Signals · Research
Publications
Peer-reviewed research on marketing strategy, consumer behavior, and business transformation. Academic insights translated into executive action.
Working Paper
Unveiling the Dynamics of Startup Ecosystems: Key Drivers of Entrepreneurial Success
Verma, H., & Asif, S. · Zenodo, 2024
Why do some startup ecosystems consistently produce successful ventures while others struggle to gain momentum? This study tackles that question by mapping the forces that shape entrepreneurial success, focusing on how government support, incubation, regional…
Working Paper
Exploring Trust and Security Concerns in Digital FMCG Purchases: Evidence from Indian Millennials
Pooja, & Asif, S. · Zenodo, 2024
Online grocery and everyday-goods shopping is booming in India, yet many millennials still weigh each purchase against nagging worries about trust and security. This qualitative study asks what actually convinces them to buy, and where those concerns make them…
Working Paper
Waste to Wealth: Entrepreneurial Strategies for Sustainable Waste Management
Asif, S., & Minz, N. K. · Zenodo, 2024
Waste is usually treated as a cost to be disposed of, yet it can also become raw material for new ventures. This paper takes that reframing seriously, asking how entrepreneurship can turn waste management from a pressing environmental and socioeconomic…
Book Publication
The Influence of Online Marketing on Start-ups
Plenty of research shows that online marketing shapes how startups grow, but almost all of it looks through the eyes of the companies. This study deliberately…
Book Publication
Analysis of Marketing Strategies Adopted by Travel Agencies to Promote Community-Based Tourism: A Case Study of Garhwal Region, Uttarakhand
Tourism is a major social and economic activity, but the rural communities that host much of it are social-ecological systems under growing strain from global environmental…
Book Publication
Unveiling the Dynamics of Startup Ecosystems: Key Drivers of Entrepreneurial Success
Why do some startup ecosystems consistently produce successful ventures while others struggle to gain momentum? This study tackles that question by mapping the forces that shape…
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