Minnesota Journal of Business Law and Entrepreneurship
Minnesota Journal of Business Law and Entrepreneurship The Minnesota Journal of Business Law and Entrepreneurship is a student-edited legal publication dedicated to examining the legal, regulatory, and policy issues that shape business activity and entrepreneurial innovation. The Journal publishes high-quality scholarship from academics, legal practitioners, policymakers, and students on topics including corporate governance, startups, venture capital, securities regulation, intellectual property, technology law, and economic development. Committed to rigorous legal analysis and practical relevance, the Journal serves as a forum for advancing dialogue at the intersection of law and business. By highlighting emerging trends and fostering interdisciplinary perspectives, the Journal contributes to the development of legal frameworks that support innovation, ethical business practices, and sustainable economic growth.
Examining the Relationship between Training and Development Practices and Employee Performance in Private Hospitals: The Mediating Role of Employee Engagement
This study looks at how employee performance is related to training and development practices in private hospitals, mediated by employee engagement. The study was conducted on 450 employees of selected private hospitals in Tiruchirappalli (Trichy) in Tamilnadu, India in the quantitative, cross sectional research design with a structured questionnaire. Partial Least Squares Structural Equation Modeling (PLS-SEM) was used for analyzing the collected data in SmartPLS 4. The findings suggest that training and development activities have positive significant impact on employee performance and employee engagement. Moreover, employee engagement has a positive effect on employee performance, and it acts as a partial mediation between the training and development practices and employee performance. The results indicated that investment in employee training can develop employee knowledge and skills, and consequently improve employee psychological engagement, which leads to better work performance. The study adds to the HRM body of knowledge, given that this literature lacks empirical evidence from the private healthcare industry and emphasises the importance of linking employee development programmes with engagement measures to boost organisational efficiency. The results have implications for hospital managers and HR practitioners in the design of training programs for their staff to enhance the quality of services and organizational performance through employee engagement.
Strategic Branding and Consumer Purchase Intention: An Empirical Analysis of the Mediating Role of Brand Image
In today's fiercely competitive environment, strategic branding has emerged as an essential organization strategy for shaping consumer behaviour and gaining sustainable competitive advantages. This study investigates the impact of strategic branding on the purchase intention of customers, using the brand image as the mediator. The research design used was the quantitative research design and the data collected was the primary data which were obtained through the structured questionnaire from 485 consumers in Tiruchirappalli, Tamil Nadu. Partial Least Squares Structural Equation Modeling (PLS-SEM) using SmartPLS software was used to analyze the collected data. The reliability and convergent validity of the measurement model were satisfactory, and the model fit of the structural model was good. The results indicated a high and positive relation between strategic branding and brand image and purchase intention. In addition, the image of the brand plays a significant role in determining the intention of consumers to buy and it partially mediates between strategic branding and consumer buying intention. Results indicated that the organizations can be more powerful in building consumers' purchasing intent by adopting effective branding strategy to increase positive brand perception and emotional relationship. The study adds to the literature of branding and consumer behavior by confirming the mediating role of brand image and gives practical applications for those who are interested in enhancing the performance of their brands and customer acquisition by designing and implementing a good branding strategy.
Sustainable Marketing and Green Consumerism: Economic Implications
The approaches of creating, marketing and delivering products and services have transformed as organisations become more conscious of sustainability. Sustainable marketing has turned into a strategy that takes into account the environmental, social and economic aspects and caters to the demand of the consumers for responsible consumption. The paper touches on sustainable marketing practices and green consumerism, and explores the economic effects on businesses, consumers as well as society. The study is based on review based analytical approach which is used to analyse and synthesize the findings from relevant academic studies, industry reports and policy documents to understand the factors affecting the green purchasing behaviour of corporations, green purchasing programmes and competitive market. The results imply that consumers are willing to support environmentally responsible products when sustainability information is both easily understood and credible, and reflects product quality and value. The study also demonstrates the role of sustainable marketing in the company's long-term economic success, by improving its brand reputation, customer loyalty, innovativeness, reducing operational costs through resource efficiency and creating new market opportunities. But there are difficulties like greenwashing, high implementation costs, lack of consumer awareness and variable regulations that are still affecting the effectiveness of the sustainable marketing strategies. Governments, business and consumers can help to create an environment for responsible production and consumption is also explored as part of the paper. The results demonstrate that those businesses that take a proactive approach to sustainability change are more likely to develop a competitive advantage and positively impact the environment and economic development. This study presents Sustainable marketing and green consumerism as not only strategies to protect the environment, but also strategies that enhance economic resilience and sustainability of businesses. The findings will provide helpful guidance for the policy maker, business leader, researcher, and marketing professional in the promotion of sustainable development through having responsible market practices and engaging appropriate consumer participation within these markets.
NLP-Based Trust Signal Detection from 360-Degree Narrative Feedback Using Fine-Tuned BERT and Behavioral Authenticity Analysis
This paper outlines a comprehensive NLP pipeline for extracting trust-relevant signals from unstructured 360-degree narrative feedback using the DEEP (Drive, Engage, Empower, Purpose-align) Leadership Framework. The pipeline integrates three modules: (1) a fine-tuned BERT-based trust-specific sentiment classifier achieving 89.4% accuracy, outperforming generic sentiment by 16.0 percentage points; (2) guided LDA topic modeling mapping narrative themes to 53 DEEP competencies with 0.834 mean alignment; and (3) a novel Behavioral Authenticity Detection (BAD) module differentiating genuine from performative behaviors through six linguistic markers (ACS correlation with multi-rater consensus: r=0.71, p<.001). Validated on 24,800 comments from N=12,400 assessments across 14 organizations, NLP integration improves Trust & Leadership Index prediction from R²=0.921 to 0.943 (ΔR²=0.022, p<.001). Three algorithms are presented: DEEP-NLP Pipeline, Trust-BERT Fine-Tuning Protocol, and BAD Score Computation. Results show that domain-specific NLP notably advances leadership trust assessment exceeding traditional quantitative methods.
Live Streaming Commerce and Consumer Behaviour: A Systematic Review of Emerging Digital Retail Dynamics
Purpose Live streaming commerce has emerged as a transformative force in digital retail by integrating entertainment, real-time interaction, and instant purchasing functionalities within online shopping platforms. This systematic review examines the influence of live streaming commerce on consumer behaviour and synthesises existing scholarly literature to identify dominant theoretical perspectives, contextual trends, behavioural determinants, and methodological approaches shaping this evolving research domain. Design/Methodology/Approach The study adopts the PRISMA 2020 framework to ensure a transparent and systematic review process. Peer-reviewed studies published between 2017 and 2024 were collected from major academic databases including Scopus, Google Scholar, and SpringerLink. After applying inclusion and exclusion criteria, 80 studies were selected for detailed analysis. The selected literature was further examined using the TCCM framework (Theory, Context, Characteristics, and Methodology) to classify and evaluate prevailing research patterns. Findings The review identifies several major determinants influencing consumer behaviour in live streaming commerce environments, including perceived usefulness, perceived ease of use, perceived enjoyment, information quality, service quality, system quality, trust, pricing strategies, and product-related factors. The findings indicate that the Stimulus–Organism–Response (S-O-R) model, Technology Acceptance Model (TAM), Uses and Gratifications Theory, and Source Credibility Theory are among the most widely applied theoretical foundations. Existing studies are predominantly concentrated in East Asian economies, particularly China, and largely employ quantitative survey-based methodologies using analytical tools such as SPSS and PLS-SEM. Originality/Value This study contributes to the growing body of live streaming commerce literature by offering a comprehensive synthesis of consumer behaviour research through the integrated application of PRISMA and TCCM frameworks. The review highlights emerging digital retail dynamics, identifies theoretical and methodological gaps, and proposes future research directions related to cross-cultural analysis, long-term consumer behaviour, technological innovations, and ethical considerations in live commerce environments.
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Sustainable Entrepreneurship in the Circular Economy: An Integrated Dynamic Capability Framework for Innovation, Organizational Resilience, and Long-Term Value Creation
Sustainability-driven transformation has increasingly become central to contemporary entrepreneurial and organizational discourse, particularly within the context of circular economy systems. However, existing research remains fragmented in explaining how sustainable entrepreneurial orientation translates into long-term organizational value. Most studies either emphasize innovation outcomes or environmental performance in isolation, leaving a conceptual gap in understanding the capability-based mechanisms underlying sustainability-driven value creation. This study addresses this gap by developing an integrated conceptual framework that explains how sustainable entrepreneurship contributes to long-term value creation through circular innovation capability and organizational resilience. Drawing upon Resource-Based View, Dynamic Capability Theory, Stakeholder Theory, and Institutional Theory, the paper conceptualizes sustainability not as a direct performance driver but as a multi-stage capability development process embedded within organizational and institutional contexts. The framework proposes that sustainable entrepreneurship strengthens circular innovation capability, which subsequently enhances organizational resilience, ultimately enabling sustained economic, environmental, and social value creation. Additionally, ESG governance and institutional support are identified as critical boundary conditions that shape the strength of these relationships. The study contributes to theory by shifting the focus from linear cause–effect relationships to a sequential capability-based understanding of sustainability transitions. Practically, it provides insights for managers and policymakers on how to design governance structures and institutional mechanisms that support circular economy transformation.
NEP-2020 and Outcome Based Education: A New Direction for Indian Universities
The implementation of the National Education Policy (NEP) 2020 has introduced a transformative vision for Indian higher education by emphasizing multidisciplinary learning, academic flexibility, employability, innovation, and holistic student development. Outcome-Based Education (OBE) complements this vision by shifting educational practice from content-oriented instruction to competency-oriented learning, where measurable outcomes guide curriculum design, pedagogy, assessment, and continuous quality improvement. The convergence of NEP-2020 and OBE provides Indian universities with an opportunity to strengthen graduate attributes, enhance institutional accountability, promote industry relevance, and improve global competitiveness. However, successful implementation requires systematic curriculum mapping, faculty preparedness, digital infrastructure, learner-centric assessment systems, and effective quality assurance mechanisms. This paper explores the conceptual relationship between NEP-2020 and OBE, examines their role in transforming higher education, identifies implementation challenges, and proposes strategic measures for institutional excellence. The study highlights that integrating OBE principles within the NEP framework can significantly improve educational quality, research culture, innovation, lifelong learning, and graduate employability while supporting national development goals and international accreditation standards. The findings provide a comprehensive academic perspective for policymakers, university administrators, faculty members, and quality assurance agencies seeking sustainable higher education reforms.
Driving a Sustainable Tomorrow: Mobilising Employees’ Pro-Environmental Behaviour through GHRM Practices
The increasing urgency of environmental sustainability has transformed the role of human resource management from a traditional administrative function into a strategic driver of organizational sustainability. Green Human Resource Management (GHRM) has emerged as a comprehensive approach that integrates environmentally responsible practices into recruitment, training, performance management, rewards, employee involvement, and organizational culture. This paper examines how GHRM practices stimulate employees' pro-environmental behaviour and contribute to sustainable organizational performance. It explores the mechanisms through which environmentally oriented HR policies influence employees' environmental awareness, motivation, commitment, and voluntary green actions within the workplace. The study further presents an integrated conceptual framework illustrating the relationships among GHRM practices, psychological and organizational mediators, employees' pro-environmental behaviour, and sustainability outcomes. By synthesizing contemporary theoretical perspectives and recent empirical evidence, the paper provides insights into the strategic importance of aligning human resource practices with environmental objectives. The findings are expected to assist managers, policymakers, and researchers in developing effective employee-centred sustainability strategies that strengthen environmental responsibility, improve organizational resilience, and support long-term sustainable development across diverse industrial sectors.
Influence of Consumer Ordering Behaviour on Restaurant Performance through Online Food Delivery Platforms: A Study of Bengaluru City
Online food delivery (OFD) platforms such as Swiggy and Zomato have fundamentally reshaped how consumers in Indian metropolitan cities access restaurant food, and have simultaneously become a critical sales and visibility channel for restaurants. This study examines the influence of consumer ordering behaviour on restaurant performance through OFD platforms in Bengaluru City. Using a descriptive and analytical research design, primary data were collected from two respondent groups – 500 consumers using OFD platforms and 100 restaurants registered on these platforms – through structured questionnaires. The study examines consumer ordering frequency, platform and cuisine preferences, spending behavior, and the factors driving online ordering decisions (convenience, discounts, delivery speed, ratings and reviews, food quality, app usability, payment convenience, and customer support), and relates these to restaurant-reported outcomes including sales growth, revenue impact, customer retention, and profitability. The findings show that 76 percent of consumers order food online at least once a week, with food quality (mean = 4.20) and delivery speed (mean = 4.05) ranked as the strongest decision drivers. On the restaurant side, 80 percent of respondents reported a highly or moderately increased impact of online consumer orders on sales, and a strong positive correlation (r = 0.81, p < 0.001) was found between online ordering frequency and restaurant business growth. The study concludes that consumer ordering behavior is a significant determinant of restaurant performance in the OFD ecosystem and offers targeted suggestions for restaurants, delivery platforms, and future researchers to strengthen customer retention and sustainable business growth in Bengaluru's increasingly digital food service market.
ESG Disclosure and Cost of Capital in Indian Maharatna CPSEs: Evidence on WACC and Debt Pricing Using BRSR-Based ESG Index
This research paper looks at the correlation between the quality of the Environmental, Social, and Governance (ESG) disclosure and the cost of capital in Indian Maharatna Central Public Sector Enterprises (CPSEs). By evaluation of the effect of the ESG disclosure on the Weighted Average Cost of Capital (WACC) and the cost of debt using a comprehensive BRSR-based ESG Index constructed out of Business Responsibility and Sustainability Reports that are required by SEBI during the period FY 2022-23 to FY 2024-25, we examine the effect of ESG disclosure on both the &WACC and the cost of debt. We have used a sample of all 14 Maharatna CPSEs (India): the largest government-owned corporations in India in terms of the energy, infrastructure, and manufacturing industries. The results of the empirical data indicate statistically significant negative correlation between scores of ESG disclosure and WACC and high ESG-performers CPSEs demonstrate that WACC is about 85-125 basis points below among its lower-scoring counterparts. Moreover, there is attractive Environmental (E) pillar which has the greatest impact on debt pricing and the next pillar is Governance (G) and Social (S) pillars. The implication of these findings to policy makers, investors and corporate managers is that, ESG disclosures are financial enough to matter in emerging markets.
Calibrating Brand Awareness of Pharmaceutical Brands in India: A Mixed-Methods Framework with Influencer-Mediated Awareness across Allopathic and Ayurvedic Segments
Measuring brand awareness in the Indian pharmaceutical market is less straightforward than in conventional consumer categories. The presence of branded generics, the separation between prescribers and end-users, and the regulatory divide between allopathic and Ayurvedic segments together create a setting where standard awareness models do not fully apply. This study develops and tests a framework that combines covariance-based structural equation modelling (CB-SEM) with an Awareness Calibration Index (ACI). A central addition is Influencer-Mediated Awareness (IMA), conceptualised in two forms: professional (IMA-P), reflecting Key Opinion Leader and peer influence among physicians, and consumer-facing (IMA-C), capturing the role of digital and culturally embedded health influencers. Data were collected from 420 physicians and 600 chronic-disease consumers across four cities in eastern India. The measurement model shows acceptable fit (CFI = 0.94, RMSEA = 0.059, SRMR = 0.063). Results indicate that Scientific Recall and Perceived Bio-equivalence remain important for prescriber decisions, although IMA-P also shows a meaningful contribution. On the consumer side, IMA-C emerges as a comparatively strong driver of brand equity, particularly within the herbal segment. The ACI results point to a clear hierarchy in awareness levels, with herbal brands outperforming both OTC and prescription categories. Taken together, the findings suggest that awareness formation in pharmaceutical markets is becoming more layered, with influencer-driven pathways increasingly complementing traditional mechanisms.
Emerging B-School Business Models: An AI-Triggered Transformation with special reference to Wharton School Case Study
With the acute emphasis on the Outcome-Based Education (OBE) system that is globally acknowledged in today’s academic world, there is a considerable drift in the business models of B-Schools thriving worldwide. The conventional teacher-centric approach and lecture-oriented pattern are being redesigned to be a more learner-centric approach, including experiential learning. This new form of academic delivery largely relies on technological advancements and the application of Artificial Intelligence (AI) tools. This research aims at understanding the four major aspects involved in B-School business model success viz., positioning, value generation, execution and outcome assessment. The research revolves around the B-School - Wharton School of the University of Pennsylvania and the study of itspioneeringstrategic move to bring transformation in the traditional way of academic delivery into a holistic business model through collaborative spirit with AI and analytical abilities. The study reveals that integrating with AI has strategically enabled the B-School to enhance its attainments in terms of robust curriculum design, innovative pedagogical techniques, enrichment of academic deliverables, efficient administrative processes and capturing globally smart competitive advantage. Researchers intend to showcase the success story of the B-School as a case study for building new insights among Academicians, Management committees of B-Schools, Government authorities, regulators and last but not least the learner community that needs to embrace the new horizons of education. Finally, AI and technology applications need to be considered as an aid for betterment and not a challengeby the stakeholders.
Volatility and Return Spillover Analysis from Selected ASEAN Markets with Indian Benchmark Index: A Post-Pandemic Market Study
The COVID-19 pandemic has been disrupting financial activities in countries, and also across the world, it creating a lot more uncertainty, and not so much stability in the wider global financial markets. This study is looking into how volatility moves around, and how returns spillover between the benchmark stock market indices for the chosen ASEAN-5 economies, plus India, specifically in the period after the pandemic. After the economic shocks from COVID-19, Asian financial markets have been getting more tightly linked together. so, studying how these markets relate to each other is becoming more important for investment evaluation and practical decision-making. The study is using daily stock market index data from 2019 to 2025 and then applying econometric models like GARCH and VAR, to grasp the scale as well as the direction of spillover effects among these markets. The results are pointing toward a higher level of mutual risk transmission between the ASEAN-5 economies and India, which seems to matter a lot for policymakers, investors and even the market regulators working in the post pandemic financial setting. On that basis, the paper is recommending diversified investment approaches, and also coordinated policy steps for boosting market steadiness while managing financial risks in a more effective way.
Work-Life Balance of Female Doctors in India: Antecedents and Its Impact on Job Satisfaction, Burnout, and Organizational Commitment – An Empirical Study
Work-life balance (WLB) has become a critical concern among healthcare professionals, particularly female doctors, who frequently encounter demanding professional responsibilities alongside family and personal commitments. In India, the increasing participation of women in the medical profession has intensified the need to understand the factors influencing their work-life balance and its outcomes. This empirical study investigates the antecedents of work-life balance and examines its impact on job satisfaction, burnout, and organizational commitment among female doctors working in government hospitals in Karnataka, India. A quantitative, cross-sectional research design was adopted. Primary data were collected from 300 female doctors employed in government hospitals using a structured questionnaire with a five-point Likert scale. Convenience sampling was used for respondent selection. The study considers workload, family support, organizational support, flexible working arrangements, childcare responsibilities, supervisor support, and role conflict as antecedents of work-life balance. Data were analyzed using SPSS 29 and AMOS 29. Statistical techniques included descriptive statistics, Cronbach's alpha, Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), and Structural Equation Modeling (SEM). The findings indicate that organizational support, supervisor support, family support, and flexible working arrangements positively influence work-life balance, whereas excessive workload, childcare responsibilities, and role conflict negatively affect it. Furthermore, improved work-life balance significantly enhances job satisfaction and organizational commitment while reducing burnout among female doctors. The structural model demonstrated acceptable goodness-of-fit indices, confirming the proposed theoretical framework. The study contributes to the existing literature by providing empirical evidence from the Indian public healthcare sector and offers practical recommendations for hospital administrators and policymakers. Strategies such as flexible scheduling, supportive leadership, family-friendly policies, childcare facilities, and employee wellness programs can improve work-life balance and promote higher organizational commitment while reducing occupational burnout.
Comparative Study of Traditional vs AI-based Recruitment Methods in HRM- An Empirical Study
The way that businesses recruit has changed dramatically with the introduction of artificial intelligence (AI) into human resource management (HRM). Compared to current AI-based recruitment, traditional recruitment is based on a large number of processes. Such as; reviewing resumes manually, relying on the judgments made by humans to evaluate candidates and to place them appropriately in the company, creating job postings for potential employees to apply to positions at the company, and conducting face-to-face interviews to determine whether or not a candidate will be hired. There are many reasons why these traditional ways of recruiting have their disadvantages. For example, they can be very expensive, take a long time to complete, and require a lot of time from recruiters and other HR personnel. On the other hand, AI-recruitment uses different types of technology. These include machine learning, natural language processing (NLP), predictive analytics, chatbots and automatic resume screening. All of this technology allows companies to make better recruitment decisions faster and more efficiently. The purpose of this research paper was to examine how both traditional recruitment methods and AI-based recruitment methods differ from one another. Data were used from sources that included articles published from 2020-2026 from academic journals, HR consultants and industry surveys. Using data from those sources, it compared the two recruitment methods against each other by measuring their performance in nine areas. As a result, companies who use an AI-based recruitment method can save time when making hiring decisions. Additionally, companies who use an AI-based recruitment method can also save money when making hiring decisions. Companies who use an ai-based recruitment method can also successfully increase the quality of new hires. They can also create a more positive experience for candidates throughout the hiring process. Finally, companies who use an AI-based recruitment method can also provide equal opportunities to diverse candidates. However, there are still some disadvantages to using an ai-based recruitment method. Some of those disadvantages may include: biased algorithms being developed through machine learning models, ethical issues related to ai-human interactions and biases created due to limited training data.
Designing Equity-Aware Intelligent Business Ecosystems: A Conceptual Framework for Inclusive Digital Transformation and Sustainable Organizational Development
The accelerating adoption of intelligent technologies has reshaped contemporary business environments by enabling organizations to improve operational efficiency, strengthen decision-making processes, and enhance stakeholder engagement. Technologies such as Artificial Intelligence (AI), the Internet of Things (IoT), and advanced data analytics are increasingly embedded within organizational systems, creating new opportunities for innovation and value creation. Despite these advancements, concerns remain regarding unequal access to digital resources, algorithmic bias, data privacy, and the potential exclusion of vulnerable populations from the benefits of technological progress. These challenges highlight the need for business models that balance technological innovation with principles of equity, inclusiveness, and social responsibility. This paper presents a conceptual framework for designing equity-aware intelligent business ecosystems that align digital transformation initiatives with sustainable organizational development objectives. The framework synthesizes insights from existing research on intelligent technologies, responsible innovation, digital governance, and inclusive business practices. It proposes a multi-layered structure in which AI, IoT, and data analytics function as technological enablers, while governance mechanisms, ethical safeguards, and stakeholder participation guide their implementation. The framework emphasizes the integration of fairness, transparency, accessibility, and accountability throughout organizational processes to ensure that technological benefits are distributed more equitably across diverse stakeholder groups. The study further illustrates how equity-oriented intelligent ecosystems can contribute to improved service delivery, resource optimization, informed decision-making, and long-term organizational resilience. By linking technological capabilities with sustainability and inclusion objectives, the proposed framework offers a structured foundation for organizations seeking to develop responsible and socially responsive digital transformation strategies. The paper contributes to the growing discourse on equitable innovation by providing a holistic perspective that connects intelligent technologies with sustainable organizational development and inclusive value creation.
The Influence of Unicorns and Soonicorns on Innovation and Venture Capital in Indian Startup Ecosystem: Empirical Evidence
The Indian startup ecosystem has emerged as one of the most dynamic and rapidly evolving markets globally, with significant contributions from high-growth companies known as unicorns valued at over $1 billion and soonicorns companies close to achieving unicorn status. These entities, driven by innovation and strategic risk-taking, have a profound impact on the broader startup landscape by attracting venture capital (VC) investment flows, influencing market competition, and serving as benchmarks for growth. Despite the attention surrounding unicorns and soonicorns, there is limited empirical research examining their direct and indirect effects on the growth and performance of other startups within the Indian ecosystem. This study aims to address this gap by exploring how the presence of unicorns and soonicorns influences the growth paths of other startups, particularly through the mediating role of venture capital investment flows and the moderating influence of government policy support. A structural equation modeling (SEM) approach was utilized to test the hypotheses, using data collected from startups, venture capitalists, and industry analysts. By employing statistical analysis, the study examines six hypotheses. The study is grounded in Resource Dependence Theory (RDT) positing that unicorns and soonicorns act as catalysts within the startup ecosystem by attracting critical external resources and fostering innovation diffusion, respectively. Results indicate a positive association between a unicorn and soonicorn presence and the overall performance and growth of Indian startups. Additionally, venture capital investment flows partially mediate this relationship, underscoring the importance of funding availability in scaling startups. Government policy support is found to moderate these relationships, with stronger effects observed in policy-rich environments. The findings highlight the pivotal role of unicorns and soonicorns in shaping India’s startup ecosystem and provide actionable insights for policymakers and investors on enhancing the support for high-potential startups. Future studies could track the influence of unicorns and soonicorns over time to analyze how long-term policy changes affect their impact on other startups.
Bridging The Regulatory Gap: Artificial Intelligence, Public Awareness, and International Standards in India’s Digital Personal Data Protection Framework
The rapid expansion of digital technologies and artificial intelligence (AI) has significantly transformed the way personal data is collected, processed, and utilized. In India, the emergence of large-scale digital platforms, e-governance systems, and AI-driven services has intensified concerns regarding data privacy, transparency, and accountability. The enactment of the Digital Personal Data Protection Act (DPDP), 2023 represents a major milestone in India’s attempt to regulate personal data processing and safeguard individual rights. However, the evolving technological landscape, particularly the integration of AI systems into governance, commerce, and social platforms, has created regulatory gaps that require careful policy attention. This paper examines the relationship between artificial intelligence, public awareness, and international regulatory standards within India’s digital personal data protection framework. It explores how AI technologies complicate traditional data protection mechanisms, highlights the importance of informed public participation in privacy protection, and analyzes how global regulatory models such as the European Union’s General Data Protection Regulation (GDPR) influence India’s policy approach. The study adopts a doctrinal and analytical methodology to evaluate legislative provisions, policy initiatives, and international best practices. The findings suggest that while India has made significant progress in establishing a statutory framework for data protection, challenges remain in enforcement capacity, algorithmic accountability, and public literacy regarding data rights. Strengthening institutional mechanisms, aligning domestic regulations with international standards, and expanding digital literacy initiatives can help bridge the regulatory gap. Ultimately, a balanced regulatory ecosystem combining technological innovation, legal safeguards, and citizen awareness is essential for ensuring responsible AI governance and sustainable digital growth in India.
Digital Innovation and Sustainable Banking Practices in Indian Public Sector Banks: Post-Merger Perspective
This study examines the impact of digital innovation and sustainable banking practices on customer satisfaction in merged public sector banks in India. The study explores how customer satisfaction in merged public sector banks in India will be affected by digital innovation and sustainable banking practices. On the basis of primary data gathered via a patterned questionnaire, the multiple regression method was utilized to point out the impact of digital innovations, convenience, technological foundation, post-merger service modifications, sustainability programs, and communication and awareness. The findings have shown that technology infrastructure positively affects customer satisfaction in a substantial manner, and therefore it is important to note that efficient and reliable digital systems in the post-merger environment is of great importance. On the other hand, sustainability projects have a strong negative contribution, implying a breakdown in visibility, communication or correspondence to customer expectations. Other reasons such as digital innovations, easy access, post-merger change in services, and communication and awareness have positive but insignificant impacts. The paper concludes that more focus should be placed on the enhancement of technological infrastructure and redesign sustainability efforts by merged public sector banks that have been and still enhance digital services and communication strategies. Although this study has some drawbacks that are connected with self-reported data, the sample size and cross-sectional nature, it can offer valuable information that can be utilized to enhance customer satisfaction and promote sustainable development of post-merger banks operating in the public sector.
India’s Role in UN Peacekeeping: Protecting Human Rights in War Zones
The maintenance of international peace and security remains one of the principal objectives of the United Nations (UN), with peacekeeping operations serving as one of its most visible and effective instruments for conflict management. Since its independence, India has consistently emerged as one of the most committed contributors to United Nations Peacekeeping Operations (UNPKOs), demonstrating an unwavering commitment to the principles of the UN Charter, multilateral cooperation, and the protection of vulnerable civilian populations. Indian peacekeepers have served in some of the world's most volatile conflict zones, including the Democratic Republic of Congo, South Sudan, Sierra Leone, Lebanon, Sudan, Rwanda, Somalia, and several other regions affected by armed conflict. Beyond the traditional mandate of monitoring ceasefires, India's peacekeeping efforts have increasingly focused on the protection of civilians, promotion of human rights, humanitarian assistance, gender inclusion, post-conflict reconstruction, and support for democratic governance. This article critically examines India's evolving role in UN peacekeeping through the lens of international human rights law and international humanitarian law. It analyses the historical development of India's participation, the legal framework governing peacekeeping missions, and the practical contributions made by Indian military and police contingents in protecting civilians from violence, facilitating humanitarian access, supporting displaced populations, and strengthening local institutions. The paper further evaluates India's leadership in promoting women peacekeepers, capacity-building initiatives, and accountability within UN missions while addressing operational challenges such as resource constraints, changing conflict dynamics, terrorism, and allegations occasionally associated with peacekeeping missions globally. Through selected case studies of Congo, South Sudan, Sierra Leone, and Lebanon, the study argues that India's contribution extends beyond troop deployment to encompass the advancement of human security and the protection of fundamental human rights. The paper concludes by recommending institutional reforms that can further enhance India's effectiveness and leadership in future multidimensional peacekeeping operations.
Challenges Faced by Human Resource Departments in Retaining Creative and Innovative Talent: An Empirical Study
One of the challenges of contemporary organisations is the retention of creative and innovative talent. In the modern era, knowledge, innovation and creativity are gaining ground as the keys for the competitive advantage of businesses, so Human Resource (HR) departments are facing a new priority: keeping highly skilled employees. The present study discusses the problems being faced by HR in retaining creative and innovative talent. A descriptive research design was used, and data were collected using a structured questionnaire from 135 HR professionals and managers. The study found that the main issues that create problems in retaining staff are professional development opportunities, meeting employee expectations, workforce diversity, virtual learning and upskilling programmes, competition from other employers and organizational culture. Descriptive statistics were used to rank the challenges, and independent sample t-test and one-way ANOVA were used to analyse the differences between demographics in perceptions of retention challenges. The results showed that the most pressing issues facing HR departments are professional development and meeting employees' expectations. Gender was a significant difference for employee expectations, workforce diversity, competition from employers, and professional development opportunities, but organisational position was significant for organisational culture and workforce diversity. The findings of the study emphasise the importance of further strengthening employee development programs, creating an inclusive work culture and implementing successful retention strategies to ensure creative and innovative talent. The findings provide valuable insights for HR practitioners seeking to enhance employee retention and organisational competitiveness.
Development and Experimental Evaluation of Aquillaria Agallocha Filled Epoxy Composites
This study examined the effect of filler loading in Aquillaria Agallocha gum-reinforced epoxy composites made using the hand layup process. By systematically mixing Aquillaria Agallocha gum with an epoxy matrix in 5% increments, from 5% to 25% by volume, composite filaments were produced. The mechanical properties of the bio-composites were carefully analyzed to understand how their structure affects them. Tensile tests revealed that the improved composition has an elastic modulus of 1.7 GPa and a maximum strength of 20.2 MPa. The flexural strength was 34 MPa, with a modulus of 1700 MPa, indicating better volume retention. The Izod test results showed that the material could absorb more energy and had an impact resistance of 1.9 kJ/m². This composite opens the door for manufacturing sustainable engineering materials that could be used in biomedical devices, eco-friendly packaging, and consumer products that break down more efficiently in the environment.
Innovative Teaching Strategies and their Impact on Learning Outcomes in Higher Education
The use of new instructional tactics has changed the face of higher education through fostering student centred learning, better interaction and better performance. The present paper examines the impact of newer teaching and learning strategies on learning outcomes of higher education education, and the research question is what type of instructional strategies (i.e., active learning, blended learning, flipped learning, collaborative learning, project-based learning, gamification, technology enhanced instruction, etc.) can influence learning outcomes. A positivist philosophy and deductive quantitative research methodology was used. The data collected included 200 undergraduate and postgraduate students in institutions of higher learning, using structured questionnaires to aid in the data collection. Descriptive statistics, Pearson correlation analysis and multiple regression analysis were used to analyse data obtained using SPSS. The findings revealed that the students were positive about the innovative teaching strategies, technology enhanced learning and collaborative learning were rated highest. The statistical results had indicated that there were significant positive relationships between innovative teaching strategies and learning outcomes that comprised: student engagement, academic performance, knowledge retention, critical and communication abilities and problem-solving skills. Another finding of the regression analysis was the fact that technology enhanced learning had been the most effective predictor of improved learning outcomes. The study concludes that the effective application of the innovative teaching practices increase the quality of the acquired education and help to attain the needed graduate competencies. It also presupposes an additional investment in digital technologies, the training of faculty and learner-focused pedagogies to improve the quality of teaching and academic outcomes of post-secondary education.
Socio-Legal Impact of the NALSA Judgment on the Third Gender Community
The recognition of the third gender in India marked a significant milestone in the country’s journey toward equality and human rights. The landmark judgment of the National Legal Services Authority v. Union of India (commonly known as the NALSA judgment) delivered by the Supreme Court of India in 2014 played a transformative role in acknowledging the rights and identity of transgender persons. This decision legally recognized transgender individuals as a “third gender” and affirmed their fundamental rights under the Constitution, particularly the rights to equality, dignity, freedom of expression, and protection from discrimination. This study examines the socio-legal impact of the NALSA judgment on the third gender community in India. It analyses how the judgment has influenced legal recognition, policy reforms, and social awareness regarding transgender rights. The decision directed both the Central and State Governments to take proactive measures for the social and economic upliftment of transgender persons, including reservations in education and employment, access to healthcare, and legal protection against discrimination. Despite this progressive legal recognition, the third gender community continues to face significant challenges such as social stigma, lack of employment opportunities, limited access to education, and inadequate implementation of welfare policies. The study therefore explores the gap between legal recognition and actual social inclusion. It also highlights the role of legal frameworks, public policies, and social attitudes in shaping the lived experiences of transgender individuals. The research concludes that while the NALSA judgment has laid a strong constitutional foundation for the protection of transgender rights, sustained efforts in law, policy implementation, and societal awareness are essential to achieve genuine equality and dignity for the third gender community in India.
Unlocking Employee Engagement through Emotional Intelligence: The Mediating Effect of Knowledge Sharing Behavior
The present study investigated the impact of emotional intelligence on employee engagement through the mediating role of knowledge sharing behaviour. A quantitative research design was employed using a cross-sectional survey employed to the employees in the higher education sector. PLS-SEM was utilized to analyze the measurement and structural model and to examine the mediating effect of knowledge sharing behaviour. The results revealed that emotional intelligence has a positive impact on employee engagement. Furthermore, the results also revealed that emotional intelligence positively influences employee’s willingness to share knowledge, which in turn enhances their level of engagement. The mediation analysis revealed that knowledge sharing mediates the relationship between emotional intelligence and employee engagement, suggesting that emotionally intelligent employees become more engaged not only because of their emotional competencies but also through their active participation in knowledge sharing practices.
Digital Financial Inclusion as A Catalyst for Inclusive Development and Sustainable Development Goals: A Bibliometric Review
Digital financial inclusion (DFI) is quickly becoming a global movement of overwhelming proportions. Reports featuring Bill Gates indicate that mobile-enabled financial services can cover over 2 billion unbanked people worldwide by 2030. DFI offers significant value to community banks, thrifts, lending companies, and insurance agencies by promoting positive financial systems that enable firms to capitalise on opportunities. It also benefits sustainability, as the World Bank has stated it can help achieve 13 of the 17 United Nations Sustainable Development Goals (SDGs). Studies from 25 African countries between 2011 and 2019 have shown that digital financial inclusion can advance sustainable development. Still, all markets should be regulated to ensure a balanced distribution of benefits. In recent trends, digital transactions are becoming an indispensable part of daily life. The transactions rose from 2,071 crores in the year 2017 - 2018 to 18,737 crores in the year 2023- 2024, making it an indispensable part of the economy in countries like India. The percentage of Indian accounts grew from 35% in 2011 to 80% in 2024 due to the implementation of policies. There are over 37% of adults who are outside the financial system. This highlights the immediate need for more inclusive alternatives. The common challenges include poverty, inequality, low literacy, and poor infrastructure. Consumer protection, data privacy and regulatory strategies are also issues that need to be resolved to properly apply digital payment policies. Even though financial inclusion is better in developed countries, it also faces challenges with people due to economic, psychological or cultural factors such as the indebted, the jobless, the elderly, migrants, and prisoners. This study addresses three key questions using combined data from 87 articles spanning from 2015 to 2024: (1) How can the existing literature establish a relationship between inclusive development, Digital Financial Inclusion, and the Sustainable Development Goals (SDGs)? (2) What does bibliometric analysis reveal about the patterns of citation, major authorship, and publication sources, and the relationships of author’s works, in addition to the use of common keywords in Digital Financial Inclusion research? From the results of the survey, it can be concluded that digital financial inclusion is effective in promoting economic growth and enhancing the financial inclusion of the poor. However, there is a need for customised policies and continuous efforts for proper implementation. Digital finance is changing the world economy in multiple ways. It empowers people by reducing poverty. To fully maximise the opportunities provided by digital finance, involved parties should ensure that individuals can benefit from the digital finance revolution.
Criminal & Forensic Investigation with Artificial Intelligence & Their Effect on Privacy Rights: A Comparative Study of India and European Union
Humans are living in the era of Technology and Artificial intelligence (AI) and the use of them by law enforcement and Forensic experts is not only able to solve unsolved mysterious cases but also becoming a threat to the individual's privacy. There are already some laws regarding Privacy since years such as Article 21 of Indian Constitution but with the growing global privacy concerns as AI and Technology are not limited to a certain territory, nations got alert and came up with their separate statutes to protect privacy such as DPDP Act of India, GDPR of European Union (EU) act, etc. This paper aims to identify how AI tools and Technology are beneficial for Law enforcement and other investigating agencies ultimately which will benefit the members of the society, thereafter how the privacy right of an individual got infringed due to excessive use of technology and AI by investigators, how legislature of India and European Union (EU) is trying to protect the privacy rights with the help of statutes or regulations, and finally to provide suggestions related to advanced technology and governance which will help to maintain the balance between a rightful investigation and privacy rights.
Debt, Decline and Survival: An Analytical Framework for Identifying and Revitalizing Zombie Firms
This study examines the prevalence, survival and resolution of zombie firms in India over the financial years 2020–2024. A purposive sample of 13 large listed companies from the aviation, telecommunications, infrastructure, textiles, metals, and power sectors was analysed. Zombie firms are defined here as mature companies that have been unable to cover their interest expenses with operating profits for three or more consecutive years, yet continue to operate because of repeated bank credit support. Secondary data of selected firms have been collected from Financial Stability Reports of 2020 to 2024 issued by RBI and IBBI and classified into three categories: Recovery, still zombie and Insolvent/ liquidated. The findings suggests that possible pathways to come out of zombie status as per IBC resolution is to transfer the control or the ownership of the firm or a strategic acquisition with healthier entities. The firms that didn’t follow the resolution of IBC still remained in zombie status and eventually moved to liquidation. These findings provide evidence on the nature of corporate distress in India in the post pandemic era and the need for stronger structural reforms to facilitate timely market-driven escape from the zombie status.
Consumer Behaviour and Brand Loyalty towards Smartphones in Tiruchirappalli Town
The smartphone industry has witnessed remarkable growth over the last decade, transforming communication, information access, entertainment, and commercial activities. Consumer behaviour towards smartphones is influenced by several factors such as product quality, price, brand image, technological features, social influence, and after-sales service. Understanding these factors is essential for smartphone manufacturers and marketers to develop effective strategies for customer retention and brand loyalty. The present study examines consumer behaviour and brand loyalty towards smartphones among consumers in Tiruchirappalli Town. The study employs a descriptive research design and collects primary data through a structured questionnaire from smartphone users. Statistical tools such as percentage analysis, Chi-square test, t-test, one-way ANOVA, and correlation analysis are used to analyse the data. The findings reveal that brand reputation, product performance, and customer satisfaction significantly influence brand loyalty. The study concludes that smartphone companies should focus on innovation, service quality, and customer engagement to enhance long-term loyalty among consumers.
“Relative Strength Index (RSI) as A Predictor of Overbought and Oversold Conditions in Defence Company Stocks”
Technical analysis has gained increasing relevance in financial markets as investors seek systematic approaches to identify profitable trading opportunities. Among momentum-based indicators, the Relative Strength Index (RSI), originally developed by Welles Wilder (1978), is widely employed to detect overbought and oversold market conditions. The present study investigates the effectiveness of RSI in generating trading signals and predicting price movements in selected Indian defence sector stocks, namely Bharat Dynamics Limited (BDL), Hindustan Aeronautics Limited (HAL), Bharat Electronics Limited (BEL), Garden Reach Shipbuilders & Engineers (GRSE), and Zen Technologies (ZEN). Building on the theoretical foundations of technical analysis proposed by Murphy (1999) and empirical evidence provided by Brock et al. (1992) and Lo et al. (2000), the study evaluates whether RSI-based signals possess predictive power in a strategically important and rapidly expanding sector of the Indian equity market. The study adopts a descriptive-correlational research design with a quantitative time-series approach based on secondary data covering the period from 2015 to 2025. Daily stock prices, RSI values, and market volatility measures constitute the dataset. Descriptive statistics, correlation analysis, t-tests, and regression techniques are employed to assess the relationship between RSI signals and subsequent stock returns. The empirical findings reveal that RSI has significant predictive power for defence sector stocks. The average return following RSI-generated signals is 21.66%, which is statistically significant (t = 15.962, p < 0.001; 95% CI: 18.95%–24.37%), indicating that RSI-based strategies are associated with substantial and consistent price movements. However, correlation analysis shows heterogeneous outcomes across firms, with a pooled correlation coefficient of 0.19, suggesting an overall weak association between RSI values and the magnitude of subsequent price changes. While GRSE exhibits a moderate positive relationship, other firms display weak or statistically insignificant correlations. These findings imply that although RSI is effective in identifying directional trading opportunities arising from overbought and oversold conditions, its explanatory power regarding the extent of price movements varies across companies. The study contributes to the growing literature on technical analysis in emerging markets and provides practical implications for traders and investors seeking momentum-based investment strategies in the Indian defence sector. This study contributes to the existing literature by focusing exclusively on the application of the Relative Strength Index within the Indian defence sector, an area that has received limited empirical attention. Unlike prior studies centered on broader indices or IT stocks, this research provides sector-specific insights into RSI performance. The study is limited to selected defence companies and relies solely on technical indicators without incorporating macroeconomic, fundamental, or behavioural factors. Additionally, market anomalies, policy changes, and sector-specific developments may influence price movements beyond RSI signals. The findings suggest that RSI can be effectively used by investors and traders to identify entry and exit points in defence stocks. However, combining RSI with other analytical tools and risk management strategies may enhance decision-making accuracy. This research promotes informed investment decisions by encouraging the use of data-driven technical analysis, thereby reducing speculative trading behaviour in emerging sectors like defence.
Online Grocery Shopping by the Senior Demographic (60+) in North India: Driving Factors behind Adoption vs. Resistance
The transition to digital grocery shopping has instigated a revolution, allowing orders to be made with a single click. Groceries are a fundamental necessity for every individual, and the senior citizens are no exception to it. Plenty of studies have been published on online grocery shopping where the primary focus is on the behavioural patterns of the younger generation. However, insufficient research has been performed on the behaviour of elderly adults aged 60 and above, hence impacting the adoption of online grocery shopping. The study examines the factors and the barriers affecting the preferences and choices when it comes to selecting the mode of buying groceries—online grocery purchases versus visiting local Kirana stores. The study employs the Theory of Planned Behaviour (TPB) to assess the responses of 358 participants from North India. The data collected revealed that around 43 percent of the senior citizens have procured groceries online. Ease of getting delivered at home, ease of accessibility, protection from the Covid-19 outbreak and other communicable diseases (due to their weak immune system), and ten-minute delivery were a few of the motivational factors; however, a majority of the people have again opted for the offline route after the descent of the pandemic. As per this study, the tactile effect of freshly picked items, lower prices, and social engagement with the personal touch of the owners/assistants are the primary reasons for visiting the local grocery stores. The study provides insights to address the resistance posed due to the offline Kirana store shopping of the senior citizens, which can further be catered to by the retailers to increase the popularity of online grocery shopping among this overlooked demographic.
Human-Centred Innovation through Design Thinking for Addressing Cyber Threats, Educational Problems, and Poverty Challenges: An Empirical Study
In an increasingly complex and inter-connected world, organizations and societies face multifaceted challenges such as cyber threats, educational inequalities, and persistent poverty. Traditional problem-solving approaches often fail to address human dimensions of these issues, creating a need for innovative and user-centred solutions. This study examines the role of design thinking as a human-centred innovative approach in addressing cybersecurity challenges, improving educational outcomes, and alleviating poverty. Design thinking emphasises empathy, problem definition, ideation, prototyping, and testing, enabling stakeholders to develop solutions that are both innovative and responsive to needs of the users. The findings reveal that empathy-driven problem identification, collaborative ideation, rapid prototyping and continuous user feedback significantly contribute to the development of effective and sustainable solution. 347 participants were surveyed for the study. The factors studying how Human-Centred Innovation Through Design Thinking for Addressing Cyber Threats, Educational Problems, and Poverty Challenges are Empathy-driven understanding, Problem identification and Definition, Prototyping and Experimentation and Collaborative Participation.
Impact of Artificial Intelligence in Human Resource Management: A Comparative Study of Samsung, Xiaomi, Apple and Vivo
Today, Artificial Intelligence (AI) is set to be the most powerful technology factor behind the digital transformation of industries around the world. Artificial Intelligence has changed the traditional aspect of working in Human Resource Management (HRM) by giving automation, prediction-based analyses, smart decision-making, and a better experience for employees. In fact, companies are now increasingly utilizing AI across recruitment, employee engagement, workforce planning, performance management and retention measures and learning & development. AI has been adopted quickly in the smartphone manufacturing industry; not just in product innovation, but also in internal human resource operations. Currently, giant organizations like Samsung, Xiaomi, Apple and Vivo incorporated AI-powered Technologies to improve productivity by ensuring HR efficiency whilst reducing administrative workload which further supports strategic business decisions. The purpose of this research is to compare the implementation and result of AI-based HR practices in these four multinational corporations. This study, through a descriptive and comparative research design based on secondary data takes stock of AI practices among key HR functions such as recruitment, employee development /training, workforce analytics, performance evaluation and engagement. The results show that despite all four organizations actively leverage AI in their HRM, they do so differently depend on strategic focus, technological maturity and corporate culture. Samsung and Apple have made workforce analytics a priority along with employee development, Xiaomi is emphasizing digital learning and HR automation for its employees in addition to excelling at hiring processes for better recruitment return on investment (RoI), while Vivo places a greater focus on recruitment efficiency as well as employee engagement. However, organizations are still facing challenges associated with algorithmic bias, privacy of employees data, Code of ethics and change management among others in spite of the myriad benefits. Thus, it concluding that artificial intelligence is now a strategic asset for HRM and outlining responsible AI governance, regular employee upskilling, decision-making aligned with ethical guidelines for the organization to grow sustainably.
An Administrative Insight into Branding in Management Institutions
The article looks at the viewpoint of the Management Institutions Administrators on the branding of management education institutes in six major districts. As the higher education market becomes more competitive, a good brand image is very important to draw students and faculty, get funding, and be a thought leader. This research details the results of a very detailed 100 administrator survey, including the understanding of branding, preferred strategies, and challenges as perceived by the administrators. The research shows that administrators are very aware of the importance of branding, especially in terms of raising the profile of the institution and getting students, but they mainly lack the funds and resources. The paper shows that there is a heavy dependence on the use of digital and social media as a means of brand promotion and communication. This manuscript develops a detailed picture of the administrators' perspective on the branding issue and thus helps institutional leaders figure out ways to raise their brand identity and competitive position.