Recommended Management Practices Research Articles

Role of trace minerals in cow’s reproductive function and performance: a clinical theriogenology perspective*

Trace minerals (TM) have a crucial role in cattle reproduction. Although microelements are required in small amounts, their bioavailability is essential for the cow reproductive physiology, and for adequate fertility and productivity. They are particularly important for antioxidant protection against cellular damage (e.g. gametes and embryonic cells), hormone synthesis, and pregnancy maintenance. Oral TM supplementation is a common and highly recommended management practice in cattle operations. However, there is substantial variability in TM bioavailability in animals receiving oral TM supplementation. The strategic use of injectable TM supplementation (without replacing traditional oral TM supplements) before episodes of marked stress (e.g. parturition), higher metabolic demand with TM depletion (e.g. last trimester of pregnancy), active immune response (e.g. uterine involution or vaccination), and before breeding helps to maintain adequate TM and oxidative status during critical points of the reproductive program. This manuscript reviews the research-based evidence regarding the effects of TM supplementation on bovine reproduction and its impact on beef and dairy cattle reproductive performance.

Enhancing environmental sustainability through lean construction principles: an industry-based SEM analysis

PurposeIn the modern era, the concept of sustainability has become pervasive, permeating various sectors, including the construction industry. Driven by growing environmental concerns, construction organizations are increasingly compelled to seek operational excellence while realigning their practices towards environmental sustainability goals. Hence, this paper investigates the capability of lean construction (LC) principles in enhancing environmental performance (EP) within the construction industry using a structural equation modeling (SEM) approach.Design/methodology/approachThe study employs SEM to explore the relationship between LC components and environmental performance factors in the construction context. This methodology integrates both empirical and qualitative analyses within a structured framework to explore the relationship between LC components and EP factors in the construction context. By collecting and statistically testing data from 307 Moroccan construction companies, the study evaluates the impact of five LC principles – process transparency and standardization, continuous improvement, waste elimination, planning and scheduling and material flow and pull – on four environmental performance indicators: material use, energy consumption, non-product output and pollutant releases.FindingsThe analysis reveals that, among the five LC principles – process transparency and standardization, continuous improvement, waste elimination, planning and scheduling and material flow and pull – the principles of waste elimination and planning and scheduling significantly contribute to environmental improvements. These practices were shown to impact positively four environmental performance indicators: material use, energy consumption, non-product output and pollutant releases.Originality/valueThis research fills a critical gap in empirical studies on the beneficial effects of LC practices on environmental sustainability in the construction industry. It provides theoretical insights and practical recommendations for managers and practitioners to effectively implement LC principles, thereby promoting more efficient and sustainable practices, particularly in developing countries.

Perceived value, service quality and behavioral intentions towards bike-sharing services: Using an extended technology acceptance model

In recent years, the bike-sharing industry has experienced rapid development as a business model but still faces several challenges. Prior research has predominantly focused on bicycle service quality and traffic safety from the perspective of companies. This article takes a consumer-centered approach and incorporates security as a crucial perceptual factor into the technology acceptance model. Drawing on the consumer perceived value theory, we employ app perceived value and bicycle perceived value as mediating variables to construct a model of consumers' behavioral intentions to use bike-sharing. The study finds that app perceived value and bicycle perceived value are strong predictors of consumers' willingness to use bike-sharing. At the same time, app perceived value also indirectly affects their perceived behavioral control of using bike-sharing through the mediating role of bicycle perceived value. Furthermore, the perceived usefulness, ease of use, and security of the app are found to positively impact app perceived value, which in turn increases the preference for bike-sharing of consumers. In conclusion, these findings provide practical management recommendations for bike-sharing companies to balance and enhance app services and the quality of the bicycle, thus enabling the ride-hailing ecosystem to generate more sustainable urban transport solutions.

Does work overload of odd-job platform workers lead to turnover intention? An empirical study on platform workers

PurposeAgainst the background of the digital economy, odd-job platforms rely on artificial intelligence algorithms to efficiently allocate tasks and monitor platform workers’ performance, putting these workers under enormous pressure. This paper explores the relationship between work overload and turnover intention of platform workers on odd-job platforms and the factors that lead to platform workers’ turnover.Design/methodology/approachBased on the job demands–resources model (JD-R), we construct a theoretical model to explain the relationship between work overload and turnover intention of platform workers. We test job burnout as a mediator variable and perceived algorithmic fairness and job autonomy as moderating variables. We conducted a study at food delivery platforms and ride-hailing platforms in China.FindingsThe empirical results show that: (1) work overload increases the turnover intention of platform workers by increasing job burnout and (2) perceived algorithmic fairness and job autonomy moderate the positive relationship between work overload and job burnout.Originality/valueWe provide a theoretical basis to explain the influence of work overload on turnover intention of odd-job platform workers and provide practical recommendations for management of platform workers.

The Impact of Unfair Compensation on Employee Morale, Job Satisfaction, and Performance: A Quantitative Analysis in Pakistan’s Health Sector

The main aim of this article is to investigate how the unjust compensation structure affects the motivation, contentment, and performance of Pakistani healthcare professionals working for different healthcare institutions. The theoretical foundation of this study is based on equity theory. The authors administered a self-completed structured questionnaire survey to 381 employees from a variety of organizational sectors, using a PLS-SEM technique to analyze the relationships between variables. The outcomes from this research show that perceived unfair compensation decreases organizational commitment, organizational citizenship behavior, job satisfaction, and performance. The findings contribute to the theoretical understanding of compensation equity and offer practical recommendations for human resource managers to improve organizational success through the correction of pay disparities. It highlights the broader importance of equitable remuneration practices in all businesses. A future study could broaden its scope by incorporating longitudinal and cross-national studies to further corroborate the findings.

Coupling Relationships and Driving Mechanisms of Water–Energy–Food in China from the Perspective of Supply and Demand Security

The rapid increase in population and economy, coupled with accelerated urbanization, is placing immense pressure on the water–energy–food (WEF) system. In this context, the water–energy–food nexus framework has emerged, recognizing the interdependencies and interactions among water, energy, and food systems, with the aim of optimizing resource management through cross-sectoral collaboration to promote sustainable development. Understanding the spatio-temporal differentiation patterns of the WEF nexus and elucidating the driving mechanisms behind changes in their coupling relationships is essential. This knowledge is crucial for ensuring the security of each subsystem and enhancing the overall sustainability of interconnected systems through coordinated efforts. To address these challenges, this study first established evaluation indicators for water, energy, and food security to quantify their levels and spatio-temporal dynamics. Subsequently, the degrees of coupling coordination within the WEF nexus were calculated. Finally, the WEF nexus’s spatial correlations were analyzed by using a spatial autocorrelation model. Spatial econometric models then identified key factors affecting its coordination. The results revealed significant spatial heterogeneity in water, energy, and food security across mainland China’s provinces. From 2002 to 2022, water security improved substantially in 87% of the provinces, while energy security began to improve in the eastern regions following a phase of high consumption. Food security saw significant enhancements, particularly in Inner Mongolia and the northeastern provinces. The overall coupling coordination of the WEF nexus improved across 30 provinces, progressing toward primary coordination. However, Henan and Anhui provinces experienced fluctuations in WEF nexus coordination. Spatial correlation analysis showed upward trends and increased clustering in WEF nexus coordination. Factors such as economic development and population positively influenced coordination, while economic agglomeration, education, and effective irrigation area had negative effects. This study elucidates the complex interconnections and key influencing factors within the WEF nexus, providing a reference framework and practical recommendations for equitable resource management.

The Impact of Meaningful Influencer Collaborations on Hospitality Businesses

Influencer marketing has become a significant concept in the hospitality sector, transforming traditional marketing and customer engagement methods. This research paper aims to investigate the impact of meaningful collaborations among the stakeholders within the hospitality industry. Additionally, it focuses on its impact on brand awareness, customer collaboration, and booking rates. By analyzing a range of social media influencers, this study aims to explore effective strategies and outcomes for marketing campaigns. The insights gained will provide a deeper understanding of how strategic partnerships can be leveraged to optimize investments and foster growth in the hospitality industry. The study is exploratory in nature with elements of primary and secondary data with a qualitative approach. A stratified sampling was used to ensure representation of different hospitality establishments (hotels, restaurants, etc.), influencer categories (mega, macro, micro, nano influencers) and the other stakeholders of the industry. The findings of this research will contribute to a deeper understanding of influencer marketing within the hotel industry and offer practical recommendations for hotel managers and marketing professionals seeking to leverage these strategies to enhance their brand and market presence.

Research of Practices of Formation and Development of Human Capital in Companies of Various Industries on the Russian Market

Almost all global trends create a synergistic effect, which increases the importance of forming and developing human capital to ensure the survival of companies in the market and their confidence in the future, regardless of their size and type of activity. However, despite the unflagging and continued interest of the scientific community in the issues related to human capital, there are still many “white spots” in this area. The aim of this work is to explore the approaches to forming and developing human capital applied by companies doing business in Russia in the current realities and modern conditions, to identify industry specifics and to outline recommendations. To achieve this goal, the authors conducted a questionnaire survey of managers of enterprises from different segments of the economy. As a result of the analysis of the obtained data, the conclusions were made that not all organisations have a generally accepted definition of HR and not everywhere there are procedures for its assessment. The problems related to personnel development, creation of competitive labour conditions for employees, search for potential employees and internal filling of vacancies were also revealed. The methodology of this work is based on a systemic approach and surveying, as well as general scientific methods such as synthesis, analysis, comparison, and generalization. Research results: Despite the fact that, in the opinion of the authors of the study, it did not consider all the problems of human capital formation and its impact on the sustainability of organisations, the obtained results allowed for the identification of the peculiarities of approaches to forming and developing human capital, considering industry specifics, and can be useful to develop practical recommendations for managers of companies aimed at improving this activity. Originality: This study presents, for the first time, a comprehensive overview of the approaches to forming and developing human capital in companies across various industries in the Russian labor market.

Sustainable agriculture through qanat systems in Karabakh: Water and soil characteristics in the context of climate change

This study investigates the water quality and soil characteristics associated with qanat systems in the Cebrail district of the Karabakh region, Azerbaijan. Qanat systems, traditional underground channels designed for water transport, play a crucial role in providing reliable water sources for drinking and irrigation. Water and soil samples were collected from seven qanat systems and analyzed for various physicochemical properties. Water quality parameters included pH, electrical conductivity, hardness, mineralization, and concentrations of calcium, magnesium, sodium, and other ions. Soil analyses focused on pH, electrical conductivity, organic matter content, salinization degree, and the presence of key ions like sulfate and nitrate. The results indicated that qanat water is generally of high quality, with pH levels suitable for both drinking and irrigation. However, some qanat systems exhibited high electrical conductivity and mineralization levels, suggesting potential salinity issues for sensitive crops. Soil samples showed favorable conditions for agriculture, with good pH levels, low salinity, and high organic matter content. The analysis revealed a significant interaction between water quality and soil characteristics, emphasizing the importance of integrated management practices. In the context of climate change, the sustainability of qanat systems is critical. Recommendations include regular monitoring of water and soil quality, soil amendments to mitigate salinity, efficient irrigation techniques, and the use of climate-resilient infrastructure. This study underscores the importance of qanat systems in arid and semi-arid regions and provides practical recommendations for sustainable land and water resource management, enhancing the socio-economic well-being of local communities.

Strategic management of rural art museums in southern Zhejiang province, China: A mixed approach

Restoration of rural art museums in southern Zhejiang is important for regional and national development. Therefore, this study focuses on the strategic management issues of rural art museums in southern Zhejiang in the context of revitalization. This research sets three objectives: (1) to study and analyze rural art museums; (2) to synthesize strategic management; and (3) to create, propose, and define strategic management. This study used a mixed approach, with 300 stakeholders from five rural art museums in southern Zhejiang. The results show that elements of the strategic management model for rural art museums in southern Zhejiang Province can be determined. From the second objective, it is possible to formulate and implement a strategic management model in accordance with empirical data. An operational manual was developed and divided into 15 items for the strategic management of rural art museums that could be adapted to the southern region of Zhejiang Province. However, based on the questionnaires, in-depth interviews, and field visits, the average satisfaction with the level of rural art museum management was 3.27, with a standard deviation of 1.32. The average satisfaction score for the exhibition was 3.27 with a standard deviation of 1.38. Similarly, the average overall satisfaction with rural art museum was 3.4 with a standard deviation of 1.23. This study provides theoretical support and practical recommendations for strategic management of rural art museums. This study provides valuable insights into rural art museum research across the country. It also opens up new perspectives for the study of regional relations within the academic community and increases the depth and breadth of academic discussions.

Artificial Intelligence and Managerial Decision-Making in International Business

Management in the age of artificial intelligence (AI) presents unique challenges and opportunities, especially in the international landscape. The technology is constantly evolving, and managers need to adapt to the new landscape that is emerging to harness its potential while considering and anticipating the risks involved. AI can disrupt traditional leadership models by automating specific tasks and decision-making processes. This challenges managers to align with this new reality and use AI to drive innovation and productivity. In addition, managers must navigate and adapt to the evolving regulatory environment, understanding but also complying with regulations around AI, data protection, and privacy, while advocating for responsible and fair governance. While AI significantly impacts management processes, the academic literature on the subject is still emerging. This study aims to explore the challenges posed by AI and how international business managers can use this technology to drive decision-making and benefit their organizations. Ten interviews were conducted with senior executives from a range of industries to collect qualitative primary data. The findings show that AI can help with decision-making, automate many processes, and improve efficiency. Top managers can use AI tools to address many challenges more effectively, but they need to understand the ethical implications and concerns that continue to arise. The findings provide theoretical implications and practical recommendations for top managers using AI technologies. Senior executives should develop AI-focused strategies; as AI becomes more prevalent across industries, managers need to understand how to integrate AI technologies into their organizations successfully.

Coordination of Renewable Energy Integration and Peak Shaving through Evolutionary Game Theory

This paper presents a novel approach to optimizing the coordination between renewable energy generation enterprises and power grid companies using evolutionary game theory. The research focuses on resolving conflicts and distributing benefits between these key stakeholders in the context of large-scale renewable energy integration. A theoretical model based on replicator dynamics is developed to simulate and analyze the evolutionary stable strategies of power generation enterprises and grid companies with particular emphasis on peak shaving services and electricity bidding. These simulations are based on theoretical models and do not incorporate real-world data directly, but they aim to replicate scenarios that reflect realistic behaviors within the electricity market. The model is validated through dynamic simulation under various scenarios, demonstrating that the final strategic choices of both thermal power and renewable energy enterprises tend to evolve towards either high-price or low-price bidding strategies, significantly influenced by initial system parameters. Additionally, this study explores how the introduction of peak shaving compensation affects the coordination process and stability of renewable energy integration, providing insights into improving grid efficiency and enhancing renewable energy adoption. Although the results are simulation-based, they are designed to offer practical recommendations for grid management and policy development, particularly for the integration of renewable energies such as wind power in competitive electricity markets. The findings suggest that effective government regulation, alongside well-designed compensation mechanisms, can help establish a balanced interest distribution between stakeholders. By offering a clear framework for analyzing the dynamics of renewable energy integration, this work provides valuable policy recommendations to promote cooperation and stability in electricity markets. This study contributes to the understanding of the complex interactions in the electricity market and offers practical solutions for enhancing the integration of renewable energy into the grid.

THEORETICAL AND METHODOLOGICAL PRINCIPLES OF PERSONNEL MANAGEMENT IN THE ASPECT OF RISK MANAGEMENT

The purpose of the article is to study the theoretical and methodological aspects of personnel management risks and the specifics of developing their management strategies in the context of modern dynamic business conditions. The work highlights the key aspects of personnel risks, methods of their analysis, methods of management and regulation, and gives practical recommendations for managers and managers. Method. To achieve the goal, the methods of analysis and synthesis, comparison, etc. are applied. The results. The theoretical aspects of risk management with human capital are studied. Analyzed and systematized methods aimed at reducing the impact of personnel risks on the productivity and stability of the enterprise. The result of the application of such strategies is an increase in the efficiency of personnel management, a reduction in the probability of problems, and the optimization of work processes. Scientific novelty. The article offers a comprehensive view of risk management in the context of personnel management. The use of modern methods of risk analysis and management allows in-depth solving of problems arising in personnel management and the development of effective strategies for their elimination, taking into account today's conditions. Practical significance. The results of the research can be useful for leaders and managers in the field of personnel management, contributing to the stability and efficiency of the organization. The considered strategies and methods can help to implement practical management solutions with the aim of reducing personnel risks and increasing labor productivity.

Dietary and Lifestyle Management of Functional Hypothalamic Amenorrhea: A Comprehensive Review.

Functional Hypothalamic Amenorrhea (FHA) is a condition characterized by the absence of menstruation, which is increasingly affecting young women. However, specific recommendations for treating and preventing this condition are lacking. Based on a review of the available literature, this article provides practical and feasible dietary management recommendations for healthcare professionals and researchers in women's health and nutrition. It answers the question of what interventions and nutritional recommendations are necessary to restore menstrual function in women struggling with FHA. Physicians recommend an energy availability threshold of 30 kcal/kg FFM/day to prevent FHA. Also, energy availability below and above this threshold can inhibit LH pulsation and cause menstrual disorders. In addition, the risk of menstrual disorders increases with a decrease in the caloric content of the diet and the duration of the energy deficit, and women with FHA have significantly lower energy availability than healthy women. It is essential to ensure that adequate kilocalories are provided throughout the day (regular meals that are a source of proper glucose) to avoid a negative energy balance, as glucose has been proven to affect LH pulses and T3 and cortisol concentrations in the body. Dietary intervention should focus on increasing the caloric content of the diet, thus increasing energy availability and restoring energy balance in the body. Treatment and diagnosis should also focus on body composition, not just body weight. An increase in body fat percentage above 22% may be required to restore menstrual function. In women with FHA, even an increase in body fat mass of one kilogram (kg) increases the likelihood of menstruation by 8%. It is advisable to reduce the intensity of physical activity or training volume, while it is not advisable to give up physical activity altogether. It is also important to ensure adequate intake of micronutrients, reduce stress, and incorporate cognitive-behavioral therapy.

Investigating the Relationship Between Different Leadership Approaches and the Development of Organizational Culture

This study investigates the relationship between different leadership styles and the development of organizational culture, focusing on transformational, transactional, situational, and servant leadership. A quantitative research design was employed, collecting data from 200 mid-level and senior-level managers across diverse industries. Using the Multifactor Leadership Questionnaire (MLQ) and Organizational Culture Assessment Instrument (OCAI), the study measured leadership styles and organizational culture dimensions, including innovation, collaboration, stability, and ethics. The statistical analysis, including correlation and regression, revealed significant relationships between leadership styles and cultural dimensions. Transformational leadership showed the strongest positive correlation with innovation (r = .75, p < .01) and collaboration (r = .70, p < .01), while servant leadership was positively associated with collaboration (r = .78, p < .01) and ethics (r = .75, p < .01). Transactional leadership was linked to stability (r = .65, p < .01), emphasizing control and performance in structured environments. Situational leadership demonstrated flexibility, influencing both innovation (r = .68, p < .01) and ethics (r = .64, p < .01). The findings conclude that leadership styles significantly shape organizational culture. Transformational and servant leadership were found to foster innovation, collaboration, and ethics, while transactional leadership promotes stability. The study provides practical recommendations for managers to adopt leadership styles that align with their organizational goals, fostering a positive and productive work culture. Future research should explore these relationships across different industries and cultural contexts.

Innovative Approaches in Hotel Management: Integrating Artificial Intelligence (AI) and the Internet of Things (IoT) to Enhance Operational Efficiency and Sustainability

The integration of artificial intelligence (AI) and the internet of things (IoT) is bringing revolutionary changes to the hospitality industry, enabling the advancement of sustainable practices. This research, conducted using a quantitative methodology through surveys of hotel managers in the Republic of Serbia, examines the perceived contribution of AI and IoT technologies to operational efficiency and business sustainability. Data analysis using structural equation modeling (SEM) has determined that AI and IoT significantly improve operational efficiency, which positively impacts sustainable practices. The results indicate that the integration of these technologies not only optimizes resource management but also contributes to achieving global sustainability goals, including reducing the carbon footprint and preserving the environment. This study provides empirical evidence of the synergistic effects of AI and IoT on hotel sustainability, offering practical recommendations for managers and proposing an innovative framework for enhancing sustainability. It also highlights the need for future research to focus on the long-term impacts of these technologies and address challenges related to data privacy and implementation costs.

Exploring cognitive-behavioral drivers impacting consumer continuance intention of fitness apps using a hybrid approach of text mining, SEM, and ANN

Amidst the digital revolution, consumer wellness services have been transformed by the proliferation of health and fitness apps (HFAs). Leveraging the information systems continuance theory, this research investigates three primary cognitive and behavioral drivers involving satisfaction, attitude, and habit that impact continuance intention. It also examines the underlying antecedents of these drivers. The investigation into what shapes users' attitudes incorporates elements from the health belief model and the dual passion theory. Additionally, to determine what drives user satisfaction, the study analyzes online consumer reviews through structural topic modeling. This study utilizes a combination of topic modeling, PLS-SEM, and Artificial Neural Network (ANN) analysis for development and validation of conceptual model. After conducting a survey and analyzing 367 responses via PLS-SEM, the findings indicated that harmonious passion, health consciousness, and perceived disease threat greatly influenced users' attitudes toward these apps. The results emphasized satisfaction, attitude, and habit formation as crucial determinants of continued app use. An additional key contribution to the literature was the exploration of habit as a partial mediator between attitude and satisfaction in determining continued app usage, which has remained unexplored in the HFAs context. A comparison of results between the PLS-SEM and ANN analysis showed that there is a mismatch in the rankings of security and customization on satisfaction. This implies that there are possibly hidden factors that could affect security and customization differently in real-world settings. The study concludes by offering practical recommendations for managers of HFAs to enhance consumer service experiences and drive continuance intention.

Practice Recommendations for the Management of MASLD in Primary Care: Consensus Results.

Despite its high prevalence and impact on health, metabolic dysfunction-associated steatotic liver disease (MASLD) is inadequately addressed in European primary care (PC), with a large proportion of cases going undiagnosed or diagnosed too late. A multi-country European research consortium led a project to design and evaluate a patient-centered, integrated model for MASLD screening, diagnosis, and linkage to specialty care for European PC settings. Based on the lessons from this project, the latest research evidence, and existing guidelines for the management of MASLD, we sought to develop a set of practice recommendations for screening, referral, and management of MASLD in PC. The Rand/UCLA modified Delphi panel method, with two rounds, was used to reach consensus on practice recommendations. The international panel consisted of experts from six countries, representing family medicine, gastroenterology, hepatology, cardiology, and public health. Initially, fifteen statements were drafted based on a synthesis of evidence from the literature and earlier findings from our consortium. Prior to the consensus meeting, the statements were rated by the experts in the first round. Then, in a hybrid meeting, the experts discussed findings from round one, adjusted the statements, and reassessed the updated recommendations in a second round. In round one, there was already a high level of consensus on 10 out of 15 statements. After round 2, there were fourteen statements with a high degree of agreement (>90%). One statement was not endorsed. The approved recommendations addressed the following practice areas: risk screening and diagnosis, management of MASLD-lifestyle interventions, pharmacological treatment of MASLD/MASH, pharmacological treatment for co-morbidity, integrated care, surgical management, and other referrals to specialists. The final set of 14 recommendations focuses on increasing comprehensive care for MASLD in PC. The recommendations provide practical evidence-based guidance tailored to PC practitioners. We expect that these recommendations will contribute to the ongoing discussion on systematic approaches to tackling MASLD and supporting European PC providers by integrating the latest evidence into practice.

Historical Assessment, Practical Management, and Future Recommendations for Abnormal Amniotic Fluid Volumes.

Objective: The purpose of this review is to examine the evidence that defines normal and abnormal amniotic fluid volumes (AFVs) and current recommendations on the management of abnormalities of AFV. Methods: The studies establishing normal actual AFVs and the ultrasound estimates used to identify normal and abnormal AFVs were evaluated. Recommendations from national and international organizations were reviewed for guidance on the definitions and management of abnormal AFVs. Results: A timeline of the development of the thresholds that define abnormal AFVs was created. Recommendations from 13 national and international guidelines were identified, but the definitions and management recommendations for abnormal AFVs varied considerably between groups. An algorithm for the management of oligohydramnios and polyhydramnios was developed. Knowledge gaps and the structure of future studies were examined. Conclusions: Assessment of AFV is performed multiple times per day in antenatal clinics and hospitals. Current recommendations on defining and managing abnormal AFVs differ between national and international organizations. We have proposed algorithms to assist in the management of abnormal AFVs until further studies can be undertaken.

The Effects of a Digital Marketing Orientation on Business Performance

Customer relationship management (CRM) has become increasingly important as a result of the pressure organizations are under to remain competitive. CRM has been and is widely promoted as essential to a company’s ability to survive. According to this study, CRM is more than just a computer program or software package. We believe that for organizations to use CRM effectively, it must be viewed from a strategic point of view. Therefore, this study focuses on the consequences of digital marketing on business performance, specifically, the consequences of customer relationship orientation and the use of CRM technologies as a support for analysis, data integration, and access on business performance. This study addresses a contemporary and relevant research problem that has national and international relevance. The research is based on quantitative methods to test hypotheses. Data were gathered from 73 organizations. The findings show the relationships between CRM and customer satisfaction, market effectiveness, and profitability. Customer relationship orientation positively affects customer satisfaction, market effectiveness, and market profitability. CRM technologies significantly improve business performance. This research contributes to the existing knowledge by shedding light on the complex relationships among CRM, customer relationship orientation, market effectiveness, market profitability, and customer satisfaction. Based on the research results, we provide practical recommendations for managers and decision makers.