- Volume 11, Number 4 (2023)
COSMETIC CONSUMPTION AND GENDER: EVALUATING ADVERTISING IMPACT IN MAURITIUS
Fatima Khan Ayesha, Jamal Ahmed Sana
The field of advertising has a rich history dating back to ancient civilizations like the Romans and Phoenicians, where rudimentary forms of advertisement were employed to promote events and products. Modern advertising, as defined by Kotler and Armstrong (2012), represents a stark departure from these early efforts, characterized by paid, non-personal communication via various media channels. Advertising is recognized as a critical component of the promotional mix for businesses, helping them reach a wide audience and build brand identity. This paper explores the multifaceted role of advertising in influencing consumer behavior, with a particular focus on the cosmetics industry in...
THE GREEN CONNECTION: INVESTIGATING RWANDA'S STATE CORPORATION PERFORMANCE THROUGH PROCUREMENT POLICIES
Catherine Wanjiku Mwangi, Maina Kamau Peter
In today's competitive business landscape, enterprises are confronted with mounting pressure from both regulatory bodies and the community to harmonize their economic performance with environmental concerns. The imperative to mitigate the adverse environmental impacts of their products and services has compelled companies to adopt strategies geared towards environmental sustainability. However, the motivation behind this shift is not solely ecological; it is fundamentally rooted in enhancing profitability and fostering robust business practices. Green procurement, the cornerstone of this transformation, ensures that businesses can simultaneously harness economic, environmental, and societal benefits. Historically, green procurement practices were confined to a select few companies,...