Manufacturers employ AI for monitoring vehicle mileage, inspecting components, and scheduling maintenance. Past studies underscore the need for auto-related plans to prioritize environmental protection, concentrating on AI-driven environmental solutions promoted by AI for Good. AI enhances brand success by improving investment, technology, and promotional capabilities. This study emphasizes consistency in AI application across the automotive value chain for brand sustainability. A web-based poll surveyed 120 AI users in marketing, HR, sustainability, as well as 180 sustainability specialists and regulators. The primary goal is to assess, via structural model evaluation, how extraneous variables affect the development of AI-powered brand sustainability strategies. The study highlights AI's sustainability benefits in the automotive industry improving transportation safety, forecasting maintenance, and creating eco-friendly vehicles. However, challenges involve over-reliance on AI, predicting human behavior, and addressing sustainability threats. AI development should consider regional differences, prioritizing openness, policy harmony, and consumer agency. These findings aid marketing and HR professionals in devising customer-centric long-term plans.

The concept of talent management has received great attention from scholars and practitioners. Despite this, there are few studies associated with the relationship between innovation and talent management. This study invokes human capital, McGregor’s X and Y, social exchange and employee attraction theories to examine the link between talent management, product innovation, process innovation and marketing innovation. A questionnaire is developed to collect the data from the study sample consisted of (120) employees in top and middle management positions. Collated data is analyzed with variance-based structural equation modeling (PLS-SEM). Results from PLS-SEM suggest that talent management had a significant and positive impact on product, process and marketing innovations. Supplemental ANOVA analyses also reveal that organizational tenure was a strong determinant for talent management as well as product, process and marketing innovations.

Sustainable Development Goals (SDGs) 8, 9, 12, 13, and 16 highlight the importance of industrial innovation to align the firms’ financial goals with sustainable green investments. There is a vast literature investigating the trade-off between Corporation Financialization (CF) and green project investments. This study reviews such literature by following a systematic review approach of PRISMA and selected 90 research papers from the Scopus database published during 2011-2025. The findings suggest that CF has a deep impact on firms’ innovation and sustainability behavior, which is largely influenced by governance structures, managerial incentives, and strategic priorities. The literature informs that excessive CF usually discourages investments in innovation and green projects. Firms’ CF activities prioritize shareholder value over green project investments. However, environmental regulations, green finance initiatives, and carbon market mechanisms change the CF behavior of firms in highly polluting industries with strong governance. Policy uncertainty reduces the incentive for green project investments. Moreover, firms’ financial constraints increase CF and reduce investments in green projects. However, digitalization and technological change help to increase green investments. Moreover, state-owned firms are more active in green project investments compared to private firms. In addition, the government's stringent environmental regulations and governance reforms help to mitigate CF’s crowding-out effect on green project investments. The literature provides policy implications to integrate sustainability into core financial strategies by aligning investment decisions with long-term environmental goals, which can be achieved by strengthening governance, adopting green finance frameworks, and influencing firms’ strategic financial management in favor of green projects.

The article aims at finding ways to intensify the innovation activity of the Ukrainian economy, determine the role of university education in the formation and development of innovation infrastructure. It is substantiated that science and education are a reliable segment for the diffusion of innovations. The best practices of Ukrainian universities on the commercialization of innovative developments and technology transfer in the domestic and foreign markets are presented. The article analyzes the main indicators of the development of innovation activity in Ukraine as well as the dynamics of the development of university education. Particular attention is paid to the role of state classical universities in maintaining innovation development of the state and its regions. It is determined that in modern conditions, universities become integrators, participants, intermediaries, catalysts of communications and cooperation of educational and scientific structures with production, cultural institutions and regional authorities. It was investigated that on the basis of universities, 20 scientific parks have been created and are successfully functioning in Ukraine. The present innovative educational and production cluster of public-private partnership is presented. The scheme of management of it is offered. The results of calculating the multiplicative effect from the development of innovation infrastructure, which will be created as a result of the functioning of the educational-production cluster, are presented. The effectiveness of its influence on the development of the region's economy is proved.

This article aims to investigate the effect of market-sensing capability among knowledge creation and process and product innovation in small and medium-sized enterprises (SMEs) in Jordan. We propose that market-sensing capability will influence knowledge creation and process as well as product innovation. The study develops a model that contributes to the flourishing marketing management literature, i.e. the higher the knowledge creation, the higher the performance of SMEs. Data are collated from valid (n=304) respondents of Jordanian SMEs. The study uses structural equation modeling (SEM) to explore the analysis and the results indicate a positive effect of market-sensing capability on knowledge creation, and process and product innovation. Knowledge creation process has also maintained a positive effect on process and product innovation. Knowledge creation process mediated the link between market-sensing capability and process and product innovation. The study suggests that market sensing abilities of an enterprise are important for SME’s improvement which requires learning-positioning for firm effectiveness. In addition, managers need to harmonize their procedures concerning market sensing and learning. Future study can streamline the findings with a longitudinal design and insights can be acquired by exploring the impact of environmental factors surrounding strategic entrepreneurial orientation.

Marketing capabilities such as advertising and distribution, in the past, were considered as an intermediate level marketing activities but our focus in this study is on higher potentials of marketing, innovation and branding. The primary objective of this study is to investigate the effect of marketing capabilities on the market of small and medium enterprises in the province of Isfahan, Iran. The research consisted of small and medium enterprises in the industrial towns of the province of Esfahan using random sampling technique to gather the necessary data. Out of the 62 industrial parks and industrial zones in the province, there were 4,326 industrial units, which were active and the study distributes 384 questionnaires and managed to collect 308 properly filled ones. Using some statistical tests, the study has confirmed that innovation and branding influence positively on SMEs in this province.