Brand equity is considered as the most important aspect of branding, which is a set of brands' assets and liabilities, its symbol or name that subtracts from or adds the value provided by a product or service to a firm and customers. The current research endeavor was to identify the interrelationship of customer-based brand equity dimensions (brand awareness, brand loyalty, brand image, and service quality) in Pakistani hotel industry. Data was collected from 821 consumers who experienced the services of Pakistani five star hotels from multiple locations. Mediating regression and stepwise regression analyses were applied for investigation of study hypotheses. Results pointed out positive and significant influences of service quality on all other dimensions of brand equity whereas partial mediations were endorsed among the variables. Researchers and practitioners implications are discussed.KEYWORDS | Service quality, brand loyalty, brand equity, hospitality industry, Pakistan. RESUMO O valor da marca é considerado o aspecto mais importante da marca, que é um conjunto de responsabilidades e ativos das marcas, seu símbolo ou nome que subtraem de ou adicionam o valor fornecido por um produto ou serviço para uma empresa e clientes. Dessa forma, o esforço da pesquisa atual foi identificar a inter-relação das dimensões de valor da marca baseadas no cliente (reconhecimento da marca, fidelidade à marca, imagem da marca e qualidade do serviço) na indústria hoteleira paquistanesa. Os dados foram coletados de 821 consumidores que experimentaram os serviços dos hotéis cinco estrelas paquistaneses de vários locais. Mediar a regressão e as análises de regressão em etapas foram aplicada para investigação das hipóteses do estudo. Os resultados apontaram as influências significativas e positivas da qualidade do serviço em todas as outras dimensões do valor da marca, enquanto as mediações parciais foram aprovadas entre as variáveis. As implicações dos pesquisadores e profissionais são discutidas. PALAVRAS-CHAVE | PALABRAS CLAVE |

The purpose of the current research is to determine the influence of creative marketing strategies and effective execution on business unit performance. Moreover, strategic orientation and environmental uncertainty are used as moderating variables. Data are collected from 368 key informants working in Fast-Moving Consumer Goods (FMCG), banking, pharmaceutical, chemical, insurance, and engineering industries using a multi-stage random sampling technique. Factor analysis and multiple hierarchal regressions are used to test the study hypotheses. The results indicate that creative marketing strategy and effective execution are positively associated with business performance. Moreover, environmental uncertainty and strategic orientation play a moderating role in the above relationships.KEYWORDS | Marketing strategy, creativity, strategic orientation, firm performance, Pakistan. Fast-Moving Consumer Goods (FMCG) RESUMO O objetivo da pesquisa é determinar a influência de estratégias de marketing criativo e execução efetiva no desempenho da unidade de negócios. Além disso, a orientação estratégica e incerteza ambiental são utilizadas como variáveis moderadoras. Os dados foram coletados de 368 informantes-chave que trabalham em indústrias RAE-Revista de Administração de Empresas | FGV/EAESP

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An*ultimate*question*mark*in*history*of*strategic*management*is*why*and*how* organizations*perform*better*than*others?*One*comparative*answer*to*explain* this* phenomena* is* an* organization's* actions* and* strategic* choices* how* it* operate* its* supply* chain.* Supply* chain* management* with* the* strategic* management* viewpoint* is* very* fertile* area* and* its* integration* can* enrich* this* domain* significantly.* Network* competition,* hypercompetition* and* new* competitive* landscape* got* paramount* significance* in* today's* competitive* environment* and* strategy* building* process.* * The* basic* purpose* of* this* literature* review* is* to* explain* this* shortcoming* while* explaining* intended* outcomes* extracted* from* crucial* abilities* and* configuration* of* supply* chain* management* principles* in* hypercompetitive* industries.* While* taking* network* competition,*this*report*also*extends*the*reference*point*of*Abdulla*(2009)*on* strategic* demand* network* management* (SDNM).* * Moreover* this* conceptual* review* will* also* develop* a* linkage* in* academic* literature* with* respect* to* dynamic*capabilities*and*supply*chain*management.**

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