Volume 12 Issue 2

The research delves into the intricacies of entrepreneurship in Romania within a socio-environment marked by swift changes and numerous uncertainties. Beginning with an assessment of the present state of Romanian entrepreneurship the primary obstacles confronted by domestic entrepreneurs are underscored, which consist of bureaucratic hurdles, limited availability of financial resources and instability, in the market. The investigation scrutinizes the tactics employed by entrepreneurs to adjust including embracing rapid digitalization, establishment of networks and fostering sustainability principles. In 2025s evolving landscape of opportunities lie chances waiting to be seized. A distinct section is dedicated to female entrepreneurship. Showcasing the rise of women engaging in entrepreneurial endeavors while addressing the unique challenges they face. The paper presents a view of Romanian entrepreneurial ecosystem by spotlighting its weaknesses and development potential in a constantly changing climate.

Artificial intelligence (AI) is changing the marketing landscape. Due to AI, organizations can develop strategies that are focused on individual consumers and dynamically adapt marketing tactics in real-time based on large volumes of consumer data. Considering the challenges associated with consumers' increasing expectations, AI provides a basis for personalization and enhanced consumer engagement. As such, studies are required to address how AI can provide new basis for implementation in digital marketing strategies and tactics. Therefore, this paper aims to provide a structured conceptual framework that categorizes AI-driven customer engagement based on personalization. Future directions for research are also addressed to provide an agenda on AI's influence in marketing strategy.

Customer retention is a challenge for all industries, but churn rates are particularly high in the telecommunications industry, averaging between 10 and 67 percent. For example, it is estimated that 75 percent of the 17 to 20 million subscribers signing up with a new wireless carrier every year are coming from another wireless provider. Loyalty is extremely difficult for telecommunications brands to attain, especially due to the lack of differentiation in the product and service offerings. Customer loyalty has become rapidly appeared as a relatively important area of investigation for both researchers and practitioners. However, there has been little research in the area of customer brand switch and customer loyalty in the Telecommunications industry in Botswana. The purpose of this paper is to measure the influence of promotional pricing on customer brand switch and customer loyalty in the Telecommunications sector in Botswana. The research employed a positivism research philosophy and a quantitative research approach was used. The data was collected using a structured questionnaire from 320 respondents. Central tendency of measures, regression and correctional analysis were used to analyze the data. The study results showed that there is a strong significant relationship between promotional pricing and customer brand switch. However, the results also revealed that there is weak positive relationship between promotional pricing and customer loyalty in the telecoms sector in Botswana. The findings of this study contribute to the development of marketing strategies of how to retain their customers which will result in higher revenues.