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2 articles for “RBV”
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Artificial Intelligence Adoption and Performanceefficiency in Accounting Systems of Emergingeconomies: an Analytics Maturity Perspective
Abstract: This study examines the association between Artificial Intelligence (AI) adoption and performance efficiency in accounting systems of emerging economies, with analytics maturity as a mediating variable. The study uses the Technology Acceptance Model (TAM) and Resource-Based View (RBV) as supporting lenses. Analytics maturity is operationalized using a composite measurement index (Data Analytics Maturity Indicators – DAMI). A cross-sectional descriptive and explanatory survey design was adopted. Primary data were collected from …
Published in NOLEGEIN Journal of Business Ethics, Ethos & CSR · Vol. 9, Issue 2, 2026 · pp. 6–12 Read article
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How Mukesh Ambani Revived Campa Cola: The Business Strategy Behind Reliance's FMCG Revolution
Abstract: The revival of Campa Cola by Reliance Consumer Products Limited (RCPL) represents one of the most significant examples of strategic brand resurrection and market disruption in India's Fast-Moving Consumer Goods (FMCG) industry. Acquired by Reliance Industries in 2022 for approximately ₹22 crore, the once-iconic Indian soft drink brand was repositioned to challenge the long-standing dominance of multinational beverage companies such as Coca- Cola and PepsiCo. This case study examines the …
Published in NOLEGEIN Journal of Advertising and Brand Management · Vol. 9, Issue 2, 2026 · pp. 19–30 Read article