Title: New Issue Released: Theory Methodology Practice (TMP) Vol. 21 No. 2 (2025)

The new issue features the following articles:

• Navigating Intercultural Market Entry Between Ghana and Hungary: A CAGE Distance Model Approach This study explores intercultural marketing strategies between Ghana and Hungary using the CAGE (Cultural, Administrative, Geographic, and Economic) Distance Model. Key findings reveal that cultural differences significantly shape branding, while administrative and economic disparities influence entry modes and pricing. The authors recommend that multinational enterprises conduct in-depth market research and leverage digital tools to overcome these barriers.
• Branding Strategies and Sales Volume of Nestle Products: A Nigeria University Experience This research investigates the relationship between branding strategies and sales volume, focusing on Nestlé products within a Nigerian university context. The study reveals that brand awareness and brand loyalty significantly affect customer patronage and purchase decisions. It concludes that investing in branding strategies is imperative as it directly converts efforts into increased sales revenue.
• What are hypermarkets and discount chains doing for sustainability? The article highlights the contribution of hypermarkets and discount chains in Hungary (e.g., Tesco, Lidl, Aldi) to sustainability, framed by the UN Sustainable Development Goals (SDGs). It examines measures taken to reduce food waste, ensure safety, and improve energy efficiency, alongside the role of digitalization. The study concludes that while denominators like waste reduction are common, the chains operate at varying levels of maturity and use different tools.
• Corporate Governance-Performance Nexus in Indian Insurance Companies: A Sectoral Assessment of Life vs. Non-Life sector This paper examines corporate governance practices in the Indian insurance industry and their effect on financial performance, comparing life and non-life sectors. The results indicate that governance mechanisms influence the performance of life insurers more substantially due to their long-term liabilities and complex investment portfolios. The study suggests formulating more stringent governance norms to ensure stability in the sector.
• Navigating Adoption of Financial Derivatives: Dynamics of Complexity and Regulatory System This study examines the intention of financial institutions in less developed markets, specifically Tanzania, to adopt financial derivatives. The results demonstrate that while product complexity hinders adoption, a responsive regulatory system significantly increases adoption intention and moderates the negative effects of complexity. The findings offer practical insights for regulators aiming to develop financial markets.

The full issue is available on the journal's website: http://ojs.uni-miskolc.hu/index.php/tmp.