The relevance of studying the issues of digital business ecosystem to ensure business competitiveness is related to the current conditions of global competition, under which companies are faced with the constant need to quickly adapt to changes in the market environment.At the same time, digital technologies and e-commerce have become key determinants of business success, determining its competitiveness and ability to survive in the market under conditions of high uncertainty and threats. The article substantiates the use of a systemic approach to the study of digital business ecosystem, which makes it possible not only to comprehensively and thoroughly investigate complex objects such as dynamic systems, but also to substantiate management decisions regarding the use of digital marketing and e-commerce to ensure business competitiveness. The authors conducted a thorough analysis of publications on this topic, and also analyzed a large array of statistical data on the use of digital marketing and e-commerce in the countries of the world, as well as forecast data on the increase in the impact of these processes on business development. The factors inhibiting the use of digital marketing and e-commerce in Ukrainian companies are singled out. The key advantages of using digital marketing and e-commerce to ensure business competitiveness are clarified, as well as the advantages of integrating such tools to ensure business competitiveness. Reasonable feasibility of integrated application of key tools of digital marketing and e-commerce to ensure business competitiveness.

Within , article peculiarities of the origin, formation, functioning and development of innovation ecosystems . The main are examined participants (research institutions and universities, business structures and corporations, investors and governments) are identified, and three main levels (business ecosystem, communities and platforms) are allocated. comparison is made between open and closed, regional The and sectoral innovation ecosystems. The global practice of clustering is considered and the rating of innovation clusters is analysed on this basis. the study of the analysis of the best world practices of Based on creation and implementation of innovation ecosystems, the authors propose model of implementation of the existing experience in the the practice of formation of innovation ecosystems in the region, which includes description of initial provisions of formation of innovation the ecosystem; identification of the main actors in formation of the innovation ecosystem; determination of the expected results of interaction of the main actors in formation of innovation ecosystem.

Despite the increased focus on the skills required in the Industry 5.0 (I5.0) era, there remains a significant gap in the literature regarding the categorization of these skills, particularly in relation to the organizational levels at which employees operate. To bridge this gap, this study aims to develop a hierarchical categorization of in-demand I5.0 skills according to organizational levels. By synthesizing insights from three key frameworks, 1) the World Economic Forum's "Future of Jobs Reports", 2) Maslow's hierarchy of needs, and 3) Katz's managerial skills, this study offers a structured framework for understanding and categorizing I5.0 skills. A systematic literature review was conducted to outline the in-demand skills in I5.0, the target audience expected to possess these skills, and the categorization of I5.0 skills at various organizational levels. The findings from the systematic literature review were utilized to establish a hierarchical categorization of in-demand I5.0 skills.The analysis highlights the importance of human-centered approaches, advanced digital literacy, and sustainable practices in the workplace, as well as the need for upskilling and reskilling to bridge the skills gap in the I5.0 era.The results are anticipated to provide valuable guidance for human resources management in recruitment, reskilling, and upskilling strategies, ultimately enhancing organizational effectiveness and reducing long-term costs.

In the article, the basics of functioning of the public administration system in Ukraine are examined. The main tasks and principles of functioning of state authorities are identified. Factors of external and internal environment that influence formation and functioning of the public administration system are identified. Main social factors of development of the public administration system are outlined. Based on identified factors, problems in each area are revealed and measures are proposed to improve the state power system, considering current state of economic and security situation in the country. Current trends in development of e-government as the factor in increasing the efficiency level of cooperation between the state and public sectors are analyzed. Relevance of public trust in functioning of the public administration system is substantiated, which made it possible to identify necessary strategic guidelines that would contribute to increasing the level of trust in government.

Purpose: This study dives into Ayurveda marketing, examining what influences consumer perceptions and purchase decisions. We explore how product features, communication strategies, and demographics impact Ayurvedic product choices. Attitude, subjective norms, and perceived behavioral control all play a role in shaping consumer behavior. Design/Methodology/Approach: The Theory of Planned Behavior (TPB) is been used to draw the theatrical background for the study. An online survey was administered to collect data from Indian consumers who have used Ayurvedic products. Analysis was done with the help of descriptive statistics, factor analysis, and regression analysis.

During the era of social media and digital advertising, businesses have used Moment Marketing as their strategic approach. Companies operate by entering existing breakout trends with strong public attention. The industry has adopted moment marketing as its independent marketing strategy. Moment marketing refers to a company's proactive response to a customer's reaction to an ad campaign, a brand post, a recent brand association, or any other current event. The approach utilizes suitable messages during opportune moments, thus making them appear utterly spontaneous. The low-cost method of moment marketing serves as an effective technique to promote viral content through various platforms. The practice of instant marketing facilitates greater client participation through two-way communication channels. The research examines how moment marketing affects how customers become aware of brand names. The brand awareness of customers is influenced by product understanding, pricing, moment awareness, post clarity, post timing, post online platform, emotional user involvement, and virility of the post. The research will establish how different aspects of moment marketing affect Brand awareness.

In the era of big data, firms increasingly rely on predictive analytics to understand customer behavior; this study applies machine learning techniques via the RapidMiner platform to analyze consumer behavior in apparel retail. Using three years of purchase and sales data from the girls' apparel line of retail, a children's clothing brand, we construct Decision Tree, Logistic Regression, and Random Forest models to evaluate the impact of product attributes (style, color, material, and size) on sales performance. Following the CRISP-DM framework, the data are cleaned, categorical variables are one-hot encoded, and the dataset is split into 60% training and 40% testing sets. Model performance is compared using accuracy, precision, recall, F1 score, and ROC-AUC. The Random Forest model outperforms the others, achieving the highest accuracy (85.0%) and ROC-AUC (0.918), and identifies key attributes that drive sales. These findings provide actionable insights for inventory optimization and targeted marketing, demonstrating the practical value of predictive analytics in apparel retail decision-making.

Entrepreneurial activity is closely linked to a nation's economic development, and entrepreneurial intention is a crucial prerequisite for creating new ventures. Therefore, enhancing the entrepreneurial intentions of potential entrepreneurs is essential when it comes to fostering entrepreneurial activity. This study examines the relationship between government financial policies, entrepreneurial attitudes, and entrepreneurial intentions. Through empirical analysis, the study validates the interactions and mechanisms of influence among these factors.

Introduction: A country with a high population, like India, faces problems with shortage of health facilities and healthcare providers, especially at the community level. Community health officers play an essential link in the Indian health system in resolving health concerns at the community level. The present paper focuses on the challenges faced by them dealing at the community level. Methodology: Authors felt the need to explore the concerns and challenges faced by CHO through this study.The survey was conducted on 300 CHO from 12 states of India from March 2022 to July 2022. With the help of the survey, authors identified six constructs which include health system challenges, operational challenges, personal, people, political, and policy issues. In the present research, mixed method approach was adopted to investigate the factors affecting the performance of CHOs.

This research aims to understand the factors influencing the adoption of agent banking in Ethiopia, specifically focusing on the Commercial Bank of Ethiopia branches in Gondar City. The study collected primary data through a questionnaire survey with 395 customers selected through purposive sampling. Descriptive and inferential statistical analyses, including linear regression, were used to analyze the data. The study found that perceived usefulness, risk, trust, social influence, and subjective norms are significant determinants in adopting agent banking. However, the study has limitations, as it only focuses on one city and employs a cross-sectional design. The study made a theoretical contribution and suggested that enhancing the functionality of agent banking in terms of perceived usefulness, risk, trust, social influence, and subjective norms can increase adoption rates. The findings have implications for policymakers, financial institutions, and stakeholders working towards financial inclusion.

“Your most unhappy customer is your biggest source of learning”- PHILIPKOTLER. Learning is an ongoing process. The market comprises both sellers and buyers. The never-ending fight in the market is about what keeps the customers happy and satisfied. Yet there is no set philosophy for the same. Humans are the most complex breed due to their never-ending, always evolving, and changing demands in the market. Every marketer should strive hard to understand and successfully interpret the demands of their target set of customers. The internal environment of any organization also plays an effective role. The objective of this case study is to highlight the needs of the volatile market in terms of promotion and cohesiveness in the internal environment. This case speaks about a young, dynamic software engineer- Rahul who is enthusiastic about launching a new idea for the senior citizen. The case also highlights the day-to-day nuances of a new entrepreneur and the challenges faced by him and his team in taking their product ahead amidst extreme competition, HR challenges, and digital presence.