Signals · Research
Publications
Peer-reviewed research on marketing strategy, consumer behavior, and business transformation. Academic insights translated into executive action.
Book Chapter
Sustainable Leadership for Institutional Environmental Stewardship: A Behavioral and Systems Approach for Transforming Organizations
Asif, S., Minz, N. K., & Mathur, A. · IGI Global Scientific Publishing, 2026
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…
Book Chapter
Reimagining Organizational Behavior Through AI-Human Synergy: Trust, Motivation, and Adaptive Leadership in Intelligent Workplaces
Asif, S., Mathur, A., & Minz, N. K. · IGI Global Scientific Publishing, 2026
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…
Conference
Bridging the Human-AI Readiness Gap in Marketing: Introducing the HACR Framework
Asif, S., & Lalwani, S. · Market Research Society of India (MRSI), 2025
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…
Book Chapter
The Social Media Effect on Luxury Consumption: Redefining Consumer Behavior in the Digital Age
Asif, S. · IGI Global Scientific Publishing, 2025
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…
Book
Sustainability, Resilience and Enterprise: Creating an Equitable Social Ecosystem
Kaushik, T., Girotra, R., Singh, S., Asif, S., & Yadav, S. · Bloomsbury Publishing India, 2023
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…
Book Publication
The Social Media Effect on Luxury Consumption: Redefining Consumer Behavior in the Digital Age
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…
Book Publication
Sustainability, Resilience and Enterprise: Creating an Equitable Social Ecosystem
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…
Book Publication
Study of Internet Banking Usage: Elderly vs Youth
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?…
Decks are easy. Decisions are not.
Bring us the real question. We’ll come back with how we’d approach it. Not a brochure. A starting point.
Take the Next Step