Prof. Demetris Vrontis | University of Nicosia (original) (raw)

Books by Prof. Demetris Vrontis

Journal of Business Research,, 2019

Research on research and development (R&D) internationalization appears in several disciplines, w... more Research on research and development (R&D) internationalization appears in several disciplines, with significant contributions in innovation, international business, management, and strategy research. Although the phenomenon is widely used in both research and practice, the impact of this concept on innovation is still not clear due to the multidisciplinary nature of this relationship. This research gap is the motivation for the present study. Through a systematic review of 42 articles on R&D internationalization appearing in publication outlets for more than two decades, this paper examines the impact of R&D internationalization on innovation within the firm's boundaries. Based on this analysis, we map extant literature on the topic and we present an integrative framework of this relationship for future scholars to further build on, and executives to be guided by.

The economical crisis affected in particular regions focused on manufacturing specializations. Co... more The economical crisis affected in particular regions focused on manufacturing specializations. Considering the important role played by Italy in this industry, this paper aims at providing a measure of the competitiveness of the manufacturing industry at regional level, focusing on positioning of Piedmont, a manufacturing vocation region. Despite the important role played by Italian manufacturing, literature concerning the creation of a synthetic regional index of this type of competitiveness is practically nonexistent. The paper bridges this gap throughout the development of a global index of regional competitiveness of the manufacturing industry. Methodology consists in a systematic analysis of drivers supported by literature at the base of the competitiveness of the regional manufacturing industry and in the validation of results by means of 3 focus groups composed of 30 stakeholders belonging to different organizations in two phases (Delphi Method). Results show a system of measure based on eight competitive drivers and its application to the Italian and Piedmont system highlights a strong heterogeneity among regions; this shows how Italian manufacturing industry depends on a few highlycompetitive regional systems and emphasizes the first position of Piedmont in this field. The creation of a ranking of the Italian regional systems on the base of the competitiveness of their manufacturing industry allows to draw important developing strategies. Main limits of this research involve the level of exhaustiveness of drivers and indices, chosen throughout criteria of relevance, transferability and accessibility.

Vrontis, D., Sakka, G. and Amirkhanpour, M. (2015), Management Innovation, Entrepreneurship and H... more Vrontis, D., Sakka, G. and Amirkhanpour, M. (2015), Management Innovation, Entrepreneurship and Human Resource Management Practices: a Global Perspective, UK: Cambridge Scholars Publishing (ISBN 978-1-4438-7464-9).

This book consists of various chapters which focus on the wider contexts of management innovation, entrepreneurship, and human resource management practices. Furthermore, the chapters are authored by scholars from all over the world to give the book a global perspective. Innovation is the foundation of economic growth and corporate prosperity. Entrepreneurship on the other hand provides all the necessary mobilization for this growth and prosperity. Human Resource Management practices safeguard internal relationship approaches, sustainability and efficiency. The book relies on subjects such as innovation, competitiveness, innovative business, human resource management practices, corporate entrepreneurship, management change, marketing, risk management, transnational innovation strategies and tactics, and innovative corporate practices.

Vrontis, D., Weber, Y., Tsoukatos, E. and Maizza, A. (2015), Contemporary Trends and Perspectives... more Vrontis, D., Weber, Y., Tsoukatos, E. and Maizza, A. (2015), Contemporary Trends and Perspectives in Wine and Agrifood Management, Cyprus: EuroMed Press (ISBN: 978-9963-711-30-7).

This second decade of the millennium finds the world changing at a once unimaginable pace. Busine... more This second decade of the millennium finds the world changing at a once unimaginable pace. Businesses, tangled in the interwoven threads of galloping globalization, technological advances, cultural diversity, economic recession and deep-rooted human social evolution, struggle to keep up with incessant changes; consequently and inexorably experiencing severe difficulties and disorientation. Executives, much bewildered, habitually turn to conventional, time-honoured strategies and practices, which increasingly fail to offer the much-sought answers and means to survival, competitiveness and growth.

We are currently experiencing a business era of turbulence and dynamic change – an era that inherently rejects conventionality and orthodox business theory to reward businesses embracing agility, reflex-style adaptability, innovation and creativity. This turbulence is, however, not a parenthesis or even a pattern, but the new reality in which each business must reinvent and redefine itself. This is a new reality of stakeholders that shift focus from the external to the internal, from the tangible to the intangible, and from fact to perception.

This book presents research and paradigms that transcend classical theory in order to examine how business practice is positively affected by these conditions. Across a multitude of sectors and organisational types, scholars of different business specialisations set the theoretical foundations of contemporary thinking and present their practical implementations.

Dr Demetris Vrontis is a Professor of Marketing, and Dean and Director at the University of Nicosia, Cyprus. Dr Vrontis is the Editor-in-Chief of the EuroMed Journal of Business and the President of the EuroMed Research Business Institute. His prime research interests are in strategic marketing planning, branding, marketing communications and wine marketing, areas in which he has widely published and consulted.

Dr Alkis Thrassou is an Associate Professor at the School of Business at the University of Nicosia, Cyprus. He holds a PhD from the University of Leeds, UK, and is a Chartered Marketer, a Chartered Builder and an EMRBI Research Fellow. He has published dozens of prominent scientific works and retains strong industry ties.

The book looks into the theory and practical application of Strategic Marketing Planning. It cove... more The book looks into the theory and practical application of Strategic Marketing Planning. It covers all necessary tools and concepts that are necessary for professionals, academics and students that wish to develop a successful plan for their business, department, unit or specific task. It covers in detail the following topics: Situation Analysis (internal and external analysis – SWOT and TOWS), Mission and Objectives, Strategy and the use of Strategic Models, Tactics (with specific reference to the 8Ps - Product, Price, Place, Promotion, People, Physical Evidence, Process Management and Periods), Segmentation, Targeting and Positioning, Services Marketing and Market Research. For specific reviews of the book, see attached document.

The book looks into the theory and practical application of International Marketing and covers al... more The book looks into the theory and practical application of International Marketing and covers all the tools and concepts necessary for professionals, academics and students wishing to develop a successful plan for a specific task, their business or their international subsidiary business unit (SBU). The following topics are covered in detail: the concepts for international marketing, the environment for international business, international marketing research, exporting, licensing, foreign direct investment, counter-trade, logistics, and international product, price and promotion decisions. Finally, the book provides 13 short cases that practically examine the theoretical concepts of the book applied in real life situations.

The book looks into the theory and practical application of retail and fashion marketing. It c... more The book looks into the theory and practical application of retail and fashion marketing. It covers all necessary tools and concepts that are necessary for professionals, academics and students that wish gain an understanding of fashion marketing, strategy and retailing in the clothing industry. In addition, the book presents 11 cases with companies like Asda George, Marks and Spencer women’s wear, Zara, Gap, Gucci, Levi’s, Tesco, George, H & M, Marks and Spencer men’s wear and Tiffani & Co with the aim to provide to its readers a better understanding of how the industry really operates and how theory integrates with practice.

Vrontis, D., . (2002), , Manchester: Manchester Metropolitan University (ISBN: 0905304 446)

Papers by Prof. Demetris Vrontis

J. for International Business and Entrepreneurship Development, 2022

Football clubs strive to remain competitive and sustainable in a multifaced industry which involv... more Football clubs strive to remain competitive and sustainable in a multifaced industry which involves a plethora of stakeholders. Consequently, it is imperative to comprehend the industry structures, identify the stakeholders, and implement processes to manage every relationship. Although numerous studies have applied stakeholder theory in the specific field, they tend to focus on stakeholders as broad categories, overlooking the fact that various sub-categories exist as diverse entities. The aim of this study is to identify every football industry stakeholder and develop a strategic stakeholder framework in the club perspective. Methodologically the research relies on an extensive theoretical examination of stakeholder theory, through the explication and evaluation of its development over the last forty years. The findings enhance the theory itself in a context that until now was in its infancy and provide solid foundations to practitioners to delineate the synergies and implement principles on how to constructively manage these relationships.

Journal of Business Research,, 2019

Vrontis, D., . (2002), , Manchester: Manchester Metropolitan University (ISBN: 0905304 446)

J. for International Business and Entrepreneurship Development, 2022

J. Global Business Advancement, 2022

Transcending the confined perspective of football being a mere sport or activity, football is, at... more Transcending the confined perspective of football being a mere sport or activity, football is, at the very least, a business with massive financial influence. In Cyprus, football is considered a social phenomenon with a notable impact on public life and an essential part of its culture presenting certain traits. However, regardless of its growth, the industry is facing numerous issues that if not properly assessed and resolved, could create an unstable situation that may affect its sustainability and lead to a financial collapse. This research empirically examines the industry’s critical parameters and recommends choices for its strategic development. Methodologically, the research adopted the qualitative approach, gathering data through 23 semi-structured, face-to-face interviews with clubs’ high-ranked board members and senior staff, and with key industry stakeholders. The findings reveal that the industry is going through a long period of uncertainty and insecurity, with its sustainability under threat

Technological Forecasting & Social Change, 2019

Over the past 30 plus years, the development of technological innovation through cross-border mer... more Over the past 30 plus years, the development of technological innovation through cross-border mergers and acquisitions (M&As) has captured an increasing amount of attention in business research and practice. The emerging literature on the topic addresses a significant phenomenon, however, it lacks theoretical underpinning and a cumulative empirical inquiry, from a micro-foundational perspective. Hence, a systematic and integrative research effort seems justified. Accordingly, we systematically review and analyze 30 articles published in 16 top-tier peer-reviewed journals from 1985 to 2018. We provide the first comprehensive systematic review of extant literature, include a critical analysis of these research efforts, identify several methodological, contextual and theoretical issues and problems that need to be addressed and offer avenues for future research. The paper concludes with an integrative framework that provides the basis for both theory and practice to further build on and be guided by.

Journal of Business Research, 2018

This article is the first to consolidate the state of scholarly research on stakeholder engagemen... more This article is the first to consolidate the state of scholarly research on stakeholder engagement in innovation management and entrepreneurship development. We hereby systematically review the relevant literature published over the past 27 years, and we integrate the various prominent research perspectives into a preliminary, multi-dimensional and integrative framework of stakeholder engagement; thus, interlinking the antecedent role of stakeholder engagement for innovation management and subsequent entrepreneurship development. Through this methodologically systematic review and framework development, we provide a more comprehensive and deeper understanding of the interaction between entrepreneurs and the various stakeholders, for enhancing innovation management and entrepreneurship development. In so doing, we consequently identify various research gaps and prescribe effective avenues for future works in this research stream. Conclusively, we discuss the implications of the stakeholder management perspective for the theory and the practice of entrepreneurship.

Journal of Business Research, 2019

International Business Review, 2019

During the past decade, ambidexterity research has broadened from its traditional macro-level foc... more During the past decade, ambidexterity research has broadened from its traditional macro-level focus to examine the micro-level perspectives of ambidexterity on various settings. The authors systematically review and critically appraise the literature of ambidexterity from a micro-foundational perspective, within the context of Multinational Enterprises (MNEs). By synthesizing the review findings, the authors develop a comprehensive framework that maps extant literature within and across various disciplines and multiple levels of analysis. As part of their review, the authors also identify and discuss important emerging themes and fruitful areas for future research and present the implications to both research and management practice.

Human Resource Management Review, 2020

This paper examines bi-cultural talent in relation to human resource management (HRM) practices i... more This paper examines bi-cultural talent in relation to human resource management (HRM) practices in cross-cultural merger and acquisitions (M&A). The intersection of HRM, bi-cultural talent management and cross-cultural M&A literature proposes a conceptual framework to capture the complexity of bi-cultural talent management and reveals the dominant macro-characterization of the extant HRM literature focussing on a more micro-orientated perspective. The paper develops a matrix by underlining spatial dimensions (spanning micro-aspects of the individual employee through to the macro-entity of firm and its location in the macro-national cultural context) and temporal dimensions (consisting of pre-merger, during merger and post-merger phases). This provides a template which examines the multi-level dynamics of bi-cultural talent management. The argument identifies ways in which extant cross-cultural lenses require deeper understanding of bi-cultural talent management in M&A settings. Future research directions and agendas are identified.

Global Business and Economics Review, 2018

Abstract: The purpose is to verify whether the company’s size (in terms of production value) coul... more Abstract: The purpose is to verify whether the company’s size (in terms of production value) could be considered as a relevant factor in impacting company performance, taking into consideration the country variable. Italian and German companies have been compared. The country factor (considering its structural and economic characteristics that are different from the company’s size) has a primary importance in determining the differences of performance between German and Italian companies. There is a weak relationship between the companies’ performance and their size. Size factor is not one of the main factors that explain why the performance of the German companies is better than Italian ones. Global differences are mainly due to the structural and economic characteristics of each country and, in residual form, due to different size of the companies operating in those two countries. The research is characterised by several theoretical and practical implications, especially for top management and investors.

Process Management Journal, 2018

Purpose – The purpose of this paper is to contribute to the extant literature about the exploitat... more Purpose – The purpose of this paper is to contribute to the extant literature about the exploitation of Digital Technologies by illustrating how such IT can influence the Business Process improvements in Healthcare industry. Design/methodology/approach – The paper reports the case study of MSD Italy, the Italian subsidiary of USA based company Merck & Co., Inc. The group is active in Italy with the sharing of drugs for human use, but also with the veterinary (MSD Animal Health), with Vree Health, solutions and software-based services for Healthcare Findings – The results show the adoption of Digital technologies could improve the performance of all the main healthcare business processes, in particular those processes that can be simplified with the adoption of Information Technology. More specifically, Digital Technologies are able to make services and processes more efficient and, at the same time, allow delivering better quality and reducing response times, with many benefits for several actors such as National Health Systems, clinicians and patient Originality/value – Despite some studies report the necessity of an effective Business Process for a sustainable Healthcare Systems, there is a lack of studies about the specific implications of the adoption of such digital technologies on the BPM of healthcare firms. The paper tries to fill in this gap.

Journal of International Education in Business, 2018

Vrontis, D., El Nemar, S., Ouwaida, A. and Shams, R. (2018), “The Impact of Social Media on Inter... more Vrontis, D., El Nemar, S., Ouwaida, A. and Shams, R. (2018), “The Impact of Social Media on International Student Recruitment: The Case of Lebanon", Journal of International Education in Business, Vol. 11 Issue: 1, pp.79-103, DOI: 10.1108/JIEB-05-2017-0020 (ISSN: 2046-469X, Emerald) ABS 1*.

Starting from the premise that there are critical issues that should drive brand success, the way... more Starting from the premise that there are critical issues that should drive brand success, the way the UK retail banking industry has sought to build and sustain a strong brand by launching an internal marketing (IM) programme throughout its branch network was investigated. The discussion sheds light on the themes of branding in the fi nancial services industry and the relationship between IM and branding. The study was qualitative and exploratory in nature since the aim was to explore employees ' views and experiences of IM within 35 business units that were part of the branch network of seven UK retail banks. The researchers collected data from 35 business units from seven UK retail banks. After a presentation of the research methods that underpin the study, the fi ndings of the study with respect to four core themes that have emerged from the data as constitutive of IM are presented, namely: (1) internal customers, (2) training and education, (3) quality standards and (4) rewards systems. One can conclude that these four themes are enacted on a constant basis in order to construct a certain sort of organisational reality, one that sets the foundation on building and sustaining a strong corporate brand by changing the organisational culture to a more ' people ' , service and customer oriented.

JOURNAL OF TRANSNATIONAL MANAGEMENT, 2018

“Brand Status” is defined as a measure that examines the equity “health” and “strength” of a bran... more “Brand Status” is defined as a measure that examines the equity “health” and “strength” of a brand in each stage of the brand value chain. A six-stage brand value chain model was developed where Stage I highlights the marketing efforts of the brand equity building; Stage II focuses on the customer’s attitudinal mind-set; Stage III describes actual customer behavioral outcomes (such as attachment and commitment); Stage IV refers to the strength of the brand and its relative advantage in the
marketplace (such as brand preference, re-purchase, and premium pricing); Stage V reflects the company gains in sales and profits and the last, Stage VI refers to financial value of the brand for shareholders. Analyzing data obtained from 1,330 fans of basketball clubs gave sufficient evidence to propose a “new” model that can be used to estimate the value scores of the brand’s equity status for each of the various stages in the model and provide the brand’s total brand equity status score.

International Studies of Management & Organization, 2018

This article constitutes the second of two parts of a research project aiming to investigate inno... more This article constitutes the second of two parts of a research project aiming to investigate innovation in family businesses (FBs) and to present a consumer-focused conduit to agility in the strategic marketing multicultural context. The current article explores theoretically the notion of Agile Innovation giving birth to the idea of the Dynamic Equilibrium of Agile Innovation. It subsequently introduces the “missing link” of the Agile Consumer to construct the FB Strategic Marketing Multicultural Agility Pendulum, conceptually and conclusively, while drawing in
parallel significant theoretical and executive insights and implications. The research findings and contribution are supportive of family firms’ potentialities, indicating that these organizations have an inherent disposition towards agile innovation, with multicultural management acting as the agent of equilibrium. Caution, however, is demanded in developing the proper value propositions and “softer” agility features that will not perturb the often-delicate balances and unique bundle of
features defining FBs. Methodologically, the research retains a scientifically founded exactitude, balancing the primary, the theoretical, and the conceptual countenances through a mixed inductive-deductive approach. The current article is conceptual and is based on a combination of narrative literature review, meta-synthesis literature review, and qualitative primary data (interviews).

International Studies of Management & Organization, 2018

This article constitutes the first of two parts of a research aiming to investigate innovation in... more This article constitutes the first of two parts of a research aiming to investigate innovation in family businesses (FBs) and to present a consumer-focused conduit to agility in the strategic marketing multicultural context. The current article studies FBs’ innovativeness in the context of their “familiness,” focusing on the question of how FBs’ human, social/multicultural, and marketing capitals fare in comparison to non-FBs. The research findings are supportive of FBs’ potentialities,
indicating an inherent “genetic” disposition towards agile innovation. The research further underlines the need for a new agility framework for FBs, to bear into consideration their transformed (agile) innovation factors and the marketing realities of contemporary business, a task undertaken
by the second part of this study. Methodologically, the research retains a scientifically founded exactitude, balancing the primary, the theoretical, and the conceptual countenances through a mixed inductive-deductive approach. The current article is based on a narrative theoretical and quantitative primary data (survey) analyses. The research’s contribution relates to its uncovering of the true FBs’ innovation potentialities; its theoretical linkage to the subjects of agility, strategic marketing and
consumer behavior; and their conceptual incorporation into a unified framework (the “Agile Innovation Pendulum”) with explicit scholarly and executive implications.

Journal of Promotion Management, 2017

The current study developed and tested a new Lovemarks scale that can measure market positions re... more The current study developed and tested a new Lovemarks scale that can measure market positions representing love and respect for a sport team or club. Based on exploratory factor analysis (EFA), confirmatory factor analysis (CFA) and nomological network analysis, the research establishes the validity and reliability of the scale for football and basketball teams. This Lovemarks scale for sport teams represents the marketing brand equity for sponsors, advertising, merchandising etc. and provides a new way to classify sport spectators; the “Lovemarks Fans”; “Performance & Quality Fans”; “Fads Spectators”; and “Spectators”.

Christofi, M., Leonidou, E. and Vrontis, D. (2017), "Marketing Research on Mergers and Acquisitions: a Systematic Review and Future Directions", International Marketing Review, doi.org/10.1108/IMR-03-2015-0100 (ISSN: 0265-1335-Emerald).

Purpose - This paper systematically reviews and critically examines marketing research on Mergers... more Purpose - This paper systematically reviews and critically examines marketing research on Mergers and Acquisitions (M&As), and articulates its importance and relevance in consideration of the growing influence of the M&A phenomenon in the global economy.

Design/methodology/approach - A two-stage systematic review of the extant literature was conducted focusing on peer-reviewed journal articles published during a 28 year period - from 1987 to 2014.

Findings - A systematic analysis of thirty-two journal articles reveals that M&A research is a vibrant and rapidly growing stream of the broader marketing domain, and that it is contextually, methodologically and thematically diverse. The findings also highlight several literature trends and shortcomings, as well as the complex nature of the relationship between marketing and M&As .

Originality/value - On the basis of our review, we develop an ambitious research agenda that raises exciting new research questions for the scholar community and helps promote future theory development in marketing, strategy, and other related disciplines.

Keywords: Mergers and Acquisitions; Marketing; Systematic review

Article Classification: Literature review

Maizza, A., Fait, M., Scorrano, P. and Vrontis, D. (2017), “Old, New and Third Wine Regions: a Consumer Perspective”, World Review of Entrepreneurship, Management & Sustainable Development, Vol. 13, Nos. 5/6, pp. 521-541 (ISSN: 1746-0573 - Inderscience).

Wine businesses operate in a competitive environment, characterised by shifting consumer behaviou... more Wine businesses operate in a competitive environment, characterised
by shifting consumer behavioural trends and the rise of new players (Third Region countries). An extensive theoretical research is initially performed, intending to examine the various aspects regarding wine consumer purchase behaviour. Subsequently, an empirical survey is performed, with the gathered data processed with both descriptive and multivariate statistical techniques. The empirical research evaluated the theoretically identified variables in the context of the new competitive conditions that characterise the wine-growing sector today. The research has identified five ‘macro-themes’ explaining the perception of the generic product ‘wine’; two different clusters of countries presenting homogeneities in terms of their consumers’ purchase attitudes; and three consumer-behaviour-defining elements implicitly linked to marketing and branding approaches. The research has identified trends which add to the comprehension of consumer behaviour and offer valuable guidance for the development and implementation of corresponding strategies in the wine business sector.

Santoro, G., Vrontis, D., Thrassou, and Dezi, L. (2017), “The Internet of Things: Building Knowledge Management Systems for Open Innovation and Knowledge Management Capacity”, Technological Forecasting and Social Change, DOI: 10.1016/j.techfore.2017.02.034 (ISSN: 0040-1625 - Elsevier).

New disruptive technologies in the context of Internet of Things (IoT), especially, are changing ... more New disruptive technologies in the context of Internet of Things (IoT), especially, are changing the manner in which knowledge is managed within organisations, calling for new and inventive knowledge management systems and an open approach, in order to foster inward and outward knowledge flows. This pattern expectedly should also enhance the development of internal knowledge management capacity, which in turn is a prerequisite of firm's innovativeness. In this context, the aim of this paper is to investigate the relationship among knowledge management systems, open innovation, knowledge management capacity and innovation capacity. To reach this goal, the research employs structural equation modelling on a sample of 298 Italian firms from different sectors. The findings indicate that knowledge management systems help in creating an open and collaborative ecosystem, and in exploiting internal and external flows of knowledge through the development of internal knowledge management capabilities; which in turn increase innovation capacity. The research further draws on its findings to identify significant scholarly and managerial implications, and to prescribe future research directions.

Melanthiou Y., Thrassou A., Vrontis D. (2017), “A Value-based Transcription of Student Choices into Higher Education Branding Practices”, Global Business and Economics Review, Vol. 19, No. 2, pp. 121-136 (ISSN: 1097-4954, Inderscience).

Struggling in an incessantly changing and highly turbulent market environment, Higher Education I... more Struggling in an incessantly changing and highly turbulent market environment, Higher Education Institutions (HEIs) are increasingly turning to industry-style business practices to meet their strategic targets, grow or simply survive. Though still a subject of intense discussion, primarily on social and ethical grounds, the phenomenon is both undeniable and irreversible in the foreseeable future, for most countries. In this context, our research (a) undertakes an extensive theoretical study into the subject, (b) applies a qualitative, interview-based methodological approach to identify the underlying drivers of student choices regarding higher education, and (c) utilises contemporary marketing theories to transcribe the findings into HEI prescriptive branding and image-construction practices. The research ultimately develops a Provisional Value-Based Student Choice Branding Image Model towards practical implementation of the findings and directs future research towards validation, development and refinement.

Di Lazzi, A., Vrontis, D., Trio, O and Melanthiou, Y. (2016), “Consumer Preference, Satisfaction and Intentional Behavior: Investigating Consumer Attitudes for Branded or Unbranded Products”, Journal of Transnational Management, Vol. 21, No. 2, pp. (ISSN: 1547-5778 – Routledge, Taylor and Francis).

The purpose of this study is to investigate if and how the perception of a product and the evalua... more The purpose of this study is to investigate if and how the perception of a product and the evaluation of the experience of consumption can change depending on the consumer's propensity to purchase branded or unbranded products. Data for this study is drawn from a choice experiment conducted with consumers purchasing Italian jeans. The results highlight the fact that attributes and benefits have the same role in the processes of consumer choice. The regression analysis carried out revealed a greater importance of the observed variables by brand loyals. Conversely, there are different variables that generate satisfaction for the two categories of consumers; also different is the contribution of the same satisfaction in later behavior. This study provides value to managers of branded and unbranded products, identifies the different reasons for the choice, and the satisfaction of the two types of consumers.

International Conference on Global Economy in Business, Social Science and Humanity Perspective (GEMSH-22), 2022