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The globalization of markets poses great challenges, and thus, the manufacturing businesses trying to expand their operations to cater to a global audience have to undergo significant transformations. Therefore, this research aims to identify key challenges and elucidate the critical success factors (CSFs) required for the global growth of manufacturing companies on a worldwide scale.

A range of interval-valued spherical fuzzy sets (IVSFs) and flexible methodologies such as the analytic hierarchy process (AHP) and data envelopment analysis (DEA) have been employed to evaluate the issues in detail. It calculates the effectiveness delivered by each critical success factor (CSF) and identifies the factors acting as a barrier to global market penetration.

This research highlights the transformative potential of smart manufacturing in developing economies, identifying CSFs such as government support, cost optimization and resilient supply chain management as essential for overcoming obstacles like over-reliance on foreign technologies, regulatory rigidity and skill gaps. The integration of IVSFS with AHP and DEA models offers actionable insights to foster localized innovation, reduce foreign dependencies and promote user-centric designs, aligning with the United Nations Sustainable Development Goals.

This study shows that IVSFs, AHP and DEA can be used together to estimate the global challenges of manufacturing firms in developing markets. The combination of efficient decision-making and these strategies is novel as it provides ways in which businesses in developing countries can deal with their obstacles and improve their competitiveness on the global stage.

In this era of technological advancement, the capabilities of devices and telecommunications have changed the pattern of media consumption among consumers. This study examined the research landscape and advancements in OTT services.

This study adopted a hybrid review consisting of bibliometric and thematic analyses to present advancements in the OTT platforms. A hybrid review integrates both systematic and narrative approaches by emphasizing a literature search strategy and the study selection process.

This study focuses on previous literature to understand recent developments in the domain. The authors derive six major OTT themes: OTT infrastructure and technology advancement, OTT consumption behaviour, shifting trends towards OTT platforms, viewers’ engagement in digital media, OTT in the global market, OTT policies and regulatory mechanisms.

The findings of this study will be useful for marketers/stakeholders associated with the entertainment and media industries, such as sales promotion teams, media planners/advertisers, content management companies and policy regulators, to penetrate OTT viewers.

The literature related to OTT is progressively rising, but it remains highly fragmented because of inconsistencies in the methodologies and theories used in the domain of OTT. This study offers directions in terms of theory, methodology and future research on OTT services.

The main goal of the article is to identify, analyze and evaluate the mediating role of HRM outcomes in the relationships between employee retention (ER) and company performance results, with a specific focus on discerning any shifts or differences in this mediation across non-crisis and crisis times in the foreign subsidiaries of MNCs.

The empirical research covered 200 MNCs headquartered in Central Europe. A Computer-Aided Telephone Interviewing (CATI) method was used for data collection. The raw data was adjusted using the Efficiency Index (EI) to accurately represent the relationships between the variables under study. The research hypotheses were examined, and the mediating effects were assessed through Partial Least Squares Structural Equation Modeling (PLS-SEM).

The research findings provide valuable insights by exploring the mediating role of HRM outcomes between ER and company performance results, highlighting HRM’s crucial role in enhancing results in finance, innovation and quality, particularly during crises. They underscore the strategic importance of HRM in fostering organizational resilience and innovation.

The study offers a new methodological contribution through introducing the EI for a precise quantitative evaluation of the relationships between ER, HRM and company performance results. However, the greatest added value of this article is the creation of the ER-HRM Mediation Theory of Organizational Resilience through Innovativeness in Crisis.