https://jcem.vgtu.lt/index.php/BTP <p>Business: Theory and Practice&nbsp;publishes original research, reviews and case studies on all areas of strategic management and organizational behaviour.</p> Vilnius Gediminas Technical University en-US Business: Theory and Practice 1648-0627 <p>Authors who publish with this journal agree to the following terms</p> <ul> <li>that this article contains no violation of any existing copyright or other third party right or any material of a libelous, confidential, or otherwise unlawful nature, and that I will indemnify and keep indemnified the Editor and THE PUBLISHER against all claims and expenses (including legal costs and expenses) arising from any breach of this warranty and the other warranties on my behalf in this agreement;</li> <li>that I have obtained permission for and acknowledged the source of any illustrations, diagrams or other material included in the article of which I am not the copyright owner.</li> <li>on behalf of any co-authors, I agree to this work being published in Creativity Studies as&nbsp;Open Access, and licenced under a Creative Commons Licence, 4.0 <a href="https://creativecommons.org/licenses/by/4.0/legalcode">https://creativecommons.org/licenses/by/4.0/legalcode</a>. This licence allows for the fullest distribution and re-use of the work for the benefit of scholarly information.</li> </ul> <p>For authors that are not copyright owners in the work (for example government employees), please <a href="mailto:%20journals@vilniustech.lt">contact VILNIUS TECH </a>to make alternative agreements.</p> https://jcem.vgtu.lt/index.php/BTP/article/view/20922 <p>The purpose of the article is to develop a methodology that will make it possible to use attitudes and expressions of professional language to the maximum extent when selecting business goals of high-tech entrepreneurship during the development, production and sale of the latest products and to reduce the sensitivity of the assessment to small deviations of the factors and increase its reliability. It is proven that the proposed method allows to use the attitude and expression of professional language to the maximum when choosing a business goal. At the same time, the sensitivity of the assessment to small deviations of the factors decreases, and the reliability increases. It has been investigated and established that when using fuzzy methods in the decision-making process in high-tech production, unlike the existing ones, there is an opportunity to actively use fuzzy estimates and different points of view of people who carry out planning or decision-making, as well as fuzzy information expressed in words.</p> Olha Ilyash Vitaliy Zakharchenko Svitlana Yermak Larysa Frolova Glib Mazhara Liubov Smoliar Copyright (c) 2025 The Author(s). Published by Vilnius Gediminas Technical University. http://creativecommons.org/licenses/by/4.0 2025-01-09 2025-01-09 26 1 1–16 1–16 10.3846/btp.2025.20922 https://jcem.vgtu.lt/index.php/BTP/article/view/22197 <p>The aim of this study is to evaluate the influence of physical Vanity, achievement vanity, and brand equity on luxury consumption in the skincare industry, considering the promising US$13.9 billion beauty and personal care market in India, as estimated by Euromonitor International. Data were collected from 200 male and female participants in the National Capital Region of Delhi, India, belonging to various geographic groups and income levels. Confirmatory factor analysis was utilized to assess the relationship between observed and latent variables, while regression analysis was employed to determine the impact of physical Vanity, achievement vanity, and brand equity on luxury consumption. The study reveals that physical Vanity, achievement vanity, and brand equity positively affect luxury product consumption, with brand equity having the most significant impact. The associations between luxury consumption and physical Vanity, achievement vanity, and brand equity were found to be statistically meaningful. The findings offer valuable insights for skincare market marketers, allowing them to identify opportunities and strategize to capture untapped markets in the country. Additionally, the results enable them to understand the relative influence of the three factors – physical Vanity, achievement vanity, and brand equity – on luxury consumption. This research contributes to the understanding of the positive effects of physical Vanity, achievement vanity, and brand equity on luxury product consumption. The survey-based approach offers a comprehensive yet succinct overview of the existing literature and its implications, benefiting both luxury brand managers and future researchers.</p> Showkat Khalil Wani Copyright (c) 2025 The Author(s). Published by Vilnius Gediminas Technical University. http://creativecommons.org/licenses/by/4.0 2025-01-31 2025-01-31 26 1 17–27 17–27 10.3846/btp.2025.22197