Abstract: Sustainability has become a critical factor in modern business strategies, influencing consumer decisions, brand loyalty, and trust. This study explores how sustainable business practices enhance consumer confidence and long-term loyalty. Our analysis is based on consumer preferences, trust trends, willingness to pay, repeat purchases, and social media engagement. Results indicate that companies prioritizing sustainability experience higher brand trust, increased willingness among consumers to pay more, and stronger loyalty metrics. The findings highlight the growing importance of corporate social responsibility (CSR) and environmental, social, and governance (ESG) initiatives in shaping brand-consumer relationships. Companies that integrate sustainability into their core business strategies benefit from enhanced consumer trust, improved reputation, and increased long-term profitability.

Keywords: Sustainability, brand loyalty, consumer trust, corporate social responsibility, ESG, ethical consumerism, business ethics.

Title: The Role of Sustainable Business Practices in Enhancing Brand Loyalty and Consumer Trust

Author: Abu Mohammad Obaidullah, Mst Maria Sultana Moon, Sayeda Tayeba, Mohammad Abdullah, Sadia Binte Arju

International Journal of Novel Research in Marketing Management and Economics

ISSN 2394-7322

Vol. 12, Issue 1, January 2025 - April 2025

Page No: 40-47

Novelty Journals

Website: www.noveltyjournals.com

Published Date: 17-March-2025

Abstract: This paper explores the strategic tension between globalization and localization in multinational enterprises, examining their effects on economic outcomes and marketing effectiveness. Globalization involves standardized operations to achieve cost efficiencies and brand uniformity, while localization adapts offerings to local markets for cultural relevance and penetration. The study analyzes the trade-offs and potential synergies between these approaches, using a combination of empirical data, case studies of firms like McDonald’s, Apple, and Toyota, and theoretical frameworks. It investigates how these strategies perform across diverse markets and considers the role of emerging trends such as digital tools and geopolitical shifts. The research aims to propose a framework for balancing global efficiency with local adaptability, offering insights into optimizing multinational strategies in a complex global landscape.

Keywords: Brand Equity, Cultural Relevance, Digital Transformation, Economic Efficiency, Emerging Markets, Globalization, Glocalization, Localization, Marketing Effectiveness, Multinational Enterprises.

Title: Globalization vs. Localization: Balancing Economic Outcomes and Marketing Effectiveness in Multinational Enterprises

Author: Yelyzaveta Turchaninova

International Journal of Novel Research in Marketing Management and Economics

ISSN 2394-7322

Vol. 12, Issue 1, January 2025 - April 2025

Page No: 34-39

Novelty Journals

Website: www.noveltyjournals.com

Published Date: 07-March-2025

Abstract: The evolution of Enterprise Resource Planning (ERP) systems in accounting has profoundly impacted how businesses manage financial data, streamline operations, and achieve strategic goals. From their inception as standalone financial tools to becoming integrated platforms that support a range of business processes, ERP systems have continually adapted to meet the changing needs of organizations. This paper explores the historical development of ERP systems, emphasizing their role in digitalizing accounting functions and integrating with other business modules. It also examines the challenges faced in adopting ERP solutions, such as high costs, complexity, and resistance to change, while highlighting emerging technologies like blockchain, IoT, and AI that are shaping their future. The study concludes with insights into the potential of ERP systems to redefine accounting practices through innovation and enhanced connectivity, aligning with broader digital transformation initiatives.

Keywords: ERP systems, Accounting, Digitalisation, Integration, Blockchain, Future directions.

Title: The Role of Artificial Intelligence in Enhancing Financial Decision-Making: A Case for AI-Integrated ERP Systems

Author: Sokunbi Ayodeji Julius

International Journal of Novel Research in Marketing Management and Economics

ISSN 2394-7322

Vol. 12, Issue 1, January 2025 - April 2025

Page No: 24-33

Novelty Journals

Website: www.noveltyjournals.com

Published Date: 27-February-2025

Abstract: The study investigated how the independence of internal auditors affects fraud detection in private firms in Kenya. The study was conducted on selected private firms within Thika subcounty, Kenya and the results generalized for all other private firms in Kenya. Data was collected by use of questionnaires distributed and collected by the researcher himself. This research was based on a descriptive survey and the study population was Thika Sub-County which had a population of 1896 firms. The sample of 110 private organizations representing 5.8 per cent of the entire population was selected from various private organizations as a representative of the whole population using stratified sampling procedure. Internal auditors are independent when they render impartial and unbiased judgment in the conduct of their engagement. To ensure this independence, best practices suggest the internal auditors to directly report to the audit committee. The results show that only 20% of the internal auditors’ report to Audit Committee in Kenya’s private firms. The internal auditors should have access to records and personnel as necessary, and be allowed to employ appropriate probing techniques without impediment.

Keywords: Internal Auditor, Independence and Fraud Detection.

Title: Internal Auditors Independence on Fraud Detection among Private Firms in Kenya

Author: Kuria Paul

International Journal of Novel Research in Marketing Management and Economics

ISSN 2394-7322

Vol. 12, Issue 1, January 2025 - April 2025

Page No: 19-23

Novelty Journals

Website: www.noveltyjournals.com

Published Date: 10-February-2025

Abstract: Digital transformation has become a critical factor in shaping the future of Small and Medium Enterprises (SMEs), offering numerous opportunities for growth and efficiency. As SMEs across various sectors embrace technological advancements, they gain access to tools that can streamline operations, reach broader markets, and enhance decision-making. However, these enterprises also face substantial challenges, including financial constraints, technological barriers, and resistance to change. This paper explores both the opportunities and challenges associated with digital transformation in SMEs. Through a combination of qualitative and quantitative research, this study identifies key trends in the adoption of digital tools such as cloud computing, e-commerce platforms, and data analytics. The findings highlight how digital transformation has revolutionized SME operations while simultaneously presenting obstacles, particularly in terms of cost, cybersecurity, and skill gaps. The paper concludes with recommendations on how SMEs can better navigate these challenges to fully leverage the benefits of digital transformation.

Keywords: Digital transformation, Small and Medium Enterprises, SMEs, technological adoption, opportunities, challenges, cloud computing, e-commerce, cybersecurity.

Title: The Impact of Digital Transformation on Small and Medium Enterprises (SMEs): Opportunities and Challenges

Author: Mohammad Asif, Md Sobuj Miah, Mst.Jannatul Ferdous Hia, Abu Muslim Jamal, Samia Binte Farid Upoma

International Journal of Novel Research in Marketing Management and Economics

ISSN 2394-7322

Vol. 12, Issue 1, January 2025 - April 2025

Page No: 11-18

Novelty Journals

Website: www.noveltyjournals.com

Published Date: 06-January-2025

Abstract: Emerging technologies are reshaping the business landscape, transforming traditional operations and offering new opportunities for innovation and efficiency. This paper explores the impact of these technologies, focusing on automation, artificial intelligence (AI), cloud computing, customer relationship management (CRM) systems, Internet of Things (IoT), and revenue generation strategies such as subscription models and data monetization. The results indicate that automation has significantly reduced process times by an average of 40%, while AI adoption has enhanced forecasting accuracy by 75%. Cloud computing has led to a 25% reduction in IT costs over three years, and CRM systems have improved customer satisfaction scores by 27%. Additionally, IoT has contributed to a 60% reduction in carbon emissions, and new revenue models have increased business revenue by 12%. The findings highlight the significant potential of emerging technologies to optimize business processes, increase profitability, improve customer experience, and promote sustainability. This paper provides valuable insights for businesses aiming to leverage these technologies to gain a competitive edge in a rapidly evolving market.

Keywords: Emerging Technologies, Automation, Artificial Intelligence, Cloud Computing, Customer Relationship Management, Internet of Things, Revenue Growth, Sustainability.

Title: Emerging Technologies Transforming Business Operations

Author: Meryem Kaaouachi, Shahil Sakib Ahmmad, Shampa Hafsa Akter, Samia Binte Farid Upoma

International Journal of Novel Research in Marketing Management and Economics

ISSN 2394-7322

Vol. 12, Issue 1, January 2025 - April 2025

Page No: 1-10

Novelty Journals

Website: www.noveltyjournals.com

Published Date: 06-January-2025