Introduction: electronic commerce (EC) has transformed global business dynamics, offering new marketing opportunities through digital platforms. In Ecuador, its sustained growth has encouraged small businesses to consider this modality as a means to improve competitiveness and reach.Objective: To evaluate the market for a potential e-commerce store of Importadora GV in Ecuador.Methods: a cross-sectional, observational, descriptive study was conducted in March 2025 using a structured survey applied to 69 clients of Importadora GV. Variables explored included sociodemographic data, internet usage, online shopping behavior, supply and demand factors, and projections regarding the company’s e-commerce potential.Results: daily internet use was reported by 94,2 % of respondents; 58 % frequently purchased clothing and accessories online, and 56,5 % used smartphones for shopping. The most valued factors were product variety (43.5 %), fast and reliable delivery (58 %), and secure payment options (56.5 %). A total of 72,5 % were familiar with the company, 42 % expressed willingness to shop online, and 37,7 % showed moderate willingness to make digital payments.Conclusions: the analysis revealed a favorable environment for the implementation of a virtual store by Importadora GV, supported by intensive internet use, brand recognition, interest in its products, and positive consumer valuation of key e-commerce factors, confirming its viability as a strategy for market positioning and expansion in Ecuador.

This paper investigates the influence of Business Intelligence (BI) technologies on the growth of electronic commerce, with a specific emphasis on the mediating impact of Customer Behavior Analytics (CBA). Grounded in the Theory of Planned Behavior (TPB). The paper sample comprised 330 customers who use the Amazon website in Jordan. A survey was utilized to gauge the impact of business intelligence on electronic commerce growth: the mediating role of customer behavior analytics. 282 questionnaires were returned for statistical analysis, adopting the quantitative approach, and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The outputs explain that both positive personal attitudes and BI adoption have a significant and positive effect on electronic commerce growth. Moreover, these factors contribute to enhancing CBA, which improves the ability to identify and capitalize on market opportunities in the digital environment. In theory, this study advances TPB by incorporating BI into models of entrepreneurial development. Practically, it offers smart strategies for nurturing a positive entrepreneurial attitude, widening the availability of BI tools, as well as developing electronic commerce ecosystems driven by BI that enhance operations and fuel the success of e-commerce websites.

The rapid growth of social media use among micro, small, and medium enterprises (MSMEs) in Indonesia has created new opportunities for digital marketing. Yet, fragmented platform management remains a significant challenge. While previous studies highlight the efficiency of cross-platform integration, few have provided practical solutions tailored to MSMEs with limited technical and financial resources. The objective of this study is to develop and evaluate “SinariUMKM”, a progressive web application (PWA)-based omnichannel system designed to simplify campaign management, broadcasting, and reporting across multiple social media platforms. Using a research and development framework combined with rapid prototyping, the application was calibrated and tested in numerous stages. Black-box functional tests demonstrated that all modules, campaign, broadcasting, and reporting, performed reliably, achieving an average loading time of 3s and a transition speed of less than 1 second between pages. Survey validation involving 117 MSMEs showed high acceptance, with mean scores of 4.62 for smartphone usability, 4.62 for promotional usefulness, and 4.52 for alignment with current business trends. However, technical reliability scored slightly lower at 3.55. These findings confirm that “SinariUMKM” effectively addresses key marketing needs while remaining lightweight and affordable. The study contributes a scalable model for supporting MSME digital branding and highlights the importance of improving technical stability for sustainable adoption.

Network marketing, as one of the modern business models, has provided a significant capacity for creating entrepreneurial opportunities. However, the emergence of such opportunities depends on a set of causal and contextual conditions that have not yet been systematically analyzed. The purpose of this study is to identify and explain the causal and contextual conditions that influence the process of entrepreneurial opportunity formation within the context of network marketing in Iran. This study was conducted using a qualitative research design based on the grounded theory approach. Data were collected through semi-structured interviews with 12 experts in the fields of entrepreneurship, marketing, and network management, and analyzed through open, axial, and selective coding. The findings indicated that causal conditions such as economic motivation, job dissatisfaction, and the pursuit of occupational independence, along with contextual conditions such as legal structures, social culture, professional education, and information technology infrastructure, play a decisive role in identifying and exploiting entrepreneurial opportunities in this field. Accordingly, the proposed conceptual model of the study illustrates the dynamic interaction among these factors as a prerequisite for the emergence of sustainable opportunities. The results of this study can assist policymakers, network marketing practitioners, and entrepreneurs in designing more effective strategies for the development of network marketing–based businesses by gaining a more accurate understanding of environmental and causal conditions.

This study aims to critically examine the potential of rural festivals as instruments for sustainable community development, using the Keiskammahoek Music and Art Festival [KMAF], a rural home-grown festival hosted in the Eastern Cape province of South Africa as a case study. The KMAF serves as a compelling case study for understanding how locally initiated festivals in rural areas can drive social and economic transformation in rural contexts. Through a quantitative research design, questionnaire surveys were administered to Keiskammahoek residents (N=326) who had previously attended the KMAF using a convenience sampling technique. The data was analysed using the Statistical Package for Social Sciences (SPSS) software. Findings demonstrate how rural festivals can be utilized to make a significant contribution to sustainable rural community development especially through leveraging the tourism, marketing and economic opportunities presented by the festival. They reveal that rural festivals such as the KMAF can play a cruicial rôle in advancing sustainable development goals by harnessing tourism, marketing, and economic opportunities generated through the event. These festivals not only attract visitors and stimulate local businesses, but they also foster cultural pride and identity, thereby reinforcing the social fabric of rural communities. However, to achieve this and realize th full potential of such festivals, enhanced collaboration among event stakeholders in rural areas is essential, particularly to strengthen their connections, enabling the events to effectively impact the local communities. The study argues that better collaboration, improved stakeholder management, and eventually, efficient leveraging are suggested for the advancement and socioeconomic growth of South Africa's rural areas. By embedding collaboration and inclusivity in the festival planning and management, rural communities can transform these cultural events into sustainable engines of growth and development. The study suggests that the KMAF exemplifies how rural festivals, when effectively managed, can serve as a catalyst for long-term development, positioning them as valuable tools for the advancement of socioeconomic resilience in rural areas.

This paper investigates how entrepreneurial networking influences startup growth and long-term sustainability across emerging economies. Drawing on social network theory and the resource-based view, we develop a mixed-methods study that combines social network analysis (SNA), survey data, and panel regression / structural equation modelling (SEM) to test direct and indirect effects of network structure, tie strength, and network orientation on firm growth (revenues, employee growth) and sustainability outcomes (financial resilience, environmental/social practices). Primary data will be collected from 600 early-stage startups across three emerging market regions (South Asia, Sub-Saharan Africa, Latin America), complemented by 30 in-depth founder interviews to unpack mechanisms. We hypothesise that (a) larger and more diverse networks increase access to resources and market opportunities, thus driving short-term growth; (b) network centrality and bridging

Startups have become the driving force behind digital economic innovation in the era of disruption. The success of a startup is not solely determined by technological advantages, capital availability, or market opportunities, but by the quality of leadership capable of managing uncertainty, fostering organizational agility, and instilling a vibrant culture of innovation. This article develops a conceptual and empirical study on the relationship between dynamic leadership, organizational agility, and innovation culture in startup success, integrating data and reflections from both the Indonesian and global contexts. Through a descriptive qualitative approach and cross-case analysis of Gojek, Tokopedia, Traveloka, as well as Tesla and Zoom as global comparatives, the research finds that dynamic leadership serves as a key catalyst in building organizational adaptive capacity. The results show that innovation culture acts as a mediator, strengthening the impact of dynamic leadership on startup success through enhanced organizational agilityd.

Abstract Purpose: This study examines the role of marketing within the cooperative sector, as well as the potential of artificial intelligence (AI) as a strategic tool. The study aims to identify the main challenges and opportunities in cooperative marketing, evaluate the application of AI in these strategies and inform future research. Methods: A bibliometric analysis was conducted using the Web of Science database to classify academic publications and reveal thematic relationships. VOSviewer was then used to map intellectual structures, while a Python-based co-occurrence analysis examined the links between cultural, regional, and thematic factors. Findings: The findings highlight the growing intersection between marketing, AI, and the cooperative sector. Fifteen research questions, grouped into five themes, were identified to guide future interdisciplinary studies. Integrating marketing and AI within the social economy could enhance the sustainability, competitiveness, and equity of cooperative business models. Study limitations: Although exploratory, the study provides a comprehensive overview of the existing literature. However, limitations include reliance on the WoS database and focus on English-language publications, as well as inevitable subjectivity in interpretation. Including other databases in future analyses could enrich the scope of the research. Practical value: Overall, the study provides valuable insights into how technological innovation, particularly AI, can align with the social and ethical values of cooperatives. It also establishes a foundation for further research and the development of frameworks that can strengthen the cooperative sector's sustainable and competitive marketing strategies.

Film tourism represents a growing opportunity for destination marketers, yet limited research examines how specific filmic components within a film’s dramatic architecture influence destination image and travel intention. This study addresses this gap through a sequential explanatory mixed-methods design comprising three phases. First, a pre-test ( n = 360) using exploratory factor analysis identified and validated four film components: plot, culture and tradition, scenery, and humanism. Second, a between-subjects quasi-experimental study with Vietnamese viewers ( n = 792) employed partial least squares structural equation modeling to test how Korean versus Vietnamese films differentially influence domestic and international travel intentions. Third, semi-structured interviews ( n = 22) with thematic analysis provided contextual depth and theoretical extension. Results reveal that plot significantly influences both destination image and travel intention for both film types, while culture and tradition affects travel intention only indirectly through destination image. Scenery exhibits paradoxical effects, negatively impacting destination image for Vietnamese films but positively for Korean films, yet positively influencing travel intention for both. Humanism influenced destination image only for Vietnamese films. These findings extend dramatic theory and narrative transportation literature into tourism contexts, demonstrating that film components operate through distinct pathways. Destination marketing organizations should prioritize narrative integration over scenic product placement and develop differentiated strategies for domestic versus international audiences.

The global imperative to combat climate change and achieve sustainable development has ushered in the era of the green economy—an economic model focused on reducing environmental risks, enhancing resource efficiency, and fostering social inclusiveness. For India, a nation with ambitious commitments under the Paris Agreement and at the forefront of global climate action, this transition is not merely an environmental obligation but a strategic economic necessity. At the heart of this transformation lies a critical yet often understated force: India’s vast and dynamic Small and Medium Enterprise (SME) sector. Accounting for nearly 30% of India’s GDP, over 45% of manufacturing output, and employing more than 110 million people, SMEs are the backbone of the Indian economy. MSMEs consume roughly 25% of the total energy used by Indian industries and contribute about 110 million tonnes of CO₂ emissions annually, indicating a substantial role in the nation’s carbon footprint. A growing share of MSMEs are embracing sustainability with about 21% of MSMEs using solar energy and 31% adopting energy-efficient machinery suggesting rising interest in cleaner technologies This study examines the opportunities and challenges faced by Indian SMEs in adopting green practices and sustainable business models. On the opportunity side, the shift towards a green economy offers SMEs access to cost savings through energy efficiency, enhanced competitiveness, innovation in eco-friendly products, improved brand image, and new market opportunities driven by increasing environmental awareness and regulatory support. Government initiatives such as renewable energy incentives, energy efficiency schemes, and green financing mechanisms further encourage sustainable adoption. However, Indian SMEs also face substantial challenges, including limited financial resources, lack of technical expertise, inadequate access to green technologies, regulatory complexity, and low awareness of sustainability benefits. With supportive government policies, improved access to finance, capacity building, and technological advancement, Indian SMEs can successfully embrace green growth pathways. Their active participation is essential for India to achieve its long-term climate goals and sustainable economic development.

This paper examines the entrepreneurial opportunities and financial constraints that impact the development and sustainability of Khaza units in terms of traditional food business based on local ancestry. Despite the emerging demand in the market, potential in value addition, and the prospects of the Geographical Indication branding, small, and family-owned Khaza-makers continue to grapple with severe financial limitations that impede growth. A survey with 90 entrepreneurs was completed and correlation and regression were used to examine how the financial barriers, entrepreneurial prospects, financial literacy, support schemes, and business performance interact. Findings have revealed that restricted access to credit and elevated interest rates as well as lack of working capital have a detrimental impact on the sustainability of the entrepreneurship. There is a high positive correlation amid entrepreneurial opportunities and financial restrictions such that the market and innovation opportunities are directly suppressed by financial constraints. It is also discovered that financial literacy, government support programs, and institutional support go a long way in ensuring that these hurdles are crossed and that there is enhanced performance by entrepreneurs. In this way, improved financial inclusion, specific support strategies, and capacity-building efforts to guarantee the long-term growth are evidently required. On the whole, the research contributes to the knowledge of the financial processes in the conventional food business and provides policy suggestions on how to make the Khaza-making industry more robust.

Background/purpose. Food security has emerged as a critical issue amid rapid urbanization and the impacts of climate change. Although the City of Semarang demonstrates a relatively high Food Security Index, it remains vulnerable due to its reliance on external supply sources, land-use conversion, and climate-related risks. This study aims to examine the role of local champions as a strategy for achieving sustainable food security, with particular attention to the contributions of grassroots actors such as the Women Farmers’ Group (Kelompok Wanita Tani/KWT), Tourism Awareness Group (Pokdarwis), Family Welfare Movement Working Group (Pokja PKK), and Integrated Health Service Post (Posyandu). Materials/methods. This study employs a qualitative approach within a naturalistic–interpretive paradigm, utilizing data collection techniques such as observation, in-depth interviews, Focus Group Discussions and document analysis. The data analysis process is carried out through the stages of reduction, presentation, and conclusion drawing. Results. Local champions serve as key drivers in food production, nutrition education, local product marketing, and in bridging the food and tourism sectors. KWT focuses on optimizing the use of home gardens, the Pokdarwis creates new market opportunities through culinary-based agrotourism, the Pokja PKK promotes the diversification of healthy food consumption, and the Posyandu functions as an early warning system for nutritional issues. Collaboration and interconnectedness among these champions strengthen the local food ecosystem. Conclusion. A local champion–oriented strategy positions the community as the primary driving force, with the government acting as a supporter and facilitator. This approach evolves organically, fosters active participation, and remains sustainable as it is rooted in initiatives originating from the community itself.

Purpose This study explores how integrating project-based learning (PjBL) and flipped classroom (FC) can enhance students’ entrepreneurial skills within a personalized learning environment at a private university in Indonesia. Design/methodology/approach Data were collected through in-depth interviews and triangulated with observational photographs capturing participants’ engagement during the learning process. Interview transcripts were analyzed using interpretive phenomenological analysis. Findings Thematic findings reveal that integrating FC and PjBL within a personalized learning framework enables students to (1) critically assess market opportunities, (2) design sustainable marketing strategies and (3) develop sound financial management models. The study also highlights the practical value of collaborative group training in entrepreneurship education, which positively influences students’ attitudes and deepens their entrepreneurial knowledge. Research limitations/implications Two key limitations are acknowledged: first, the study focuses solely on the development of student business plans without assessing long-term business sustainability; second, the research was conducted at a single institution with a limited sample size, restricting the generalizability of its findings to broader entrepreneurship education contexts in Indonesia. Originality/value The integration of FC and PjBL with personalized learning environments can support sustained entrepreneurial outcomes across diverse educational settings.

Technological flexibility is widely recognised as a driver of product innovation, yet its role in enabling the transition toward sustainable products remains insufficiently understood. This study addresses this gap by examining how technological flexibility shapes product–market strategies through two pathways: (1) technological flexibility—environmental scanning—product-market strategies (T–E–S) and (2) technological flexibility—environmental scanning—circular economy principles—product-market strategies (T–E–C–S). Using an abductive design and a survey of 300 medium and large manufacturing firms in Poland, we analyse eight dimensions of environmental scanning, seven circular-design principles, and four Ansoff-based strategic orientations. Non-parametric correlation tests and Kruskal–Wallis analyses, and post hoc tests show that technological flexibility significantly increases environmental scanning intensity. Yet only five macro-environmental segments trigger circular-design behaviour, and only two principles—repairability and waste minimisation translate into sustainable product strategies. Results reveal two competing logics: a commercial logic focused on market opportunities and an ecological logic centred on sustainable design. Their integration occurs only under high technological flexibility and scanning engagement. The study contributes new empirical evidence on mechanisms linking flexibility, scanning, circularity, and sustainability-oriented product innovation.

In today’s world, including Green Technology (GT) in education is crucial for tackling environmental issues. This study explores how university students adopt GT, examining how technology and sustainability are connected in higher education. We aimed to understand how different factors influence students’ views on GT. This study employed a comprehensive theoretical framework, incorporating constructions such as Perceived Benefits, Perceived Barriers, Social Influence, Institutional Support, Artistic Engagement, Creative Arts Sustainability, and the ultimate adoption of green technologies. We surveyed university students using a specific questionnaire and used Structural Equation Modeling (SEM) to analyze the data carefully. The findings reveal that factors such as Social Influence, Institutional Support, and Artistic Engagement significantly influence students’ attitudes and actions towards adopting green technology. However, the hypotheses related to Perceived Benefits (PBE) and Perceived Barriers (PBA) in connection to Artistic Engagement (AE) and Creative Arts Sustainability (CAS) were not statistically supported. These findings provide a distinct perspective on the factors influencing green technology adoption among university students in Saudi Arabia, resulting in a wider debate on sustainable development goals (SDGs) technology integration in educational settings. This study extends theoretical models, such as the Theory of Planned Behavior, by emphasizing the role of subjective norms, attitudes, and perceived behavioral control. Additionally, the inclusion of creative arts sustainability adds a novel dimension to the understanding of technology adoption in the context of environmental sustainability. The identified drivers encompass economic, regulatory, market opportunities, social, cultural, and ethical factors, contributing to a more nuanced understanding of individual motivations.

The culinary sector is the main driver of the creative economy in Indonesia. This dominance suggests that food and beverage consumption is not only a basic need but has also evolved into a highly promising and competitive economic activity. One type of food that has endured and remains widely popular is the meatball. Meatballs are one of the food products in Indonesia that have succeeded in maintaining their existence amidst intense competition. The appeal of meatballs across segments from both muslims and non-muslims opens up broad market opportunities. In the context of the diversity of Indonesian society, challenges also arise in responding to different consumption preferences, especially in terms of halal products. The variety of meatballs made from beef, chicken, fish, and pork (B2) is clear evidence of the product differentiation strategy implemented by culinary businesses in responding to the diversity of consumer demand. Therefore, strategies for separating halal and non-halal products, transparent communication, and operational adjustments are important to create a comfortable consumption experience for all market segments. Bakso B2 Restaurant, which operates in Siborong-borong District, North Sumatra, is an example of a culinary business actor who is facing these challenges. Siborong-borong is precisely located in North Tapanuli, is a tourist area that focuses on natural tourism around Lake Toba, cultural tourism and culinary tourism. This research is important to see to what extent the differentiation marketing strategy implemented by Bakso Pork (B2) Restaurant can answer the challenges of a heterogeneous market. This research aims to analyze in depth how the marketing strategy for differentiation of halal and non-halal products is implemented by Bakso Pork (B2) Restaurant, Balige Branch, Siborong-borong District in supporting culinary tourism. This analysis will include identifying the strategies used, their effectiveness in reaching both market segments, as well as the obstacles and opportunities faced. It is hoped that the results of this research will provide valuable insights for other culinary business actors operating in areas with demographic heterogeneity and consumer preferences.

This study examined the entrepreneurial characteristics, development needs, and proposed a development model for Royal Thai Army reservists before discharge. A mixed-methods design was employed, combining quantitative data from 416 reservists via a structured questionnaire with qualitative insights from interviews with 10 reservists and five commanding officers. Quantitative results indicated high levels across seven entrepreneurial characteristics: motivation (M = 4.12), integrity (M = 3.94), creativity (M = 3.75), reflection (M = 3.75), opportunity recognition (M = 3.47), risk-taking (M = 3.57), and problem-solving (M = 3.53). Development needs were also high in all dimensions, with motivation (M = 4.05) and integrity (M = 4.01) ranking highest. Qualitative findings revealed diverse entrepreneurial aspirations—mainly in food, retail, livestock, and logistics—while highlighting strengths such as integrity, discipline, and perseverance, alongside gaps in creativity, opportunity recognition, and risk management. Reservists favored practical, hands-on training, short theoretical sessions, access to funding, and market opportunities within or near military facilities. Commanding officers emphasized similar strengths but noted constraints, including limited capital, low education, insufficient business knowledge, and a reliance on orders. They recommended integrating mindset training, basic business skills, and innovation into blended workshops with real-market simulations and post-discharge support. The integrated results inform a comprehensive development framework centered on creativity, opportunity identification, and practical operations, supported by institutional facilitation and mentoring to enhance entrepreneurial readiness.

South Africa’s wine industry has traditionally concentrated on developed nations as its principal export markets. In recent years, regional markets within East Africa have emerged as promising areas for growth. However, these markets have not been examined, with existing research predominantly centred on the export of unprocessed agricultural commodities. This study investigates the factors influencing South Africa’s wine exports to Kenya, Tanzania, and Mauritius, considering wine as a final, value-added agricultural product. A trend analysis was conducted to examine export performance from 2010 to 2022, and an augmented gravity model was employed to identify key factors. The results show a steady increase in wine exports to these markets, with strong demand in Kenya and Tanzania. The gravity model demonstrates that higher production capacity in South Africa, larger populations in the importing countries, advantageous import duty structures, and a depreciated exchange rate positively influence exports, whereas high inflation rates significantly constrain export volumes. Consequently, strategies focused on increasing production, maintaining favourable trade conditions, and leveraging market opportunities could enhance export performance. Additionally, mitigating the effects of inflation through strategic pricing policies and industry collaboration could further strengthen South Africa’s wine export position within East African markets.

In Sugihmukti Village, Pasirjambu District, the majority of the community relies on agriculture, plantations, and home-based businesses that produce various local products, including processed foods, traditional beverages, and handicrafts. This potential should be able to drive the village's economy; however, in practice, there are still various obstacles. Therefore, assistance in product development is needed to enhance the economy of MSMEs in Sugihmukti Village. The method used in this service is Oriented-Project Planning (OPP), where the implementation of the service focuses on planning development and executing programs to achieve specific goals. The stages of implementation in this service include the stages of socialization, training, technology application, mentoring, evaluation, and program sustainability. The results of the activities indicate that this program successfully enhanced the capacity of business actors through training, technology application, and more effective marketing strategies, resulting in products that are more innovative, of higher quality, and competitive; the positive impacts are evident from the increased market opportunities, strengthened cooperation networks, and the commitment to program sustainability that supports the continuous economic growth of the village.

One cause of unemployment among college graduates is their low interest in becoming entrepreneurs. College graduates tend to look for jobs or not create jobs. This phenomenon has prompted various studies to identify the factors that contribute to low interest in entrepreneurship among university students. The purpose of this study is to determine the influence of individual student factors, social support, and the external environment on entrepreneurial interest, with financial planning ability as a mediating variable. This study uses primary data obtained from the distribution of questionnaires to students of the Faculty of Economics. A total of 381 samples were obtained from the purposive population. Partial Least Squares Analysis (PLS-SEM) was used to test the research hypothesis, based on a model framework built in SmartPLS3. The results of the study simultaneously indicating that all of these factors work together and interact with each other in influencing the extent to which an entrepreneur can make effective financial planning and also show that the variable of financial planning ability can mediate the causal relationship between the variables of capital adequacy, urgency of entrepreneurial knowledge, the role of technology and market opportunities on the variable of entrepreneurial interest. The results of this research can serve as scientific considerations in developing academic programs to foster student entrepreneurship, especially at universities.