Businesses, Volume 5, Issue 4 (December 2025) – 6 articles

The article addresses key challenges and opportunities within the high jewelry industry. It explores how brands can target sustainability and diversification demands by consumers from the supply side. It details sustainability-oriented market trends and resulting challenges and opportunities for high jewelry brands, in particular regarding artificial lab-grown diamonds, without being solely focused on this option alone. The study implements a qualitative research methodology, using semi-structured interviews with eight professionals active in different parts of the high jewelry industry, thus covering a large share of all high jewelry companies. The interviews provide an in-depth understanding of the obstacles and opportunities faced by both traditional and new high jewelry brands. The findings of this study reveal the changing trends in the high jewelry industry. Sustainability has emerged as a key driver in consumer decision-making, with ethical concerns now taking a central role in brand strategy and supply chain practices. Diversification has emerged as a strategy to meet this demand without losing the brand’s luxury essence and to build brand power without compromising exclusivity and creativity. The study concludes by proposing an SOR-type framework for the interplay of sustainability and diversification deduced from the interviews. Full article

Category management (CM) is crucial for optimising retailer–supplier partnerships via technological integration and data sharing. However, the role of CM in Saudi Arabia’s unique fast-moving consumer goods sector (FMCG) remains underexplored. This study aimed to answer the following research question: How do cloud-based inventory platforms and real-time data sharing improve forecasting accuracy and inventory turnover for retailer–supplier CM partnerships in Saudi Arabia’s FMCG sector? A systematic review of 87 studies from the Web of Science and Scopus databases was conducted, followed by thematic analysis. The findings indicate that CM improves demand forecasting, inventory optimisation, and collaborative decision-making. Key implementation barriers include cultural resistance to data sharing, high technology costs for small and medium-sized enterprises, and infrastructural limitations. Success relies on phased technology adoption, relational data governance, and trust building that aligns with Saudi cultural norms. The study concludes that CM is essential for leveraging technology and data capabilities, and it offers a contextualised framework to overcome local barriers and support the achievement of Vision 2030 objectives. This study provides practical strategies for sector stakeholders to adopt high-impact, low-cost technology and a basis for future comparative studies in Gulf Cooperation Council markets. Full article

The landscape of marketing is rapidly evolving as companies adapt to new societal dynamics and technological advancements. Guerrilla marketing, characterized by its unconventional, creative, and cost-effective tactics, has proven effective in capturing consumer attention. When integrated with social media platforms, these tactics gain amplified reach, immediacy, and interactive potential, fostering viral spread and deeper consumer engagement. This research seeks to answer the pivotal question: “How does guerrilla marketing on social media influence consumer behavior and brand awareness?” To address this, a comprehensive literature review was conducted to provide an in-depth analysis of relevant studies in the field. Our findings reveal that this integration significantly enhances consumer engagement, boosts brand awareness, and positively influences purchasing behavior. Moreover, it provides firms with competitive advantages in dynamic, resource-constrained markets. The results highlight the importance of leveraging creative marketing approaches alongside digital platforms to shape consumer choices and drive successful marketing outcomes in the digital age. Full article

While international cross-listing locations in host countries have been identified as integral to firm valuation gains, the influence of the home country information environment on firm financial market integration remains underexplored. This study examined how political stability, government effectiveness, and voice and accountability influence cross-listing destination choices amongst emerging-market firms seeking enhanced valuation gains. Using data on cross-listed firms from BRICS countries between 2000 and 2020, the study employed generalized linear models (GLMs), including probit and robit specifications, to analyze this relationship. The researchers found that stronger political stability; government effectiveness; and voice and accountability in home countries significantly increase the likelihood of BRICS firms cross-listing on advanced exchanges characterized by higher valuation gains. These results indicate that reduced political risk, effective government policy implementation and greater media freedom in BRICS emerging market countries facilitate cross-listing firms’ access to more efficient global capital markets by reducing asymmetric information, and help overcome traditional market segmentation barriers. Contrary to the conventional emphasis that home country proximity is significant for cross-listing valuation gains, these results highlight the signaling mechanism of home country governance quality as an appealing factor for firm cross-listing location in advanced exchange markets. Policymakers in emerging markets should consider governance reforms that enhance domestic firm competitiveness in global financial markets for higher valuation gains. Full article

In recent years, the field of European funds for business development has generated significant interest in the academic literature, stimulated by European Union (EU) regulations and the implementation of business financing programs. This context has led to an increase in research on the impact and use of European funds, particularly in terms of support for economic development and infrastructure. This paper presents a bibliometric analysis, using topic modeling, to examine academic publications on the use and absorption of European funds and how they influence the business environment. Using a dataset of 74 publications indexed in the Clarivate Analytics Web of Science Core Collection, covering the period 2005–2024, the present study aims to identify the main authors, institutions, journals, and collaboration networks involved. It also analyzes research trends, dominant themes, and the countries with the largest contributions in this field, using Latent Dirichlet Allocation (LDA) and BERTopic analysis as a complement to the classical bibliometric approach. The thematic analysis reveals a thematic cohesion around entrepreneurship, EU structural funds, regional development, and innovation. In addition, there has been a significant annual increase in publications in this field, and through the use of thematic maps, word clouds, and collaboration networks, this study provides an overview of the evolution of research on the absorption of European funds and its impact on the business environment. These findings contribute both to deepening academic knowledge and to formulating more effective European policies for optimizing fund absorption and supporting the sustainable development of the business environment. Full article

In recent years, Artificial Intelligence (AI) health projects have attracted significant investment, driven by a 50% annual increase in stored data. This growth has led to the development of AI tools that assist health professionals and managers in decision-making within clinical practice and healthcare management. This research seeks to identify key factors influencing the adoption of AI systems by health professionals and managerial staff, drawing on a sample of 100 respondents, of whom 61 are healthcare practitioners and 39 occupy management positions within the health sector. An extensive literature review and a statistical analysis using SmartPLS 3 were conducted. The findings suggest that the level of knowledge and perceived benefits positively impact the intention to implement AI tools. Interestingly, challenges during AI adoption do not hinder professionals. The study highlights the importance of integrating AI into healthcare professionals’ careers and emphasises the need for measures to enhance their understanding of AI algorithms. Increased knowledge fosters greater willingness to adopt AI systems, promoting improved decision-making in healthcare. Full article