“…Unlike Adeleke et al (2022), Almulhim (2023), Mandl (2023) and Zhang and Du (2023), the findings suggest that economic changes (the viral threat, digitalization, and sustainable development) do not provoke destabilization instead they serve as a catalyst for the expansion of emerging markets. We verified the significant stimulating contribution of the viral threat (28.56% in developed countries and 22.20% in developing countries—in support of Lilly et al, 2023; Ullah et al, 2023), digitalization (42.22% in developed countries and 52.07% in developing countries—in support of Kong et al, 2022; Yang et al, 2023) and sustainable development (10.64% and only in developing countries—in support of Blok, 2018; Yuan et al, 2018). We focus on effectively utilizing management strategies to develop and succeed in emerging markets, resulting in positive outcomes.…”