The small and medium enterprise (SME) sector plays an important role in the development of the local, regional, and global economy. This study seeks to examine the relationships among several factors that are claimed to influence the performance of SMEs. Internal and external environmental factors, as well as the moderating role of gender on the research variables, are empirically examined. A survey of 142 entrepreneurs in the northern region of Tabuk, Saudi Arabia, using convenience sampling was conducted. Path analysis was used to test the research model using the Partial Least Squares (PLS) model by Warp PLS (ver. 7). Results suggest that both internal and external success factors influence enterprise performance. Based on statistically significant relationships, entrepreneurial orientation, human capital, and entrepreneur goals and motives (internal factors), as well as economic factors, socio-cultural factors, and legal and administrative factors (external factors) are influencing SME performance. Additionally, results indicate that SMEs almost perform at similar levels regardless of the gender of the SME owner. Gender is found to moderate the influence of economic factors, and legal and administrative factors on performance. There is no indication that gender moderates the influence of the rest of the factors on the performance. Such finding is surprising given the context of the study, i.e. Saudi Arabia was traditionally considered as a conservative male-dominated society. AcknowledgmentThis study was supported and funded by the research sector of Arab Open University – Kuwait Branch under decision number 21002. Authors would like to thank the National Entrepreneurship Institute “RIYADAH”, Tabuk branch, KSA for their support in data collection.

Examining the influence of adopting sustainability strategies on the competitiveness of five-star hotels operating in the State of Kuwait is the aim of this study. Sustainability strategies are represented by the responsibility towards four components, namely: the society, the employees, the environment, and the customers. The competitiveness variable is represented by hotels’ competitive advantage (cost, quality, flexibility, delivery, and creativity). The study is applied to the population of five-star hotels in the state of Kuwait (19 registered at the time of the study), and the final sample consisted of 294 hotel employees, and 360 hotel guests and customers totalling 654 observations. Responses were collected between November 2021 and January 2022 using an electronic questionnaire that was sent by email to hotels’ public relations managers for the hotel employees’ sample; and it was posted on several social media platforms and tourism forums for the customers’ sample. The findings indicate that five-star hotels in Kuwait are committed to sustainability implementation. The results of the regression model show a medium influential power of sustainability criteria in achieving a competitive advantage from both the employees’ and customers’ perspectives, indicating a statistical relationship between the variables. It is recommended that hotels should take advantage of the conclusions the study has reached in terms of the relationship between sustainability criteria and the achievement of a competitive advantage that would trigger favourable outcomes.

Brand management literature is continuously developing in response to the fast-moving business environment. The notions of brand bravery, sustainable branding, and brand activism have recently emerged as promising social marketing and branding strategies. However, our understanding of these specific concepts is limited due to the scarcity of relevant academic literature. This paper aims to provide a review of the existing literature on brand bravery that contributes to developing a robust understanding of the concept in relation to the other overlapping concepts of brand activism and sustainable branding and propose them as brand management strategies for today’s brands. The findings of this study indicate that on the one hand, brand bravery is a distinctive brand personality attribute that is likely to trigger positive outcomes, i.e., consolidating brand identity, credibility, authenticity, and brand equity. On the other hand, brand bravery could also backfire. The study also confirms that while the concepts of brand bravery, brand activism, and sustainable branding are related and can overlap, they each have their unique focuses. This study serves the interests of marketing scholars and professionals alike and provides valuable implications for researchers and practitioners.

This chapter explores the critical role of sustainability in the higher education sector, emphasising its potential to foster resilience, innovation, and equitable development. At first, the multifaceted dimensions of sustainability in the higher education sector are examined, beginning with a review of its current state and its alignment—or misalignment—with sustainability goals. Subsequent sections explore the integration of sustainability principles into curricula, the adoption of innovative teaching methods, and the pivotal role of technology in reshaping learning experiences. Additionally, the chapter addresses the importance of fostering inclusivity and equity within higher educational systems to ensure that sustainability efforts benefit all members of society. Sustainability in the Arab World is examined at the end of the chapter where the barriers, opportunities, and case studies of success are put into context.

Purpose: This paper aims to test the claimed influence of Experiential Marketing (EM) on consumers' purchasing intentions of smartphones. The study also examines the mediating roles of customer satisfaction, brand loyalty, brand advocacy, and brand resonance on the EM-Purchase intentions assumed relationship. Design/methodology/approach: The study follows a positivist quantitative approach, in which an online survey was administered to a non-probable convenient sample of smartphone users. 238 valid questionnaires were received, and Structural Equation Modelling (SEM) technique was used for data analysis and hypotheses testing. Findings: The findings report a clear and statistically significant influence of EM on purchase intentions. Customer satisfaction, brand advocacy, brand loyalty, and brand resonance are found to mediate the assumed EM-Purchase intentions relationship with different degrees of strength, with brand advocacy having the strongest mediation. Originality/novelty/value: The study is among the first to examine Middle Eastern consumers' purchase intentions of smartphones in relation to EM. This study is also among the first to examine the mediating role of customer satisfaction, brand advocacy, brand loyalty and brand resonance on the EM-Purchase intentions relationship. Research implications/limitations: The results have many implications for marketing academics and practitioners. The findings indicate that EM is effective in stimulating and triggering favourable purchase intentions. Nevertheless, the findings are relevant to the context of the study, i.e. Middle Eastern smartphone market. Thus, the findings should be carefully generalised.