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International Journal of Business Ecosystem & Strategy
Last article check: 08 Nov 2026 19:15 · Completed
Last successful article refresh: 08 Nov 2026 19:15
Next article check due: 09 Nov 2026 19:15
Crossref refresh: 21 Oct 2026 00:14 · OpenAlex refresh: 21 Oct 2026 00:14
Bussecon Review of Social Sciences
Last article check: 08 Nov 2026 19:16 · Completed
Last successful article refresh: 08 Nov 2026 19:16
Next article check due: 09 Nov 2026 19:16
Crossref refresh: 21 Oct 2026 00:01 · OpenAlex refresh: 21 Oct 2026 00:02
INDEXED PUBLICATIONS926
CROSSREF CITATIONS882
CROSSREF · CITED PUBLICATIONS37.2%
CROSSREF · MEAN CITATIONS1.08

Crossref citation coverage: 819 / 926 publications (88.4%). Latest observation: 21 Oct 2026, 00:14 UTC. Means and percentages use records with known counts.

Research collection

926 publications

JOURNAL ARTICLE

How are leaders trusted in the knowledge-sharing process?

Muhammad Abyan Tio Hananta · Andriyastuti Suratman

International Journal of Business Ecosystem & Strategy · 2023

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This study aims to define the effect of transformational leadership on knowledge sharing; this study also seeks to analyze the mediating role of self-efficacy and trust in leaders in the connection between transformational leadership and knowledge sharing. This quantitative study used a questionnaire with a simple random sampling technique to collect data. Questionnaire measurement uses a Likert scale from 1 – 5, distributed with the help of jakpat.net as a media survey. Respondents in this study were staff-level hotel employees throughout Indonesia, with a total of 143 respondents. Data were analyzed and processed by the PLS-SEM method and path analysis. The bootstrapping method is used to test the hypothesis. This study indicates that transformational leadership has a positive and significant impact on knowledge sharing, transformational leadership has a positive and significant effect on self-efficacy, and transformational leadership has a positive and significant impact on trust in leaders. Then self-efficacy and faith in a leader positively and significantly impact knowledge sharing. It has also been confirmed that there is a mediating role of self-efficacy and trust in the leader in the indirect relationship between transformational leadership and knowledge sharing.

DOI 10.36096/ijbes.v5i1.3864 Crossref citations5 OpenAlex citations
JOURNAL ARTICLE

Seller loyalty of Shopee marketplace community: Community study in Shopee Bekasi campus

Susinta Triningsih · Heri Iswanto · Prasetyo Hadi

International Journal of Business Ecosystem & Strategy · 2023

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This study aims to analyse seller loyalty through community marketing and seller satisfaction. This study employs a method with a sample of 135 sellers from the Shopee Campus community in Bekasi. Research data were obtained through questionnaires distributed to the sample and analysed using SmartPLS 0.3. The results showed that community marketing significantly positively affected seller loyalty. Thus, community marketing has a significant positive effect on seller satisfaction. Moreover, seller satisfaction has a significant positive effect on seller loyalty. In contrast, community marketing through seller satisfaction positively affects seller loyalty.

DOI 10.36096/ijbes.v5i1.3880 Crossref citations1 OpenAlex citations
JOURNAL ARTICLE

The practicum module development: A problem based accounting

Choms Gary Ganda Tua Sibarani · Sondang Aida Silalahi · Tuti Sriwedari · Ali Fikri Hasibuan

International Journal of Business Ecosystem & Strategy · 2023

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This study aims to produce problem-based accounting introductory practicum modules. This study uses research and development (R&D) methods based on the Bord and Gall concept. The population of this study was all students of the introductory accounting practicum course in the accounting education study program in 2022. The sample was determined by random sampling, and the sample class was used for application and limited testing of small and large samples, namely classes A, B and C, semester 1. Based on the research results, the introductory accounting practicum module created and validated by three expert validators resulted in a decision that the teaching material had a very high feasibility level (87.08%) with a note that it needed to be revised. After correcting all revision notes, a small group trial was carried out on 10 class A students. Based on the results of the small group trial, it was found that there was a significant increase in learning outcomes before and after using the introductory accounting practicum module. Then a large group trial was carried out, with class B as the control class and class C as the experimental class. The result is a significant difference in learning outcomes using the introductory accounting practicum module, which is significantly higher than the control class. Then from the practicality test results, all factors of convenience for the user, usability, and time effectiveness have a percentage value of 81.39%. The finding concludes that the developed book meets the readability and practicality criteria.

DOI 10.36096/ijbes.v5i1.3900 Crossref citations0 OpenAlex citations
JOURNAL ARTICLE

The influence of destination awareness, destination image, and perceived quality on Indonesian TikTok users’ visiting intention

Ratna Roostika · Tasya Putri Yumna

International Journal of Business Ecosystem & Strategy · 2023

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This research explores the effectiveness of destination awareness, destination image, perceived quality, and brand engagement on visit intention among TikTok users toward destinations in Yogyakarta. The sample in this research is TikTok users who have seen tourism video content in Yogyakarta. Data was obtained through an online survey constructed with Google Forms which 225 respondents filled out. The data used in this study were analyzed using the PLS-SEM method by SPSS and SmartPLS. According to the research findings, destination awareness and destination image positively impact the perceived quality of TikTok users. Furthermore, perceived quality positively affects the intention to visit and brand engagement for TikTok users. These findings provide implications and empirical studies related to encouraging marketing potential on social media TikTok for visiting the tourism industry in Yogyakarta.

DOI 10.36096/ijbes.v5i1.3936 Crossref citations19 OpenAlex citations
JOURNAL ARTICLE

The influence of Islamic emotional intelligence and work-life balance on organizational commitment mediated by burnout

Nurul Husna Hasan · Muafi Muafi

International Journal of Business Ecosystem & Strategy · 2023

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This study examines and analyses the effect of Islamic emotional intelligence, work-life balance, and burnout on organizational commitment. In addition, this study also examines and analyzes the role of burnout in mediating the effect of Islamic emotional intelligence and work-life balance on organizational commitment. Respondents in this study were female employees who worked at the Ministry of Religion in Pekanbaru, Riau, with a total of 73 respondents. The sampling technique was carried out by saturated sampling or census with SEM-PLS statistical analysis. The results showed that (i) Islamic emotional intelligence has an effect on organizational commitment, (ii) work-life balance has an effect on organizational commitment, (iii) burnout has an effect on organizational commitment, (iv) Islamic emotional intelligence has an effect on burnout, (v) work-life balance affects burnout, (vi) burnout can mediate the effect of Islamic emotional intelligence on organizational commitment, (vii) burnout can mediate the effect of work-life balance on organizational commitment.

DOI 10.36096/ijbes.v5i1.3951 Crossref citations4 OpenAlex citations
JOURNAL ARTICLE

What tourists perceived? Social media preference in a tourism destination

Titis Shinta Dhewi · Arum Prasasti · Cesya Rizkika Parahiyanti

International Journal of Business Ecosystem & Strategy · 2023

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The tourism industry is a sector that continues to be developed by the Indonesian government. Especially during the current Covid 19 pandemic, tourism must be given a touch of differentiation to adapt to government regulations regarding the safety of tourism objects. The development of social media is essential in the world of tourism, where it can change the behaviour of tourists to enjoy tourism services. This study aims to understand the social media preference in tourist destinations so that tourism destinations can analyze social media marketing competitive strategy according to the target market. This study uses the MDS method and cluster analysis. This study collects data from 240 respondents. Respondents were asked to rate ten social media pairs where the social media observed were Instagram, YouTube, Facebook, Twitter, and Tik Tok. This research found that a perceptual map is essential to define consumer perceptions and preferences on social media.

DOI 10.36096/ijbes.v5i1.3832 Crossref citations6 OpenAlex citations
JOURNAL ARTICLE

Role of risk management on economic growth: A critique of literature

Ben Kajwang

Bussecon Review of Social Sciences · 2023

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Risk management is defined as the sequential planning and implementation of initiatives and programs to cope with institutions' and individuals' substantial losses and loss exposure and to secure their properties. The study aims to evaluate risk management's role in economic growth.  This was executed through the use of a desktop literature review. The use of Google Scholar was utilized to locate seminal references and journal articles that were pertinent to the study. Papers published within the past five years were used to meet the inclusion criteria.  One of the principal objectives of a risk management strategy is to identify risks, address risks, and eliminate risk items before they are deemed detrimental to a company's progress or a significant component of expensive modification to a company's processes. According to the study's findings, insurance companies benefit from economic expansion in their roles as institutional investors and as providers of insurance risk management and indemnification. The paper recommends that the government develop better mechanisms to substitute disaster victims for their losses. At the same time, public sentiment would compel the nation to implement ways of reducing the burden of catastrophes on the public treasury. The enactments that would follow would pave the way for the nation's brilliant economic growth and development. Furthermore, insurance companies must also participate in insurance venture that is both environmentally and client-friendly and also formulate insurance initiatives that can cover every segment and section of the economy.

DOI 10.36096/brss.v4i2.3590 Crossref citations0 OpenAlex citations
JOURNAL ARTICLE

Allocation of resources for risk management activities by business organisations in developing countries: Evidence from Zambia

Peter Silwimba · Olajide Solomon Fadun

Bussecon Review of Social Sciences · 2023

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This study evaluates resources allocated for risk management by business organisations (financial and non-financial firms) in developing countries, using Zambia as a case study. Primary data collected from 158 organisations were analysed using MegaStat. The findings revealed that the majority (54.5%) of organisations, especially non-financial institutions, only commit resources to risk mitigation on an Adhoc or post-event basis, while 45.5% showed a budgeted approach. A significant part of the budgeted 45.5% was used for risk management activities, and 54.5% was used for regular daily operations. Despite this variation, all organisations engaged reported a significant expenditure on risk management, at least on Adhoc. At 4 degrees of freedom (df), which was one less than the total number of possible outcomes, a non-parametric test for significance yielded a scientific P-value of 1.57e-0.7, (a numerical magnitude of 0.0014, P< 0.05). This suggests that the correlation and pattern of the findings were not random or by chance, but they carried a statistical significance. The study's main findings demonstrate that some business organisations in Zambia and other developing countries incur significant expenditure with a higher portion of their budgets to respond to risk management needs. Business organisations which do not have formal risk structures do so informally due to pressure from emerging business risks. The findings also indicated that financial institutions in developing countries allocate more resources towards risk management than non-financial institutions. The Phi coefficient (degree of association) was 0.486, showing a moderately significant relationship between the variables (risk management and resource allocation). Business organisations in Zambia and other developing nations must develop sound risk mitigation plans and allocate resources for risk management.

DOI 10.36096/brss.v4i2.3811 Crossref citations1 OpenAlex citations
JOURNAL ARTICLE

ASEAN, China and South China Sea: Alternative approach for security cooperation

Zhe Yang · Suseela Devi Chandran · Yinliang Zhao

Bussecon Review of Social Sciences · 2023

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This article analyzes the status quo and cooperation mechanism between ASEAN and China, mainly, the non-traditional security issues in the South China Sea space (SCS). The non-traditional security threats confronting the SCS are complex, diverse and enormous. Amongst those are transnational maritime crimes, marine disaster threat, marine ecological environmental threat, and resource scarcity. Recent trends have demonstrated that the established regimes between ASEAN and China, for non-traditional security cooperation in the SCS, are fragmented mainly due to the absence of integrated and long-term mechanisms. Three reasons hinder the acceleration of the cooperation process: interference from outside powers, insufficient mutual political trust between China and ASEAN members, claimants and divergence of interests in advancing the Code of Conduct (COC) in the SCS. This article aims to analyze the problems and the causes existing between China and ASEAN in dealing with non-traditional security cooperation. It also examines the effectiveness of the rules-based cooperation mechanisms and offers a few recommendations. It is argued that ASEAN and China should take advantage of the low sensitivity of non-traditional security issues and high-quality development of the One Belt and One Road Initiative, to construct an integrated framework based on rules jointly and order for multilateral non-traditional security cooperation in the SCS. Three possible and workable measures are recommended to facilitate non-traditional security cooperation between ASEAN and China in the SCS. Both sides, primarily ASEAN member claimants, pursue an excellent willingness to cooperate and could promote functional cooperation, promote successful maritime cooperation modes as long-term cooperation mechanisms in the SCS, focus on strengthening the capacity-building of marine governance, and comprehensively establish a multilateral cooperation mechanism in marine environmental protection and fishery resources management.

DOI 10.36096/brss.v4i2.3874 Crossref citations4 OpenAlex citations
JOURNAL ARTICLE

Emerging blockchain solutions in the mobility ecosystem: Associated risks and areas for applications

Cemal Zehir · Melike Zehir

Bussecon Review of Social Sciences · 2023

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This study aims to identify the most influential blockchain types for potential implementation areas in the transforming mobility ecosystem, considering application area-specific needs such as transparency, transaction speed, scalability, energy usage, security, and operating cost. The study demonstrated the hybrid blockchain suitability for most of the 13 distinguished mobility applications, while private and consortium blockchains are found applicable based on the needs of specific use cases. A public blockchain is only found suitable for two of the use cases. Proof of Authority and Proof of Stake matches well with most use cases, while Practical Byzantine Fault Tolerance and Proof of Work could be suitable in particular.

DOI 10.36096/brss.v4i2.3945 Crossref citations6 OpenAlex citations
JOURNAL ARTICLE

Leadership strategy and organisational resilience among Kenyan listed banks

Eltigani Mohamed Ahmed

International Journal of Business Ecosystem & Strategy · 2022

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This study aimed to test the effect of leadership strategy on the organisational resilience of banks listed on the Nairobi Stock Exchange. The study was anchored on Full-Range Leadership Theory (FRLT) complementarily with meta-leadership as relevant theoretical lenses. The study sampled 277 respondents holding senior managerial positions such as Chief Risk Officers, Managing Directors, Directors of Strategy, Internal Auditors, Heads of Marketing, Heads of Operations and Branch Managers. Data was collected using a self-administered Likert-type online questionnaire. Structural equations modelling was employed for statistical analysis. Partial Least Squares was performed with SmartPLS 3. Results showed that the relationship between leadership strategy and organisational resilience was statistically significant at t-value of 31.665 (p<0.05), with leadership strategy explaining 68.5% of the variance in the organisational resilience of listed banks in Kenya (R2=0.685). The study concluded that leadership strategy significantly predicted bank resilience. The study has affirmed leadership strategy as a novel theoretical concept for explaining organisational resilience to systemic disruptive shocks. Multiple future research directions are proposed. This study advanced leadership strategy as a distinct paradigm in leadership thinking by examining its predictive power on organisational resilience by using systemic disruptive shocks as testing grounds within the context of Kenya’s banking sector.

DOI 10.36096/ijbes.v4i4.3522 Crossref citations3 OpenAlex citations
JOURNAL ARTICLE

SCORRE approach as an instrument for detecting fraudulent financial reporting

Hermiyetti

International Journal of Business Ecosystem & Strategy · 2022

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This study aims to analyze S.C.O.R.R.E. (stimulus, capability, opportunity, capability, cooperation, and ego) as the cause of financial statement fraud. The study was conducted on B.U.M.N. companies in Indonesia as a population with published financial statement analysis units with a total of 122 as samples obtained by purposive sampling technique after being selected for the period 2014-2018 (five years). The Binary Logistics regression technique is used in analyzing data with the dependent variable using a nominal scale (0-1) as a measurement of financial statement fraud. The study concludes that not all measurement dimensions are predicted to affect the occurrence of fraud in financial statements, while measurements using other dimensions prove a significant influence on the event of financial statement manipulation. The study results provide a reference to the potential for preventing financial statement fraud by identifying several measurement dimensions that can trigger financial statement fraud. Research using Binary Logistics regression would be better confirmed through observation, either by interview or primary data that supports and predicts the results of the analysis that was not carried out in this study, so the conclusions obtained have not fully concluded the existing phenomena.

DOI 10.36096/ijbes.v4i4.3531 Crossref citations0 OpenAlex citations
JOURNAL ARTICLE

E-Servicescape analysis and its effect on perceived value and loyalty on e-commerce online shopping sites in Yogyakarta

Mogot Hermantoro · Albari

International Journal of Business Ecosystem & Strategy · 2022

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The purpose of this study is to explain and analyze the effect of the e-servicescape dimension on perceived value and loyalty to e-commerce sites in Indonesia. The sampling technique used a non-probability sampling technique with a sample of 195 respondents who had shopped at e-commerce more than three times. Data collection is done by spreading the distribution through WhatsApp, Instagram, and Facebook. The research variables consist of aesthetic appeal, layout & functionality, and financial security as independent variables, perceived value as a mediator, and attitude and behavior loyalty variables as dependent variables. The study used AMOS 24 to analyze the data. The results of the study show that the three independent variables are only layout & functionality that have a positive and significant effect on consumers' perceived value perceptions, while the variables of aesthetic appeal and financial security harm perceived value. Furthermore, the perceived value variable has a positive and significant effect on attitude and behavior loyalty as well as attitude loyalty has a significant positive effect on behavioral loyalty. The implication of this research is to add literature and insight for e-commerce players in Indonesia to increase the aesthetic appeal of online stores and financial security so that consumers are loyal in attitude and behavior and that practices that can harm consumers and negatively impact e-commerce players do not occur. Research needs to do further research on the same object but with different results or different objects, such as electronic products or e-commerce bills.

DOI 10.36096/ijbes.v4i4.3548 Crossref citations12 OpenAlex citations
JOURNAL ARTICLE

The role of environmental commitment and green creativity on business performance mediated by circular economy implementation

Ayu Widhiastuti · Muafi Muafi

International Journal of Business Ecosystem & Strategy · 2022

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This study aims to examine and analyze the influence of green creativity and environmental commitment on business performance by considering the mediating influence of circular economy implementation in batik craft small and medium industries in Sleman Regency. This study is carried out using a quantitative method, with several samples of 120 respondents, the owner or manager of the natural dye batik crafts enterprise in Sleman Regency. The sampling technique is using a non-probability sampling technique. The data is collected by distributing questionnaires electronically. The research variables used in this study are green creativity and environmental commitment as the exogenous variable, business performance as the endogenous variable, and circular economy implementation as mediating variable. The data analysis is carried out using Partial Least Square (PLS) with the software of SmartPLS 3.0. The results of this study show that: (1) Green creativity has a significant favorable influence on the business performance of batik craft SMEs in Sleman Regency; (2) Environmental commitment has a significant positive influence on circular economy implementation; (3) Circular economy implementation has a significant positive influence on business performance, and (4) Circular economy implementation is not proven as mediating variable in the relationship of environmental commitment and business performance in batik craft SMEs in Sleman Regency. This study provides suggestions for batik owners to increase the creation of product samples for customers by utilizing virtual services to reduce the exploitation of natural resources. Further research is required at different times since this study is carried out during the Covid-19 pandemic.

DOI 10.36096/ijbes.v4i4.3551 Crossref citations5 OpenAlex citations
JOURNAL ARTICLE

Effects of digital marketing practices on performance of insurance sector

Ben Kajwang

International Journal of Business Ecosystem & Strategy · 2022

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Digital marketing practices have had explosive growth in the past decade, especially in the insurance sector of developing countries. In particular, the internet has been instrumental in providing digital marketing services to customers from the insurance sector. The purpose of this study, therefore, is to assess the effect of digital marketing practices on the performance of the insurance sector. A desktop literature review was used for this purpose. Relevant seminal references and journal articles for the study were identified using Google Scholar. The inclusion criteria entailed papers that were not over ten years old. The study found that the use of digital marketing strategies has a positive effect on the insurance sector's performance. Profitability improved, market share grew, and they expanded their market share. Increased customer loyalty and access to new markets are benefits of internet marketing for insurance companies. According to the findings, insurance companies should make IT infrastructure investments and implement technology-enhanced processes. Employers require adequate training on the use of e-business platforms, as well as collaboration with providers of digital services to enable them to store and market their products and services online. Aside from using traditional marketing methods (such as direct mail), the study advises general insurance companies to be innovative by implementing new strategies, such as digital marketing, to gain a larger share of their target market. This is because strategies for digital marketing have a positive impact on the overall performance of the insurance industry.

DOI 10.36096/ijbes.v4i4.3572 Crossref citations3 OpenAlex citations
JOURNAL ARTICLE

Human resource development and employee turnover intentions

Frank Nana Kweku Otoo

International Journal of Business Ecosystem & Strategy · 2022

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Highly engaged employees ensure organizational competitiveness and success. The study examined whether employee engagement mediates the relationship between human resource development and employee turnover intentions. A field study was conducted among six indigenously owned healthcare institutions and 14 internationally owned healthcare institutions. The data supported the hypothesized relationships. The results indicate a significant association between HRD and the levels of behavioral engagement. HRD and the levels of emotional engagement had an insignificant relationship. HRD and the levels of cognitive engagement were significantly related. The findings also indicated that the association between HRD and employee turnover intentions was mediated by employee engagement. The present study’s emphasis on healthcare institutions may constrain the generalizability of the findings. The study suggests the adoption and development of well-designed and formulated HRD practices enhance employee engagement, knowledge development, and organizational commitment. By empirically demonstrating that employee engagement mediates the nexus of HRD and employee turnover intentions, the study extends the literature.

DOI 10.36096/ijbes.v4i4.3608 Crossref citations10 OpenAlex citations
JOURNAL ARTICLE

Factors influencing accountability practices in managing NGOs funds

Abdulwahed Hamoud Abdullah Ahmed · Zaini Zainol · Norsyahida Mokhtar

International Journal of Business Ecosystem & Strategy · 2022

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This study examines the factors influencing accountability practices in funds management of local non-governmental organizations (NGOs) in Yemen. A total of 75 local NGOs operate in Yemen, receiving local and foreign funding. A structured online questionnaire was employed for data collection. This study found that accountability was not widely practiced among the NGOs in Yemen. The level of accountability practices of these NGOs was significantly influenced by funding competition and perceived motive. The results of the study offer important implications for both policymakers and NGOs. The relevant regulatory bodies must formulate policies to enhance the NGOs’ accountability for improved efficiency and transparency. The NGOs, on the other hand, are expected to be transparent in ensuring the resources are well managed, and services are delivered efficiently and effectively to the recipients.

DOI 10.36096/ijbes.v4i4.3612 Crossref citations2 OpenAlex citations
JOURNAL ARTICLE

The role of transformational leadership on millennials’ dedication in level five private hospitals in Kenya

Rachel Njoroge · Ann Ndirangu · Dionysius Kiambi

International Journal of Business Ecosystem & Strategy · 2022

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The primary intent of this study is to establish the role of transformational governance on millennials’ dedication to level - 5 private hospitals in Kenya. A mixed methods study was applied using a cross-sectional exploratory survey design with quantitative and qualitative approaches. The sample comprised millennials and their leaders working in level - 5 private hospitals. The sample size was 415 respondents. Five-level multi-stage cluster sampling and purposeful sampling were used. The study findings indicated that individualized consideration and intellectual stimulation influenced millennial dedication. This study has provided actionable insights into leading millennials to safeguard millennial engagement in Kenyan healthcare. Furthermore, to be dedicated, millennials require close monitoring and support. The millennials’ values differ from those of other generations, and they prefer challenges when they get bored with routine work. However, there are two categories of millennials; the older millennials are more responsible and resilient than the younger millennials, who are not dedicated.

DOI 10.36096/ijbes.v4i4.3633 Crossref citations5 OpenAlex citations
JOURNAL ARTICLE

Transnational immigrant entrepreneurs in the context of dual entrepreneurial ecosystem

Carson Duan

International Journal of Business Ecosystem & Strategy · 2022

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This paper aims to contribute to the rapidly growing transnational immigrant entrepreneurship (TIE) literature by empirically exploring eco-factors and components from entrepreneurial ecosystem perspectives. Through content analysis of the TIE concepts and definitions of the entrepreneurial ecosystem, the study defines the concept of the immigrant entrepreneurial ecosystem and suggests it as an instrument for studying the relationship between immigrant firms and their business environment. Case studies and qualitative analysis examines and evaluates the dual (host- and home-country) entrepreneurial ecosystem (DEE) and its eco-factors and components. Case studies show cultural norms, in particular, home-country national values and family values, are key players in transnational entrepreneurs who engage in transnational entrepreneurship. The research results support that the DEE framework is a key instrument for the study of the determination of transnational immigrant entrepreneurs’ motivation, strategy, and outcomes. This research theoretically contributes to TIE literature by finding new influential eco-factors and components, thus, enhancing the DEE framework. It also provides suggestions to policymakers and practitioners and further research directions.

DOI 10.36096/ijbes.v4i4.3642 Crossref citations3 OpenAlex citations
JOURNAL ARTICLE

Influence of marketing innovation on the performance of coffee cooperatives in Kenya

Peter Ngibuini Kuguru · Jan-Erik Jaensson · Kinyanjui Nganga

International Journal of Business Ecosystem & Strategy · 2022

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The purpose of the study was to assess the influence of marketing innovation on the performance of coffee cooperatives in Kenya. A descriptive research design was applied. The target population of this study was 525 coffee cooperative societies in Kenya registered with the Commissioner for Cooperatives and licensed by AFFA (Coffee Directorate) as of 30th of October 2016. The sample size was 227 respondents. Structured questionnaires were used to collect primary data from the selected respondents. The results revealed that marketing innovation and performance are positive and significantly related (?=0.674, p=0.001). This implied that significant changes in product design and packaging led to a positive change in the performance of coffee cooperatives. The study affirms that to improve performance by targeting the customers, constant improvements in how the company promotes its new products to capture the attention of new customers is a key aspect to be considered. The study recommends the management employ skills in developing clear operating procedures to run the business successfully, coordinate different areas of the business to achieve results and the ability and design jobs to suit staff capabilities and interests.

DOI 10.36096/ijbes.v4i4.3660 Crossref citations0 OpenAlex citations