects employee whistleblowing. We theorize that a higher compensation disparity between the CEO and employees and treatment disparity between external stakeholders and employees will decrease employees' loyalty, leading to more external whistleblowing. The effects will be amplified with increased external labor market mobility. We use a multi‐method approach to test these predictions. In Study 1, we rely on archival data to test the influence of treatment disparities on whistleblowing. In Study 2, with two experiments, we demonstrate causality and examine employee loyalty as the explanatory mediating mechanism. Our study contributes to stakeholder theory by highlighting the critical implications of stakeholder treatment disparities.Managerial SummaryThis study examines the relationship between firms' treatment toward employees and employee whistleblowing to an outside entity. External whistleblowing may generate unintended short‐term negative consequences for firms. Firms need to be aware of the potential reputational damage of external whistleblowing and make strategic decisions that could prevent such behavior. Based on data from US publicly listed firms from 1992 to 2013 as well as two experiments, we find that employees will make comparisons among different references groups (i.e., CEOs and other stakeholders). Unfavorable comparison will decrease employee loyalty toward the firms, leading to more whistleblowing. This effect is even stronger if employees have more opportunities in the external labor market. The results suggest that firms need to be careful about creating huge disparities in stakeholder treatment.

Research on the timing for subsequent water flooding in Alkali-Surfactant-Polymer flooding in Daqing Oilfield based on automated machine learning

Determining the optimal timing for subsequent water flooding in Alkali-Surfactant-Polymer (ASP) flooding is essential to maximizing both the technical and economic outcomes of oilfield blocks. This study identified eight critical parameters that influence the benefits of ASP flooding and established parameter ranges based on data from completed blocks and actual field measurements. The optimal timing for subsequent water flooding was determined by evaluating cumulative net profit variations throughout the ASP flooding lifecycle. Given the complexity and high-dimensional nature of evaluating multiple parameters across diverse blocks, a machine learning-driven optimization model was developed. This model enhances work efficiency by automating complex analyses. However, predictive uncertainties and limitations remain due to the variability in oilfield development and the potential for unpredictable changes in reservoir conditions, external market factors and so on, which may affect the model’s results. The model was applied to six blocks in the Daqing oilfield currently in the chemical flooding phase, where injection schemes, such as extending the polymer slug, were adjusted according to the model’s optimized results. These adjustments yielded an increase in cumulative net profit of 224.9 million CNY compared to the original scheme, with a potential total increase of 752.1 million CNY by the end of the flooding process.

Development and conservation in the tropical forest frontier: a 50-year analysis of policy evolution and interplay in Marqués de Comillas, Chiapas, México

ABSTRACT Tropical forests are vital for global biodiversity and climate stability, but the political economy of deforestation and land-use change constantly challenges their integrity. In this article, we analyse 50 years of policy development in the municipality Marqués de Comillas, located in Selva Lacandona, Chiapas, Mexico, to understand how development and conservation priorities have evolved, interacted, and shaped land-use in a tropical forest frontier. By analysing peer-reviewed literature and empirical data, we identify five phases of policy continuity and change that have produced diverse socio-environmental outcomes. We reveal a persistent state-led prioritisation of rural development over environmental concerns, pursued through policies promoting settlements and agricultural expansion and exacerbated by external market forces. This focus has caused substantial ecosystem degradation and deforestation without significant livelihood improvements. Recent conservation initiatives, such as payment for ecosystem services, show potential for challenging the status quo by offering alternative livelihood opportunities benefiting both people and ecosystems.

Energy policy implications of Ecuador’s NDC

In the third national communication submitted by Ecuador, the total greenhouse gases (GHG) emission was calculated at 80,627 GgCO2-eq, considering the country’s commitment to the Framework on Climate Change. In 2018, Ecuador ratified its nationally determined contribution (NDC) to reduce its GHG emissions by 11.87% from the business-as-usual (BAU) scenario by 2025. The macroeconomic impacts of NDC implementation in the energy sector are discussed. A Computable Equilibrium Model applied to Ecuador (CGE_EC) is used by developing scenarios to analyze partial and entry implementation, as well as an alternative scenario. Shocks in exogenous variables are linked to NDC energy initiatives. So, the NDC’s feasibility depends on guaranteeing the consumption of hydropower supply, either through local exports or domestic demand. In the last case, the government’s Energy Efficiency Program (PEC) and electricity transport have important roles, but the high levels of investment required and poor social conditions would impair its implementation. NDC implementation implies a GDP increase and price index decrease due to electricity cost reductions in the productive sector. These conditions depend on demand-supply guarantees, and the opposite case entails negative impacts on the economy. The alternative scenario considers less dependence on the external market, achieving higher GDP, but with only partial fulfillment of the NDC goals.

Can smart city construction be the answer to sustainable development? Evidence from Chinese corporates

The construction of smart cities plays a pivotal role in promoting regional sustainability by utilizing technology-driven urban development in the digital era. This study employs the difference-in-differences model to empirically analyze the impact of the smart city pilot policy on corporate carbon intensity, using data from Chinese A-share listed corporates from 2009 to 2021. The findings are as follows: First, the smart city pilot policy significantly reduces corporate carbon intensity in pilot cities, and this conclusion remains robust after a series of sensitivity tests. Second, the policy exhibits heterogeneous effects on corporate carbon intensity across different industries and city locations, with more pronounced effects observed in central cities, traditional industries, and heavily polluting industries. Third, mechanism analysis reveals that the policy reduces corporate carbon intensity through three channels: promoting technological innovation, increasing external market attention, and providing ex-ante government subsidies.

The Role of External and Internal Markets in the Economic Growth Models of Belarus and Russia

The Role of External and Internal Markets in the Economic Growth Models of Belarus and Russia

Research on supply chain efficiency optimization algorithm based on reinforcement learning

Supply chain efficiency is critical to enterprises and can affect their competitiveness. The supply chain faces an uncertain and complex external market environment, facing the problem of supply chain efficiency optimization; the traditional optimization method is ineffective, which can better face the current environment and deal with problems. It has advantages in optimizing supply chain efficiency and has been widely used. This paper first expounds on the importance of supply chain management status, the limitations of traditional supply chain management methods, and reinforcement learning in the application of supply chain optimization. Then, through experiments, reinforcement learning, supply chain optimization problems, and the analysis of related algorithm design, the optimal algorithm focuses on inventory management optimization. Finally, this paper points out the future research directions and development trend of the supply chain efficiency optimization algorithm based on reinforcement learning.

Promoting Sustainability: Collaborative Governance Pathways for Virtual Water Interactions and Environmental Emissions

This study explores the water consumption and greenhouse gas (GHG) emissions in the Yarkand River Basin, focusing on their dynamic interactions across industrial sectors. Utilizing environmental input–output analysis (IOA), the CROPWAT model, and life cycle assessment (LCA), we quantified the historical evolution of physical and virtual water cycles in relation to the water–carbon nexus. Our findings reveal that the planting industry, particularly the production of export-oriented, water-intensive crops like cotton, significantly contributes to both blue and green water consumption, exacerbating regional water scarcity. The persistent external market demand drives this over-extraction, further strained by the basin’s limited water retention capabilities. Although advancements have been made in reducing the per-unit water footprint of crops, total water consumption continues to rise due to agricultural expansion, intensifying pressure on blue water resources. Additionally, agricultural GHG emissions have surged, driven by increased electricity consumption, heavy fertilizer use, and escalating soil N2O emissions. In light of these challenges, our research underscores the critical need for integrated resource management strategies that align with sustainable development goals. By promoting efficient water allocation within the agricultural sector and diversifying crop structures downstream, we can enhance ecosystem resilience and reduce environmental degradation. Furthermore, the advancement of value-added agricultural processing and the implementation of innovative water conservation technologies are essential for fostering economic sustainability. These strategies not only mitigate the environmental impacts associated with agricultural practices but also strengthen the region’s adaptive capacity in the face of climate change and fluctuating market demands. Our findings contribute to the broader discourse on sustainable agricultural practices, emphasizing the interconnectedness of water management, climate resilience, and economic viability in arid regions.

On the Predicament and Countermeasures of Agricultural Product Brand Construction in Cooperatives

Brand building of agricultural products can not only bring direct economic benefits to cooperatives, but also improve the internal environment of cooperatives through large-scale and standardized production and operation, as well as improve the external industry and market environment through regional brand building of agricultural products, while cooperatives can improve their own social service system in brand building. And promote the development of local tourism and service industry through the exploration and publicity of the cultural attributes of the brand. However, the brand construction of cooperative agricultural products is faced with many difficulties, such as weak brand awareness of members, lack of professional personnel, difficult quality and safety supervision under decentralized production and management mode and poor competitiveness of individual brands, outdated production and marketing mode, and imperfect financial services matching brand construction. This paper analyzes the difficulties encountered by cooperatives in brand building and puts forward construction measures, and holds that relevant departments should strengthen the cultivation of brand awareness of cooperatives; Cooperatives should increase the reserve and training of professional personnel, individual cooperatives should rely on the scale and resource advantages brought by regional brand building or association to carry out their own brand building, and at the same time use modern marketing means to expand their own sales channels; The government should regulate the operation of financial institutions and increase the popularity of agricultural insurance.

The state and prospects of development of insurance for small and medium-sized businesses in Russia

In modern conditions caused by the instability of the national economy, the role of small and medium-sized businesses (SMEs) in the country's economy is increasing many times. Insurance is a reliable tool for protecting entrepreneurs from risks and ensuring the sustainability of their business. The purpose of this article is to study the current problems and prospects for the development of SME insurance in the context of external economic sanctions and market volatility. The object of the study is the SME insurance system in Russia. Scientific work contributes to the theory of insurance, in particular, to substantiate the need for insurance in the development of entrepreneurship and its role for the country's economy. The results of the study can be used to develop measures of state support for SME insurance, as well as to improve insurance products aimed at entrepreneurs.

Research on Game Players' Willingness to Purchase Based on the Perspective of Ambivalent Attitudes

Consumer ambivalence not only reflects the emotional and cognitive responses formed after perceiving external marketing stimuli but also influences subsequent purchase intentions. Based on the TAM (Technology Acceptance Model) and S-O-R (Stimulus-Organism-Response) models, this study introduces ambivalent attitudes as a mediating variable to construct and test a theoretical model of external marketing stimuli, consumer perception, ambivalent attitudes, and purchase intentions. Using 716 valid responses from gaming communities, the measurement and structural models were evaluated using AMOS 26.0 and SPSS 26.0 software. The empirical results show that the clarity and total volume of external marketing information can significantly influence purchase intentions by affecting consumer perceptions. Ambivalent attitudes directly influence purchase intentions and serve as a mediating factor in the pathways where perceptions affect purchase intentions.

THE IMPACT OF CLOUD-BASED MANAGEMENT INFORMATION SYSTEMS ON HRM EFFICIENCY: AN ANALYSIS OF SMALL AND MEDIUM-SIZED ENTERPRISES (SMEs)

Cloud-based management information systems (MIS) are becoming integral to the operational success of small and medium-sized enterprises (SMEs), particularly in enhancing the efficiency of human resource management (HRM) processes. This article, based on a comprehensive review of 75 peer-reviewed studies, investigates how the adoption of cloud-based MIS positively impacts critical HRM functions such as employee management, recruitment, training, and performance monitoring. The findings indicate that cloud-based systems significantly streamline these HR tasks by reducing time, costs, and the administrative burdens traditionally associated with manual or localized HR operations. Moreover, the integration of real-time data analytics through cloud-based platforms enhances decision-making capabilities, enabling HR professionals to make data-driven and timely decisions that improve overall workforce management. The reviewed studies also emphasize that cloud-based MIS are essential for improving strategic HR planning. These systems allow SMEs to access advanced tools for workforce analytics, employee engagement, and performance tracking, which were previously only accessible to larger corporations. The flexibility and scalability offered by cloud-based MIS enable SMEs to quickly adapt to changes in staffing needs, business growth, and external market conditions without the need for costly infrastructure. Furthermore, the review highlights the role of cloud technology in fostering innovation within HR departments by supporting predictive analytics and AI-driven decision-making, which can further enhance operational efficiency. In addition to operational benefits, cloud-based MIS facilitate a more seamless integration of HR functions across geographically dispersed teams, allowing for enhanced collaboration and communication. This capability is especially critical as SMEs continue to adopt remote and hybrid work models.

Business continuity management in the sharing economy: Insights from Airbnb online reviews

The aim of this paper is to demonstrate how text mining of online reviews can support business continuity management in the sharing economy during market turbulence. We use topic modelling and sentiment analysis of Airbnb online reviews to identify specific areas where short-term rental hosts can harness the power of the sharing-economy business model to bounce back from market disruption. The dataset comprises 894,686 online Airbnb reviews from the pre- and post-Covid periods. We approach the pandemic as a paradigm example of a high-impact, external market shock and infer insights and recommendations from the dataset that are relevant to the general understanding of business continuity management in the short-term rental, peer-to-peer sharing economy.

Brand livestream mode options: AI vs KOL livestream in the platform supply chain

PurposeDriven by the rapid expansion of online retail and the surge in livestream commerce, the impact of different livestream mode on brand and platform performance has become a critical issue. This paper analyzes the impact of artificial intelligence (AI) and key opinion leader (KOL) livestream on the profitability of brands and the platform, incorporating the effects of horizontal interactions to identify the optimal livestream mode.Design/methodology/approachThis paper develops a model of a platform supply chain involving two brands and a platform, where each brand independently decides whether to utilize KOL or AI livestream. Applying Stackelberg game approach, the study derives equilibria for various livestream scenarios, identifying the optimal livestream mode for both parties. Additionally, the model is extended to incorporate asymmetric market potential and network externality to evaluate their impact on a brand’s choice of livestream mode.FindingsSeveral interesting and important results are derived in this paper. Firstly, it is found that AI livestream enables brands to leverage network externality and mitigate the market disadvantage, thereby gaining a competitive advantage. Secondly, while KOL livestream promotes trust, the medium KOL commission rates could cause brands to be trapped in a prisoner’s dilemma, and excessively high commission rates may render them less profitable. Thirdly, the KOL commission rate, network externality intensity, horizontal interactions and market disadvantage are critical determinants influencing a brand’s choice of livestream mode.Originality/valueThis study is the first to investigate the effects of horizontal interactions, asymmetric market potential and asymmetric network externality on livestream mode selection by brands within a platform supply chain. The research provides valuable insights into optimizing livestream strategies to enhance brand profitability.

Do error-tolerance and correction mechanisms enhance the performance of state-owned enterprises in China?

This study investigates the impact of error-tolerance and correction mechanisms (ETCM) on the performance of state-owned enterprises (SOEs). We conduct difference-in-differences (DID) estimations and find that the implementation of this policy significantly improves SOEs' performance. Mechanism analysis shows that the ETCM can strengthen the innovation capacity and improve internal governance of SOEs. Heterogeneity analysis shows that our results are more pronounced in SOEs with lower levels of corporate management, lower risk preferences of managers, higher intense external market competition, non-Industrial corporate and eastern regions. We also find that the ETCM improves SOEs' total factor productivity (TFP). Overall, this study provides perspectives and evidence from ETCM for deepening the reform of SOEs.

ТЕОРЕТИКО-МЕТОДИЧНІ ОСНОВИ УПРАВЛІННЯ АСОРТИМЕНТОМ ПРОДУКЦІЇ

The article substantiates the importance of managing the range of products in the general management system. It is noted that the assortment policy of a business entity depends on its mission, the developed strategy and tactics, and on the other hand, the assortment policy affects the formation of strategy and determines the tactical decisions of business entities. It is justified that the formation and implementation of the assortment policy of business entities requires a clear idea of the strategic goals of economic activity; clear understanding of one's own capabilities, analysis of the external environment, industry and market trends. It is justified that in the product assortment management system it is advisable to follow the algorithm / procedure for evaluating and improving the assortment structure, which clearly structures the work on the performance of tasks, removes the need to spend time and resources on periodic assignment of tasks to specialists of structural units, etc. The algorithm provides certainty regarding: 1) the frequency of evaluation of the range of products by the business entity; 2) methods on the basis of which the existing assortment structure of production and feasibility of production of potentially new types of products that can be introduced into production will be evaluated; 3) responsible persons (specialists of the structural unit/department) for performing assortment evaluation procedures and preparing conclusions/working out draft decisions regarding the assortment. A model of formation/adjustment of the assortment portfolio of business entities is proposed. Making managerial decisions according to the model should be based on the results of assessing the impact of external environmental factors, the existing assortment structure, the feasibility of introducing new types of products, and the results of assessing the potential / opportunities for expanding production, forecasting and planning, etc.

Assessing Business Viability for a Production Joint Venture in the Indonesian Medical Device Industry

Research Aims: This study examines the viability of a joint venture between Daenamic Health Inc., a South Korean medical device manufacturer, and PT. Kenari Jaya Perkasa, an Indonesian medical device importer, to establish a local production facility for high-end medical devices in Indonesia. Design/methodology/approach: The research follows a structured approach involving the analysis of business model compatibility, external market dynamics, and the financial and operational viability of the joint venture. Employing qualitative analysis from discussions, VRIO Framework, and quantitative analysis from Analytic Hierarchy Process (AHP), the study evaluates market conditions and strategic fit between the partners. Research Findings: Findings indicate that Daenamic Health Inc. and PT. Kenari possess complementary strengths, forming a synergistic partnership poised to become a leading local brand for high end medical technology, as well as enabling access to more export market. Motivated by the need to reduce Indonesia's dependency on import, especially highlighted during the COVID-19 pandemic, this venture aligns with government policies to enhance local manufacturing and healthcare infrastructure. However, challenges such as navigating regulatory landscapes, managing a layered cost structure, and training local human capital must be addressed. Theoretical Contribution/Originality: Preliminary assessment for the joint venture’s establishment helps the partners to comprehensively assess their internal situation both as individual business and as future partners, prior to capitalizing the opportunity that comes with Indonesia’s vision towards healthcare self-sufficiency. As a result, partners’ synergistic strengths and aligned individual business needs positions the venture for competitive pricing and expansion in Southeast Asia and beyond. Keywords: Medical Devices; Joint Venture; Local Manufacturing; Market Dynamics; Strategic Fit