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The purpose of this paper is to explain the process by which El Sewedy Company in Egypt decided to expand internationally by examining several modes of entry and choosing the best choice to expand in Russia and Kazakhstan.

The authors did several market analyses for each company to discover the external and internal environments. In addition, they weighted the advantages and disadvantages of each mode of entry to decide on the best mode to enter Russia and Kazakhstan.

The results confirm that the expansion for El Sewedy is challenging whether in Russia or Kazakhstan. Currently, El Sewedy's strategy is to deal through distributors to minimize risk; these distributors are mostly working in Kazakhstan given their easy connections and access there. The best solution for El Sewedy to expand is to trade high voltage and medium voltage cables in Kazakhstan as well as the trade of high voltage cables in Russia. Whether it is trading, exporting or a joint venture, El Sewedy's intentions are clear in its willingness to access the Russian and Kazakhstani markets, due to their richness and most of all their location as a central trade area in the region.

The comparison between Russia and Kazakhstan may appear very similar since both countries share almost the same circumstances and environment. Therefore, some of the information may be repeated twice to analyze both countries.

The results of this case study ensure the importance of analyzing the different modes of entry and doing a cost‐benefit analysis before deciding on how to expand in foreign market. Since circumstances and environments vary between markets, it is crucial to know all the details of the country in order to succeed in expanding in this foreign market.

This study explains a common case that happens in Egypt and every country whenever a company decides to expand. Usually, a company prefers a certain mode of entry over the other, but what is necessary is to follow what El Sewedy did, which is to evaluate all alternatives equally then decide on the best choice.

The textile sector is one of the sectors where competition is intense and requires the production of high-value-added products. This study aims to conduct patent analysis to find the technology status, recent trends, applications and technological evaluations of protective textile technologies in practice.

More than 36,840 patent documents related to protective textile technologies are available for researchers, patent examiners and patent researchers. Patent analysis is conducted to report the technology status, recent trends and applications of protective textile technologies. This analysis provides insights into the possible future directions of protective textile technologies in practice. Additionally, association rule mining (ARM) is performed to find the hidden patterns among protective textile technologies.

The development of protective textile technologies is revealed by the technology evaluation in this study. In addition, the sub-technology classes affecting protective textile technologies are examined using the cooperative patent classification (CPC) codes of the patent documents. Technology status and recent trends of protective textile technologies are provided in detail. The results of this study show that (1) protective textile technologies are constantly being developed, (2) the working areas of medical protective textiles are increasing, (3) there are frequent studies on fabric structures for saving lives within the framework of human needs and (4) there are four technology classes, namely A41D, Y10T, B32B and A62B impacting the other technology classes related to textile technologies such as D10B, Y10T, F41H, A62D, D04H, Y10S and D10B.

To have a competitive advantage in the marketplace, evaluation of textile technologies is critical in developing “functionalized” and “technologized” textile products. In particular, evaluating technologies in developing protective textile products is extremely important to meet customer demands and present competitive products in the market. Examining these patents for technology developers, decision-makers and policymakers is an urgent and necessary job. However, studies examining the development of protective textile technologies with patent analysis are very limited in the literature. To fill this gap, technology status, recent trends and applications of protective textile technologies are reported based on patent analysis and ARM in this study.

With the advancement of digital transformation, it is important for e-retailers to use artificial intelligence (AI) for customer engagement (CE), as CE enables e-retail brands to succeed. Essentially, AI e-marketing (AIeMktg) is the use of AI technological approaches in e-marketing by blending customer data, and Retail 4.0 is the digitisation of the physical shopping experience. Therefore, in the era of Retail 4.0, this study investigates the factors influencing the use of AIeMktg for transforming CE.

The primary data were collected from 305 e-retailer customers, and the analysis was performed using a quantitative methodology.

The results reveal that AIeMktg has tremendous applications in Retail 4.0 for CE. First, it enables marketers to swiftly and responsibly use data to anticipate and predict customer demands and to provide relevant personalised messages and offers with location-based e-marketing. Second, through a continuous feedback loop, AIeMktg improves offerings by analysing and incorporating insights from a 360-degree view of CE.

The main contribution of this study is to provide theoretical underpinnings of CE, AIeMktg, factors influencing the use of AIeMktg, and customer commitment in the era of Retail 4.0. Subsequently, it builds and validates structural relationships among such theoretical underpinning variables in transforming CE with AIeMktg, which is important for customers to expect a different type of shopping experience across digital channels.