Publications

Environmental sustainability has become a strategic priority for organizations, yet a persistent gap remains between the sustainability commitments companies state and the environmental outcomes they actually deliver. This chapter proposes Sustainable Stewardship…

AI is no longer just an automation tool sitting in the background; it has become a cognitive collaborator that reshapes how teams decide, lead, and feel about their work. This chapter asks the question that algorithms alone cannot answer: how…

As artificial intelligence spreads through marketing, the hardest obstacle is turning out to be the team, not the technology. Despite heavy investment in advanced platforms, many organisations still struggle to weave AI into everyday decisions and workflows, and…

Luxury has always sold itself on scarcity and distance, the sense that not everyone can have it. Social media works the opposite way, putting high-end brands in front of vast audiences every day. This chapter asks what that constant visibility…

The United Nations’ seventeen Sustainable Development Goals set a clear destination, but reaching them inside real businesses and communities is far harder than naming them. This edited book takes that implementation gap as its starting point, asking how…

Internet banking has spread rapidly, but how differently do younger and older customers actually take it up, and which group finds it more useful in practice? This study addresses a gap in the research, which has rarely examined the determinants…

In emerging economies, where smartphones and online platforms are spreading quickly, food brands have gained a powerful new lever over what people eat, not only which products they buy but whether they lean towards healthier and more sustainable choices. This…

Recruitment is being rebuilt around artificial intelligence, but the same systems that promise faster, fairer hiring can also entrench the very biases they are meant to remove. This chapter asks how AI can be steered to widen diversity, deepen inclusion,…

This entry records a registered industrial design rather than a research paper or a functional patent, and that distinction shapes how it should be read. Design registration protects the visual form of a product, its configuration, pattern, or interface…

Two forces now press on business at once: the rapid spread of artificial intelligence and allied technologies, and an urgent demand for sustainability in the face of climate change and social inequality. This edited volume sits deliberately at their intersection,…

Marketers have never had more data about their customers, yet much of it sits unused while campaigns still run largely on intuition. This chapter asks whether predictive analytics, applied to big data, can turn that raw information into marketing decisions…

What shapes the way people in Gurgaon buy branded clothing, and how much do promotional offers sway that decision? This study sets out to understand the buying behaviour of regular purchasers of branded apparel in the city, looking closely at…