The objective of this research paper is to investigate potential avenues for value creation in the refined sugar market for domestic use, a market currently facing a critical juncture. The growing concerns about the health impacts of sugar have resulted in a notable decline in demand. Furthermore, changes in European Union regulations have introduced additional operators into the Spanish market, increasing competition and amplifying the need for innovation. This study examines how brands can respond to these challenges by enhancing their value proposition through market segmentation, targeted marketing strategies, and adaptive packaging solutions. To achieve this objective, we have conducted market research, which involved an in-depth interview, and a questionnaire distributed to 402 individuals responsible for household purchases. The findings suggest potential approaches for addressing the needs of consumers with a focus on health and well-being, while simultaneously enhancing the durability of products, thus facilitating greater brand differentiation. Furthermore, the study underscores the pivotal role of public policies and regulatory frameworks in influencing consumer behavior and market dynamics. Policies promoting sugar alternatives, labelling requirements, and packaging innovations have been demonstrated to impact brand strategies and consumer preferences. By aligning with these policy-driven shifts, companies can enhance their positioning in a mature and competitive market. This research contributes to the existing literature on brand value in commodity markets by integrating insights into the impact of regulation and consumer segmentation. Our recommendations emphasize the importance of marketing strategies that are informed by an understanding of the policy context, which not only enhances brand equity but also promotes sustainable growth in the retail sugar industry.

The study investigates the impact of artificial intelligence (AI)-powered chatbots on brand dynamics within the banking sector, focusing on the interrelationships between AI implementation and key brand dimensions, including awareness, equity, image, and loyalty. Using structural equation modeling (SEM) analysis on data collected from 520 banking customers, the study tests eight hypotheses to explore the direct and indirect effects of AI-driven interactions on brand development. The findings reveal that AI chatbots significantly enhance brand awareness in banking services, demonstrating moderate positive effects on both brand equity and brand image. Notably, while brand awareness exerts a strong influence on brand image, it does not have a significant direct effect on brand loyalty. Instead, the study shows that brand loyalty is primarily developed through the mediating effects of brand equity and image, with brand image exerting a particularly strong influence on brand equity. For banking practitioners, these insights suggest a need to integrate AI chatbots within a comprehensive brand strategy that merges technological innovation with traditional relationship-building approaches. Limitations of the study and potential directions for future research are also discussed, providing avenues for further exploration of AI’s role in brand management.

The aim of the study is to identify the requirements for qualifying administrative leaders and the challenges they face at King Khalid University, in light of the general framework of the Human Capacities Development Program, which includes four dimensions (values and behaviours-basic skills-future skills-knowledge). A descriptive approach was used, and the study population consisted of academic leaders at King Khalid University, totalling (107). A questionnaire was used as a research tool, comprising three axes and (53) statements to collect data after ensuring their validity and reliability. The results showed the agreement of the study population on the axis of requirements for qualifying administrative leaders at King Khalid University to a very high degree, with an average score of (4.44), and their agreement on the challenges facing the qualification of administrative leaders at King Khalid University to a very high degree, with an average score of (4.11), and their agreement on the mechanisms for qualifying administrative leaders at King Khalid University to a very high degree, with an average score of (4.29). The results also showed no statistically significant differences at the significance level (0.05) between the means of responses of the study population on the requirements, challenges, and mechanisms for qualifying administrative leaders according to variables (gender-academic qualification—experience in the current job). In light of the study results, a proposed strategy was developed, and recommendations were made, including adopting the proposed strategy and governing the programs for qualifying administrative leaders at King Khalid University to ensure transparency, fairness, and accountability at all stages from nomination, preparation, and evaluation, in addition to considering the university’s strategic plan when designing programs for qualifying administrative leaders to adopt the values embraced by the administration and build leaders who contribute to achieving its vision and mission in the long term.

In the rapidly evolving landscape of China’s pharmaceutical industry, this study investigates how pharmaceutical enterprises can achieve profitable sales innovation amid the process of digital transformation. Grounded in the Affordance theory, it posits that the positive impact of digital transformation on sales innovation is driven by the affordance afforded by digital technology and ubiquity. The research focuses on A-share pharmaceutical companies in China, utilizing data from 2012 to 2022 and employing multiple regression analysis to examine the influence of digital transformation on corporate sales innovation. The results demonstrate a significant positive effect of digital transformation on sales innovation. The study further categorizes digital transformation into technological affordance and ubiquity affordance, separately validating their roles in promoting sales innovation. Moreover, by considering synergistic effects, the research unveils the intricate relationship between digital transformation and corporate innovation performance. The findings provide a fresh perspective on understanding how digital technology propels sales innovation and offer concrete guidance for the digital transformation practices in the pharmaceutical industry.

This study aims to elucidate the digital transformation process in Tunisian companies, identify its driving factors, and explain its key success factors. We examine a sample of 70 companies across various economic sectors using a Multinomial Logistic regression to assess the impact of digital strategy, corporate culture, and leadership on digital transformation success. The dependent variable “digital maturity” is categorized into low, medium, and high, with medium serving as the reference category. The results indicate a significant and positive effect of digital strategy on digital transformation success. Leadership influences companies at a low level of digital maturity but does not significantly impact those at a high maturity level. Corporate culture does not significantly affect digital transformation. Digital strategy is crucial for the success of digital transformation in Tunisian companies, while leadership plays a role primarily at lower maturity levels. Corporate culture, however, does not significantly contribute to digital maturity. The study provides insights for Tunisian companies and policymakers to focus on developing robust digital strategies and leadership qualities to enhance digital transformation efforts. This research expands the theoretical base on digital transformation in the Tunisian context, identifying critical success factors and barriers, and confirming the significant role of digital strategy in successful digital transformations.

In the context of digital transformation, Chinese small and medium sized enterprises (SMEs) face significant challenges and opportunities in adapting to market dynamics and technological advancements. This study investigates the impact of coopetition strategy on the core competencies of SMEs, with a particular focus on marketing, technological, and integrative competencies. Data were collected from a sample of 300 SMEs in Anhui Province through an online survey, and reliability and validity were tested using SPSS and AMOS. The results indicate that dependency and trust significantly enhance the effectiveness of coopetition strategy from an external perspective, while managerial ambidexterity and strategic intent are critical internal factors driving the successful implementation of coopetition strategies. Both external and internal factors positively impact the core competencies of SMEs. Additionally, environmental uncertainty moderates the relationship between coopetition strategy and core competencies, underscoring the need for flexibility and adaptability in dynamic market environments. The findings suggest that SMEs can better integrate internal and external resources, optimize resource allocation, and improve operational efficiency through coopetition strategy, thereby enhancing their core competencies. This study provides valuable insights and practical guidance for policymakers and business practitioners aiming to support the digital transformation of SMEs.