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Previous research demonstrated the effectiveness of referral programs in boosting firm performance. However, referrers' evaluations of such programs are under-examined. This study fills this gap by conducting two studies. Study 1 finds that psychological closeness between a referrer and a referee enhance the referrer's evaluation of the program. Study 2 reveals that the relationship between such psychological closeness and the referrer's evaluation is contingent on referral reward type (material vs. experiential). This study advances previous research in referral marketing by drawing on the experience recommendation theory and construal level theory. Referral marketing managers shall note that encouraging existing customers to refer their close others is particularly effective when referral messages highlight material rewards, instead of experiential rewards. [ABSTRACT FROM AUTHOR]

The study aimed to assess the digital leadership strategies, methods, and technological emphasis that contribute to IKEA's successes in its digital leadership journey. The study utilized a qualitative case study methodology, drawing upon published sources such as recorded interviews, documentaries, retail and consumer industry observations, and relevant literature on IKEA and the retail and consumer business. Findings demonstrate several strategic orientations, philosophies, and tactics employed by IKEA to achieve digital leadership excellence. A comparative analysis of digital leadership between IKEA and some global R&C businesses reveals IKEA's strategic uniqueness in digitalization. The research concludes by proposing a process model that identifies several factors, including networking, customer understanding, marketing strategies, talented HR specialists, and smart technologies for operations. By applying change management theories, manufacturing theories, and innovation theories, these factors can potentially contribute to achieving success in digital leadership. The study tries to triangulate digital leadership strategies, management thoughts, and R&C business operations. [ABSTRACT FROM AUTHOR]

The Atlanta University Center Robert W. Woodruff Library used both digital and traditional marketing to promote the Joseph Echols and Evelyn Gibson Lowery Collection, an invaluable civil rights history archive. Leveraging social media, particularly Instagram Reels, resulted in a 334% increase in engagement, demonstrating the effectiveness of meeting diverse audiences online. Additionally, traditional methods, including presentations, radio interviews, and community events, complemented the digital strategy to reinforce the importance of having an integrated approach to promoting archival collections. [ABSTRACT FROM AUTHOR]

This study aims to prove that the new concept of reciprocal pricing can affect the improvement of MSME performance. This study uses a quantitative approach with the sample technique used is Cluster Random Sampling This technique is taken with the argument that this research was conducted in several areas, namely, the tourism area of MSMEs street food vendors, then the building owner sells drinks or other products that are not similar. There were 175 MSMEs that became the object of research using the SEM AMOS analysis tool. Empirical evidence proves that Reciprocal pricing is able to encourage the improvement of MSME performance. Implement a marketing strategy strategy that focuses on building and maintaining marketing relationships between one business unit and another for the long term with the aim of providing different value to customers from competitors. The novelty of this research is Reciprocal Pricing, which is the concept of reciprocal pricing by two or more business units that provide mutual benefits to the agreed price, this variable is thought to improve performance. The implication is that efforts to improve the performance of MSMEs need to use the concept of Reciprocal Pricing in this research which is proven to encourage the improvement of MSME performance. The implementation of reciprocal pricing in improving the performance of MSMEs in tourism areas is proven to increase the number of consumers. [ABSTRACT FROM AUTHOR]

This article introduces NTT research and development (R&D) efforts from two perspectives: the "product-out" approach and the "market-in" approach. It is based on the keynote speech given by Sachiko Oonishi, executive vice president, head of Research and Development Market Strategy of NTT Corporation, at the "NTT R&D FORUM 2023? IOWN ACCELERATION" held from November 14th to 17th, 2023. [ABSTRACT FROM AUTHOR]

Investment decision-makers increasingly rely on modern digital technologies to enhance their strategies in today's rapidly changing and complex market environment. This paper examines the impact of incorporating Long Short-term Memory (LSTM) models into traditional trading strategies. The core investigation revolves around whether strategies enhanced with LSTM technology perform better than traditional methods alone. Traditional trading strategies typically depend on analyzing current closing prices and various technical indicators to take trading action. However, by applying LSTM models, this study aims to forecast closing prices with greater accuracy, thereby improving trading performance. Our findings indicate that trading strategies that utilize LSTM models outperform traditional strategies. This improvement suggests a significant advantage in using LSTM models for market prediction and trading decision making. Acknowledging that no one-size-fits-all strategy works for every market condition or stock is crucial. As such, traders are encouraged to select and tailor their strategies based on thorough testing and analysis to best suit their needs and market conditions. This study contributes to a better understanding of how integrating LSTM models can enhance traditional trading strategies, offering a path toward more effective decision making in the unpredictable stock market. [ABSTRACT FROM AUTHOR]

The article focuses on intervention research as a design science that devises action to change existing situations. Topics include market penetration strategies using intervention research, dysfunctions in the import and distribution of agricultural nutrients, and recommendations for developing effective market strategies based on lived market realities.

In the dynamic world of finance, the application of Artificial Intelligence (AI) in pair trading strategies is gaining significant interest among scholars. Current AI research largely concentrates on regression analyses of prices or spreads between paired assets for formulating trading strategies. However, AI models typically exhibit less precision in regression tasks compared to classification tasks, presenting a challenge in refining the accuracy of pair trading strategies. In pursuit of high-performance labels to elevate the precision of classification models, this study advanced the Triple Barrier Labeling Method for enhanced compatibility with pair trading strategies. This refinement enables the creation of diverse label sets, each tailored to distinct barrier configurations. Focusing on achieving maximal profit or minimizing the Maximum Drawdown (MDD), Genetic Algorithms (GAs) were employed for the optimization of these labels. After optimization, the labels were classified into two distinct types: High Risk and High Profit (HRHP) and Low Risk and Low Profit (LRLP). These labels then serve as the foundation for training machine learning models, which are designed to predict future trading activities in the cryptocurrency market. Our approach, employing cryptocurrency price data from 9 November 2017 to 31 August 2022 for training and 1 September 2022 to 1 December 2023 for testing, demonstrates a substantial improvement over traditional pair trading strategies. In particular, models trained with HRHP signals realized a 51.42% surge in profitability, while those trained with LRLP signals significantly mitigated risk, marked by a 73.24% reduction in the MDD. This innovative method marks a significant advancement in cryptocurrency pair trading strategies, offering traders a powerful and refined tool for optimizing their trading decisions. [ABSTRACT FROM AUTHOR]

This research aims to investigate the relationship between prior spending and unplanned purchases based on an understanding of decision framing effects and compensatory psychology. We argue that the impact of prior buying on unplanned purchases is moderated by the decision frame (separate vs. integrated). We conducted a series of four sequential scenario-based experimental studies to support our theoretical predictions. Consequently, our study revealed that travelers within a separate decision frame exhibited a stronger compensatory motive, leading to a higher unplanned purchase when prior spending was low. In practice, this research has managerial implications using compensatory consumption marketing strategies. [ABSTRACT FROM AUTHOR]

There exists fierce competition in both low-end and high-end markets between open source and proprietary vendors. This paper constructs a game-theoretic model based on Hotelling competition to examine such two types of vendors' market strategies with security threats. Each vendor can choose to enter high-end market by making the quality effort meet the quality requirement. Security threats are caused by software vulnerability and characterised by negative externalities. Technology similarity is an important element that improves the efficiency of quality effort by facilitating technology spillover but worsens security threats by sharing more vulnerability. Through solving equilibrium solutions by backward induction, I find that under different market strategies: (i) user innovation that contributes to the quality of software product and service of the open source vendor does not always increase its profit because price competition that is intensified by such innovation may offset the contribution; (ii) the risk of security threats benefits both vendors at the cost of user interest since it can soften price competition, while technology similarity that acts as another source of security threats decreases both vendors' profits. I finally indicate that thanks to user innovation, the open source vendor is relatively more likely to enter the high-end market. [ABSTRACT FROM AUTHOR]

This paper argues that the different symbolic meanings of goods give rise to three institutionally different market types. We start from the realization that consumption has symbolic meaning, which individuals use to communicate and construct their identity to their social networks. We argue that firm behavior (including size, pricing and marketing strategies) must be congruent with the symbolic meaning of goods. We distinguish between two stylized meanings of goods, status and taste, which we derive from the socio-anthropological literature on consumption. We argue that these different meanings, articulated by consumers to communicate their identity, give rise to three ideal-typical market types. We present the institutional differences between these market types as well as the implications for firm behavior and demonstrate how firm behavior and marketing strategies differs significantly from markets in which the symbolic meaning of goods is relatively unimportant. We use the recent transformation of the beer market by the craft-beer producers, to illustrate our theory. [ABSTRACT FROM AUTHOR]

Digital marketing uses digital technologies and media to achieve marketing goals. With the advent of digital media, digital marketing strategies have gained a lot of importance among marketers to reach their target markets and improve their performance. This study aims to examine the effect of various digital marketing tools that can significantly impact the competitiveness of the restaurant industry. Restaurants have used various facets of digital marketing to attract and influence customer decisions. The study attempts to identify the digital marketing tools based on the asset-process-performance (APP) framework. The study utilises the structural equation modelling technique to determine the structural relationship among various digital marketing variables. The result indicates that social media, online branding, online advertisements, and post-service quality have a significant impact on the competitiveness of the restaurant industry. Further, the research provides implications for practitioners and policymakers. [ABSTRACT FROM AUTHOR]

In this digital era, traditional marketing strategies are increasingly being replaced by digital marketing strategies, one of the popular digital marketing strategies is a contentbased marketing strategy. The purpose of this research is to determine the effect of content-based marketing strategies on brand awareness and consumer purchases. This research uses quantitative research methods. Data collection techniques in this research were questionnaires and literature studies. The data that has been collected is then analyzed using a regression test using the SPSS program. The research results show that content-based marketing strategies have a positive effect on brand awareness and content-based marketing strategies have a positive effect on consumer purchases. So it can be concluded that content-based marketing strategies can increase brand awareness and consumer purchases. Companies need to use content-based marketing strategies to increase brand awareness and consumer purchases. Apart from that, companies need to create content that is interesting and useful for target consumers. [ABSTRACT FROM AUTHOR]

When externalities are present, is the inclusion of the affected stakeholders in the firm's decision process a better solution than the shareholder governance? This paper argues that the internalization of the externality hinges on the available information and the market strategy used by the firm rather than its governance structure. In the absence of income effects (i.e., if preferences are quasi-linear), a market for "customer rights" reveals all the necessary information about the surplus of a homogeneous consumer population. In that case, a Coase-type equivalence obtains: whether the firm uses the information in the interest of its shareholders or all its stakeholders, the outcome in each case is an efficient allocation. With income effects, the market for customer rights may fail. Still, if appropriate information can be obtained, efficiency can be achieved under both governance structures (or neither). [ABSTRACT FROM AUTHOR]

In recent years, e-commerce live streaming and short video marketing supported by big data and artificial intelligence technology have flourished, adding new sales models for e-commerce products to mass consumption, promoting the multimodal development of the e-commerce industry, giving new impetus and connotation to economic and social development, and being an effective means to achieve high-quality development in the new era. The effectiveness evaluation of short video marketing strategies is a multiple-attribute group decision-making (MAGDM) problem. Recently, the Exponential TODIM technique and Combined Compromise Solution (CoCoSo) technique has been employed to cope with MAGDM issues. The interval-valued Pythagorean fuzzy sets (IVPFSs) are employed as a tool for characterizing uncertain information during the effectiveness evaluation of short video marketing strategies. In this paper, the interval-valued Pythagorean fuzzy Exponential TODIM (ExpTODIM) (IVPF-ExpTODIM-CoCoSo) technique is constructed to solve the MAGDM under IVPFSs. In the end, a numerical case study for effectiveness evaluation of short video marketing strategies is given to validate the proposed technique. The main contributions of this paper are outlined: (1) the Exp-TODIM and CoCoSo technique has been extended to IVPFSs; (2) Information Entropy is employed to manage the weight values under IVPFSs. (3) the IVPF-ExpTODIM-CoCoSo technique is founded to implement the MAGDM under IVPFSs; (4) a numerical case study for effectiveness evaluation of short video marketing strategies and some comparative analysis is supplied to verify the IVPF-ExpTODIM-CoCoSo technique. [ABSTRACT FROM AUTHOR]

The present study focuses on improving recycling behavior in Turkey with a social marketing program. It is centered on behavior change and social marketing strategies that can address recycling behavior. The social marketing program developed herein outlines segmentation, targeting, product, price, place, and promotional strategies recommended based on theoretical elements across disciplines. This research is the first to develop a social marketing program for recycling behavior in a developing country at the household level. Furthermore, it is the first study in which behavioral change was ensured through marketing strategies. This article provides a framework that can be employed in developing social marketing programs. In this study, qualitative data collection tools and quantitative measurement data were used based on the action research design. Although there are studies in the literature that argue that women and those with undergraduate/graduate education show more recycling behavior than others, the results of the participant‐level research in Turkey showed that there was no significant difference in recycling behavior based on the demographic characteristics of the participants. On the other hand, it has been found that the awareness levels of the people have changed in correspondence with the implementation‐oriented efforts of the municipalities on recycling. However, there is a lack of recycling behavior due to the lack of necessary infrastructure and information in all regions in Turkey. One of the most important results obtained in this social marketing program study was that regional and cultural differences had a role in shaping the recycling behavior. This requires different strategies in implementing the program in different provinces, based on the culture and availability of recycling infrastructure. This article provides an example of a social marketing program to improve recycling behavior. It hopes to inspire significantly more work in this area to make behavior change for the better. [ABSTRACT FROM AUTHOR]

Goods in a market are typically presented in discrete categories so that consumers can easily find their way among the myriad of products available. However, sub‐categorical distinctions are often less clear. This study aimed to explore how consumer perceptions of products within a category relate to their sensory properties. By analyzing how consumers sorted energy bars and the vocabulary used to describe the resulting clusters, we found that consumers generally agree on how they perceive bars high in protein. However, energy bar consumers with high familiarity demonstrated greater levels of differentiation between clusters compared to energy bar consumers with low familiarity. They were also more consensual in their sorting. Furthermore, sensory properties were found to play a larger role in determining product clusters for consumers with high familiarity than with low familiarity. These findings shed light on the factors influencing consumer perception of energy bars. Additionally, this approach offers a simple way to investigate consumer perception of a product category and could be useful to marketers and product developers who wish to refine their offerings to better meet consumer expectations. Practical Applications: The method for category appraisal described in this paper emphasizes consumer perception of products and factors, such as sensory properties and nutrition facts, that influence these perceptions. It departs from traditional approaches that focus on individual product descriptions and instead focuses on product groupings perceived by consumers. This approach allows for deeper insights to be obtained about product categories as a whole, which can inform effective marketing strategies and efficient product development. [ABSTRACT FROM AUTHOR]

This study aimed to identify the dimensions can help develop a brand's visual identity to address digital customers' pain points. An online survey was distributed to 600 digital customers in the Kingdom of Saudi Arabia. Structural equation modeling by the partial least squares method was used for the data analysis. The current study contributed to reaching the most important dimensions of creating a distinctive and unique visual identity, which was represented in the Emotional connection, Mental positioning, Professionalism, Brand eloquence. Marketers can benefit from these results in creating a distinctive and unique visual identity that contributes to overcoming the customer's pain points, and then reaching the target customers and attracting them to the brand and linking with it, and increasing the sales and profits of the digital organization. also, can benefit from these findings when preparing the marketing strategy to match the components of the organization's unique and distinctive visual identity. [ABSTRACT FROM AUTHOR]

Referral reward programs (RRPs), considered as a form of stimulated word-of-mouth (WOM), provide incentives to existing customers to bring in new customers. The research here adds to previous knowledge by exploring the usage of referral codes for high and low-involvement products in three stages of the consumer decision journey, on a sample of 218 consumers analyzed by regression analysis. Results show that components of the Theory of Planned Behavior influence the behavioral intention toward participating in an RRP, with perceived behavioral control having the strongest effect, followed by subjective norm and Attitude. Referral codes have a significant effect on respondents' behavior; high conformity of high-involvement products and low conformity of low-involvement products was found, with referral programs having a weaker effect on high-involvement products. Customers tend to follow all steps of the traditional consumer journey when buying a high-involvement product; in the case of low involvement products, low conformity was even lower when using a referral code. Low-involvement products at the need recognition stage, and high-involvement products at the active research stage, are the least affected by the RRP. Results provide insights for companies to optimize their marketing strategy through stimulated WOM, and with the usage of RRPs. [ABSTRACT FROM AUTHOR]

In order to enhance market share and competitiveness, large banks are increasingly focusing on promoting marketing strategies. However, the traditional bank marketing strategy often leads to the homogenization of customer demand, making it challenging to distinguish among various products. To address this issue, this paper presents a customer demand learning model based on financial datasets and optimizes the distribution model of bank big data channels through induction to rectify the imbalance in bank customer transaction data. By comparing the prediction models of random forest model and support vector machine (SVM), this paper analyzes the ability of the prediction model based on ensemble learning to significantly enhance the market segmentation of e-commerce banks. The empirical results reveal that the accuracy of random forest model reaches 92%, while the accuracy of SVM model reaches 87%. This indicates that the ensemble learning model has higher accuracy and forecasting ability than the single model. It enables the bank marketing system to implement targeted marketing, effectively maintain the relationship between customers and banks, and significantly improve the success probability of product marketing. Meanwhile, the marketing model based on ensemble learning has achieved a sales growth rate of 20% and improved customer satisfaction by 30%. This demonstrates that the implementation of the ensemble learning model has also significantly elevated the overall marketing level of bank e-commerce services. Therefore, this paper offers valuable academic guidance for bank marketing decision-making and holds important academic and practical significance in predicting bank customer demand and optimizing product marketing strategy. [ABSTRACT FROM AUTHOR]

The crisis caused by COVID-19 has forced many vendors to consider alternative marketing strategies, such as live streaming on social commerce platforms. Social commerce live streaming involves using live streamers to endorse and sell products on their own social media accounts. Statistics show that this format can serve as a survival tool for vendors in exceptional circumstances. However, it is also a valuable opportunity to bring innovation and engagement to traditional e-commerce vendors. Based on a sample of 621 Chinese consumers, this empirical research proposes that features of live streamers (expertise, attractiveness, and humor) play an essential role in social commerce intention. At the same time, virtual friendship, emotional engagement, and platform attachment are antecedents of online purchasing intentions. It also contends that social presence interaction has a moderating effect on live s-commerce and that these elements together constitute a comprehensive model of live s-commerce. Our findings reveal that virtual friendship, platform attachment, and emotional engagement with live streamers are crucial for increasing buying intentions, and they confirm the mediation effect of social commerce intention and the moderating effect of social presence interaction. The practical and theoretical implications are pointed out to assist brands, managers, retailers, and e-marketplaces in developing effective marketing plans. [ABSTRACT FROM AUTHOR]

This paper analyses the recent evolution of the electricity price of one of the East-European countries' Balancing Markets (BM) - Romania, aiming to understand the prices trend and predict them in the current economic and geopolitical context. This is especially important as the electricity producers have to allocate their output between wholesale electricity market, ancillary services markets and BM targeting to maximize value and achieve a sustainable economic development. Therefore, in this paper, we propose an AI-powered electricity price forecast using several types of standout Machine Learning (ML) algorithms such as classifiers and regressors to predict the electricity price on BM. This approach, consisting of two steps, identifies the imbalance sign and significantly enhances the performance of the price forecast. The proposed method offers valuable insights into the market participants' trading opportunities using two prediction solutions. The first prediction solution consists of averaging the results of five ensemble ML algorithms. The second one consists in weighting the results of the five forecasting ML algorithms using either a linear regression or a decision tree algorithm. Thus, we propose to combine supervised and unsupervised ML algorithms and find the fundamentals for creating optimal bidding strategies for electricity market players. [ABSTRACT FROM AUTHOR]

The article examines the media practices of a German Salafi missionary through the perspective of theories on Islamic authority and digital online marketing. Following an understanding of online Salafism as a cross-platform phenomenon, the paper draws on an ethnographic case study of Salafi Influencer Abdurrashid, examining the specific strategies he develops for his channels on YouTube and TikTok, the synergies he generates between them, and the active outreach measures through which he creates a gateway for his YouTube profile via TikTok in order to gain authority. [ABSTRACT FROM AUTHOR]

Ginger (Zingiber officinale L.) is one of the priority vegetables and most processed functional food in many parts of the the Philippines. This study assessed the production practices and marketing strategies of ginger in Northern Mindanao from October 2022 to October 2023. It utilized a validated survey questionnaire administered to 160 registered farmers in the provinces of Bukidnon, Camiguin, Lanao del Norte, Misamis Occidental and Misamis Occidental supplemented with key informant interviews, focus group discussion and secondary data. Findings showed that majority of the respondents belong to age bracket 50-59 years old, earn a monthly family income range of PhP 9,520.00 to PhP 19,040.00 and obtain basic education diploma. The respondents "Always Practiced" the recommended production practices and "Moderately Practiced" the suggested marketing strategies for the commodity by the Department of Agriculture. There is a significant relationship between production practices and marketing strategies. There is a significant differnce on the extent of marketing strategies when grouped according to age and monthly and highest educational attainment. Challenges include low market price and high cost of farm inputs which are threats productivity and profitability of the ginger industry. [ABSTRACT FROM AUTHOR]

The growth of cafes in Surabaya is very rapid, reaching an average per year of 20%, even the growth after Covid 19 has increased sharper. The increase in cafes in Surabaya is driven by the increasing need for public spaces to share flavors. But on the other hand, café business competition is getting tighter, it demands creativity in implementing strategies. By asking questions about Cafe positioning and the use of Integrated Marketing Communication, this study uses a qualitative method approach to purposive samples of De Mandailing Cafe and PT Jokopi Cafe. The results obtained the use of digital marketing in an integrated manner with the concept of line and emphasis on building humanist public spaces as an answer to the communal consumer culture and lifestyle café Surabaya survived and developed as a promising Cafe Business. [ABSTRACT FROM AUTHOR]

This study aims to evaluate the marketing strategy of financing products implemented by Baitul Mal Wat Tamwil (BMT) Rizwa Manbaul Ulum Rejotangan Tulungagung and identify inhibiting and supporting factors in the implementation of financing product marketing strategies in BMT. This study used qualitative research methods, which include observation and interviews. The results showed that BMT Rizwa Manbaul Ulum Rejotangan Tulungagung used a marketing strategy through distributing brochures to the public. Thus, this strategy has not attracted significant customer interest. In addition, there are still certain areas in the red zone criteria, in the sense that the red zone criteria here are the existence of certain community areas that are included in the community area that have negative characters or thoughts about financing products at BMT Rizwa Manba'ul 'Ulum, for example, there are some people who think that financing products at BMT Rizwa Manba'ul 'Ulum have very difficult and burdensome requirements. Therefore, this study suggests improving marketing strategies implemented by BMT Rizwa Manbaul Ulum Rejotangan Tulungagung, such as taking a family approach, promoting through social media, distributing brochures to a wider area, conducting socialization to the surrounding community, and installing banners in front of the BMT office. In addition, this study also confirms the importance of collaboration and cooperation between Islamic financial institutions and other parties in increasing the number of customers and the development of BMT. [ABSTRACT FROM AUTHOR]

In recent years, subcutaneous administration of biotherapeutics has made significant progress. The self-administration market for rheumatoid arthritis has witnessed the introduction of additional follow-on biologics, while the first subcutaneous dosing options for monoclonal antibodies have become available for multiple sclerosis. Oncology has also seen advancements with the authorization of high-volume subcutaneous formulations, facilitated by the development of high-concentration formulations and innovative delivery systems. Regulatory and Health Technology Assessment bodies increasingly consider preference data in filing dossiers, particularly in evaluating novel drug delivery methods. The adoption of a pharmacokinetic-based clinical bridging approach has become standard for transitioning from intravenous to subcutaneous administration. Non-inferiority studies with pharmacokinetics as the only primary endpoint have started deviating from traditional randomization schemes, favoring the subcutaneous route and comparing with historical intravenous data. While nonclinical and computational models made progress in predicting safety and immunogenicity for subcutaneously dosed antibodies, clinical trial evidence remains essential due to inter-individual variations and the impact of formulation parameters on anti-drug antibody formation. Ongoing technological advancements and the expanding knowledge base on pharmacokinetic–pharmacodynamic correlation across specialty areas are expected to further accelerate clinical development of subcutaneous biologics. [ABSTRACT FROM AUTHOR]

Increased diversity, demographics, and population shifts in higher education have led many academic libraries to reexamine their marketing efforts and adopt strategies that promote relationships and inclusivity. This requirement has become more prominent among libraries serving a highly diverse user community, particularly in a more racially and ethnically diverse campus. Adopting a marketing model that cultivates more meaningful long-term relationships with customers ensures long-term satisfaction and loyalty to the library brand. Using marketing and promotional examples from the James White Library, this article addresses the academic library's relationship marketing strategy in an increasingly multicultural higher education environment. [ABSTRACT FROM AUTHOR]

Selecting an appropriate marketing strategy based on consumer behavior is a complex decision that involves multicriteria analysis and the incorporation of inherent uncertainties in such behavior. While numerous multi-criteria decision-making methods exist, few effectively address indeterminacy. In this study, the main objective is to select a suitable marketing strategy within a neutrosophic framework, accommodating the complex ambiguities of consumer behavior. Although the CRITIC method is widely used for multi-criteria decision-making, its traditional version struggles to adequately model the uncertainties inherent in consumer behavior. Neutrosophy, as a philosophical approach dealing with uncertainties, presents an opportunity to enhance the CRITIC method. This enhancement results in a more precise model of the phenomenon, facilitating the selection of the best among a set of marketing strategies. According to the outcomes, the most suitable marketing strategies based on consumer behavior and expert criteria, as processed through the CRITIC neutrosophic method, are Augmented Reality Marketing for the Food Industry, Digital Marketing for Fashion Retail, and Experiential Marketing for Real Estate. [ABSTRACT FROM AUTHOR]

A core research area of computational behavioral finance investigates emergent price dynamics when heterogeneous traders follow a mix of rule-based strategies and interact indirectly through a limit order book. This paper offers a detailed specification of such a model in order to raise questions about some previous findings. The questions force a comprehensive reconsideration of the price dynamics of a well-known model. This leads to a surprising clarification of the contributions of various trading strategies to market outcomes: a popular characterization of chartism proves largely irrelevant for price dynamics. We also shed new light on the volume-volatility relationship, and provide improved visualizations to expose market behavior. [ABSTRACT FROM AUTHOR]

Kosovo's private sector business is led by small and medium enterprises and shows a crucial role in the economic development and promoting the growth of this sector. Due to the lack of studies in Kosova, related to marketing strategy and export performance, the research aims to explore growth determinants of SMEs in Kosovo by emphasizing exports, revealing the importance of marketing strategy related to the performance of SMEs. Since exporting is becoming more important, it is necessary to understand all the factors that are involved in this booming trade. This research analyses explore the literature dealing with small and medium enterprises' performance to inspect the traditional and modern academic standpoints on estimating the impact of export performance, based on secondary data of five hundred small and medium enterprises, as trade, manufacturing, and services sectors in Kosovo. The data were analysed using both descriptive statistics and inferential techniques, such as logistic regression analysis, and probit model using the SPSS software. Results show a significant linkage of marketing strategy and export performance; managers and policymakers can take some action to improve export performance. On the other hand, the results measure the impact of price, production, promotion and place in export performance incorporate expected future performance. It is argued that enterprises in Kosovo must pay more attention to strategies, and attempt to design and implement better strategies that will be beneficial for developing international trade, especially exports, as one way of trading by SMEs. [ABSTRACT FROM AUTHOR]