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Introduction: In today’s world of increasing competition, diminishing product differentiation, higher customer expectations, easy product replacements and lowering brand loyalty, organisations are evolving new marketing strategies for economic, societal and sustainability. Cause-related marketing (hereafter referred to as CRM), a strategic sustainable philanthropic practice, is the upcoming form of CSR. CRM plays an instrumental role in achieving self-brand connection and brand loyalty.

Purpose: To explore, integrate and interconnect concepts of CRM and self-brand connection to get more insights into the imperative role of CRM strategy in developing self-brand connections that can lead to brand loyalty in the most sustainable way. For this, CRM and self-brand connection, as proposed by societal marketing and branding literature, were explored. This chapter is a propositional inventory where the researcher has explored the antecedents of CRM strategy and its role in developing brand loyalty through self-brand connection.

Methodology: This chapter is centred upon the existing literature on sustainability, CRM and branding to understand better the relationships between dimensions and consequences of CRM and its interlinkage with brand loyalty.

Findings: The literature recommends that selected dimensions: Cause-brand fit, product type, altruistic motivation and brand credibility determine the effectiveness of CRM strategy. It also establishes the profound impact of attitude towards brand, brand perception and brand distinctiveness on self-brand connection. A theoretical framework based on the existing literature represents an amalgamated groundwork for developing effective, sustainable CRM strategies in conjunction with the self-brand connection. The proposed framework is distinct as no study conjoins the abovementioned concepts and aims to comprehend whether this integration is brand loyalty.

Increased competition and the constant need for companies to differentiate make markets more competitive and consumers more demanding when making purchasing decisions. Consequently, companies recognized the importance of marketing and economics, which has gradually replaced its transactional practices, focused essentially on a single transaction, with relational practices, in which the customer is considered an integral part of the process. Creating long and profitable relationships has become a business priority and the use of tools such as customer relationship marketing (CRM) has become crucial. With the increasing importance of health and wellness tourism, thermalism has become a very competitive product wanted by tourists who need treatments that are not available in their country due to lack of availability or because they are quite expensive. Since tourism is integrated in the services sector, a set of relational marketing strategies can be applied to establish and maintain relationships with tourists. Therefore, it is important to understand how relational marketing can improve health and wellness tourism. Based on a combination of theoretical and practical research, this chapter explores the dynamic system and mechanism of innovation and development of relational marketing strategies in specific contexts of tourism (i.e. health and wellness tourism) considering cross-border (i.e. Northern Euroregion of Portugal and Galicia). From an interdisciplinary perspective, the chapter presents insights for marketing and tourism (health and well-being) and for the economic development of territories (i.e. cross-border regions).

Green entrepreneurship is gaining more attention as the interest in sustainability is growing. This is mainly because consumer awareness is rising and thus many regulations have been implied and several research are proving positive relationship from the use of green entrepreneurship. Using enterprise data for the Republic of Albania (ALB), this study examines the effects of green entrepreneurship on firm performance. Our findings when we investigate the determinants of firm performance, the green entrepreneurship, certification, innovation activities, foreign ownership, and monitoring energy appear to have a positive impact on firm performance, while the effect of direct export is negative.

Intelligent real-time systems are significantly impacting several of the UN Sustainable Development Goals (SDGs) by revolutionising processes in several areas such as Industry 4.0, smart cities, transportation, agriculture, renewable energy, climate change and other economic activities. Given that much of the work to achieve the SDGs relies on information and communication technology, cybersecurity has a potentially immense role to play towards achieving these outcomes. Moreover, cyberattacks have emerged as a new functional threat for interconnected, smart manufacturers and digital supply networks, employed in intelligent real-time systems for the Fourth Industrial Revolution. The effects of cyberattacks can be much more widespread than ever before due to the interconnected nature of Industry 4.0-driven operations. Blockchain can be really useful in such situations as it provides edge protection and allows authentication of the machine-to-machine and human–machine operations, stable data share, life cycle management, access control compliance of devices and self-sustaining operations. Moreover, blockchain can be applied for tracking and tracing transactions through devices, which are performed during the operation, as well as to encrypt and transmit data securely. It is vital to establish complete trust in a technology that is being adopted so that its full potential can be exploited. It is consequently critical that the organisational and information technology strategy fully integrates secure, vigilant and resilient cybersecurity strategies such as blockchain. This will ensure that cyber risks are properly managed in the age of Industry 4.0. This chapter, therefore, analyses the application of blockchain in intelligent real-time systems such as Industry 4.0 so that the opportunities these systems present for the SDGs can be exploited safely with minimum risks to society.

Introduction: ‘Ecotourism’ refers to tourism that promotes and preserves a site’s eco-heritage to make tourists aware of the cultural past and protect the environment at the same time. The elementary impression behind ecotourism is that it signifies an appealing alternative to the mass tourism paradigm, significantly altering the natural and social circumstances of tourist destinations worldwide.

Purpose: To study the various factors responsible for the prospects and development of ecotourism, including marketing strategies, which necessitates and deliberates for society’s well-being and the safeguarding of the landscape.

Need for the study: This research provides perceptions into the economic, environmental, and social factors and the marketing tools that influence the sustainable development of ecotourism and to address the historical neglect or minimal consideration of environmental impacts associated with tourism practices.

Methodology: The study involved quantitative analysis gathering primary data from 100 respondents and inclusion of secondary data sourced from journals and articles. The collected data underwent testing and analysis, employing descriptive statistical analysis, analysis of variance (ANOVA), correlation analysis, and structural equation modelling (SEM). These analyses successfully established relationships among the variables under investigation.

Findings: The study recommends a futuristic plan to boost the sustainable growth of ecotourism on the basis of the findings of the study.

Practical implication: The research underscores the pivotal role of local community engagement, education, enhanced visitor experiences, and strategic promotion facilitated by eco-smart technologies in fostering the sustainable growth of ecotourism destinations.

There is growing empirical evidence that firm heterogeneity is technologically non-neutral. This chapter extends the Gandhi, Navarro, and Rivers (2020) proxy variable framework for structurally identifying production functions to a more general case when latent firm productivity is multi-dimensional, with both factor-neutral and (biased) factor-augmenting components. Unlike alternative methodologies, the proposed model can be identified under weaker data requirements, notably, without relying on the typically unavailable cross-sectional variation in input prices for instrumentation. When markets are perfectly competitive, point identification is achieved by leveraging the information contained in static optimality conditions, effectively adopting a system-of-equations approach. It is also shown how one can partially identify the non-neutral production technology in the traditional proxy variable framework when firms have market power.

Organizations desire more accurate cost systems as competition increases, and consequently increase cost system complexity, as cost systems with greater complexity are potentially more accurate than simpler systems. However, even complex systems are prone to impactful inaccuracies, for example, due to design or calculation issues, that can adversely affect decision-making and firm performance. The authors investigate whether and the extent to which cost system complexity and competition decrease managers’ attribution of cost-system-driven adverse firm effects to the cost system. The authors find greater cost system complexity (by inspiring greater confidence in the cost system) and higher competition (by providing a plausible external cause) decrease managers’ attribution of cost-system-driven adverse firm effects to the cost system. With both greater cost system complexity and higher competition, managers observing signals of material cost inaccuracies are potentially the least likely to attribute cost-system-driven adverse firm effects to the cost system.