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Sustainable Supply Chain Management Effect on Global Sustainable Service Marketing by Mediation of Cross-Border Virtual Currencies in the Horn of Africa
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Author(s): Shashi Kant (Bule Hora University, Ethiopia), Tamire Ashuro (Bule Hora University, Ethiopia)and Metasebia Adula (Bule Hora University, Ethiopia)
Copyright: 2026
Pages: 30
Source title:
Sustainable Service Marketing with Virtual Currencies
Source Author(s)/Editor(s): Arjun J. Nair (St. Lawrence College, Canada), Sridhar Manohar (Chitkara Business School, Chitkara University, India), Yam B. Limbu (Montclair State University, USA)and Bruce A. Huhmann (Virginia Commonwealth University, USA)
DOI: 10.4018/979-8-3373-0315-4.ch007
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Abstract
This investigation investigates the associations among Marketing of services for Global Sustainability (MSGS), Virtual Currencies used at Cross Border (VCCB), and Sustainable Management of Supply Chain. The investigation uses Structural Equation Modeling (SEM) to examine the direct and indirect effects of SMSC activities on MSGS via CBVC mediation. The outcomes manifested a robust affirmative association among SMSC and MSGS, suggesting that initiatives for marketing targeting aware about ecosystem clients are augmented by effective sustainable activities. Also, VCCB perform as an essential intermediary, promoting worldwide trade and raising the general efficacy of sustainability initiatives for marketing. By emphasizing the significance of combining sustainable activities with cutting-edge financial technology, the investigation enhance to the body of literature already in existence and offers managers and stakeholders' useful insights for navigating the intricacies of worldwide markets. Organizations are advised to use digital currencies and create marketing communications.
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