Business Perspective Review (BPR) [ISSN 2691-039X] is an international open-access scholarly journal published twice a year in looseleaf format. All manuscripts submitted to the journal pass through a double-blind peer-review process. BPR covers a wide range of topics under the general purview of business and management. Following are the indexing platforms of the Journal: Google Scholar: Each article will be visible in the Google Scholar account within 2-5 days of publication Crossref: Each article is assigned with a Doi from Crossref CORE [UK] PKP Index [Canada] WorldCat [USA] BASE [Denmark] Directory of Research Journals Indexing [DRJI] ResearchBib Please register/login and submit your article. If you face any issues with online submission, you may send your article to riieditor1971@gmail.com
Workforce Diversity and Sustainability in the Context of NGOs
Purpose: This article aims to analyze workforce diversity and how it affects the sustainability of Non-Governmental Organizations (NGOs) in the Bamenda Municipality of the North West Region of Cameroon. Workforce Diversity areas, such as disability inclusion diversity (the effect of having employees with disabilities in the workforce), age diversity (the effect of having a diverse age range of employees), and cultural diversity (having employees from different cultural backgrounds), are the focus of the study. Methods: A total population of 60 registered NGOs in the Bamenda Municipality and a sample size of 52 were used, where one (01) staff member was selected from each NGO, and questionnaires were administered. The study employs a causal research design and convenience sampling. Results were analyzed using the Ordinary Least Squares technique. Results: Disability inclusion diversity has a negative and insignificant effect on the sustainability of NGOs in Bamenda; age diversity has a positive and insignificant effect on the sustainability of NGOs in Bamenda; while cultural diversity has a negative and significant effect on the sustainability of NGOs in Bamenda. Implications: This study shows the important role that diversity plays in organizations, especially in NGOS. It also shows that much remains to be done to ensure workforce diversity in NGOs and other organizations.
Copyright (c) 2026 Wokwen Cordelia, Tayong Desmond Mimba, Ngoungoure Monta Maimouna, Amahndong Eleonora Ayongnabobo http://creativecommons.org/licenses/by-nc-nd/4.0
Mapping the Intellectual Structure of Green Bonds Research in Clean Energy Transition
Purpose: Green bonds are designed to provide financial resources for deploying affordable and economically viable carbon-friendly energy infrastructures. This paper discusses the research trends, current practices, and future research implications of green bonds in the clean energy transition. Methods: This study extracted scholarly articles from the Scopus database and used bibliographic analysis to uncover publication trends, research affiliations, geographical contexts, thematic trends, and bibliographic coupling, along with a narrative literature review to assess current practices and pinpoint future research directions for the widespread adoption of clean energy. Results: Developing countries, particularly those in Asia, have a strong research portfolio on financing the energy transition through green bonds. However, financial markets in developing countries are weak and unorganized, hindering the growth of energy-efficient projects. Policy development, focusing on building energy infrastructure, standard reporting frameworks, stringent regulations, and prioritizing investor confidence, is essential for transitioning to a low-carbon economy. Implications: Researchers, regulators, and policymakers can make use of the results of the research questions to develop a unique framework regarding the strategic thinking and actionable development plan of green bonds for any positive impact on energy efficiency Originality: This study employed a systematic, quantitative, and qualitative approach to answer the research questions. The quantitative approach examines the critical areas researchers need to address to support the energy transition through green bond financing. The qualitative approach evaluates the current green bond infrastructure and explores future directions for successfully implementing a renewable energy strategy.
Copyright (c) 2026 Sabuj Saha, Alvi Mahmud, Saha Lopa Mudra, Md. Nayeem Hasan, Provakar Ghose, Aishwary Bodhale http://creativecommons.org/licenses/by-nc-nd/4.0
Syndication–Cost Augmented Industry Analysis
Purpose: This paper addresses the limitations of traditional industry analysis frameworks—such as Porter's Five Forces and the Structure–Conduct–Performance paradigm—in capturing the structural constraints facing entrepreneurship in Bangladesh. It develops the Syndication–Cost Augmented Industry Analysis (SCIA) framework, a contextualized model designed to measure and integrate two understated realities of the Bangladeshi business environment: syndication (collusive control over markets, logistics, and permits) and the high cost of doing business (capital intensity, operational expenses, compliance burdens, and customer acquisition costs). Method: The SCIA framework introduces two novel indices to quantify market frictions. The Syndication Concentration Index (SCI) is constructed using mixed-source data, including enterprise surveys, media and NGO reports, regulatory records, and price forensics. The Cost of Business Index (COBI) measures operational and compliance-related burdens. These indices are combined to form an Entry Friction Index (EFI), which modifies classical competitive analysis to produce an Adjusted Industry Attractiveness Score (AIAS). The framework is conceptually validated and illustrated through a hypothetical case study. Findings: The SCIA framework provides a systematic method for identifying industries where informal cartels and high operational costs erode profitability and deter entry. By outputting an Adjusted Industry Attractiveness Score (AIAS), the model offers a more nuanced assessment of sectoral viability than traditional frameworks alone, revealing opportunities for niche disruption and highlighting sectors requiring policy intervention. Implications: For entrepreneurs and investors, SCIA serves as a practical guide to market entry strategy, investment screening, and portfolio diversification, offering a risk-adjusted lens for capital allocation. For policymakers, the framework enables targeted regulation of syndicates, data-driven alignment of subsidies and incentives, and evidence-based administrative reform to streamline approvals. Originality/Value: This paper contributes to both academic theory and practice by developing an empirically adaptable tool tailored to the unique structural dynamics of Bangladesh's business environment. Unlike conventional models that understate the roles of collusive behavior and administrative burdens, SCIA explicitly integrates these frictions into sectoral attractiveness assessments. Limitations: As a conceptual and illustrative study, the framework requires empirical validation through large-scale application across diverse sectors.
Copyright (c) 2026 Syed Shahnawaz Mohsin, Tahia Shamsul http://creativecommons.org/licenses/by-nc-nd/4.0
Purpose: This study explores online hotel booking intentions among Bangladeshi tourists. The Unified Theory of Acceptance and Use of Technology 2 (UTAUT2), the most widely used and cited IT adoption model, was employed in this investigation as the theoretical framework for analyzing customers' online hotel booking intentions. In the UTAUT2 paradigm, this work introduces three new concepts called service affordability, online reviews, and website trust. Methods: The study targeted individuals in Bangladesh with prior experience in online hotel booking. Data were gathered from 400 participants via a self-administered online questionnaire in Google Forms, using convenience sampling, and responses were analyzed using partial least squares structural equation modeling (PLS-SEM). Results: According to the findings, performance expectancy, social influence, habit, price value, service affordability, and website trust are the most critical determinants of behavioral intention to book hotels online. In contrast, online reviews, effort expectancy, facilitating conditions, and hedonic motivation do not affect customers' intention to book hotels online. Implications: This study provides practical insights for legislators, marketers, and hospitality managers to improve users' trust, perceived affordability, and overall acceptance of online hotel booking platforms. The findings facilitate the formulation of more user-centric digital strategies in the hospitality sector by identifying key variables related to booking intention and usage. Originality: This study represents a pioneering effort in Bangladesh by extending the UTAUT2 model to examine online hotel booking behavior. It introduces additional constructs, such as service affordability, online reviews, and website trust, thereby offering a more comprehensive framework for understanding technology adoption in emerging digital tourism markets.
Copyright (c) 2026 Sayma Hossain Shetu, Fahmida Akter, Md. Akib Hossain Shuvo, Shahanaz Akter http://creativecommons.org/licenses/by-nc-nd/4.0
Determinants of Marketing Innovations in Small and Medium-Sized Enterprises
Purpose: This study aims to examine the effects of internal factors (organizational culture and leadership, resources and human capital, technological capabilities) and external pressures (shifts in Consumer Behavior, Competitive Intensity, Institutional and Regulatory Pressures) on marketing innovations in SMEs in Bamenda III, Cameroon Methods: Based on Schein’s Organizational Culture and Leadership Theory (1985), the resource-based view (RBV) of Barney (1991), and the Dynamic Capabilities Framework (Teece, 2007), the study used a quantitative design. A convenience sampling approach was used to select 133 SMEs, as it was justified on the grounds of its practicality, cost-effectiveness, and accessibility. Multiple correspondence analysis was used to construct indices for organizational culture and leadership, resources and human capital, technological capabilities, shifts in consumer behavior, competitive intensity, and institutional and regulatory factors. The ordinary least squares estimation technique was used to test the hypotheses of the study Results: Organizational Culture and Leadership (OCL) had a negative and statistically significant effect on marketing innovation, whereas Technological Capabilities (TEC) had a negative but statistically insignificant effect. Resources and Human Capital (RHC) had a negative and significant effect on marketing innovations, and shifts in Consumer Behavior (SCB) exhibited a positive and statistically significant relationship with marketing innovation. that Competitive Intensity (CI) had a positive and statistically significant effect on marketing innovations, and Institutional and Regulatory Pressures (IRP) had a positive and highly significant effect on marketing innovation. A negative and statistically significant effect was observed for firms with 6–7 years of experience, suggesting that older SMEs may exhibit innovation fatigue or strategic inertia, relying on established routines rather than exploring new marketing approaches. Implications: This study underscores the complex interplay between internal and external factors that influence marketing innovations among SMEs in Bamenda III, Northwest Cameroon. While external pressures like consumer shifts, competitive intensity, and regulatory environment encourage innovation, internal factors such as organizational culture, leadership, and resources can hinder it if not properly managed. For SMEs to remain competitive and sustainable, targeted policies must foster a supportive environment that enhances internal capabilities and leverages external market dynamics.
Copyright (c) 2026 Fidelis Vernyuy Sigimi, Neba Noela Buwah http://creativecommons.org/licenses/by-nc-nd/4.0
Emotional Intelligence and Employee Performance
Purpose: The aim of this study is to examine the impact of Emotional Intelligence (EI) on Employee Performance (EP) with the moderation effect of gender in the Bangladeshi service industry, with a specific focus on the banking sector. The study's theoretical basis is grounded in Goleman's (1995) theory of emotional intelligence. Methods: The study used a structured questionnaire with a sample of 390 bank employees and analyzed the data using SPSS 25 and SmartPLS 4. Partial least squares structural equation modeling (PLS-SEM) was used to test direct and moderating effects. Results: The findings revealed a significant impact of all EI dimensions on EP, accounting for 70.2% of the variance. Findings also showed that gender moderated the relationships between motivation and EP and between empathy and EP. However, gender did not moderate the relationship between self-awareness, self-regulation, social skills, and EP. Implications: The study underscores the importance of nurturing employees’ emotional intelligence by providing appropriate care for both male and female staff, particularly to enhance their motivation and empathy. Besides, it extends Goleman’s EI theory in the service-intensive context.
Copyright (c) 2026 Kaniz Marium Akter, Subrata Banik, Md. Iftearul Islam, Lipton Sutradhar http://creativecommons.org/licenses/by-nc-nd/4.0
Creative Teams Under Ebullient Supervision
Purpose: This study examined the impact of ebullient supervision styles on employee creativity among 500 bank employees in Bangladesh, employing social exchange theory as the conceptual framework. The study investigated the functions of knowledge sharing as a mediator and creative self-efficacy as a moderator within this relationship. Methods: Data were collected from 500 bank employees through a three-wave survey. The collected data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Results: The findings demonstrated a positive association between ebullient supervision and employee creativity, with knowledge sharing serving as a significant mediating factor between the two. The study further revealed that the influence of ebullient supervision on both employee creativity and knowledge sharing was more pronounced when employees possessed higher levels of creative self-efficacy. Implications: The study provides practical insights for management, highlighting the importance of fostering knowledge-sharing environments and enhancing employees’ creative confidence to stimulate innovation. Managers are encouraged to adopt ebullient supervision styles and actively work to build self-efficacy among their employees to foster a more innovative workforce. Originality This study advances the organizational behavior literature by incorporating social exchange theory with the concepts of creative self-efficacy and knowledge sharing to elucidate how leadership style impacts creativity outcomes. This integrated approach to understanding the mechanics of creative leadership in a specific cultural context (Bangladesh) provides a unique contribution to the existing body of knowledge.
Copyright (c) 2026 Sayma Hossain Shetu, Abdul Gaffar Khan, Fahmida Akter, Shathi Begum http://creativecommons.org/licenses/by-nc-nd/4.0
Purpose: This paper equates the notions of Remote Work (RW) and Organizational Culture (OC) to determine their effect on the performance outcome of employees in the post-pandemic period. It also examines the mediating role of Employee Engagement (EE) in this association and the moderating effect of Communication Technology (CT) on the OCEE relationship. Method: A quantitative research method was used to collect data via a structured questionnaire administered to employees across different sectors and organizational types. Testing of the hypothesized relationships was conducted using Structural Equation Modeling (SEM), which enabled the exploration of direct, indirect, and moderating effects across the integrated model constructs. Results: The empirical results demonstrate that OC has a substantial positive impact on employee outcomes, with EE mediating this effect to a considerable degree. The moderation analysis also shows that the beneficial OC, the advanced CT, augments the EE relationship. This data, in turn, underscores the importance of an adequate communication infrastructure for maintaining cultural integrity and promoting involvement in remote work environments. Implications: The study will provide strategic guidance on designing hybrid work modalities. To prevent engagement attrition and maximize the performance of remote workers, organizations should build a digital-first culture and invest in cohesive communication technologies. Originality/Value: The study presents a new, holistic theoretical framework that integrates mediation and moderation processes, filling a significant gap in the remote-work literature regarding the systemic role of technology in sustaining organizational culture and supporting engagement.
Copyright (c) 2025 Sabbir Hossain Mehedi, Md Bashir Uddin, Ishita Roy, Rasel Ahamed, Md Yeanur Rahman, S.M. Shahariar Zaman, Md Tuhin Hossain http://creativecommons.org/licenses/by-nc-nd/4.0
Implications of Celebrity Endorsement on Brand Equity
Purpose: The increasing reliance on celebrity endorsements in Cameroon's telecommunications sector has raised critical questions about their effectiveness in strengthening brand equity. This study examines the implications of celebrity endorsement (Celebrity trustworthiness, celebrity attractiveness, and celebrity popularity) for consumer brand equity among leading telecommunications companies in Cameroon. Methods: This study used a quantitative cross-sectional research design. Using a causal research approach, 602 questionnaires were administered both in person and online (via Google Forms) to telecoms subscribers. The multiple correspondence analysis was used to construct indices for celebrity trustworthiness, attractiveness, and popularity. The Ordinary Least Squares (OLS) and the Seemingly Unrelated Regression (SUR) were used to test the hypotheses. Results: The overall results indicate a positive and significant effect of celebrity endorsement on brand equity in Cameroon's telecommunications industry. All three constructs of celebrity endorsement were positive and significant at the 1% level. Celebrity popularity had the most tremendous impact on Brand equity, followed by celebrity trustworthiness. Celebrity attractiveness had the least impact on brand equity in Cameroon's telecommunications industry. Implications: The study found that improving celebrity endorsement deals within a company increases consumer brand equity. Managers and Marketers should therefore focus more on getting celebrity endorsers who are popular and credible. Celebrity attractiveness is important, but should not be the main criterion in choosing an endorser. Decision-makers can rely on these insights to make strategic decisions within their companies.
Copyright (c) 2025 Gwendoline Keli Ressinwi Bombey, Saidou Baba Oumar, Ndam Mama http://creativecommons.org/licenses/by-nc-nd/4.0
Mobile Money and the Dynamics of Income Inequality
Purpose: This article examines the relationship between mobile money adoption and income inequality in Arua City, Uganda. Although mobile money is often promoted as a tool for financial inclusion, its distributional outcomes remain underexplored. Methods: The study uses a mixed qualitative approach, combining household surveys, econometric analysis, and interviews to examine how mobile money affects income disparities. This methodology provides a comprehensive quantitative insight into usage patterns, household income distribution, and individual experiences. Results: Results indicate that mobile money facilitates financial participation, enhances household resilience, and expands economic opportunities, particularly for marginalized groups. However, unequal uptake driven by differences in education, digital literacy, and access to complementary financial services creates a paradox: while mobile money reduces some barriers to inclusion, it simultaneously risks amplifying socioeconomic divides. Implications: The study advances the literature on digital finance by highlighting the context-specific mechanisms through which mobile money influences income inequality. Policy implications point to the need for targeted interventions that strengthen digital capabilities, expand access across income groups, and ensure that financial innovation contributes to equitable development.
Copyright (c) 2025 Marus Eton, Johnson Ocan, Bernard Patrick Ogwel, Felix Adiburu Andama http://creativecommons.org/licenses/by-nc-nd/4.0
Human Resource Management Practices and Employee Commitment:
Purpose: This study examined the relationship between Human Resource Management Practices (HRMP) and employee commitment in Non-Governmental Organizations (NGOs) operating in crisis-affected regions of Cameroon. The study aimed to investigate how HRMP dimensions, specifically effective communication, justice and fairness practices, employee involvement and participation, and job security, affect the commitment of employees working in fragile humanitarian settings, encompassing affective, normative, and continuance commitment. Methods: A quantitative approach was employed, using a cross-sectional, correlational research design. Data were collected at a single point in time from staff across 110 NGOs in the South West, North West, and Far North Regions, selected purposively to ensure representation of organizations actively engaged in humanitarian response. Seemingly Unrelated Regression (SUR) and multivariate ordinary least squares (OLS) were used to estimate the effects of HRMP dimensions on employee commitment. Results: The findings revealed that effective communication had a significant and positive influence on overall, affective, and normative commitment, while exhibiting a negative relationship with continuance commitment. Similarly, job security was positively and significantly associated with overall, affective, and normative commitment, but negatively associated with continuance commitment. Implications: The study offers actionable insights for NGO managers, policymakers, and donors operating in fragile and conflict-affected contexts by promoting the institutionalization of transparent communication systems and ensuring job security. Originality: This research contributes to the limited empirical literature on HRMP and employee commitment in crisis-affected environments, particularly within Cameroon’s NGO sector. Limitations: The study relied on self-reported data collected at a single point in time, which may introduce response bias and limit causal inference. Additionally, the focus on NGOs in three regions of Cameroon limits the generalizability of the findings to other contexts or sectors.
Copyright (c) 2025 Yangni Collins Degoh, Jumbo Urie Eleazar, Arrey Mbayong Napoleon http://creativecommons.org/licenses/by-nc-nd/4.0
Does the Use of Social Media Improve Academic Performance?
Purpose: The current research examines the impact of various factors, including learning engagement, psychological effects, social interaction, and changes in behavioral patterns by using social media at the tertiary level, on university students' academic performance. Methods: A total of 389 students completed structured questionnaires assessing their behaviors and attitudes that impact their academic performance. Quantitative data analysis included reliability analysis and regression models to assess the magnitude of factors related to social media and their impact on key educational outcomes. Findings: Academic performance is highly contingent on learning engagement, social interaction, and changes in behavioral patterns. However, the impact of psychological effects on academic results is negligible. The results suggest that social media holds promise as an auxiliary support for educational engagement when integrated thoughtfully within academic environments. Implications: This study contributes to the limited body of evidence quantifying the direct educational impact of social media among Bangladeshi university students. Institutions that consider social media a learning tool should develop clear guidelines to maximize potential benefits, such as collaboration and the sharing of educational resources, while mitigating risks, including distraction and overuse.
Copyright (c) 2025 Julia Parveen, Adiba Nazia, Mir Md Tariqul Alam http://creativecommons.org/licenses/by-nc-nd/4.0
An Empirical Insight into the Influence of the Names of Bars on Their Growth and Development in Bamenda III, Cameroon
Purpose: The purpose of this study is to investigate the influence of business name on the growth and development of bars in Bamenda III. Methods: Data for this study were obtained with the help of a structured questionnaire from 140 respondents randomly selected. The data were analyzed in SPSS 20 and in Stata 14, employing both descriptive and inferential statistics. Results: Ordinary least squares results indicate that the name score, access to business financing, the size of the management team, and the legal status of the business are positively associated with the growth and development of Bars in Bamenda III. Implications: From a policy perspective, choose a name that is memorable, unique, and easy to pronounce, consider the target market when choosing a name, as this can affect customer perception and behavior, choose a name that aligns with the brand image and values of the business, conduct market research to determine the effectiveness of the desired name before implementing it and continuously monitor customer feedback and adjust the business name if necessary. Originality: This study is original in that it explores the relationship between business names and the success of bars in Bamenda III. While there have been studies on the impact of branding on business success, there has been limited research specifically focused on the effect of business names on bars in Bamenda III. Limitations: One potential limitation of this study is the risk of sampling bias, as the sample will consist only of bar owners and customers in Bamenda III. Additionally, the study may be limited by the subjective nature of the data, as perceptions of success and the impact of business names may vary among individuals.
Copyright (c) 2025 Andrew Wujung Vukenkeng http://creativecommons.org/licenses/by-nc-nd/4.0
Circular Economy and Corporate Sustainability in Bangladesh's Ready-Made Garment Industry
Purpose: The ready-made garments sector in Bangladesh contributes to 81.82% of national exports and employs well over four million workers. Nonetheless, this sector encounters substantial challenges in implementing circular economy principles to achieve corporate sustainability. This study identifies essential factors that can enhance corporate sustainability in the ready-made garments sector of emerging economies by addressing significant issues, challenges, and opportunities related to supply chain management, technology, government policies, and circular economy principles. The study presents a research paradigm for achieving corporate sustainability based on a rigorous evaluation of the literature. Methods: The study employs systematic reviews using the PRISMA strategy to retrieve comprehensive documentation. This methodology enables a comprehensive scoping of exploratory themes, adjusting search terms repeatedly to gather interdisciplinary perspectives on the integration of corporate sustainability into the circular economy. Results: The research highlights the importance of corporate sustainability within the Bangladeshi ready-made garments sector, focusing on technology, government involvement, supply chain dynamics, and the circular economy. Despite financial limitations, infrastructural challenges, and talent deficiencies, the industry has the potential for environmental, social, economic, and political sustainability. Originality: This study presents a novel framework that examines the interplay of technological capabilities, supply chain flexibility, governmental influence, and the circular economy within Bangladesh's ready-made garment sector, aiming to achieve corporate sustainability. Implications: The research offers industry practitioners valuable insights for enhancing technical training, implementing regulatory reforms, and advancing infrastructure development, thereby facilitating an effective transition to a circular economy. This understanding can help governmental entities and industry leaders craft policies that strike a balance between environmental, economic, political, and social responsibilities.
Copyright (c) 2025 Dr. Motafizur Rahman, Jannatun Nur Jui, Md. Nafis Sadiq Noor http://creativecommons.org/licenses/by-nc-nd/4.0
In-Store Social Cues and Impulse Purchasing Behavior at Supermarkets
Purpose: This study aims to evaluate the association between impulse buying behavior and in-store social cues (salespeople, presence of other customers, and in-store events) at supermarkets in Yaoundé, Cameroon. The moderating influences of gender and age on this association are also examined. Methods: Based on Leon Festinger's social comparison theory (1954), the study used a quantitative design and a model comprising three exogenous factors, two moderating variables, and one endogenous variable to direct the investigation. A total of 429 customers from four selected supermarkets participated in the surveys, which were conducted both in-person and online. Indexes for product placement, signage, point-of-sale displays, and store layouts were created using multiple correspondence analyses. The study's hypotheses were tested using the ordinary least squares estimation approach. By combining the two moderating variables with the elements of in-store design cues, the moderating effects of age and gender were examined. Results: The findings revealed that the behavior of sales associates and the presence of other shoppers significantly stimulated impulse buying in Yaoundé supermarkets, consistent with established theories and empirical studies. While in-store events showed a negative and insignificant effect, this suggests context-specific factors may influence their effectiveness. Gender did not significantly moderate these relationships, but age played a crucial role, with older customers being more responsive to environmental and social cues. The overall significant influence of social cues suggests that shoppers perceived the in-store social elements as both exciting and appealing. Implications: These findings underscore the importance of retail strategies that harness social influence, tailored to demographic variations. Cameroonian supermarkets should prioritize empowering and training their sales staff to ensure a positive customer experience. Creating a friendly and engaging environment through strategic staff placement and in-store activities can boost impulsive buying. Understanding customer interactions can also improve advertising and store design. Continuous monitoring of staff performance and customer feedback is crucial for optimizing these strategies.
Copyright (c) 2025 Fidelis Vernyuy Sigimi, Neba Noela Buwah http://creativecommons.org/licenses/by-nc-nd/4.0
Firm-Level and Macroeconomic Influences on the Profitability of Textile Industries in Bangladesh
Purpose: The objective of this research is to investigate the firm-specific and macroeconomic factors that influence the profitability of textile industries in Bangladesh. Methods: In this study, the financial statements of thirty-eight textile firms from 2017 to 2023 were examined. The websites of the International Monetary Fund, the World Bank, and the Bangladesh Bank were utilized to gather macroeconomic statistics. The panel data were analyzed using a random-effect regression model. Results: The results show that firm-specific characteristics such as liquidity, managerial efficiency, capital intensity, and earnings after tax (EAT)as a ratio of total assets improve the ROA of textile industries in Bangladesh. However, firm-specific characteristics such as firm size have a detrimental influence on the profitability of Bangladesh's textile industry. Additionally, macroeconomic variables such as real interest rates have a substantial impact on the ROA of Bangladesh's textile sector. Additionally, the study found that firm age, board size, GDP growth rate, and exchange rate had no significant impact on the profitability of textile firms in Bangladesh. Implications: The study makes a valuable contribution to understanding the issues affecting the profitability of textile industries in Bangladesh and offers insights into measures that can be taken to enhance their financial performance. Originality: This study is novel in its integration of firm-level and macroeconomic factors to evaluate profitability in Bangladesh's textile sector, utilizing recent panel data (2017–2023). It provides a comprehensive perspective through random-effects regression and emphasizes previously under-examined variables, such as the EAT ratio and real interest rates.
Copyright (c) 2025 Md. Amdadul Hoque http://creativecommons.org/licenses/by-nc-nd/4.0
Enhancing Consumer Purchases through Store Design
Purpose: This study explores the impact of store atmospherics—specifically music, aroma, lighting & color, and texture & feel—on consumer purchasing decisions in the shop setting. It aims to determine which sensory elements most significantly influence buying behavior, thereby guiding businesses in designing more effective in-store environments. Methods: The study employed SmartPLS 3.2.3 and Partial Least Squares Structural Equation Modeling (PLS-SEM) to conduct a two-step analysis process. First, the measurement model was checked to ensure the reliability and validity of the constructs. Then, the structural model was evaluated to test the hypothesized relationships among the variables. To conduct the survey, a self-administered questionnaire was distributed among the customers. A total of 350 responses were obtained from participants selected using convenience sampling. Results: All four atmospheric variables were found to have a statistically significant influence on purchasing decisions. Lighting and color emerged as the strongest predictors (β = 0.404, p < 0.001), followed by texture and feel (β = 0.341, p < 0.001), music (β = 0.140, p = 0.021), and aroma (β = 0.111, p = 0.037). Implications: The findings highlight the strategic value of sensory design in retail environments. Retailers and marketers can leverage these insights to craft immersive in-store experiences that enhance customer engagement and drive sales. Originality: This research contributes to the limited empirical literature on sensory marketing in developing countries, particularly by quantifying the comparative effects of different atmospheric cues in a single model. Limitations: The study is limited by its focus on only four sensory dimensions and a relatively small sample size, which may constrain the generalizability of the findings. Future research should consider broader sensory inputs and a more diverse consumer population.
Copyright (c) 2025 Tahmina Reza http://creativecommons.org/licenses/by-nc-nd/4.0
Does Corporate Governance Influence Auditor Choice in an Emerging Economy?
Purpose: This study examines how corporate governance mechanisms influence the selection of Big 4 auditors, with a particular focus on the moderating role of ownership structure. Specifically, it compares family and non-family firms to determine whether governance characteristics affect auditor choice differently across these two types of firms. Method: Using panel data from 109 manufacturing firms listed on the Dhaka Stock Exchange between 2013 and 2019 (681 firm-year observations), the study employs logistic regression analysis to investigate the determinants of Big4 auditor selection. Result: The findings reveal that board size is positively associated with the likelihood of engaging a Big4 auditor. In contrast, the frequency of board meetings shows a consistent negative association across both family and non-family firms. Sub-sample analyses reveal that in non-family firms, board size, audit committee size, and audit committee meeting frequency are positively associated with the choice of a Big 4 auditor. In contrast, for family firms, board gender diversity has a positive effect, whereas audit committee size and meeting frequency are negatively associated with the likelihood of selecting a Big 4 auditor. Implications: These results suggest that ownership structure significantly moderates the relationship between governance variables and auditor choice. The study provides novel evidence from an emerging economy, offering insights for policymakers, regulators, and corporate stakeholders aiming to enhance audit quality and corporate transparency through tailored governance reforms.
Copyright (c) 2025 Sadia Afrose, Mehedi Hasan, Tasneem Nova, Saimoon Hasan http://creativecommons.org/licenses/by-nc-nd/4.0
Implications of Brand Awareness on Repeat Purchases in the Refined Palm Oil Sector in Cameroon
Purpose: In highly competitive commodity markets like Cameroon’s refined palm oil industry, brand awareness is often assumed to drive customer retention. However, empirical evidence remains inconclusive. This study investigates whether brand awareness significantly influences repeat purchases in such homogeneous markets, addressing a critical gap in the literature while offering practical insights for marketers. Methods: Using a quantitative cross-sectional design, data were collected via an online survey from 423 consumers, selected through convenience sampling. Brand awareness was measured through recall, image, association, and trust, while repeat purchases were assessed via frequency, loyalty intention, switching resistance, and advocacy. Ordinary Least Squares (OLS) regression and Maximum Likelihood Structural Equation Modeling (ML-SEM) were employed to analyze the relationships, controlling for demographic variables like age, income, and education. Results: The study reveals a strong positive relationship (β = 0.649, p < 0.001) between brand awareness and repeat purchases, with brand association and image emerging as the most influential drivers. Price sensitivity also significantly impacted repeat purchase behavior, while demographic factors showed negligible effects. Implications: The findings validate the role of brand awareness in commoditized markets, suggesting that marketers should prioritize cognitive brand awareness, particularly through consistent messaging and trust-building, despite product homogeneity. Policymakers can leverage these insights to support local brands through quality certifications and consumer education. Limitations: The cross-sectional design limits causal inferences, and convenience sampling may affect generalizability. Future longitudinal or experimental studies could strengthen these findings.
Maximum Likelihood Structural Equation Modeling
Copyright (c) 2025 Akwo Kelvin Ndofor, Mbu Daniel Tambi, Neba Neola Buwah http://creativecommons.org/licenses/by-nc-nd/4.0
The Effect of Celebrity Endorsement on Consumer Brand Loyalty
Purpose: This study seeks to investigate the relationship between celebrity endorsement (celebrity similarity, celebrity attractiveness, and celebrity popularity) and brand loyalty in the city of Bamenda, Cameroon. It also examined the comparative analysis between the telecommunication and brewery industries in Bamenda, Cameroon. Method: This study employed a quantitative research design, incorporating surveys and causal research approaches. A total of 450 questionnaires were administered for each industry, including subscribers of telecommunication companies and consumers of brewery products in Bamenda, both in-person and online. 429 questionnaires were retained for telecommunication companies and 424 for brewery products. The multiple correspondence analysis was used to construct indices of celebrity endorsement and brand loyalty. The ordinary least squares (OLS) were used to test hypotheses. Results: Data analysis indicates that all three indicators of celebrity endorsement have a significant positive effect on consumer brand loyalty. Results for both the telecommunication and brewery industries are statistically significant at the 1% level. However, the impact of celebrity endorsement on consumer brand loyalty is significantly more pronounced in the telecommunications sector than in the brewery sector. The study concluded that enhancing celebrity endorsement features will substantially increase brand loyalty among consumers. Implications: This study has significant practical and theoretical implications for consumer behavior in developing countries, particularly Cameroon.
Copyright (c) 2025 Blaise Yennika Tani, Urie Eleazar Jumbo, Neba Noela Buwah http://creativecommons.org/licenses/by-nc-nd/4.0
Exploring the Virtual Reality in Tourism Marketing for Improving Efficiency and Better Consumer Experience
Purpose: This study examines the transformative potential of Virtual Reality (VR) in tourism marketing, emphasizing its role in enhancing efficiency and sustainability. It aims to bridge the gap between theoretical advancements and practical applications of VR in tourism. Methods: A PRISMA-based systematic literature review was conducted, analyzing studies from 2021 onwards. The study explores various VR applications in tourism marketing, such as dynamic pricing, customer segmentation, and real-time personalization, while addressing challenges like data privacy and algorithmic bias. Results and Discussion: Findings indicate that VR enhances consumer engagement, improves travel decision-making, and fosters immersive destination branding. VR-driven marketing strategies, including virtual tours, interactive campaigns, and personalized experiences, have significantly influenced consumer behavior and increased booking conversion rates. However, challenges remain, such as accessibility barriers, high implementation costs, and potential discrepancies between virtual and real-world experiences. Implications: VR presents a strategic advantage for tourism marketers by offering immersive previews, enhancing customer trust, and supporting sustainability initiatives. Policymakers and industry leaders must address infrastructure and ethical concerns to maximize VR’s potential. Originality: This study provides a comprehensive overview of VR’s role in tourism marketing, integrating insights into its technological applications and market impact, which remain underexplored in current literature.
Copyright (c) 2025 Raghib Abid http://creativecommons.org/licenses/by-nc-nd/4.0
Performance of Domestic Airlines in Kenya
Purpose: The study sought to examine the effect of strategic management practices on the performance of domestic airlines in Kenya. This comes when the domestic airlines in Kenya face tremendous challenges orchestrated by dynamics in the operating environment and disruptions in the global markets. Domestic airlines have seen a surge in customer shuns rates due to low customer satisfaction. Moreover, most domestic airline players have faced a steady decline in sales revenues and overall market share. This raises the question of what could be the remedy to upscale organizational performance of domestic airlines. The study specifically addressed the effect of environmental scanning, strategy formulation, strategy implementation, and strategy evaluation on the performance of domestic airlines in Kenya. Methodology: The study employed a causal research approach and targeted 129 employees from 43 domestic Kenyan airlines. A questionnaire was used to collect primary data, which was analyzed using descriptive and inferential statistics. Results: The findings revealed that strategic management practices (environmental scanning, strategy formulation, strategy implementation, and strategy evaluation) significantly influenced the performance of domestic airlines in Kenya. Implications: Domestic airlines should expand and continue performing in the competitive market. Managers have the duty to integrate strategic management practices through vigorous environmental scanning, formulation of strategies that respond to market demands, effective implementation of developed strategies, and evaluation of implemented strategies to ensure they align with the external operating market for enhanced performance.
Copyright (c) 2025 Georgina Shiboko Ichingwa, Sarah Kamau http://creativecommons.org/licenses/by-nc-nd/4.0
Utilizing Dispute Resolution Mechanisms (DRMs) for Conflict Settlement in Public-Private Partnership (PPP) Education Infrastructure Development
Purpose: This study explores the deployment of Dispute Resolution Mechanisms (DRMs) in addressing conflicts inherent in Public-Private Partnerships (PPPs) for educational infrastructure, particularly in Nigerian universities. Methodology: Using purposive sampling, 126 questionnaires were administered to stakeholders, including private investors and university officials involved in PPP procurement. The study analyzed responses using descriptive statistics, including mean values, relative importance index (RII), and Henry Garrett ranking methods, to identify causes of dispute, prevention strategies, and DRM implementation frameworks. Results: The study identified 21 critical causes of dispute, ranging from excessive contract variations to inadequate risk allocation and trust deficits. Among 13 examined dispute prevention strategies, extensive stakeholder consultations and regular site meetings emerged as the most effective. Fast-track resolution processes were ranked as the most resourceful DRM, while litigation was the least preferred due to inefficiencies and costs. Implications: The findings emphasize integrating preventive measures and effective DRMs into PPP contracts to reduce disputes, ensure project sustainability, and align stakeholders. The study offers practical recommendations for incorporating DRMs into the PPP framework, enhancing project outcomes, and fostering investor confidence. Originality: This research provides a novel DRM framework tailored to the peculiarities of PPP conflicts in Nigerian universities, addressing the scarcity of focused studies on this topic. Limitations: The study is geographically limited to three universities in southwestern Nigeria, and findings may not fully represent other contexts or sectors.
Copyright (c) 2024 Stephen Femi OYEYOADE, Olutayo Isaac AYORINDE, Matthew Oluwole OYEWOLE http://creativecommons.org/licenses/by-nc-nd/4.0
Fintech for Sustainability in Business and Economics Research
Purpose: Fintech for sustainability is pivotal for business and economics as it harnesses technology to drive environmentally and socially responsible practices while enhancing economic efficiency and growth. This paper discusses the research trends and future research implications of fintech in sustainable economic operations. Methods: This study extracted scholarly articles from the Scopus database and adopted the PRISMA framework and bibliographic analysis to uncover publication trends, research, affiliation, geographical circumstances, keywords trends, thematic trends, and bibliographic coupling to assess current practices and pinpoint future research directions of fintech to adopt the wider sustainability practices in business and economy. Results: Steady progress has been made in developing fintech applications to achieve sustainability. There is notable research collaboration in both developing and developed economies. Recent keyword trends indicate a growing interest in sustainability and digital transformation. The thematic map demonstrates that the digital economy is a well-established topic. However, there is a need for new research in financial technology-based climate solutions to address significant sustainability gaps. This study identified the impact of emerging financial technologies on sustainability as a widely researched area. We suggested the connection between sustainability and the fintech ecosystem, sustainable financial inclusion, open fintech innovation, and fintech stability as potential areas for future research to expedite fintech adoption in sustainability goals. Implications: Researchers, regulators, and policymakers can utilize the conclusions drawn from the research questions to craft a distinctive framework outlining strategic approaches and actionable plans for developing fintech policies that facilitate faster adoption of sustainability practices.
Copyright (c) 2024 Ayesha Siddika Arshi, Saiful Islam, Afrina Yeasmin Tamanna, Shahrima Sultana, Saima Binte Ikram http://creativecommons.org/licenses/by-nc-nd/4.0
The Effects of Family Culture and Marital Decisions of the Business Owners on Access to Financing of Very Small Businesses
Purpose: This study seeks to examine the effects of family culture (presence during family meetings, assistance in important family events, and strong family bonds) as well as marital decisions (mutual participation, joint savings decisions, and joint ventures) on access to financing of very small businesses in the North West Region of Cameroon. Methods: The study used a series of exogenous and control variables adapted from the model of Gikonyo, Agwata, & Anyango (2011) who proposed a strategic model for quantitative research. Primary data were collected through convenient sampling from 293 very small business owners in each divisional headquarters of the North West Region of Cameroon. We used the multiple correspondence analysis to construct indexes for family culture, marital decisions as well as access to financing of very small businesses. The hypotheses of the study were then tested using the ordinary least square estimation technique. Results: The results obtained showed in aggregate, a positive and significant effect of family culture and marital decisions on access to financing. More precisely, the coefficients of presence during family meetings, assistance in important family events as well as strong family bonds are positive. These results were statistically significant at 1% level. Implications: This study has significant practical implications on the financial health of very small businesses in the context of developing countries like Cameroon in general and the North West Region of Cameroon in particular plagued by the crisis and COVID-19. The study therefore concluded that if very small business owners can improve on the respect of family cultures and can jointly decide on their financial actions with their spouses, they will have better access to financing, especially in developing countries like Cameroon and more particularly in the North West Region of the country.
Copyright (c) 2024 Stanley Kongnyuy Wirkom, Prof. Urie Eleazar Jumbo , Dr. Berthelo Wamba Kueda http://creativecommons.org/licenses/by-nc-nd/4.0
Industry-4, Big Data, and Blockchain Research Prospects in Supply Chain Domain
Purpose: Utilizing technologies becomes a prerequisite in the operations of supply chain management. Research in digitalized supply chain management (SCM) is now trending as a new arena of research. This study investigates and summarizes the research that has been performed so far in this area, and also explains what the future research scopes in the integration of digitalization and supply chain management are. Method: To execute this study, we carry out a systematic literature review by using numerous software (i.e., BiBexcel, Gephi, and VOSviewer) for clustering existing literature in digitalized SCM from the Web of Science. Result: Our findings suggest that Industry 4.0, Big data, Blockchain, and supply chain resilience are the four key categories in the research on digitalized SCM. Implications: This study explains the reasons behind the research in these four categories. This literature review helps researchers to build a comprehensive knowledge of the research status of digitalized SCM and contributes to the direction of future research in digitalized SCM that helps researchers to explore their further investigations in the combination of SCM and Industry 4.0, Big data, Blockchain, and supply chain resilience.
Copyright (c) 2024 Jahedul Alam Bhuiyan, Rana Mazumder, Sadia Afrose, Mehedi Hasan http://creativecommons.org/licenses/by-nc-nd/4.0
Navigating the Bangladeshi Market: Unlocking Market Entry Opportunities for STARBUCKS
Purpose: This study aims to analyze Starbucks' potential entry into the Bangladeshi market, considering its potential for growth and alignment with the company's business model. It evaluates market characteristics and examines Starbucks' strategies for suitability. Method: The study utilizes market research, industry reports, demographic analysis, and comparative studies of Starbucks' success in similar markets. Key factors including market dynamics, consumer behavior, competition, and strategic partnerships inform the analysis. Results: Bangladesh presents a promising market for Starbucks, with a growing coffee consumer base, favorable economic conditions, and low labor costs. Millennials and Gen Zs, a significant demographic, show a strong affinity for coffee, offering a sizable target audience. Lower operating costs enable investment in promotional activities and market research, while government initiatives to boost coffee production provide additional opportunities. Implications: Entering the Bangladeshi market requires Starbucks to tailor its business model to align with local preferences and market dynamics. Strategic considerations include investing in automated systems, understanding local culture, developing customized products and marketing strategies, and fostering strategic alliances with local partners. Originality: This case study provides a comprehensive analysis of Starbucks' potential expansion into Bangladesh, considering both market potential and strategic implications. By addressing the unique challenges and opportunities in the Bangladeshi market, the study offers insights into Starbucks' ability to adapt its business model and sustain growth in diverse global markets.
Copyright (c) 2023 Proma Quadir, Tazrian Binte Ansar, Sardauna AbdulSobur Dembo, Tasfia Zaheen, Khadiza Afroz Raisa http://creativecommons.org/licenses/by-nc-nd/4.0
Talent Management and Organizational Performance
Purpose: This study was carried out to examine the empirical effect of talent management on organizational performance in two selected wire and cable firms operating in South-West Nigeria. Method: A questionnaire was used as a research instrument to source data from a population of 186 employees from the two selected firms. Multi-stage sampling procedure was deplored to arrive at a sample size of 127. Data were analyzed using both descriptive and inferential statistics using Statistical Package for Social Sciences (SPSS) version 20. Result: The study revealed that talent management has a significant positive effect on Organizational Performance. [Model R-square =.623 and P ˂ 0.05]. It indicates a predictive power of the outcome in the model as approximately 62% of variation in Organizational Performance is explained by talent management practices. Implication: The result implies that the firms should pay more attention to the selected talent management practices (talent attraction, talent retention, learning and development, and career management) in order to ensure a higher level of organizational performance.
Copyright (c) 2023 Olufemi Epebinu, Dolapo Oguntuase, Alhassan Oruma http://creativecommons.org/licenses/by-nc-nd/4.0
Nexus Between In-Store Design Cues and Impulse Purchasing Behavior at Supermarkets in Yaoundé, Cameroon
Purpose: This study seeks to assess the relationship between in-store design cues (store layout, product placement, signage, and point of sales display) and impulse purchase behavior at supermarkets in Yaoundé, Cameroon. It also explores the moderating effects of age and gender on this relationship. Methods: The study adopted a quantitative design with the help of a model with four exogenous variables, two moderating variables, and one endogenous variable adapted from the stimulus organism response (S-O-R) model of Zajonc (1980). The questionnaires were administered both physically and online to 429 shoppers from four selected supermarkets. The multiple correspondence analysis was used to construct indexes for store layout, product placement, signage, and point of sales display. The ordinary least square estimation technique was used to test the hypotheses of the study. The moderating effects of gender and age were done by interacting the two moderating variables with the components of in-store design cues. Results: Results revealed that layout quality and point of sales display exerted significantly positive effects on shoppers' impulse purchasing behavior while signage and product placement had a positive but insignificant effect on customers' impulse purchasing behavior. The results also revealed a negative but insignificant moderating effect of gender while the moderating effect of age was positive and significant. An overall significant effect of design cues implies that the in-store design cues were found to be attractive and stimulating by the customers. Implications: The study therefore concluded that an improvement in the store design features will act as a significant stimulus for customers' increased impulse purchases. This study has significant practical and theoretical implications in the area of consumer behavior in the context of developing countries, like Cameroon.
Copyright (c) 2023 Fidelis Vernyuy Sigimi, Urie Eleazar Jumbo, Elizabeth Ankiambom Chiatii http://creativecommons.org/licenses/by-nc-nd/4.0
Strategic Choices of Moroccan Agri-food SME Exporters
Purpose This study aims to ascertain whether or not there is an ultimate strategy for improving the export performance of Moroccan SMEs operating in the agri-food sector. Methods Performance is apprehended in this research by two variables (export performance and the evolution of export turnover). At the same time, strategic choices are split into six orientations: differentiation, cost leadership, focus, marketing diversification, innovation, and alliance. Data are collected from a sample of 25 SMEs. Chi-square (Chi) and FCA (Factorial correspondence analysis) determine the relationship between two variables in a population by plotting statistical maps of the contingency table. Results Based on the survey, the commercial performance of Moroccan SME exporters operating in the agri-food sector remains unaffected by the selection and implementation of a particular strategy. Implications The result implies that no single strategy can be deemed superior to another. Instead, hybrid strategies are adopted and integrated based on individual companies' unique requirements, objectives, and limitations.
Copyright (c) 2023 Benyetho Kaoutar, Dinedine Nihad, Missaoui Khadija, Benyetho Yousra, Elkhamlichi Bouchra http://creativecommons.org/licenses/by-nc-nd/4.0