Theory, Methodology, Practice – Review of Business and Management

Navigating Intercultural Market Entry Between Ghana and Hungary: A CAGE Distance Model Approach

George Boateng Ohene — 2025-10-15

This study explores intercultural marketing strategies between Ghana and Hungary through the application of the CAGE Distance Model, which categorizes international differences into four dimensions: cultural, administrative, geographic, and economic. The study addresses a significant gap in the literature, as most empirical applications of the CAGE framework focus on Western or Asian contexts, leaving Africa–Eastern Europe business relationships largely unexplored. Key findings reveal that cultural differences shape branding and communication, administrative inconsistencies affect compliance and entry modes, geographic barriers hinder logistics, and economic disparities influence pricing and segmentation. The model proves effective in identifying strategic challenges and guiding internationalisation decisions. The conclusions confirm that distance dimensions significantly impact marketing strategies and that the model is adaptable across emerging and developed markets. Recommendations urge multinational enterprises to conduct in-depth market research, invest in cultural training, and leverage digital tools to overcome barriers.

Branding Strategies and Sales Volume of Nestle Products: A Nigeria University Experience

Ebenezer Oluwadamilare Balogun — 2025-10-20

Building a strong brand is no longer an easy endeavor, it demands strategic prowess. Hence, branding strategies and sales volume of nestle products in Nigeria university was investigated. Specifically, it examined brand awareness and loyalty on customer patronage, and purchase decision respectively. Descriptive survey was adopted using questionnaire to examine a sample of 342 students who are customers of Nestle products. The obtained data was analyzed using SPSS. The study revealed that brand awareness and loyalty significantly affect customer patronage and purchase decision respectively with R2 of 59.1%, and 70.1, both p-values<0.000. It concluded that branding strategy is significant to sales volume. It recommended that managers showed focus on brand strategies to boost sales volume. This implies that investing in brand awareness and loyalty is a strategic imperative that converts above 59% of branding efforts directly into sales revenue.

What are Hypermarkets and Discount Chains Doing for Sustainability?

Tamás Sikos T. — 2025-12-09

The aim of this study is to highlight the contribution of hypermarkets and discount chains to sustainability in Hungary. Within the framework of the article, we examine to what extent the United Nations’ 17 Sustainable Development Goals (SDGs) are reflected in the objectives of the different chains. An important part of our analysis is the conceptual approach to sustainability and its presentation. When addressing this issue, the specific role of various actors in the food trade, their presence in the market space, as well as the measures taken to reduce waste, ensure safety, and minimize losses cannot be ignored. Artificial Intelligence and COVID-19 have brought significant changes to the food retail sector, as a result of which food trade is shifting considerably towards „mute trade”. Consequently, online sales, automation and robotization processes, as well as sustainability, social innovation, and personalization in sales will gain more importance in the future.

Corporate Governance–Performance Nexus in Indian Insurance Companies: A Sectoral Assessment of Life vs. Non-Life sector

Bideharanjan Swain — 2025-12-30

Corporate governance is one of the key sustainability indicators to manage and control the business functions ethically and transparently. This mechanism is essential in every sector, specifically in the insurance landscape, to strategically meet uncertain risk & losses and the interest of policyholders. This study examines the corporate governance practices followed by the life and non-life insurance industry in India and its effect on the financial performance of insurers. To provide empirical results of the study, we considered corporate governance as independent variables, financial performance as dependent variables, and control variables for validation and reliability of the results. Secondary data was collected from a sample of ten insurance companies, including five life and five non-life insurers, for 10 years from 2014 to 2023, and implied descriptive statistics, t-tests, and regression models were used for analysis purposes. The result reveals that across the life and non-life insurers, unified governance mechanisms are followed, but it substantially influences the financial performance of life insurance more significantly than the non-life insurance sector. The reasons behind that are that life insurance premiums are held for a long period of time and also certainty to assure claim settlement in the form of death or maturity. So, the life insurance industry requires formulating more stringent governance mechanisms that sustainably address unstable operations and performance landscapes. The outcome of this study would structure robust governance norms, which would eventually enhance Indian insurers’ performance sustainably and discover the insight contributions of this field of research in an emerging economy scenario.

Navigating Adoption of Financial Derivatives: Dynamics of Complexity and Regulatory System

Ruva Tunze — 2025-12-30

This study examines the intention of financial institutions to adopt financial derivatives in less developed markets. Integrating key innovation attributes, complexity and regulatory system as a moderator. The theoretical framework uses complexity theory and financial innovation theory to provide a robust explanation of adoption behaviour. Data were collected from 142 financial institutions in Tanzania. Using Structural Equation Modelling (SEM).

The results demonstrate that complexity and the responsive regulatory system significantly influence the intention to adopt financial derivatives, and the regulatory system significantly moderated the adverse effect of complexity. Theoretically, this study contributes to the financial innovation literature by integrating complexity theory in adoption models, offering empirical validation in a developing market context. These findings provide practical insights for derivative designers, financial educators, and regulatory authorities.