In an era of intensified market competition, internal brand management (IBM) has emerged as a critical strategy for aligning employee behavior with brand values. This study investigates how IBM influences brand citizenship behavior (BCB) among front-line restaurant employees in Macao, emphasizing the mediating role of brand identification (BI) and simultaneously testing the moderating effect of leader-member exchange (LMX). Drawing from Social Identity Theory and Social Exchange Theory, the structural equation modeling (SEM) was used to test the model using data from 315 employees across 11 Macao restaurant companies. Analyzing via software package Smart-Pls 4.1, we found that IBM significantly enhances BI, which in turn strongly predicts BCB. While IBM directly impacts BCB, the effect is mediated by BI. Furthermore, LMX moderates the IBM-BI relationships, underscoring the role of leadership in internal branding effectiveness. These findings contribute to the internal branding literature by validating BI as a key psychological mechanism and LMX as a boundary condition. Practically, the study provides insights for restaurant industry seeking to foster brand-aligned behaviors through internal brand management.

Ukrainian Human Resource (HR) practices have multiple difficulties from economic changes combined with digital transformation and workforce instability brought on by the war in 2022. The study examines Ukrainian HR practices between 2015 and 2024, focusing on the digitalization of HR systems, talent development, staff engagement, and hiring strategies. It considers the effects of organizational size and industry type. The study combined interviews with 30 HR professionals and surveyed 150 organizations from different industry groups and sizes. Our data required both quantitative statistical tests and manual content breakdown with codes. Research has shown significant differences between Information Technology (IT) and farming firms, as 89% of IT businesses have integrated artificial intelligence (AI)-powered HR tools. In comparison, only 15% of agricultural companies have adopted them. Small and medium-sized enterprises (SMEs) showed less commitment to digital transformation and European Union (EU) requirements than large enterprises, which adopted these systems at rates of 75% and 88%, respectively. Western Ukraine first established mental health initiatives during the crisis, and Eastern Ukraine moved toward decentralized administration. Digitalization assistance for small businesses, along with EU and local human resources frameworks, should form the basis of our suggestions. This research calls for flexible people management methods to boost the Ukrainian workspace’s ability to recover from shocks.

The Ecuadorian electricity sector encompasses generation, transmission, distribution and sales. Since the change of the Constitution in Ecuador in 2008, the sector has opted to employ a centralized model. The present research aims to measure the efficiency level of the Ecuadorian electricity sector during the period 2012–2021, using a DEA-NETWORK methodology, which allows examining and integrating each of the phases defined above through intermediate inputs, which are inputs in subsequent phases and outputs of some other phases. These intermediate inputs are essential for analyzing efficiency from a global view of the system. For research purposes, the Ecuadorian electricity sector was divided into 9 planning zones. The results revealed that the efficiency of zones 6 and 8 had the greatest impact on the overall efficiency of the Ecuadorian electricity sector during the period 2012–2015. On the other hand, the distribution phase is the most efficient with an index of 0.9605, followed by sales with an index of 0.6251. It is also concluded that the most inefficient phases are generation and transmission, thus verifying the problems caused by the use of a centralized model.

In an effort to bridge the gap of economic and social inequality among the community, rural areas in Indonesia are encouraged to be self-sufficient in generating income. This makes the central government create various policies so that the regional government maximizes the management of its potential as an economic resource for the well-being of its people. One of the ways to manage this potential is to encourage rural areas to create tourism products that can be sold to the public. The Indonesian governments openly use the tourism sector as a tool for the development in many rural areas. Next, efforts to achieve successful development of the district will be closely related to the strategic planning and long-term cooperation of each local government with stakeholders in its implementation. These two points are the basic elements of the new regionalism theory. This theory states that the role of local governments is very important in initiating and making policies for new economic activities for a significant improvement in the quality of their population. Therefore, this study tries to explore how the new theory of regionalism can include rural development from a tourism perspective as a way to stimulate the fading economy in rural area of Indonesia. The study found that the new theory of regionalism needs support from various aspects such as social-cultural, community participation, the three pillars of sustainable development namely economic, social, and environmental as well as basic aspects to shape sustainable rural development through tourism.

This study compares Human Resource Development (HRD) in Vietnam and Malaysia, looking at their methods, problems, and institutional frameworks in the context of ASEAN economic integration and Industry 4.0. Based on Cho and McLean’s (2004) integrated HRD model, this paper looks at recent research (from 2018 to 2023) to look at important topics such globalization, demographic changes, vocational training alignment, and technology disruption. Vietnam has a vast workforce, but it still has problems with low productivity, skill mismatches, and not being ready for the global market. On the other hand, Malaysia’s institutional HRD structures are making more progress, even though its workforce is getting older and not everyone is adapting to digital transformation at the same rate. The study shows that we need HRD policies that are tailored to each industry, training that is delivered in a decentralized way, and stronger relationships between the public and commercial sectors. It also stresses how important it is for national HRD policies to include global competences and initiatives that help everyone learn new skills. The study adds a unique framework for comparing HRD and gives policymakers, educators, and practitioners useful information, even though it is constrained by its use of secondary data. Future study should use mixed-methods to confirm results and look into interventions that work in specific situations. The study shows that Vietnam and Malaysia need personalized, inclusive, and forward thinking HRD systems to produce strong and competitive workforces in the post-pandemic, digital driven global economy.

This study investigates the impact of Corporate Social Responsibility (CSR) on employee job satisfaction within Pakistan’s construction industry, with a focus on the mediating role of organizational commitment and the moderating role of perceived organizational support (POS). Employing survey data collected from a diverse range of construction firms across Pakistan, the quantitative analysis reveals that CSR initiatives significantly enhance employee job satisfaction, primarily through the mediating influence of organizational commitment. The findings suggest that when employees perceive their organization as socially responsible and engaged in community betterment, they exhibit greater commitment to the organization, which in turn fosters higher levels of job satisfaction. Although POS does not significantly moderate the CSR—job satisfaction relationship, it remains a critical factor in cultivating a supportive and positive work environment. This study contributes to the growing literature on CSR and employee outcomes by offering empirical evidence from a developing economy context. The results have practical implications for construction firms aiming to enhance employee morale and reduce turnover by leveraging CSR as a strategic tool to improve organizational commitment and overall job satisfaction.