The visibility, information, emotional appeal and practicability (VIEW) model describes the major dimensions of the package to influence the intention to purchase. The main objective of the research study was to analyse the effect of the elements of the VIEW model to purchase under the moderating effect of familiarity with the brand. Using convenience sampling, primary data were collected by a self-administered questionnaire of 252 female consumers in Oman. The results of the statistical analysis indicated that three elements of the VIEW model (i.e., visibility, emotional appeal and workability) significantly affected the purchase intention, and printed information did not influence purchase intention. The moderating effect of brand familiarity on the relationship between the elements of the VIEW model and the intended purchase was not significant. Overall, the results of the study support the theory that packaging and aesthetics have an exceptional role in promoting consumer purchasing intentions. The results of the research study highlight the key aspects of cosmetics marketing in Oman and guide marketers on the effects of VIEW’s psychological impact. Consequently, the findings of this research study will inform future research studies to explore the phenomenon under the influence of other variables.

Local perfume brands are typically successful due to their distinct strategies and product features. The purpose of this study is to determine how packaging visual elements influence consumer purchase intentions, focusing particularly on the packaging, material, and typography of information. Furthermore, the study examines how perceived quality mediates the relationship between selected packaging elements and consumer purchase intentions. We used quantitative data collected through a field survey using structured questionnaire adapting survey items from previous studies. Total 347 respondents from Oman participated in the survey. We used the Partial Least Square Structural Equation Modelling (PLS-SEM) to analyse data. The findings revealed that packaging design and typography of information positively influence purchase intention of customers. Packaging material was found to be insignificant to influence the purchase intention. It was found that perceived quality partially mediated the relationship between independent variables (packaging design, typography) and purchase intention. In addition, there was full mediation of perceived quality in the relationship between packaging material and purchase intention. This study contributes to the literature by providing an insight into Omani consumers' attitudes regarding the aesthetics of packaging, perception of quality, and purchase intention. In the context of local market, the study suggests managers use visual elements of packaging to attract customer for increasing the likelihood of purchase. To gain a better understanding of marketing communication efforts, future research might look at the type of material as a predictor and assess the effect of gender and prices on packaging elements and purchase intention.

The purpose of this chapter is to provide an overview of ecological strategic orientation (ESO), emphasizing both its multifaceted nature and potential benefits. Sustainability and ecology focus on how human activities relate to the natural world. The chapter illustrates how businesses, governments, and non-profits can benefit from an ESO. We conducted a comprehensive literature review to collect relevant sources and establish a comprehensive knowledge base on ESO, strategies, challenges, and barriers organizations may encounter. ESO’s theoretical foundation and practical implications explain how they make strategic decisions and operate sustainably. Using selected examples, we synthesized our findings, discussed implications, and made recommendations. The chapter concludes that ESO is key to achieving sustainable development. The only way to achieve sustainability within organizations and society is to adopt an ecological strategy. The study also discusses implications. First, ESO reduces environmental impact while improving long-term financial performance and competitive advantage of organizations. Sustainable development requires an ESO from organizations and policymakers. Second, ecological regeneration and preservation can help our societies become more resilient and environmentally responsible in the future. Third, through innovative thinking and leadership commitment, this approach can have transformative potential. Sustainable development addresses environmental, societal, and economic challenges. An organization that aligns its operations, goals, and strategies with ecological considerations and principles will be initiative-taking and deliberate. <!----> <!----> <!----> <!---->

The main objective of this research was to understand how firms achieve innovation performance by being strategically oriented. Self-administered questionnaires were used to collect the data from 350 SMEs in Sialkot, Pakistan. The findings suggested that strategic orientation had a significant effect on innovation performance. Moreover, the effect of strategic orientation on exploitative integration was statistically significant. The effect of entrepreneurial and market orientation on explorative integration was not significant; however, learning orientation had a positive impact on explorative integration. Supply chain integration had a positive and significant influence on innovation performance. Importantly, exploitative integration mediated the relationship between strategic orientation and a firm’s innovation performance. Strategic orientation, directly and indirectly (exploitative), showed to have a positive influence on innovation performance. Taking initiatives to promote it throughout the firm will have a significant influence to enhance the firm’s performance. <!----> <!----> <!----> <!---->