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Archives Special Issue: Volume-12, Issue-1, Year: 2025 (January-June)

TABLE OF CONTENTS

Paper Title:
A CASE STUDY OF ZOMATO USING THE HOWARD-SHETH AND PSYCHOANALYTICAL MODELS
Author Name:
Aakash Selvis Rebello
Country:
Armenia
DOI:
https://doi.org/10.5281/zenodo.15356176
Page No.:
1-3
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A CASE STUDY OF ZOMATO USING THE HOWARD-SHETH AND PSYCHOANALYTICAL MODELS
Author: Aakash Selvis Rebello

This study explores how rational thinking and emotions shape consumer decisions, using
Zomato, India’s leading food-tech platform, as a case study. By applying the Howard-Sheth
Model (rational decision-making) and the Psychoanalytical Model (emotional influences), we
analyse Zomato’s strategies. Findings show that Zomato succeeds by combining practical
features (e.g., discounts, fast delivery) with emotional campaigns (e.g., nostalgia-driven
branding). Emotional loyalty boosts long-term customer retention, while rational factors like
app usability drive initial adoption. Recommendations include blending data-driven
personalization with storytelling to strengthen loyalty in competitive markets.
Keywords: Consumer Behavior, Howard-Sheth Model, Psychoanalytical Model, Rational
Decision-Making, Emotional Branding, Food-Tech Industry, Zomato Case Study, Consumer
Loyalty, Discount Strategies, Nostalgia Marketing, Brand Positioning, Customer Retention,
Digital Marketing, User Experience (UX), Market Competition, Social Influence on Buying,
AI-Driven Personalization

Paper Title:
HOW SHOULD ORGANIZATIONS GET READY FOR CHANGE IN THE VUCA WORLD?
Author Name:
Alberto Manzo
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15356474
Page No.:
4-15
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HOW SHOULD ORGANIZATIONS GET READY FOR CHANGE IN THE VUCA WORLD?
Author: Alberto Manzo

The modern business environment is defined by volatility, uncertainty, complexity, and ambiguity (VUCA), making adaptability a critical success factor for organizations. This essay explores three key strategies to prepare organizations for change in a VUCA world, namely (1) the ability to collaborate and co-create value, (2) the recognition that no solution is permanent, and (3) the development of quick reflexes for mobilizing resources. Collaboration is essential for innovation and resilience. Breaking down internal silos, engaging external partners, and empowering employees foster an adaptive and agile organization. Examples from companies like Unilever, Apple, and IBM illustrate how strategic partnerships and open innovation drive sustained success. Organizations must also acknowledge that no strategy or solution remains effective indefinitely. Adopting an iterative approach, building a learning organization, and leveraging scenario planning enhance long-term adaptability. Case studies from Amazon, Google, and Shell highlight the benefits of continuous experimentation, data-driven decision-making, and flexible strategic planning.
Finally, rapid resource mobilization is crucial in a fast-changing world. A flexible workforce, decentralized decision-making, automation, and financial agility enable companies to respond swiftly to emerging opportunities and threats. Companies like Tesla, Netflix, and Amazon exemplify how leveraging AI, automation, and agile business models can enhance efficiency and responsiveness. By embracing collaboration, continuous learning, and agility, organizations can navigate uncertainty and thrive in an ever-changing business landscape. As Charles Darwin observed, survival favors those most responsive to change-a principle that remains relevant in todays dynamic world.

Paper Title:
RESILIENCE AND REINVENTION IN THE VUCA WORLD: LEVERAGING DESIGN THINKING AND THE FLYWHEEL MODEL FOR AGILE, COLLABORATIVE, AND SUSTAINABLE RECRUITMENT
Author Name:
Amrut Patil , Vidya Hattangadi
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15356524
Page No.:
16-21
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RESILIENCE AND REINVENTION IN THE VUCA WORLD: LEVERAGING DESIGN THINKING AND THE FLYWHEEL MODEL FOR AGILE, COLLABORATIVE, AND SUSTAINABLE RECRUITMENT
Author: Amrut Patil , Vidya Hattangadi

In a VUCA (Volatile, Uncertain, Complex, and Ambiguous) world, organizations must
continuously reinvent talent strategies to ensure business sustainability and workforce
resilience. Traditional recruitment models struggle to keep pace with shifting skill demands,
economic disruptions, and evolving employee expectations. This study explores how Design
Thinking, combined with Amazon’s Flywheel Model, can create an adaptive, selfsustaining
recruitment system that thrives in uncertainty.
Keywords: Design Thinking; Logistics; sustainability; environment; innovation; Stakeholder
Empathy, Iterative Process Resilience, Reinvention, VUCA World, Design Thinking,
Flywheel Model, Agile Recruitment, Co-Creation, Workforce Sustainability, Talent
Adaptability.

Paper Title:
SUSTAINABLE URBAN DEVELOPMENT: POLICIES AND CHALLENGES
Author Name:
Bhavesh Gopilal Jain
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15356585
Page No.:
22-27
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SUSTAINABLE URBAN DEVELOPMENT: POLICIES AND CHALLENGES
Author: Bhavesh Gopilal Jain

Sustainable urban development aims to balance economic growth, environmental protection,
and social well-being. Rapid urbanization brings challenges like pollution, resource
depletion, and poor infrastructure. Policies such as smart city initiatives, green building
regulations, and improved public transport help ensure long-term sustainability. Governments
and organizations are adopting strategies like renewable energy, waste management, and
affordable housing to create better urban spaces.
However, challenges like funding limitations, political resistance, and socio-economic
disparities persist. Climate change further complicates sustainability efforts, requiring
adaptive policies and resilient infrastructure. Public participation, technological
advancements, and strong governance are key to overcoming these barriers.
This research explores policies, case studies, and challenges in urban sustainability while
highlighting best practices from successful cities. It emphasizes the importance of
governance, participatory planning, and smart technologies in creating greener, more
inclusive urban environments. Future studies may examine the role of technology and
community engagement in enhancing urban sustainability.
Keywords: Sustainable Urban Development, Governance, Policy Implementation, Urban
Planning, Sustainability Challenges.

Paper Title:
THE INFLUENCE OF SOCIAL MEDIA PERSONALITIES ON GEN Z’S PURCHASE INTENTIONS: A THEMATIC ANALYSIS OF INFLUENCER APPEAL
Author Name:
Bins Maniyattu Mathew, Faisal Memon
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15356595
Page No.:
28-39
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THE INFLUENCE OF SOCIAL MEDIA PERSONALITIES ON GEN Z’S PURCHASE INTENTIONS: A THEMATIC ANALYSIS OF INFLUENCER APPEAL
Author: Bins Maniyattu Mathew, Faisal Memon

Social media influencers have become important players influencing consumer behavior,
especially among Generation Z, as a result of the quick development of digital platforms. The
research explores the gap to know how the Gen Z connects with the appeal of the Influencers
in the age of clutter when influencers express personal values that may conflict with audience
expectations. This study investigates the relationship between Gen Z's inclination to buy
products through influencer appeal/ attraction. The study examines how influencer
authenticity, engagement, credibility, social proof, and content aesthetics affect consumers'
decisions to buy using qualitative method - thematic analysis. The results show that Gen Z's
purchasing behavior is greatly influenced by relatability, credibility and trust in influencers.
The report gives brands and marketers advice on how to use influencer for the brands
marketing tactics more successfully.

Paper Title:
EXAMINING THE RELATION BETWEEN SPIRITUALITY, WORKPLACE SPIRITUALITY AND ORGANIZATION CULTURE, PERFORMANCE – A PATHWAY TO ORGANIZATION EXCELLENCE
Author Name:
Channpreet Kaur Bhatia, Co-Author: Shama Shah
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15356613
Page No.:
40-47
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EXAMINING THE RELATION BETWEEN SPIRITUALITY, WORKPLACE SPIRITUALITY AND ORGANIZATION CULTURE, PERFORMANCE – A PATHWAY TO ORGANIZATION EXCELLENCE
Author: Channpreet Kaur Bhatia, Co-Author: Shama Shah

Employees at clear-purpose organizations feel inspired, committed, and part of a larger
purpose, which fosters a sense of belonging. According to a study that was published in the
MIT Sloan Management Review, related to "Toxic Culture Driving Employee Turnover"
reveals that a toxic corporate culture is 10 times more significant than compensation in
predicting employee turnover. This indicates that strong interventions must be put in place at
work to enhance organizational culture. Studies show that a spiritually enriched workplace
culture encourages a sense of belonging, respect, and trust among employees, resulting in a
more peaceful and positive work environment. Therefore, the researchers have examined how
workplace spirituality affects organizational culture in this study. The responses of 105
participants who were given two structured questionnaires—one with workplace spirituality
(WPS) and organization culture (OCTAPACE) parameters and other an opinion survey is
analysed in this descriptive qualitative and quantitative study. WPS and organizational culture
were found to be strongly positively correlated by Spearman Rank Correlation. To support
their hypothesis, the researchers have proposed a theoretical model that highlights the
relationship between Workplace Spirituality (WPS) = OCTAPACE (Positive Organization
Culture), which leads to the fourth P, Purpose of Quadruple Bottom Line) = Organization
Performance = Organization Excellence.
Keywords: Workplace Spirituality, Organization Culture (OCTAPACE), Organization
Performance and Organization Excellence

Paper Title:
COLLISION DRONE TRAFFIC CONTROL SYSTEM USING SWARM TECHNOLOGY
Author Name:
Poonam Navale, Sanskruti Choudhari, Ashwini Dandekar, V.D Raskar
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15356634
Page No.:
48-52
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COLLISION DRONE TRAFFIC CONTROL SYSTEM USING SWARM TECHNOLOGY
Author: Poonam Navale, Sanskruti Choudhari, Ashwini Dandekar, V.D Raskar

Drones are popular not only as recreation for enthusiasts but also as a tool with huge potential
to achieve a superior, efficient and accurate method of surveillance, sought after by different
security agencies. Commonly, the word “Drone”, in its most basic technical sense, means an
unmanned aircraft i.e., a flying robot with a remote controller. They can be further augmented
with GPS, cameras, various sensors, and specialized programs such as autopilot, etc. for
increasing their usefulness in data collection and aerial monitoring.
Swarm technology, inspired by the collective behaviour of social organisms like ants, bees,
and birds, is employed to enable drones to autonomously coordinate their movements in realtime,
ensuring safe and efficient air traffic management. By using decentralized,
communication-based interactions, drones within the swarm can dynamically adjust their
positions, speeds, and trajectories to avoid collisions and adapt to changes in their
environment, all while minimizing human intervention.
The CDTCS utilizes advanced algorithms based on swarm intelligence, including consensus
protocols and real-time data exchange between drones. Each drone in the system is equipped
with sensors (e.g., LIDAR, cameras, radar) and communication modules, enabling it to detect
nearby drones, assess potential collision risks, and share this information with other drones in
the swarm. The drones collectively make decisions to alter their paths, avoiding congestion
and dangerous encounters without the need for centralized control, thus increasing scalability
and flexibility.
The system also integrates with existing airspace management protocols, such as geofencing,
no-fly zones, and communication with air traffic control (ATC), to ensure compliance with
aviation regulations and safe integration with manned aircraft. The swarm-based approach
allows for real-time collision prediction, dynamic route optimization, and seamless drone
traffic flow, particularly in urban or high-density environments.

This project demonstrates that swarm technology can significantly improve the safety,
scalability, and efficiency of drone operations in congested airspaces, making it an essential
component of future drone traffic control systems and urban air mobility solutions.
Keywords:
 Drone Traffic Control
 Swarm Technology
 Collision Avoidance
 UAV Coordination
 Real-time Traffic Management
 Autonomous Flight Paths
 Swarm Intelligence
 Decentralized Algorithms
 Trajectory Optimization
 Machine Learning

Paper Title:
CORPORATE SOCIAL RESPONSIBILITY AND CONSUMER PREFERENCES: A CROSS-SECTORAL ANALYSIS OF FMCG, HEALTHCARE, AND EDUCATION
Author Name:
Ishita Shukla, N. Balasubramanian
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15356656
Page No.:
53-62
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CORPORATE SOCIAL RESPONSIBILITY AND CONSUMER PREFERENCES: A CROSS-SECTORAL ANALYSIS OF FMCG, HEALTHCARE, AND EDUCATION
Author: Ishita Shukla, N. Balasubramanian

Corporate Social Responsibility (CSR) has become a significant driver of consumer
behaviour across industries. This study offers a comparative analysis of its effectiveness,
exploring CSR's influence on consumer preferences in the Fast-Moving Consumer Goods
(FMCG), healthcare, and education sectors. Using a sample of 200 respondents, the research
applies descriptive statistics, ANOVA, Chi-Square tests, and multiple regression analysis to
evaluate CSR awareness, its impact on purchasing decisions, and consumer loyalty. The
results indicate that CSR awareness is highest in healthcare (78%), followed by education
(72%) and FMCG (68%). Ethical business practices and patient welfare programs strongly
influence consumer trust and loyalty in healthcare. In education, scholarships and community
development initiatives significantly impact decision-making. Conversely, while
sustainability efforts in FMCG, such as eco-friendly packaging, are appreciated, price and
product quality remain primary factors. A Chi-Square test (p = 0.013) confirms a statistically
significant link between CSR and consumer loyalty, while regression analysis (R² = 0.62)
suggests that CSR initiatives account for 62% of consumer preference variance. The findings
underscore the need for industry-specific CSR strategies to maximize consumer engagement
and brand perception. Businesses that align CSR efforts with sector-specific consumer values
can enhance trust, loyalty, and long-term success. This study provides actionable insights for
companies seeking to refine their CSR approaches to better resonate with consumers in
different industries.
Keywords: Corporate Social Responsibility (CSR), Consumer Preferences, FMCG,
Healthcare, Education, Brand Loyalty.

Paper Title:
WOMEN EMPOWERMENT: WOMEN ARE MULTITASKERS
Author Name:
Deepali Kailas Mankar, Mahendra Mahadeo Kurkute
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15356680
Page No.:
63-67
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WOMEN EMPOWERMENT: WOMEN ARE MULTITASKERS
Author: Deepali Kailas Mankar, Mahendra Mahadeo Kurkute

In the contemporary landscape of global societal evolution, women empowerment stands as a
pivotal force driving social, economic, and political progress. This research paper delves into
the multifaceted nature of women‟s roles by focusing on their inherent capacity for
multitasking a trait that has long been underappreciated despite its significant contribution to
both familial and professional success. Drawing on an extensive review of existing literature,
the study explores the biological, psychological, and social dimensions of multitasking in
women, examining how these attributes facilitate the efficient management of multiple
responsibilities simultaneously. Through critical analysis of empirical research, case studies,
and theoretical frameworks, the paper highlights the interconnection between multitasking
abilities and broader empowerment strategies. It investigates how multitasking contributes to
effective problem solving, adaptive stress management and innovative decision-making
across various spheres of life. Additionally, the research addresses challenges faced by
women due to societal expectations and structural barriers, while evaluating the positive
impact of supportive policies and organizational practices. The findings underscore the
necessity of integrating gender-sensitive approaches in public policy and corporate strategy to
cultivate environments where women‟s multitasking skills are recognized as valuable assets.
Ultimately, the paper advocates for a reconceptualization of multitasking as a critical
component of women empowerment, proposing new avenues for future research that aim to
further elucidate the role of multitasking in enhancing women‟s contributions to society. This
analysis provides insight into the dynamic interplay between gender roles and multitasking,
reinforcing the call for a paradigm shifts in both academic discourse and practical policy
implementation.
Key Words: Women Empowerment; Multitasking; Cognitive Abilities; Problem Solving;
Adaptive Stress Management; Innovative Decision-Making; Gender Roles; Supportive
Policies; Societal Progress, Quality of work, Working Women.

Paper Title:
GENDER DIVERSITY IN THE WORKFORCE: A KEY TO ORGANIZATIONAL SUCCESS
Author Name:
Dipika Gopilal Jain, Vidya Hattangadi
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15356700
Page No.:
68-73
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GENDER DIVERSITY IN THE WORKFORCE: A KEY TO ORGANIZATIONAL SUCCESS
Author: Dipika Gopilal Jain, Vidya Hattangadi

Gender diversity in the workforce has emerged as a critical factor in organizational success,
fostering innovation, enhancing decision-making, and improving overall performance.
Companies that embrace gender diversity benefit from a wider talent pool, diverse
perspectives, and a more inclusive work culture, ultimately leading to better financial and
operational outcomes. This paper explores the impact of gender diversity on organizational
growth, leadership effectiveness, and employee engagement. It also examines the challenges
that hinder gender inclusivity, such as unconscious bias, workplace discrimination, and
unequal opportunities for career advancement. By analyzing case studies and existing
research, the paper highlights strategies that organizations can adopt to promote gender
diversity, including equitable hiring practices, leadership development programs for women,
and policies that support work-life balance. The findings suggest that fostering a genderdiverse
workforce is not just a social imperative but also a strategic advantage that contributes
to long-term business sustainability and competitiveness.
Keywords : Gender diversity, workforce inclusion, organizational success, leadership
effectiveness, workplace equality, employee engagement, unconscious bias, career
advancement, work-life balance, business sustainability.

Paper Title:
THE IMPACT OF PEER-TO-PEER COMMUNICATION ON PSYCHOLOGICAL SAFETY IN THE WORKPLACE: FOSTERING A SUPPORTIVE AND OPEN ENVIRONMENT FOR EMPLOYEES TO CULTIVATE RESILIENCE AND EMBRACE REINVENTION
Author Name:
Keletso Koosaletse Tladi
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15356724
Page No.:
74-77
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THE IMPACT OF PEER-TO-PEER COMMUNICATION ON PSYCHOLOGICAL SAFETY IN THE WORKPLACE: FOSTERING A SUPPORTIVE AND OPEN ENVIRONMENT FOR EMPLOYEES TO CULTIVATE RESILIENCE AND EMBRACE REINVENTION
Author: Keletso Koosaletse Tladi

The purpose of this study is to evaluate the impact that peer-to-peer communication has on
psychological safety in the workplace. Additionally, the study studies how this type of
communication helps to develop a friendly and open environment that also encourages
employees to embrace reinvention and nurture resilience. It is vital to have psychological
safety, which may be defined as the perception that one will not be humiliated or penalized
for speaking up with ideas, questions, worries, or mistakes, in order to cultivate an
organizational culture that is inventive, collaborative, and is able to adapt to changing
circumstances. (Edmonson ,A,1999.Kahn, 1990) The communication that occurs between
peers is of critical importance in the process of establishing this environment because it
fosters open discourse, mutual support, and the exchange of feedback. (Gabel & Fisher,
2021,Schein & Schein, 2017) The purpose of this project is to investigate the ways in which
peer relationships have an impact on the resilience of individuals and teams during times of
change and stress, as well as to investigate the role that such interactions play in fostering an
environment that encourages innovation and ongoing education. This research investigates
the relationship between peer communication practices, psychological safety, and
organizational outcomes such as employee well-being, engagement, and long-term success.
The research makes use of qualitative interviews and quantitative surveys to conduct its
analysis. The findings shed light on the significant part that peer networks play in fostering a
culture of trust and collaboration, which is something that is very necessary for the long-term
sustainability of an organization in a business environment that is going through rapid
transformation.
This research investigates the impact of peer-to-peer communication on psychological safety
in the workplace and explores how it fosters a supportive and open environment that enables
employees to cultivate resilience and embrace reinvention. Psychological safety, defined as
the belief that one will not be humiliated or penalized for speaking up with ideas, questions,
concerns, or mistakes, is essential for fostering an innovative, collaborative, and adaptive
organizational culture. (Frazier, Speer, & Rojas, 2017) “Peer-to-peer communication plays a
pivotal role in creating this environment by encouraging open dialogue, mutual support, and feedback exchange. This study explores how peer relationships influence individual and team
resilience during times of change and stress and examines the role of such interactions in
facilitating a culture of innovation and continuous learning. By utilizing qualitative
interviews and quantitative surveys, this research analyzes the link between peer
communication practices, psychological safety, and organizational outcomes such as
employee well-being, engagement, and long-term success. The findings highlight the critical
role of peer networks in promoting a culture of trust and collaboration, which is essential for
sustainable organizational success in a rapidly changing business landscape. (Carmeli &
Gittell, 2009)."
Keywords:
 Peer-to-peer communication
 Psychological safety
 Resilience
 Reinvention
 Workplace culture
 Open communication
 Employee engagement
 Innovation
 Organizational success
 Supportive work environment

Paper Title:
CONVERSATIONAL AI VS. RULE-BASED CHATBOTS: WHICH ONE DELIVERS BETTER CUSTOMER SATISFACTION
Author Name:
Jessica Fernandes, Vidya Hattangadi
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15356752
Page No.:
78-86
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CONVERSATIONAL AI VS. RULE-BASED CHATBOTS: WHICH ONE DELIVERS BETTER CUSTOMER SATISFACTION
Author: Jessica Fernandes, Vidya Hattangadi

In today's digital landscape, businesses are increasingly leveraging chatbots to enhance
customer service, streamline operations, and improve engagement. While rule-based chatbots
have been widely used for handling structured interactions, the emergence of conversational
AI chatbots is transforming customer experiences through natural language processing (NLP)
and machine learning. This study explores the fundamental differences between rule-based
and conversational AI chatbots, analysing their capabilities, limitations, and business
applications. Furthermore, it examines the role of chatbots in industries such as education and
travel, highlighting their advantages and challenges. The findings indicate that conversational
AI chatbots offer superior adaptability and personalization, making them an asset for
businesses aiming to enhance user experience and operational efficiency.
Keywords: Chatbots, Conversational AI, Rule Based Chatbots, Customer Engagement

Paper Title:
MARKET ACCESSIBILITY AND CONSUMER CHOICES: THE ROLE OF TRANSPORTATION SYSTEMS IN REGIONAL INDUSTRIES
Author Name:
N. Balasubramanian
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15356776
Page No.:
87-96
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MARKET ACCESSIBILITY AND CONSUMER CHOICES: THE ROLE OF TRANSPORTATION SYSTEMS IN REGIONAL INDUSTRIES
Author: N. Balasubramanian

Transportation systems are fundamental to shaping consumer choices, market accessibility,
and regional industrial growth. This study, titled "Market Accessibility and Consumer
Choices: The Role of Transportation Systems in Regional Industries," investigates how
transportation infrastructure impacts economic activity and consumer purchasing behaviour.
Using a sample of 180 respondents, the research employs chi-square tests, logistic regression,
and time-series forecasting in R to analyse the relationship between transportation modes,
accessibility, and consumer behaviour’s findings indicate that efficient public transportation
enhances market accessibility, leading to increased consumer mobility and economic
engagement. Conversely, poor infrastructure restricts market access, limiting consumer
choices and business expansion. The study further reveals that well-developed transportation
networks positively influence purchasing frequency and consumer spending, as betterconnected
regions experience heightened commercial activity. Multiple regression analysis
confirms that investment in transportation infrastructure is a significant driver of regional
industrial growth, with projections suggesting a 5-7% annual expansion when consistent
improvements are made. This research provides critical insights for policymakers, businesses,
and urban planners, advocating for improved public transit, enhanced road networks, and
sustainable transport policies to drive economic development. Strengthening transportation
accessibility fosters trade, attracts businesses, and improves consumer participation,
ultimately contributing to regional prosperity and long-term socioeconomic sustainability.
Keywords: Market Accessibility, Transportation Systems, Consumer Behaviour, Regional
Industries, Economic Growth, Infrastructure Development

Paper Title:
DIGITAL TRANSFORMATION IN INDIAN AGRICULTURE: THE ROLE OF IOT AND BLOCKCHAIN FOR SUSTAINABLE GROWTH
Author Name:
Shilpa Shinde
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15356787
Page No.:
97-108
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DIGITAL TRANSFORMATION IN INDIAN AGRICULTURE: THE ROLE OF IOT AND BLOCKCHAIN FOR SUSTAINABLE GROWTH
Author: Shilpa Shinde

The agricultural sector in India faces numerous challenges, including increasing demand,
evolving crop varieties, declining yields, soil erosion, unpredictable weather conditions,
limited automation, and stagnant financial growth. In the modern era, agriculture must
transition into a technologically advanced, mechanized, and smart system that ensures high
productivity, superior quality, and contamination-free produce. This transformation
necessitates the adoption of digital technologies.
This study examines the key barriers to the widespread implementation of digital technology
in Indian agriculture, particularly the lack of digital infrastructure, data authenticity,
transparency, and network connectivity, especially in remote rural areas. By integrating IoT
and Blockchain technology into agriculture, the sector can bridge the gap between production
and yield quality and quantity. Furthermore, these technologies can help small-scale farmers
become part of the economic system, enabling them to access financial inclusion and
sustainable development opportunities. A digitally driven agricultural framework has the
potential to enhance productivity, ensure fair market access, and contribute to the eradication
of rural poverty in India.
Keyword: Block chain, IoT, Rural Development, Smart Agriculture

Paper Title:
EFFECT OF GREEN HUMAN RESOURCE MANAGEMENT PRACTICES ON INDIVIDUAL GREEN VALUES
Author Name:
Vivekanand Ankush Pawar, Ketki Vivekanand Pawar
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15356813
Page No.:
109-116
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EFFECT OF GREEN HUMAN RESOURCE MANAGEMENT PRACTICES ON INDIVIDUAL GREEN VALUES
Author: Vivekanand Ankush Pawar, Ketki Vivekanand Pawar

Green Human Resource Management (GHRM) has become a crucial field of study as a result
of the growing emphasis on sustainability in business operations. With an emphasis on how
ecologically conscious HR policies and practices influence employees' ecological
consciousness and behaviors, this study investigates the effect of GHRM practices on
individual green values. The goal of this study is to investigate the connection between the
growth of individual green values among employees and GHRM activities, including green
hiring, training, performance management, and compensation.
This research examines how GHRM practices affect employees' commitment to and
awareness of the environment. Investigate how green training and development might
promote environmentally friendly workplace practices and evaluate how green performance
reviews and pay affect the employees' pro-environmental sentiments.
Research Methodology for this study uses a quantitative research methodology, gathering
information from employees in various businesses using GHRM practices through a
standardized survey questionnaire.
The research aims to investigate any association between GHRM practices and individual
green values through formulation of hypotheses and data analysis using hypothesis testing
with statistical tool such as, Chi-square Test.
Keywords: Green Human Resource Management, Individual Green Values, Sustainability,
Green Training, Organizational Culture, Pro-Environmental Behavior

Paper Title:
BEYOND THE HYPE: A PRAGMATIC APPROACH TO SUCCESSFUL AI SOLUTIONS
Author Name:
Shamsuddin N. Ladha
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15356822
Page No.:
117-120
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BEYOND THE HYPE: A PRAGMATIC APPROACH TO SUCCESSFUL AI SOLUTIONS
Author: Shamsuddin N. Ladha

The rapid adoption of Artificial Intelligence (AI) and Generative AI (GenAI) across
industries has led to a surge in AI-driven solutions. However, a sizable proportion of these
projects fail to deliver on their expected value due to inadequate problem formulation,
unrealistic expectations, and flawed implementation strategies. This paper presents a critical
analysis of the necessity to carefully assess the viability of AI solutions before deployment.
Through case studies spanning diverse applications—including information extraction,
chatbots, and voice agents—we examine key factors that determine AI project success or
failure.
We highlight common pitfalls such as data insufficiency, lack of domain adaptation,
overreliance on black-box models, and the misalignment of AI capabilities with business
needs. Drawing from real-world experiences, we provide a structured approach to evaluating
whether AI is the appropriate solution for a given problem and, if so, how to optimize its
design, deployment, and lifecycle management. We emphasize the importance of rigorous
feasibility assessments, stakeholder alignment, and iterative model improvement to ensure AI
solutions remain effective and sustainable.
By synthesizing insights from multiple domains, this paper provides actionable guidelines for
businesses, researchers, practitioners, and decision-makers aiming to maximize the success
rate of AI initiatives. The findings underscore the need for a pragmatic, evidence-driven
approach to AI adoption, moving beyond the hype to build robust, value-driven solutions.
Keywords: AI project failure, Generative AI, feasibility assessment, information extraction,
chatbots, voice agents, AI deployment strategies.

Paper Title:
THE ROLE OPEN COMMUNICATION, WORKPLACE COUNSELLING, AND HR PRACTICES IN ENHANCING PSYCHOLOGICAL SAFETY AND EMPLOYEE WELL-BEING
Author Name:
Esha Ajay Halankar
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15356846
Page No.:
121-122
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THE ROLE OPEN COMMUNICATION, WORKPLACE COUNSELLING, AND HR PRACTICES IN ENHANCING PSYCHOLOGICAL SAFETY AND EMPLOYEE WELL-BEING
Author: Esha Ajay Halankar

Psychological safety in the workplace is crucial for fostering an environment where
employees feel safe to share ideas, voice concerns, and take risks without fear of negative
consequences. This research aims to explore the key factors that contribute to psychological
safety, focusing on three primary areas: encouraging open communication, workplace
counselling, and the role of Human Resources (HR). The study will collect primary data
through a survey of employees from various industries to assess how these factors impact
employee well-being, job satisfaction, and overall performance.
The first subtopic, encouraging open communication, will explore how transparent, inclusive
communication between management and employees contributes to trust and reduces fear of
retaliation. The second subtopic, counselling at the workplace, will examine the availability
and effectiveness of mental health support services and their role in supporting employees'
emotional health. The third subtopic will focus on the role of HR, analysing HR policies and
practices aimed at fostering psychological safety, such as conflict resolution mechanisms,
feedback channels, and mental health resources.
The survey data will provide insights into how these factors collectively impact employees'
sense of psychological safety and overall workplace satisfaction. The research is expected to
uncover actionable recommendations for organizations looking to enhance their work
environment by prioritizing employee well-being. By focusing on communication,
counselling, and HR policies, this study will contribute to a broader understanding of
psychological safety in the workplace and its role in improving employee engagement,
productivity, and organizational success.
Keywords: Psychological Safety, Employee Well-being, Open Communication, Workplace
Counselling, Human Resource Practices.

Paper Title:
A CASE STUDY ON PLASTIC RECYCLING PLASTIC PRACTICES OF ECO -HOUSING SOCIETIES IN MUMBAI
Author Name:
Farah Khan, Vidya Hattangadi
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15356879
Page No.:
123-129
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A CASE STUDY ON PLASTIC RECYCLING PLASTIC PRACTICES OF ECO -HOUSING SOCIETIES IN MUMBAI
Author: Farah Khan, Vidya Hattangadi

Plastic recycling is a critical process aimed at reducing plastic waste, conserving resources,
and minimizing environmental impact. The recycling of plastics involves the collection,
sorting, and processing of used plastic materials to create new products, thereby closing the
loop in the plastic lifecycle. Various recycling methods, including mechanical, chemical, and
biological processes, each offer unique advantages and challenges. Mechanical recycling, the
most common method, involves shredding and melting plastic to form new products, but it is
limited by material degradation and contamination. Chemical recycling, on the other hand,
breaks down plastics into their monomers, enabling the production of higher-quality products
but at a higher cost. Despite these challenges, advancements in technology and the increasing
demand for sustainable practices have led to innovations in the plastic recycling industry.
Effective recycling not only mitigates the environmental harm caused by plastic waste but
also contributes to the circular economy by promoting the reuse of valuable raw materials.
The success of plastic recycling hinges on the collaboration between governments, industries,
and consumers to improve recycling infrastructure, raise awareness, and enhance material
recovery rates.
Keywords: Plastic, recycling, conserving resources, reuse, valuable raw materials, circular
economy, sustainable packaging

Paper Title:
THE ROLE OF CULTURE IN FINANCIAL INVESTMENTS: A CULTURAL ADMINISTRATION GEOGRAPHICAL ECONOMICS (CAGE) FRAMEWORK ANALYSIS OF BRICS NATIONS
Author Name:
Arya Tondwalkar, Vidya Hattangadi
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15356895
Page No.:
130-137
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THE ROLE OF CULTURE IN FINANCIAL INVESTMENTS: A CULTURAL ADMINISTRATION GEOGRAPHICAL ECONOMICS (CAGE) FRAMEWORK ANALYSIS OF BRICS NATIONS
Author: Arya Tondwalkar, Vidya Hattangadi

When it comes to financial investment, culture is crucial since it affects market dynamics,
investor behaviour, and cross-border capital flows. The CAGE Framework, which stands for
Cultural, Administrative, Geographic, and Economic distances, offers a methodical way to
comprehend these impacts. Investment preferences are influenced by cultural distance in
terms of risk tolerance, trust, corporate governance, and ethical considerations. Legal and
regulatory disparities as well as administrative distance have an impact on market access and
investor confidence. Digital innovations have lessened the impact of geographic distance on
market accessibility and investment viability. The economic distance between nations affects
capital allocation, taking into account factors like income levels and financial market
maturity. Investors can successfully traverse global markets and reduce the risks associated
with cross-border investments by incorporating cultural knowledge into financial strategy. Do
cultural variables have an impact on people's decisions to invest in new businesses? In that
case, do cultural considerations affect which new projects they fund? People make decisions
about their finances based on the cultural norms of their society. We speculate that a person's
culture affects whether or not they invest in new projects because different nations have
different cultural aspects. We further speculate that the culture of individuals who do invest
affects whether they fund a family business or a nonfamily business. The findings mostly
corroborate our theories and demonstrate how many cultural factors affect whether a person
invests in their own business or in the business of a family member or someone else. These
findings may help to explain the variations in new venture funding and new business startup
rates among countries, as family members are among the best sources of funding for
entrepreneurs when they are first establishing a business.
Key Words: Culture, Financial Investment, CAGE Framework, Risk Tolerance, Cross-
Border Investment, Corporate Governance, Economic Distance, Investor Behavior,
International Finance, Market Dynamics.

Paper Title:
THE EPISTEMIC LIMITS OF AI IN VUCA CONTEXTS: A CRITIQUE OF SEMANTIC CLUSTERING, VECTORIZATION, AND TOKENIZATION
Author Name:
Harsh Patel
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15356917
Page No.:
138-144
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THE EPISTEMIC LIMITS OF AI IN VUCA CONTEXTS: A CRITIQUE OF SEMANTIC CLUSTERING, VECTORIZATION, AND TOKENIZATION
Author: Harsh Patel

This paper explores the epistemological limitations of AI, particularly Large Language
Models (LLMs) and Natural Language Processing (NLP) systems that rely on semantic
clustering, vectorization, and probabilistic tokenization. While these techniques allow AI to
generate linguistically coherent outputs, they fail to replicate human cognition, which is
grounded in tacit knowledge, conceptual frameworks, and causal reasoning. Drawing from
Polanyi‘s notion of tacit knowledge and Kant‘s categories of understanding, this study argues
that AI‘s reliance on association-based processing inherently limits its ability to engage in
counterfactual reasoning and dynamic decision-making.
These epistemic constraints have practical consequences, particularly in VUCA (Volatile,
Uncertain, Complex, and Ambiguous) business environments. AI thrives in structured, dataintensive
tasks but struggles with uncertainty, strategic foresight, and adaptability—domains
where human expertise remains indispensable. Thus, this paper advocates for a human–AI
hybrid approach, where AI enhances efficiency but does not replace human judgment in
critical decision-making.
Keywords: Large Language Models (LLMs), Natural Language Processing (NLP), semantic
clustering, vectorization, probabilistic tokenization, epistemic limitations, tacit knowledge,
counterfactual reasoning, causal inference, AI in VUCA environments, volatility, uncertainty,
complexity, ambiguity, transformer architectures, tokenization methods, stochastic parroting,
automation risks, business intelligence, strategic foresight, AI-human hybrid models, ethical
AI, crisis management, decision-making, governance, structured vs. unstructured tasks,
knowledge representation, automation of cognitive tasks, AI epistemology, AI as a decisionsupport
tool, human-AI collaboration, sustainability in AI integration

Paper Title:
INVESTIGATING THE ADOPTION OF ROBO-ADVISORS IN THE VIETNAM FINANCIAL SECURITIES SECTOR: PERSPECTIVES FROM LOCAL INVESTORS
Author Name:
Thao Quoc HO
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15356956
Page No.:
145-149
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INVESTIGATING THE ADOPTION OF ROBO-ADVISORS IN THE VIETNAM FINANCIAL SECURITIES SECTOR: PERSPECTIVES FROM LOCAL INVESTORS
Author: Thao Quoc HO

The rapid advancement of financial technology has introduced robo-advisors as a disruptive
innovation in financial services. While widely adopted in Western markets, robo-advisors
remain a nascent phenomenon in Vietnam's financial securities sector. This study investigates
the factors influencing Vietnamese investors’ adoption of robo-advisors, focusing on
technological acceptance, trust, and cultural dimensions. Drawing on the Technology
Acceptance Model (TAM) and Unified Theory of Acceptance and Use of Technology
(UTAUT), we propose a conceptual framework that examines the impact of perceived ease of
use, perceived usefulness, trust, automated social presence (anthropomorphism), and
uncertainty avoidance on investors' willingness to adopt robo-advisors. The model is
empirically tested by a quantitative survey (n=300), complemented by qualitative insights
from industry experts. This research contributes to the discourse on AI-driven financial
services by offering theoretical insights into the intersection of financial technology and
consumer behavior in an emerging market, namely Vietnam. Practically, the study provides
actionable recommendations for financial institutions and policymakers in Vietnam to
enhance robo-advisor adoption through targeted marketing, investor education, and
regulatory clarity. More broadly, by bridging knowledge gaps in financial technology
adoption, this study informs strategies for digital transformation in Vietnam’s financial
sector.
Keywords: Robo-advisors, Vietnam, AI Adoption, behavioral finance.

Paper Title:
THE DIGITAL INFLUENCE: HOW SOCIAL MEDIA, ADVERTISING, AND BRAND PROMOTIONS SHAPE CONSUMER BEHAVIOUR
Author Name:
Ishita Shukla, Yashashree Ghadhi
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15356995
Page No.:
150-159
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THE DIGITAL INFLUENCE: HOW SOCIAL MEDIA, ADVERTISING, AND BRAND PROMOTIONS SHAPE CONSUMER BEHAVIOUR
Author: Ishita Shukla, Yashashree Ghadhi

In the digital era, social media, digital advertising, and brand promotions play a crucial role in
shaping consumer behavior. Using a mixed-method approach, this study investigates the
impact of various digital marketing strategies on consumer engagement, purchasing
decisions, and brand perception. Descriptive analysis, correlation analysis, regression
modeling, behavioral analytics, and sentiment analysis were employed to evaluate marketing
effectiveness. Findings indicate that influencer marketing is the most influential factor,
significantly correlating with consumer engagement (r = 0.75), purchase intent (r = 0.78), and
brand perception (r = 0.81). Regression analysis highlights the positive impact of influencer
marketing (β = 0.53, p < 0.01), social media ads (β = 0.41, p < 0.05), and retargeting
campaigns (β = 0.38, p < 0.05) on purchasing behavior. Comparative analysis reveals that
influencer-driven marketing outperforms traditional advertising in building consumer trust (t
= 3.21, p < 0.01). One-way ANOVA (F = 4.98, p < 0.05) suggests that loyalty programs and
influencer campaigns enhance customer loyalty more effectively than discount-based
promotions. Segmentation analysis categorizes consumers into Brand Advocates (40%),
Price-Sensitive Shoppers (35%), and Passive Consumers (25%), demonstrating varied
engagement levels. Sentiment analysis shows 62% positive consumer sentiment, with 13%
negative sentiment indicating concerns over ad fatigue and authenticity. Based on these
findings, businesses should optimize influencer collaborations, personalize content with AIdriven
insights, diversify marketing strategies, and enhance loyalty programs. Future research
should explore AI-driven automation and social commerce to refine digital engagement and
brand loyalty further.
Keywords: Digital marketing, influencer marketing, consumer behavior, brand perception,
sentiment analysis, AI-driven marketing

Paper Title:
MY ROLE AS PUBLIC RELATIONS OFFICER IN THE BEST UNDERTAKING TAUGHT ME BUSINESS WITH THE PURPOSE
Author Name:
Manoj Suryakant Varade
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15357013
Page No.:
160-166
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MY ROLE AS PUBLIC RELATIONS OFFICER IN THE BEST UNDERTAKING TAUGHT ME BUSINESS WITH THE PURPOSE
Author: Manoj Suryakant Varade

BrihanMumbai Electric Supply & Transport Undertaking popularly known as BEST was
formally set up as ―Bombay Tramway Company Limited‖ in 1873. Initially horse driven
trams were started and an electric tram-car thereafter. First bus ran on 15th July 1926 in
Mumbai, which was welcomed by the people, just as the electric tram. BEST has taken
several initiatives to serve its commuters and electricity consumers in a better way.
BEST has seen major ups and downs sustaining its uniqueness throughout the country while
providing two uninterrupted essential services like Electric Supply and Transport for citizens
of Mumbai even during calamities like Corona and even competitions from private players
like Ola, Uber as well as Share a Taxi/ Rickshaw. It is known as one of the lifelines of
Mumbai.
This paper analyses the measures and efforts taken by the Management of BEST to provide
the safe Public Transport service to urban commuters dealing with increasing traffic
congestion due to growing number of private vehicles on the road along with uninterrupted
Power Supply to the Consumers at the optimum reasonable cost while doing the business,
though facing financial crisis. BEST has a history. I had an opportunity to work as a PRO in
this company. While working as PRO, I strongly realised that each business has a purpose.
Keywords – Public Relations, Business, Social Purpose

Paper Title:
EXPLORING FUTURISTIC TRENDS IN MOBILE MARKETING: REINVENTING BUSINESS STRATEGIES FOR LONG-TERM SUSTAINABILITY IN THE DIGITAL ERA
Author Name:
Kanzade Rajesh Sambhappa, Dayma Brijmohan R.
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15357031
Page No.:
167-173
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EXPLORING FUTURISTIC TRENDS IN MOBILE MARKETING: REINVENTING BUSINESS STRATEGIES FOR LONG-TERM SUSTAINABILITY IN THE DIGITAL ERA
Author: Kanzade Rajesh Sambhappa, Dayma Brijmohan R.

In the rapidly evolving digital landscape, businesses must adopt innovative strategies to
ensure long-term sustainability. This paper examines the emerging trends in mobile
marketing, focusing on their role in reshaping business strategies to foster resilience and
growth. With the increasing penetration of smartphones and the shift towards mobile-first
consumer behavior, companies are leveraging mobile apps, location-based marketing, and
personalized user experiences to stay competitive.
The paper highlights key futuristic trends such as the integration of artificial intelligence (AI),
machine learning (ML), 5G technology, and augmented reality (AR), which are transforming
mobile marketing practices. These technologies enable businesses to offer more personalized,
real-time engagement with consumers, improving customer retention and satisfaction.
Furthermore, the study explores how businesses are reinventing their marketing approaches
to address challenges such as data privacy concerns and shifting consumer expectations.
Through case studies of industry leaders, this research provides insights into how mobile
marketing strategies can drive e-commerce growth and contribute to the broader goals of
sustainability. The findings suggest that by embracing these futuristic trends, businesses can
build resilience, enhance customer loyalty, and ensure long-term sustainability in an
increasingly digital and competitive marketplace. This paper offers valuable
recommendations for businesses seeking to adapt and thrive in the dynamic mobile
ecosystem of the future.
Keywords: Mobile Marketing, AI in Marketing, 5G Technology, Mobile App Optimization ,
User Experience, Location-Based Marketing, Digital Transformation, Emerging
Technologies, E-commerce Growth, Consumer Engagement, Mobile User Behaviour,
Marketing Strategies, Artificial Intelligence, Mobile Advertising

Paper Title:
“APPLYING POSITIVE PSYCHOLOGY TO ORGANIZATIONAL SETTINGS” A STUDY ON PSYCHOLOGICAL CAPITAL AND ORGANISATIONAL CITIZENSHIP BEHAVIOUR IN PUBLIC SECTOR ORGANISATION
Author Name:
Naaznin Lakhani
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15357072
Page No.:
174-192
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“APPLYING POSITIVE PSYCHOLOGY TO ORGANIZATIONAL SETTINGS” A STUDY ON PSYCHOLOGICAL CAPITAL AND ORGANISATIONAL CITIZENSHIP BEHAVIOUR IN PUBLIC SECTOR ORGANISATION
Author: Naaznin Lakhani

Establishing the connection between organizational citizenship behavior (OCB) and
psychological capital (PsyCap) is crucial, particularly in public sector educational institutions
where there have been reports of declining service quality.
Examining the connection between organizational citizenship behavior and psychological
capital among public sector instructors was the aim of this study.
In addition to rapidly changing work environments, teachers are reportedly working under
pressure due to an increased workload and responsibilities beyond their scope of practice,
such as doing work for which they are not trained and more work than they can handle. This
is causing a crisis in the public sector.
The current study uses a quantitative cross-sectional methodology and administers a
questionnaire to 228 teachers in south Mumbai public schools.
The study's conclusions support the notion that organizational citizenship behavior and
psychological capital are significantly positively correlated.
The study suggests that management should identify the area of OCB in public schools and
focus on nurturing and retaining those individuals who can demonstrate such behaviors. The
study confirms the aspect of reciprocity found in the Social Exchange Theory. Educators who
possess elevated levels of hope, self-efficacy, resilience, and optimism exhibited reciprocity
by displaying OCBs.
Keywords: psychological capital; organisational citizenship behaviour; public schools;

Paper Title:
HOW SHOULD ORGANISATIONS UTILISE THEIR BRAND AND MARKETING RESOURCES TO GET READY FOR CHANGE IN A VUCA WORLD?
Author Name:
Nondumiso Mabece
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15357103
Page No.:
193-196
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HOW SHOULD ORGANISATIONS UTILISE THEIR BRAND AND MARKETING RESOURCES TO GET READY FOR CHANGE IN A VUCA WORLD?
Author: Nondumiso Mabece

In an increasingly volatile, uncertain, complex, and ambiguous (VUCA) world, organizations
must rethink their approach to brand management and marketing. This paper explores how
organizations can strategically utilize their brand and marketing resources to foster
adaptability, collaboration, and value co-creation. It examines the critical role of agility,
innovation, and digital transformation in navigating constant change while ensuring
sustainable competitive advantage. By integrating dynamic capabilities, leveraging data
analytics, and prioritizing consumer engagement, organizations can enhance their resilience
and responsiveness. Furthermore, fostering a collaborative ecosystem through partnerships,
strategic alliances, and co-creation with stakeholders strengthens their market positioning.
The study underscores the necessity of a dual approach: developing long-term sustainable
solutions while supporting the agility to swiftly mobilize resources in response to emerging
challenges. By adopting a holistic branding strategy and an agile marketing approach,
organizations can effectively navigate the complexities of a VUCA world, ensuring relevance
and sustained growth. The discussion is supported by academic literature, industry examples,
and case studies that illustrate best practices in adaptive brand management and marketing,
with a specific focus on South African brands that have successfully embraced these
strategies.
Keywords: VUCA, brand management, marketing strategy, agility, collaboration, cocreation,
digital transformation, resilience, value creation, South Africa.

Paper Title:
IMPACT OF ARTIFICIAL INTELLIGENCE ON THE INDIAN ECONOMY
Author Name:
Pranav D Indulkar, Co-Author: Vidya Hattangadi
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15357121
Page No.:
197-205
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IMPACT OF ARTIFICIAL INTELLIGENCE ON THE INDIAN ECONOMY
Author: Pranav D Indulkar, Co-Author: Vidya Hattangadi

Artificial Intelligence (AI) is revolutionizing economies worldwide, and India is no
exception. As the country strives to become a $5 trillion economy, AI presents vast
opportunities for enhancing productivity, optimizing business processes, and fostering
innovation across key sectors such as agriculture, manufacturing, finance, healthcare, and
education. This paper examines the impact of AI on the Indian economy by analyzing its
contributions to GDP growth, job creation, and sectoral transformation.
Despite AI’s potential to drive economic progress, its adoption in India is accompanied by
several challenges, including concerns over automation-induced job displacement, ethical and
regulatory issues, and the need for robust AI infrastructure. The study also explores the role
of government initiatives, such as NITI Aayog’s National AI Strategy and Digital India, in
shaping India’s AI-driven future.
Using a comprehensive review of existing literature and industry reports, this research
highlights both the opportunities and challenges associated with AI adoption in India. The
findings suggest that while AI can significantly boost economic efficiency and innovation, a
strategic policy framework is essential to mitigate risks and ensure inclusive growth. The
paper concludes with recommendations for policymakers, businesses, and stakeholders to
leverage AI responsibly and sustainably for India’s economic advancement.
(Keywords: Artificial Intelligence, Indian Economy, AI Adoption, Economic Growth,
Industry 4.0, Digital Transformation, Policy Framework, Future of Work)

Paper Title:
GENERATIVE AI AND ITS IMPACT ON BUSINESS INNOVATION AND PRODUCT DEVELOPMENT
Author Name:
PruthvirajSinh AjitSinh Thakur
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15357143
Page No.:
206-211
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GENERATIVE AI AND ITS IMPACT ON BUSINESS INNOVATION AND PRODUCT DEVELOPMENT
Author: PruthvirajSinh AjitSinh Thakur

Generative Artificial Intelligence (AI) is transforming business innovation and product
development by enabling companies to automate creativity, enhance efficiency, and
personalize customer experiences. This research investigates how Generative AI tools-such as
ChatGPT, DALL·E, and Midjourney-are reshaping industries like design, marketing, and
software development. The study explores the benefits of AI-generated content, rapid
prototyping, and automated product design, highlighting case studies from leading companies
leveraging Generative AI for competitive advantage. Additionally, it examines the ethical and
legal implications of AI-generated content, including intellectual property rights and the need
for human oversight. While Generative AI accelerates innovation, businesses must navigate
challenges related to authenticity, bias mitigation, and maintaining brand integrity. This
research provides insights into best practices for integrating Generative AI into business
processes while preserving ethical standards and fostering sustainable innovation.
Keywords: Generative AI, Business Innovation, Product Development, AI-Generated
Content, Creativity Automation, Ethical AI

Paper Title:
INVESTIGATING THE ROLE OF EDUCATION IN SUSTAINABLE DEVELOPMENT AND CHALLENGES TO ACCESS IN INDIA
Author Name:
Rajdeep Bose, Navnita T Megnani
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15357174
Page No.:
212-218
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INVESTIGATING THE ROLE OF EDUCATION IN SUSTAINABLE DEVELOPMENT AND CHALLENGES TO ACCESS IN INDIA
Author: Rajdeep Bose, Navnita T Megnani

Education plays a pivotal role in sustainable development by equipping individuals with the
knowledge and skills necessary to drive economic growth, social equity, and environmental
responsibility. This research paper examines the interconnection between education and
sustainable development in India, emphasizing government and non-government initiatives,
key challenges, and potential strategies for improvement. Despite notable progress in literacy
rates and enrolment, disparities persist across rural and urban areas, genders, and
marginalized communities. The study explores data from government reports and academic
literature, highlighting positive trends in primary education but ongoing challenges in higher
education and skill development. Key barriers such as economic constraints, digital divide,
and socio-cultural factors limiting educational access are analysed. India's National Education
Policy (NEP) 2020 has integrated sustainability into the education system, but its
effectiveness requires stronger implementation and infrastructural improvements. The
research concludes that fostering inclusive, equitable, and quality education, strengthening
public-private collaborations, and investing in digital education and vocational training are
essential for achieving Sustainable Development Goal 4 (SDG 4) and ensuring a sustainable
future for India.
Key Words: Sustainable Development, Sustainable Development Goals (SDGs), National
Education Policy (2020), USISE+ Report, Gender Parity Index (GRI), Gross Enrolment
Ration (GER)

Paper Title:
COMPARATIVE ANALYSIS OF AI AND MARTECH ADOPTION IN THE BFSI SECTOR: LESSONS FROM INDIA, SWITZERLAND, AND CHINA/HONG KONG FOR RESILIENT, SUSTAINABLE GROWTH
Author Name:
Ratheesh Nair
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15357193
Page No.:
219-225
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COMPARATIVE ANALYSIS OF AI AND MARTECH ADOPTION IN THE BFSI SECTOR: LESSONS FROM INDIA, SWITZERLAND, AND CHINA/HONG KONG FOR RESILIENT, SUSTAINABLE GROWTH
Author: Ratheesh Nair

This paper explores how artificial intelligence (AI) and marketing technology (MarTech) are
transforming the Banking, Financial Services, and Insurance (BFSI) sector, especially in the
context of a volatile and rapidly changing global environment. By comparing three distinct
markets—India, Switzerland, and China/Hong Kong—the study highlights how diverse
regulatory frameworks, cultural norms, and consumer expectations shape the adoption of AIenabled
solutions. Drawing on real-world cases and secondary data, it examines the ways in
which BFSI institutions utilize chatbots, predictive analytics, and automated marketing
platforms to improve service quality and drive sustainable growth. The analysis underscores
the importance of balancing innovation with ethical considerations, including data privacy
and social impact. India’s fast-moving digital ecosystem presents opportunities for financial
inclusion, whereas Switzerland’s more conservative stance emphasizes robust compliance
and wealth management. Meanwhile, China and Hong Kong’s super-app phenomenon offers
lessons in integrated digital finance on a massive scale. Overall, this comparative approach
reveals actionable insights that can guide financial institutions, policymakers, and researchers
in crafting strategies for resilient and socially responsible operations in the evolving BFSI
landscape.

Paper Title:
THE INEVITABLE ROLE OF AI AND EMERGING TECHNOLOGIES IN THE RESILIENCE AND RE-INVENTION OF BUSINESS WORLD
Author Name:
Ravikumar Ramachandran
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15357212
Page No.:
226-230
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THE INEVITABLE ROLE OF AI AND EMERGING TECHNOLOGIES IN THE RESILIENCE AND RE-INVENTION OF BUSINESS WORLD
Author: Ravikumar Ramachandran

Technological and Digital Transformation are happening in an accelerate pace, leading to the
convergence of business and technology since some time now. It was to such intensity that
business strategy and technological strategy have become synonymous. In this context no
business can survive without embracing technology. AI and its associated technologies are
impacting every industry and sector globally with proven positive results and productivity
that no business can afford to ignore its emergence or it can do at the risk of becoming
obsolete. A research study is made on the inevitability of AI on business reinvention and
sustainability using empirical and conceptual literature.
Keywords: Artificial Intelligence, Quantum Computing

Paper Title:
GOVERNMENT INITIATIVES FOR PROMOTING SUSTAINABLE BUSINESS PRACTICES
Author Name:
Pratiksha Karambe
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15357241
Page No.:
231-235
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GOVERNMENT INITIATIVES FOR PROMOTING SUSTAINABLE BUSINESS PRACTICES
Author: Pratiksha Karambe

Government policies play a crucial role in fostering business sustainability by providing
regulatory frameworks, financial incentives, and guidelines that encourage environmentally
and socially responsible practices. This paper examines various government policies across
different countries that support business sustainability, highlighting their impact on corporate
operations, economic growth, and environmental preservation. Case studies of successful
policy implementations and recommendations for future policy directions are also discussed.
Keywords: Government Policies, Business Sustainability, Regulatory Frameworks,
Environmental Policies, Corporate Responsibility

Paper Title:
COMPARATIVE ANALYSIS OF SWIGGY AND ZOMATO: ADVANCING SUSTAINABLE BUSINESS PRACTICES THROUGH ZERO CARBON FOOTPRINT AND ECO-FRIENDLY DELIVERY SOLUTIONS
Author Name:
Naveen Divakar Kamath, Ritesh Chandrabhan Jenekar
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15357261
Page No.:
236-238
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COMPARATIVE ANALYSIS OF SWIGGY AND ZOMATO: ADVANCING SUSTAINABLE BUSINESS PRACTICES THROUGH ZERO CARBON FOOTPRINT AND ECO-FRIENDLY DELIVERY SOLUTIONS
Author: Naveen Divakar Kamath, Ritesh Chandrabhan Jenekar

This study examines the sustainable business practices of Swiggy and Zomato, focusing on
their efforts to achieve zero carbon footprint and implement eco-friendly delivery solutions.
Through a comparative analysis, the paper evaluates consumer perceptions, corporate
strategies, and environmental impact, offering insights into advancing resilient practices in
the food delivery sector.

Paper Title:
ARTIFICIAL INTELLIGENCE IN STOCK TRADING AND RISK MANAGEMENT: OPPORTUNITIES AND CHALLENGES
Author Name:
Rohan Korgaonkar
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15357328
Page No.:
239-244
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ARTIFICIAL INTELLIGENCE IN STOCK TRADING AND RISK MANAGEMENT: OPPORTUNITIES AND CHALLENGES
Author: Rohan Korgaonkar

The integration of Artificial Intelligence (AI) in stock trading and risk management has revolutionized financial markets by enhancing predictive accuracy, automating trading strategies, and mitigating risks. AI-driven models, including machine learning and deep learning algorithms, process vast amounts of data in real time, enabling traders to identify patterns, optimize portfolio management, and execute high-frequency trades with minimal human intervention. Moreover, AI enhances risk assessment by analyzing macroeconomic indicators, market sentiments, and historical trends to predict volatility and potential downturns.
Despite its advantages, AI adoption in stock trading presents significant challenges. Algorithmic biases, data privacy concerns, regulatory uncertainties, and the potential for market manipulation pose risks that require robust governance frameworks. Additionally, AI models rely on historical data, making them vulnerable to unprecedented market events or black swan occurrences. Striking a balance between automation and human oversight is crucial to ensuring ethical and transparent financial decision-making.
This paper explores the opportunities and challenges of AI in stock trading and risk management, assessing its impact on market efficiency, investor behavior, and financial stability. It also discusses regulatory considerations and the future trajectory of AI-driven financial markets. The findings highlight the need for continuous advancements in AI governance, model transparency, and risk mitigation strategies to harness the full potential of AI while safeguarding market integrity.
Keywords: Artificial Intelligence, Stock Trading, Risk Management, Algorithmic Trading, Market Volatility, Financial Regulation

Paper Title:
SUSTAINABILITY BEYOND PROFIT: REINVENTING BUSINESS RESILIENCE THROUGH THE TRIPLE BOTTOM LINE
Author Name:
Rushin H Vadhani
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15362611
Page No.:
245-253
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SUSTAINABILITY BEYOND PROFIT: REINVENTING BUSINESS RESILIENCE THROUGH THE TRIPLE BOTTOM LINE
Author: Rushin H Vadhani

In today’s dynamic and uncertain business environment, corporates need to adopt robust and sustainable approaches for long-term survival. Triple Bottom Line (TBL) model by John Elkington, with its significance on People, Planet, and Profit, is an inspirational model to pursue sustainability. To improve resilience, build profitability, and contribute to social and environmental health this research reviews how industry leaders Tata Group and Unilever have successfully applied TBL concepts. The study brings to the focus on how firms can ensure their future while retaining financial resilience by studying in-depth analysis of reliable efforts, organisation transformation, key initiatives & response to VUCA world.
Keywords: Profitability, People, Planet, Triple Bottom Line, Sustainability, VUCA, Business Resilience, Tata Group, Unilever

Paper Title:
THE IMPACT OF SOCIAL NETWORKING SITES ON CONSUMER TRUST, BRAND LOYALTY, AND PURCHASE DECISIONS
Author Name:
Sachin Chavan, Prathamesh Bhambure
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15362640
Page No.:
254-263
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THE IMPACT OF SOCIAL NETWORKING SITES ON CONSUMER TRUST, BRAND LOYALTY, AND PURCHASE DECISIONS
Author: Sachin Chavan, Prathamesh Bhambure

This study investigates the influence of Social Networking Sites (SNS) on consumer trust, brand loyalty, and purchase decisions. Utilizing SPSS analysis, the results indicate a strong positive correlation between SNS engagement and consumer trust, emphasizing the role of interactive brand communication in building consumer confidence. Regression analysis confirms that SNS engagement significantly predicts consumer trust, highlighting the necessity of transparency and responsiveness in digital marketing strategies. Additionally, the study establishes a direct link between SNS engagement, consumer trust, and brand loyalty. Consumers who actively engage with brands on SNS are likelier to develop trust and exhibit long-term loyalty. The regression results further reveal that SNS engagement and trust collectively influence brand loyalty, reinforcing the importance of relationship-driven marketing approaches. The study employs logistic regression to assess the impact of SNS on consumer purchase decisions. Findings suggest that higher levels of SNS engagement, trust, and brand loyalty significantly increase purchase probability. Odds ratio analysis indicates that brand loyalty has the most substantial effect on purchase decisions, followed by SNS engagement and consumer trust. These insights underscore the growing importance of SNS as a key driver of consumer behavior. Brands that prioritize engagement, credibility, and personalized interactions on SNS can enhance consumer trust, strengthen brand loyalty, and boost purchasing behavior. The findings suggest businesses should integrate SNS strategies into their marketing frameworks to build long-term consumer relationships and achieve sustainable success in the digital marketplace.
Keywords: Social Networking Sites, Consumer Trust, Brand Loyalty, Purchase Decisions, Digital Marketing, Consumer Engagement

Paper Title:
SHATTERING THE GLASS CEILING: EMOTIONAL INTELLIGENCE AND MENTAL HEALTH IN WORKING WOMEN
Author Name:
Sadiya Fuggawala, Co-author: Vidya Hattangadi
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15362709
Page No.:
264-268
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SHATTERING THE GLASS CEILING: EMOTIONAL INTELLIGENCE AND MENTAL HEALTH IN WORKING WOMEN
Author: Sadiya Fuggawala, Co-author: Vidya Hattangadi

This study examines the relationship between working women's emotional intelligence and mental health issues, with a particular emphasis on how these elements affect their capacity to break through the glass ceiling. For negotiating the complexities of the workplace and leadership positions, emotional intelligence—which includes self-awareness, self-regulation, motivation, empathy, and social skills—is essential. However, the particular mental health difficulties that working women frequently experience— factors such as work-life balance, workplace discrimination, caregiving responsibilities, and societal expectations that contribute to stress among working women. Additionally, the paper will explore individual and organizational strategies for stress management and resilience-building tailored to the needs of working women.
Keywords: working women, stress, work-life balance, workplace discrimination, coping mechanisms, resilience-building

Paper Title:
CRITICAL FACTORS DRIVING SUCCESS AND FAILURE OF MEGA PROJECTS
Author Name:
Sameh Makky
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15362759
Page No.:
269-272
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CRITICAL FACTORS DRIVING SUCCESS AND FAILURE OF MEGA PROJECTS
Author: Sameh Makky

Mega projects, characterized by their large scale, high complexity, and significant resource requirements, are pivotal to infrastructure development and economic growth globally. However, the success rate of these projects remains alarmingly low, with failures often attributed to a range of interrelated factors. This paper aims to critically analyze the key determinants that contribute to both the success and failure of mega projects, providing actionable insights to mitigate risks and enhance project outcomes. The paper investigates factors across three critical dimensions: planning, execution, and stakeholder management. Within planning, elements such as realistic cost estimation, comprehensive risk assessment, and well-defined objectives are examined. The execution phase focuses on effective resource allocation, adherence to timelines, and the impact of technological integration. Stakeholder management addresses collaboration, communication strategies, and alignment of interests among diverse parties involved. Utilizing case studies and data analysis, this research highlights recurring pitfalls, including scope creep, inadequate risk mitigation, and poor governance structures, while also showcasing best practices that have led to successful project completion. By identifying these critical success and failure factors, the study seeks to provide a framework for improved decision-making and strategic planning in future mega projects. This research contributes to the body of knowledge on project management by offering practical recommendations for decision makers, project managers, and industry practitioners to enhance the likelihood of success in mega projects, thereby ensuring better alignment with intended outcomes and sustainable development goals.
Keywords: Mega projects, project management, success factors, failure factors, planning, execution, stakeholder management, risk mitigation, governance.

Paper Title:
INTEGRATING SPIRITUALITY FOR SUCCESS IN THE VUCA WORLD
Author Name:
Santosh Datkhile
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15362840
Page No.:
273-280
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INTEGRATING SPIRITUALITY FOR SUCCESS IN THE VUCA WORLD
Author: Santosh Datkhile

In today’s fast-paced and unpredictable business environment, characterized by volatility, uncertainty, complexity, and ambiguity (VUCA), organizations are grappling with unprecedented challenges that require adaptive and innovative leadership. Amid these challenges, integrating spirituality into corporate culture is emerging as a powerful tool for navigating uncertainty and fostering long-term success. This case study explores how spiritual practices such as mindfulness, meditation, and ethical leadership can enhance resilience, clarity of purpose, and emotional intelligence in organizations operating in a VUCA world. It examines how leaders and employees who embrace spiritual values—such as integrity, empathy, and compassion—are better equipped to manage stress, improve decision-making, and maintain well-being in high-pressure environments. By fostering a culture that prioritizes holistic growth, organizations not only improve productivity and employee engagement but also create a positive impact on societal well-being. The case study highlights real-world examples of businesses successfully integrating spirituality into their strategies, demonstrating that purpose-driven leadership and ethical practices can be a catalyst for both financial success and organizational sustainability. Ultimately, it argues that spirituality offers a crucial framework for organizations to thrive in a world of constant change, aligning profit with a higher purpose for long-term growth and resilience.
Keywords: Spirituality, VUCA World, Leadership, Resilience, Mindfulness, Emotional Intelligence, Purpose-Driven Leadership, Organizational Culture, Ethical Practices, Employee Engagement

Paper Title:
STREAMLINING OPERATIONS TO TACKLE BOTTLENECKS: REINVENTING PROCESSES AT HALDIRAM’S SMALL BATCH UNITS
Author Name:
Shreyas S Gangurde, Rajashri Shendge
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15362876
Page No.:
281-283
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STREAMLINING OPERATIONS TO TACKLE BOTTLENECKS: REINVENTING PROCESSES AT HALDIRAM’S SMALL BATCH UNITS
Author: Shreyas S Gangurde, Rajashri Shendge

This study explores the operational bottlenecks faced by Haldiram’s small batch units and the strategies employed to streamline processes for sustainable growth. Primary data was collected through interviews, surveys, and on-site observations. The findings reveal key challenges such as supply chain inefficiencies, production delays, and quality control hurdles, while highlighting innovative interventions that improved productivity and reduced wastage.

Paper Title:
SOLDIER HEALTH MONITORING AND POSITION TRACKING WITH LORA COMMUNICATION
Author Name:
Vikas D. Raskar, Kranti V. Jagadale, Sanskriti H. Labhade, Aditya R. Abhale
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15362900
Page No.:
284-291
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SOLDIER HEALTH MONITORING AND POSITION TRACKING WITH LORA COMMUNICATION
Author: Vikas D. Raskar, Kranti V. Jagadale, Sanskriti H. Labhade, Aditya R. Abhale

A nation's military strength depends on its ability to deploy forces across land, sea, and air. A compact and effective monitoring system is proposed to enhance soldier safety and operational efficiency. This system consists of a wearable device that tracks the soldier’s real-time location and health parameters. By continuously monitoring these vital indicators, commanders can make informed decisions and respond quickly to emergencies. The system also includes additional components that support soldiers in the field. To ensure reliable communication over long distances with minimal data usage, this system utilizes Long Range (LoRa) technology. LoRa enables efficient, low-power transmission of critical information from the soldier's device to the control unit, ensuring seamless coordination in remote and challenging environments.
Keywords — Military Might, Soldier Monitoring, Health Indicators, LoRa Technology, Signal Transmission.

Paper Title:
A STUDY ON UNDERSTANDING CEMENT PRICE VARIATIONS IN THE MARATHWADA REGION: EDUCATING BUYERS ON MATERIAL TEST CERTIFICATES AND STANDARDIZED CEMENT QUALITY
Author Name:
Vajjalvar Chandravadan Kishan Rao, Mohan S. Rode
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15362942
Page No.:
292-296
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A STUDY ON UNDERSTANDING CEMENT PRICE VARIATIONS IN THE MARATHWADA REGION: EDUCATING BUYERS ON MATERIAL TEST CERTIFICATES AND STANDARDIZED CEMENT QUALITY
Author: Vajjalvar Chandravadan Kishan Rao, Mohan S. Rode

The cement industry in the Marathwada region is characterized by multiple brands offering products that meet the same regulatory standards set by the Bureau of Indian Standards (BIS). However, significant price variations exist between these brands, leading to confusion among consumers who may perceive differences in product quality. This study aims to educate buyers on the reasons behind these price differences and clarify that, despite the price discrepancies, all cement brands meet the same quality norms as indicated by their material test certificates (MTCs). The study begins by analysing the material test certificates that accompany cement products, which provide information about quality parameters such as compressive strength, setting time, and fly ash content. These certificates confirm that all products adhere to the required norms, yet price variations persist. The research highlights that such variations are often due to branding, marketing strategies, and market positioning, rather than actual differences in cement quality. By educating consumers on how to interpret MTCs and understand that all certified brands meet the same technical specifications, the study aims to reduce confusion and enable buyers to make more informed decisions. It emphasizes the importance of focusing on value and quality assurance rather than perceiving higher-priced brands as superior. Ultimately, this study seeks to bridge the gap between consumer perceptions and the reality of standardized cement quality, fostering a clearer understanding of cement price variations and helping consumers in the Marathwada region make more rational purchasing choices.
Key words
Cement price variations, material test certificates, cement quality assurance, consumer awareness, standardized cement quality, educating buyers.

Paper Title:
WHAT IS THE BUTTERFLY EFFECT
Author Name:
Vidya Hattangadi
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15363021
Page No.:
297-299
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WHAT IS THE BUTTERFLY EFFECT
Author: Vidya Hattangadi

The butterfly effect in economics refers to the compounding effect of small changes in surrounding. The changes are so small that it is almost impossible to make accurate predictions for the future or to identify the precise cause of the reflective change. The butterfly effect causes sudden declines. But the changes continually occur during long period of stability. The "butterfly effect" is basically a part of chaos theory which describes how a small change in initial conditions can lead to dramatically different outcomes in complex systems, famously illustrated by the idea that a butterfly flapping its wings could cause a hurricane.
KEYWORDS: Butterfly Effect, Alexander Fleming, Penicillin, Mohammed Ali Jinnah, Premjibhai Meghji Thakkar, Gujrati Lohana, Interwoven-World, Chaos theory, Subprime Crisis, Lehman Brothers, Small Occurrences, VUCA, Coca Cola, IL&FS.

Paper Title:
THE INFLUENCE OF DIGITAL MEDIA IN SCULPTING CONTEMPORARY TOURISM PARADIGM
Author Name:
Anand Raj, Dr. Ahmad Hussain
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15363072
Page No.:
300-308
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THE INFLUENCE OF DIGITAL MEDIA IN SCULPTING CONTEMPORARY TOURISM PARADIGM
Author: Anand Raj, Dr. Ahmad Hussain

This study explores the influence of digital media on contemporary tourism paradigms, highlighting the transformative role of social media, travel blogs, and online reviews in shaping travel behavior. With the rise of digital platforms, travelers increasingly rely on user-generated content to make informed decisions, moving away from traditional advertisements. A survey conducted with 140 respondents reveals that social media platforms, particularly Instagram and YouTube, significantly affect destination choices, while mobile apps and personalized recommendations show moderate impact. Data analysis indicates a strong preference for online reviews over advertisements, emphasizing the importance of user-generated content in travel decision-making. However, challenges in scale reliability and the moderate influence of personalized tools warrant further investigation. This research contributes to the understanding of digital media's impact on tourism and offers practical insights for stakeholders to enhance marketing strategies and consumer engagement. The study also identifies areas for future research, including the influence of emerging technologies and the need to address ethical concerns in the digital tourism landscape.
Keywords: Digital Media, Tourism, Social Media, User-Generated Content, Travel Behavior.

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