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This paper aims to highlight a model of industry drivers (industries’ environmental reputation and competitive intensity) that affect the sustainability marketing strategy segmentation, targeting and positioning based on customers’ environmental concern and explore the circumstances under which such a strategy affects performance.

The authors examined 64 Iranian export companies, which adopted sustainability marketing strategies across seven different industries. Achieved data are analyzed using a structural equation model methodology.

The results indicate that industries’ environmental reputation is positively related to the sustainability marketing strategies based on customers’ environmental concern and leads to superior financial and market performance. They also posit that competitive intensity has no significant effect on sustainability marketing strategies.

This study specifically examines the impact of industry drivers on sustainability marketing strategy and performance. Logically, there might be other factors affecting the sustainability or other value dimensions that are not addressed in this study.

This paper provides some understanding of how organizations strength their sustainability marketing strategy, and they have to consider what factors to adopt such strategy. This paper also facilitates a better understanding of the customers’ needs and concern as a factor influencing sustainability marketing strategy adoption and implementation. Identifying the customer segmentation and market targeting based on the industry’s environmental can lead to the business will normally tailor the marketing mix (4Ps) with the needs and expectations of the target in mind.

This paper strengthens the effect of environmental concern of customer to understand what influences the success of the sustainability marketing adoption and implementation by investigating the most influential factors such as industries’ environmental reputation and competitive intensity.

Este artículo pretende poner de manifiesto un modelo de impulsores de la industria (reputación ambiental e intensidad competitiva de las industrias) que afecta a la segmentación, orientación y posicionamiento de la estrategia de marketing de sostenibilidad basada en la preocupación ambiental de los clientes y explora las circunstancias en las que dicha estrategia afecta al rendimiento.

Se han examinado 64 empresas exportadoras iraníes que adoptaron estrategias de marketing sostenible en siete industrias diferentes. Los datos obtenidos se analizan utilizando SEM.

Los resultados indican que la reputación ambiental de las industrias se relaciona positivamente con las estrategias de marketing sostenibles basadas en la preocupación ambiental de los clientes y conlleva un rendimiento financiero y de mercado superior. También se afirma que la intensidad competitiva no tiene un efecto significativo en las estrategias de marketing sostenible.

Este estudio examina específicamente el impacto de los impulsores de la industria en la estrategia y el rendimiento de marketing sostenible. Lógicamente, podría haber otros factores que afecten a la sostenibilidad u otras dimensiones de valor que no se abordan en este estudio.

Se analiza cómo las organizaciones fortalecen su estrategia de marketing sostenible y tienen que considerar qué factores adoptar en dicha estrategia. Este artículo facilita también una mejor comprensión de las necesidades y preocupaciones de los clientes como un factor que influye en la adopción e implementación de la estrategia de marketing sostenible. La identificación de la segmentación de clientes y el mercado basado en el entorno ambiental de la industria puede llevar a que el negocio adapte su marketing mix (4Ps) teniendo en cuenta las necesidades y expectativas del público objetivo.

Esta investigación refuerza el efecto de la preocupación ambiental del cliente para comprender qué influye en el éxito de la adopción e implementación del marketing sostenible al investigar los factores más influyentes, como la reputación ambiental y la intensidad competitiva de las industrias.

Sostenibilidad, Estrategia de marketing, Industria, Impacto medioambiental, Clientes, Preocupación ambiental, Intensidad de la competencia, Exportación, Rendimiento financiero, Rendimiento de mercado.

Estudio de caso

This research explores the impact of the locally grown strategies for learning support, as a positive deviance (PD) study, during the COVID-19 pandemic in rural Uganda.

The researchers employed a randomized control trial (RCT) as an original design whereby 50 schools received a full package of SMS and WhatsApp peer groups of head teachers, 50 schools received SMS only and another 50 served as a control group. As an analytical method, this study adopted a difference-in-difference (DID) model to analyze the impact of the radio talk shows promoted through SMS followed by discussion among WhatsApp peer groups. The data collected in June 2021 and February 2022 were used due to the COVID-19-related data limitation of the baseline survey collected in 2019.

The authors found that the local radio talk shows as a PD intervention had a humble impact on preventing pupils’ dropout during the school closures for two years in Uganda. However, the authors did not obtain a significant result on the impact of the PD intervention on pedagogical support or learning outcomes at the school level. The authors also found that the pupils have significantly dropped their level of proficiencies in literacy and numeracy during the pandemic.

The findings could be of value for the leaders, educators and policymakers to understand the most recent update of learning situation in Uganda and the potential impact of locally grown strategies for learning which does not require external inputs.

This research aimed to investigate the mediating role of social media engagement in the relationship between differentiation-oriented content and purchase intentions. Additionally, this research studies the moderating impact of entrepreneurial social media skills in the relationship between social media engagement and purchase intentions.

The research proposes a positivist research philosophy, deductive research approach and survey research strategy. Data were collected from followers of social media pages of small and medium businesses operating in the fields of groceries, food items, apparel and supplies in Pakistan. Respondents were selected randomly. The descriptive statistics were calculated first, followed by reliability and validity analysis as part of the measurement model. Finally, mediation and moderation analyses were run by using structural equation modeling.

Results of the study confirm that differentiation-oriented content has a positive relationship with purchase intentions and social media engagement mediates this relationship. Results further confirm that the social media skills of entrepreneurs moderate the relationship between social media engagement and purchase intentions.

From a practical point of view, this study will potentially help entrepreneurs in Pakistan unveil the undiscovered potential of social media and understand the importance of social media marketing campaigns in crisis situations. It will unlock the importance of entrepreneurial training and development to better adapt to the dynamic and vibrant world of social media.

This is the first study that investigates the relationship between differentiation-oriented content and purchase intentions. Additionally, the current study adds to existing knowledge by proposing entrepreneurial social media skills as moderators in the relationship of social media engagement with purchase intentions.

Purpose – The purpose of this paper is to develop prototype of the information system of the flood monitoring based internet of things (IoT). This prototype serves to assist users in accessing flood levels through water levels and rainy weather conditions.

Design/Methodology/Approach – This paper presents the design of information system of flood monitoring based internet of things (IoT). This prototype study acquires water level and rainfall data using ultrasonic sensors HC-SR04 and rain sensor. Data of flood height and rain levels detected by sensors are processed using Arduino Uno Microcontroller to produce output data in HTML format. Flood altitude information system and rainy weather from the microcontroller are distributed using ethernet module as web server integrated with Wireless N Router TL-MR3020 as a gateway path to the user.

Findings – This research produces a prototype of web-based flood monitoring information system that has been able to distribute data of flood height and rainy weather in real time.

Research Limitations/Implications – In the implementation of measurement, the information system only accesses one flood detector or one flooded location.

Practical Implications – This research produces a prototype of web-based flood monitoring information system that has been able to distribute data of flood height and rainy weather in real time.

Originality/Value – System prototype is the first development that uses internet of things (IoTs) method in real time web-based flood measurement with information in the form of flood hazard information in the form of water level and rainy weather conditions.

Epilepsy is a chronic neurological disorder that can have profound physical, social and psychological consequences. We aimed to assess the clinical predictors of quality of life of people with epilepsy. We recruited 31 patients suffering from epilepsy in this cross-sectional study. Their clinical profile was recorded. Quality Of Life in Epilepsy (QOLIE-31) was used to assess quality of life of our patients. Depression was screened by Neurological Disorders Depression Inventory in Epilepsy (NDDI-E). Among all the clinical variables, only seizure frequency significantly correlated with seizure worry (P=0.002), emotional well-being (P=0.026) and social functions (P=0.013) subscales of QOLIE-31. NDDIE score showed a significant negative correlation with all the subscales of QOLIE-31 except medication effects (P=0.993). A significant positive correlation was also noted between seizure frequency and NDDI-E score (r=0.417, P=0.020). Seizure frequency and depression are the most important predictors of quality of life in epilepsy patients. The management of patients with epilepsy should not only be aimed at just preventing seizures but the treating clinicians should also be cognizant about depression which itself can significantly affect the quality of life of patients.

Whilst English remains the language of global commerce, the role and outcomes of English language provision in English-medium higher education institutions in the Arab Gulf countries remains central to any discussion on graduate profile and the employability of graduates in the global marketplace. This paper describes the findings of research into English workplace communication skills amongst a sample of Bahrain employers and students at Bahrain Polytechnic. Using a mixed methods approach, data was gathered through telephone interviews, student workplace simulations and employer focus groups. Findings show that generic employability skills, channelled through English as a second or additional language, are highly valued by Bahrain’s employers. In particular, students need to market themselves as confident, knowledgeable individuals during the recruitment process and after recruitment, continuing to operate successfully in the sociolinguistic culture of their company. Consequently, it is concluded that English language training in higher education programmes needs to move from purely linguistic and degree-related content areas to a broader remit of English for communication purposes that covers both specialised discourse fields and broader generic employability skills and competencies.

The ability to learn from previous events in support of preventing future similar events is a valuable attribute of aviation safety systems. A primary constituent of this mechanism is the reporting of incidents and its importance in support of developing learning material. Many regulatory requirements clearly define a structure for the use of learning material through organisational and procedural continuation training programmes. This paper aims to review aviation regulation and practice, highlighting the importance of learning as a key tenet of safety performance.

Applicable International Civil Aviation Organisation requirements and the European Union (EU) regulation in aircraft maintenance and continuing airworthiness management have been critically reviewed through content analysis.

This review has identified gaps in the European implementing rules that could be addressed in the future to support a more effective approach to the delivery of lessons in the aircraft maintenance and continuing airworthiness management sector. These include light-touch of learning and guidance requirements, lack of methodologies for the augmentation of safety culture assessment, absence of competence requirements for human factors trainers and lack of guidance on standardised root-cause analyses.

This paper offers aviation safety practitioners working within the European Aviation Safety Agency regulatory regime an insight into important matters affecting the ability to learn from incidents.

This paper evaluates critically and independently the regulation and practice that can affect the ability of EU regulated aircraft maintenance and continuing airworthiness management organisations to learn from incidents. The outputs from this research present a fresh and independent view of organisational practices that, if left unchecked, are capable of impeding the incident learning process.

This paper offers a story-based/narrative inquiry rooted in qualitative methodology, portraying a millennial entrepreneur in Uganda, a low-developed country that has successfully demonstrated entrepreneurial behaviors at work. The study of entrepreneurial behavior at workplaces by millennial entrepreneurs formed the basis for the real-life trials that entrepreneurs go through in their businesses. Besides, the produced empirical content gives a solid linkage between the story and the enterprise's work setting.

In this study, the authors used storytelling to get a clear view of reality and obtain a real-life experience of entrepreneurial behavior at work. The experiences and perceptions of the millennial entrepreneur were assessed by conducting in-depth interviews while focusing on the context, actions, results and lessons to generate a coherent story.

This paper reports that demonstrating entrepreneurial behavior at work by the millennial entrepreneur resulted in better performance that ultimately benefited the enterprise. Additionally, findings reveal that story-based narrative inquiry is appropriate for demonstrating the true reality at workplaces, especially in the context of exhibiting the behaviors of entrepreneurs. Other entrepreneurs can emulate what the actor did and benchmark on the findings to improve their performance and that of their enterprises.

This study is unique in its use of a positive story showing a real-life experience of how entrepreneurial behaviors are exhibited at workplaces in micro and small enterprises in a low-developed country like Uganda. The paper also offers evidence and insights into the use of a positive story to demonstrate a practical experience of how millennial entrepreneurs demonstrate entrepreneurial behaviors at work. Additionally, the study used multiple theories that best explained the current practice of entrepreneurial behavior among millennials at workplaces in micro and small enterprises.