Current Issue : July-September Volume : 2025 Issue Number : 3 Articles : 5 Articles
Since the 1990s, business (B2B) marketing has been in debate, and marketers have been unable to agree on a B2B branding model. This paper is an analysis of the B2B marketing field and discusses current issues and dilemmas. Social marketing is explored, and theories and different areas are discussed. When exploring social marketing, the importance of reporting the effects of social marketing on B2B and other industries is emphasized. This paper includes documentation of the positive aspects of social marketing in B2B and other industries and highlights the limitations, future research, and future direction of social marketing in B2B....
Businesses are influenced by the cyclical nature of economic development and distinct stages in the corporate life cycle. Accurate early-warning mechanisms are crucial to mitigating bankruptcy risk, enabling timely rescue measures. This article analyses the reliability of various bankruptcy prediction models, including those by Kliestik et al., Poznanski, the modified Zmijewski, Jakubik–Teply, and Virag–Hajdu, across corporate life cycle stages. Reliability was assessed using five metrics: accuracy, balanced accuracy, F1 and F2 scores, and the Matthews correlation coefficient (MCC). The sample included over 5000 SMEs from Central Europe, with financial data from 2022. The findings reveal a U-shaped trend in financial distress risk, with start-ups and declining enterprises facing the highest risks. The results indicate that the Kliestik et al. model shows consistent reliability across all life cycle stages, while the Poznanski model shows more variability. Conversely, the Virag–Hajdu model exhibits significant variability in reliability, with its best performance observed during the Decline stage. The modified Zmijewski and Jakubik–Teply models show lower MCC values overall, with the modified Zmijewski model performing better at predicting the financial distress of mature shake-out firms compared to other stages....
Purpose This study aims to classify various start-ups based on their experiences with digital marketing adoption. It examines the characteristics of these start-ups and how they interact to influence the adoption process. Design/methodology/approach A quantitative research approach was adopted, utilizing questionnaires administered to 205 founders and managers of Egyptian start-ups. Data were collected on the usage of digital marketing tools, level of utilization, duration of adoption, resource allocation, and budget. A nonparametric decision tree algorithm, visualized using R, was employed for data analysis. Findings The study identifies key characteristics of start-ups that influence their classification in terms of digital marketing adoption. Factors such as digital marketing experience, time and budget allocation, and utilization levels significantly impact this classification. Furthermore, website usage emerged as a crucial criterion distinguishing basic from moderate digital marketing adopters among Egyptian start-ups. Originality This research enhances the understanding of digital marketing adoption among Egyptian start-ups. By classifying start-ups based on demographics and digital marketing practices using a decision tree algorithm, it offers a novel perspective on the topic....
In today’s competitive landscape, branding is integral to a company’s growth, including in the hotel industry. Hyatt Hotels Corporation, a global leader in luxury hospitality, exemplifies the brand extension strategy. This study examines Hyatt’s brand planning strategies, offering valuable insights for enhancing brand value and guiding hotel industry development. Using SWOT analysis, the research identifies key challenges, including over-reliance on the U.S. market, slow expansion in Asia-Pacific, and limited brand differentiation. Targeted recommendations are proposed to address these issues, aiming to expand Hyatt’s global reach and ensure sustainable growth....
Industry 4.0 and digitalization are driving a major transformation in the bakery sector. This systematic review examines the latest advancements in digital technologies and platforms within the bakery industry. Innovations such as robotics, automation, blockchain, and wireless sensor networks are currently revolutionizing bakery operations by enhancing production efficiency, enabling real-time monitoring, and ensuring product traceability. Additionally, digital platforms are improving customer interactions through e-commerce, personalized product offerings, and targeted marketing strategies. Digitalization is also contributing to waste reduction, quality control improvement, and data-driven decision-making, leading to optimized inventory management and more efficient production automation. These advancements are fostering stronger customer engagement, resulting in cost savings and increased profitability. However, the sector faces several challenges, including resistance from companies to adopt new technologies, high implementation costs, a shortage of expertise, and concerns about preserving artisanal quality. This review provides valuable insights for researchers, businesses, and industry experts to deepen their understanding of how digitalization is shaping the future of the bakery sector while highlighting emerging opportunities, challenges, and avenues for future research....
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