My paper has been rejected four times in last two years. I have tried two journals. They don't even have good rankings but it was rejected repeatedly. I improved the article by taking reviewers comments into consideration but still it comes back with rejections.
What frustrates me is the fact that I can see some articles which I followed getting published in same journals. They explore country context, whereas my article investigates the same problem in another country context (a developing country) which indicates there is a contribution.
It's been a long time that I have worked on this article. The data that I used is getting outdated since the business environment keeps changing rapidly.
So my question is, what course of action I should take given my current situation? Should I dump this article and move on with something new? Or just keep sending it to other journals?