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

TABLE OF CONTENTS

Paper Title:
EMPOWERING VENTURE; UNPACKING THE MARKETING OBSTACLES CONFRONTING WOMEN ENTREPRENEURS THROUGH A SYSTEMATIC LITERATURE REVIEW
Author Name:
S. Mallika, Dharani V
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15489400
Page No.:
1-7
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EMPOWERING VENTURE; UNPACKING THE MARKETING OBSTACLES CONFRONTING WOMEN ENTREPRENEURS THROUGH A SYSTEMATIC LITERATURE REVIEW
Author: S. Mallika, Dharani V

Women entrepreneurs face distinct marketing obstacles that hinder their business growth and
sustainability. This study aims to systematically review existing literature to identify,
categorize, and analyze these challenges. The objectives are to understand the scope of
marketing challenges, examine the interplay of sociocultural and economic factors, and offer
actionable solutions. Using a systematic literature review methodology, the study synthesizes
findings from 15 peer-reviewed articles published between 2013 and 2024. The results
highlight key obstacles, including limited market access, inadequate branding strategies,
financial constraints, and sociocultural biases. The implications extend to policymakers,
researchers, and entrepreneurs, providing a roadmap for fostering an inclusive entrepreneurial
ecosystem.
Keywords: Women entrepreneurs, marketing obstacles, systematic literature review,
entrepreneurial challenges, sociocultural factors, business growth.

Paper Title:
A SYSTEMATIC REVIEW OF WORKPLACE WELLNESS PROGRAMS IN INDIA: IMPACT ON EMPLOYEE PRODUCTIVITY AND WELL-BEING
Author Name:
Arya K. A, Gurjit Kaur, Kirti Sharma
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15489423
Page No.:
8-13
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A SYSTEMATIC REVIEW OF WORKPLACE WELLNESS PROGRAMS IN INDIA: IMPACT ON EMPLOYEE PRODUCTIVITY AND WELL-BEING
Author: Arya K. A, Gurjit Kaur, Kirti Sharma

This systematic review examines the emerging trend of workplace wellness programs in
Indian organizations and their impact on employee productivity and well-being. The review
synthesizes existing research on the conceptual frameworks, implementation challenges, and
measurable outcomes of wellness initiatives within the Indian corporate ecosystem. Findings
suggest that well-designed wellness programs can significantly reduce absenteeism, enhance
employee energy and focus, lower stress levels, boost morale, and improve work-life balance.
However, implementation faces unique challenges in the Indian context, including limited
awareness, financial constraints, inadequate infrastructure, and cultural factors. This review
concludes with evidence-based recommendations for designing effective workplace wellness
programs tailored to the Indian socio-cultural and economic environment.
Keywords: [Wellness Programs, Workplace, Employee Productivity, Well-being]

Paper Title:
VENTURE CAPITAL TRENDS IN EMERGING MARKETS
Author Name:
Rajinder Kumar, Sandeep Singh, Yakubu Abukari
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15489447
Page No.:
14-26
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VENTURE CAPITAL TRENDS IN EMERGING MARKETS
Author: Rajinder Kumar, Sandeep Singh, Yakubu Abukari

This study explores contemporary venture capital (VC) funding trends in Africa, Southeast
Asia, and Latin America while analyzing emerging markets. We employ a mixed-methods
strategy that integrates quantitative investment data analysis between 2020 and 2024 and
interviews with industry stakeholders to uncover shifts in funding patterns, sector focus, and
Investment approaches along specific strategies. We uncover a drastic reallocating of VC
funding resources to emerging markets attributed to technological leapfrogging, favorable
demographic dividends, and increasing digital adoption. Regionally specific analysis reveals
cross-regional dominance of Fintech, as well as accelerated growth in health tech, edtech, and
climate tech. Comparative regional analysis depicts differentiation in the pace of ecosystem
maturity. Southeast Asia demonstrates a middle phase of investment consolidation, Africa
undergoes unprecedented early-stage funding surges, and Latin America displays
increasingly sophisticated inter-regional investment pattern formation. Evolving investment
geopolitical frameworks and considerations are among the prominent reasons for the
direction of investment capital flows. This study enhances the understanding of the shifts in
global venture capital funding strategies and offers guidance to entrepreneurs, investors, and
policymakers in emerging markets.
Keywords: [Venture Capital, Emerging Markets, Fintech, Funding Patterns, Investment
Trends, Startup Ecosystems]

Paper Title:
UNDERSTANDING BRAND BUILDING IN THE INDIAN STARTUP ECOSYSTEM: AN ANALYSIS THROUGH THE CASE STUDY OF BOAT LIFESTYLE
Author Name:
Gurleen Kaur
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15639168
Page No.:
27-32
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UNDERSTANDING BRAND BUILDING IN THE INDIAN STARTUP ECOSYSTEM: AN ANALYSIS THROUGH THE CASE STUDY OF BOAT LIFESTYLE
Author: Gurleen Kaur

Brand management is an integral component in the success of any enterprise. Its role becomes even more profound when it comes to young startups. Establishing and building a brand by tapping into the right audience and their requirements is entrepreneurship at its finest. Amidst fierce competition in Indian startup ecosystem pertaining to various government initiatives and growing digital adoption, brand-building has become a necessity. This paper attempts to understand the strategies adopted by Indian startups to grow and prosper their brand despite resource constraints with special reference to „BOAT‟ – an Indian startup founded in 2016. This paper concludes that a brand is unique and branding is subjective but what is common for all is the innovation that a company brings in the market through its product, its positioning, and its brand equity. It is important to understand consumer behaviour and demands to stay relevant with the target audience and grow with the help of authenticity, accessibility and agility.
Keywords: brand management, startups, branding strategies, brand building

Paper Title:
UNDERSTANDING THE MOTIVATIONAL DRIVERS FOR READING ONLINE REVIEWS AMONG GEN Z: A FACTOR ANALYTIC APPROACH
Author Name:
Yashu, Krishan Gopal
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15661416
Page No.:
33-40
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UNDERSTANDING THE MOTIVATIONAL DRIVERS FOR READING ONLINE REVIEWS AMONG GEN Z: A FACTOR ANALYTIC APPROACH
Author: Yashu, Krishan Gopal

In today's digital marketplace, online reviews play a pivotal role in shaping consumer decision-making. This study investigates the motivational drivers behind Gen Z consumers‘ engagement with online reviews, focusing on individuals born between 1995 and 2012. Despite the growing relevance of this consumer segment, limited research has examined their review-reading motivations through structured statistical methods. This study addresses that gap by employing Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) to identify and validate key motivational constructs. A total of 350 valid responses were collected from Gen Z consumers across three populous districts in Punjab using purposive sampling. Data were analyzed using SPSS and Smart PLS (CB-SEM). The findings reveal multiple underlying motivational factors such as risk reduction, Product information and right product choice which significantly influence Gen Z‘s engagement with online reviews. The results provide valuable insights for marketers and e-commerce platforms to better align their digital review strategies with the preferences and expectations of Gen Z consumers.
Keywords: Gen Z, Online Reviews, Exploratory Factor Analysis, Confirmatory Factor Analysis, Motivation, Digital natives

Paper Title:
EXPLORING THE IMPACT OF ONLINE RETAIL ETHICAL PRACTICES ON CONSUMER TRUST, SATISFACTION, AND LOYALTY: A COMPARATIVE ANALYSIS
Author Name:
Nidhi Sharma, Neeraj Goyal
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15689473
Page No.:
41-48
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EXPLORING THE IMPACT OF ONLINE RETAIL ETHICAL PRACTICES ON CONSUMER TRUST, SATISFACTION, AND LOYALTY: A COMPARATIVE ANALYSIS
Author: Nidhi Sharma, Neeraj Goyal

Society often criticizes internet buying due to ethical issues such as privacy concerns and transaction security. As a result, it is essential that online merchants integrate ethical considerations into their marketing strategies, since consumers tend to avoid businesses perceived as unethical. While numerous studies have addressed the ethics of traditional retailing, limited research exists on the specific ethical challenges of online shopping. This study aims to explore the impact of perceived ethical practices of online retailers on consumer trust, satisfaction, and loyalty.
Data were collected through a structured questionnaire distributed among 100 online shoppers. The findings revealed that 78% of respondents shop online at least once a month, indicating the growing prevalence of e-commerce. Statistical analysis demonstrated significant positive correlations between the ethical practices of online retailers and consumer trust (r = 0.68, p < 0.01), satisfaction (r = 0.72, p < 0.01), and loyalty (r = 0.65, p < 0.01). These results suggest that higher perceived ethics in e-retailing modestly enhance consumers' trust, which in turn boosts satisfaction and fosters loyalty. The study highlights the importance for online businesses to maintain high ethical standards in their operations, especially in areas related to user interface quality, information transparency, and secure transaction mechanisms.
Keywords: E-retailing, E-satisfaction, E-trust, E-loyalty, Ethics, E-commerce, User interface quality, Information quality.

Paper Title:
TRANSFORMING TRADITIONAL INDUSTRIES THROUGH THE SCHEME OF FUND FOR REGENERATION OF TRADITIONAL INDUSTRIES (SFURTI)
Author Name:
Lakhveer Singh, Navkiranjit Kaur Dhaliwal
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15694989
Page No.:
49-60
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TRANSFORMING TRADITIONAL INDUSTRIES THROUGH THE SCHEME OF FUND FOR REGENERATION OF TRADITIONAL INDUSTRIES (SFURTI)
Author: Lakhveer Singh, Navkiranjit Kaur Dhaliwal

India faces a major challenge of unemployment, particularly disguised unemployment in rural areas where agriculture dominates livelihoods. To address this and promote non-agricultural employment through skill development and digitized training, the Government of India launched the “Scheme of Fund for Regeneration of Traditional Industries” (SFURTI) under the Ministry of MSME in 2005. The scheme aims to revitalize traditional industries by organizing artisans into clusters, enhancing their competitiveness, and ensuring long-term sustainability. Industrial clusters are seen as effective tools for regional economic growth and poverty reduction. The cluster approach focuses on networks of enterprises rather than isolated units, enabling knowledge transfer, skill development, innovation, and empowerment of local communities, including marginalized caste groups. India’s traditional industries, rich in diversity and heritage, are passed down through generations and hold significant cultural and economic value. This research studies the role of SFURTI in transforming traditional enterprises, evaluates its performance, examines the benefits offered, and highlights key challenges in its implementation.
Keywords: Disguised unemployment, Traditional Industries, SFURTI, Clusters, Economic growth.

Paper Title:
TAILORED FOR THE PLANET: A BIBLIOMETRIC DIVE INTO UNPACKING THE CONVERGENCE OF MASS CUSTOMIZATION AND SUSTAINABILITY
Author Name:
Kanika, Sanjeev Kumar Sharma, Upasna Joshi Sethi
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15704287
Page No.:
61-79
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TAILORED FOR THE PLANET: A BIBLIOMETRIC DIVE INTO UNPACKING THE CONVERGENCE OF MASS CUSTOMIZATION AND SUSTAINABILITY
Author: Kanika, Sanjeev Kumar Sharma, Upasna Joshi Sethi

Businesses are becoming more and more client-centered and there is consumer pressure to be green and sustainable. As industries strive to balance consumer-driven customization with the goals of resource efficiency, waste reduction, and environmental responsibility, the integration of these two paradigms has emerged as a critical quest. The main purpose of this study is to undertake a detailed bibliometric analysis to unravel trends, seminal works, influential countries, and authors along with emerging themes within this transformative convergence of mass customization (MC) and sustainability. The study extracted 263 documents from Scopus database and employed bibliometric methods, like co-authorship and keyword co-occurrence, to map the intellectual landscape of this interdisciplinary field. Key findings demonstrated a discernible trend in research activity with global relevance in this domain as top countries represent contributions from both developed and developing regions. Emerging directions revealed leveraging sustainable mass customization for maximizing competitive advantage and profitability, revolutionizing sustainable manufacturing using innovative designs with balancing the approach of MC to redefine production models and lastly supply chain dynamics is transforming for sustainable customized products, particularly with the advent of Industry 4.0 era. The integration of circular economy principles into customized production processes is also highlighted, with an emphasis on closed-loop systems and the design of products for longevity and recyclability. Challenges such as scalability, resource efficiency, and the adaptation of existing manufacturing systems to meet sustainability goals are also discussed. The study offers valuable insights to businesses to redefine their product development strategies by emphasizing eco-friendly goals, and efficient production processes fostering a competitive edge through agile supply chains, remanufacturing & refabricating and additive manufacturing technologies, such as 3d printing, modularities and so on. Policymakers can utilize the findings to inform decision-making and develop policies that promote sustainable practices.
Keywords: Mass Customization, Sustainability, Bibliometric Analysis, Scopus, Vosviewer, Biblioshiny

Paper Title:
INDIAN START-UPS: ISSUES, CHALLENGES, AND OPPORTUNITIES
Author Name:
Ramanpreet Kaur
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15876232
Page No.:
80-86
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INDIAN START-UPS: ISSUES, CHALLENGES, AND OPPORTUNITIES
Author: Ramanpreet Kaur

Being an entrepreneur and providing jobs for others are the primary goals of a startup, which require a great deal of perseverance and sacrifice. Several factors have contributed to the spread of the startup revolution throughout India, including the country's large population, a high percentage of middle-class individuals, educated youth with technical backgrounds, IT dominance, high internet and mobile penetration, and more. A lot more people are entering the startup scene thanks to the government's "Make in India" initiatives and other programs. Establishing a business requires careful planning, discipline, and consideration of all relevant internal and external factors that could affect the venture's sustainability. Before starting the journey, it is crucial to have a clear understanding of the venture's concept, the size of the market, revenue and profit targets, among other important factors. The key components that determine an entrepreneur's success are perseverance, teamwork, and time. Some of the challenges that startups may face include infrastructure, government regulations, and the availability of financing at different stages of their growth. This paper aims to determine the issues and challenges those Indian businesses face, examine the range of opportunities that the Start-up India mission provides for Indian start-ups, and determine the marketing strategies that start-ups need to succeed.
Keywords: Entrepreneur, startups, opportunities, challenges, and strategies.

Paper Title:
TRUST IN ALGORITHMIC MARKETING: CONSUMER RESPONSES TO PERSONALIZED ADVERTISING IN E-COMMERCE
Author Name:
Bala Khanna, Sarita Sood
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15869728
Page No.:
87-97
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TRUST IN ALGORITHMIC MARKETING: CONSUMER RESPONSES TO PERSONALIZED ADVERTISING IN E-COMMERCE
Author: Bala Khanna, Sarita Sood

The submission analyses the interplay between AI-powered targeted advertisements and trust among consumers of e-commerce platforms, in particular with respect to data protection and transparency. With the growing popularity of AI-based applications used for online marketing, debates on the matter of data privacy and the transparency of information are rising. Take the sample of 300 participants who are Tricity region (Chandigarh, Mohali and Panchkula) consumers with the objective to assess the power of personalized ads and the impact on trust for personal ads on the trust results of e-commerce as well correlation analysis and regression were used to check. The findings show that there is a positive, moderate correlation (r = 0.58) between personalized advertising and consumer trust, suggesting that relevant and respectful personalized advertising engender trust on platforms. The research also highlights the power of transparency, with consumers more likely to trust platforms that are transparent about how their data is used with AI. These results indicate that e-commerce websites are more likely to enhance consumer relationships by being transparent and respecting the privacy in the personalized promotional strategies. This study presents practical implications for consumer behavior in digital advertising by emphasizing the critical role of trust and privacy for AI-based advertising.
Keywords: AI-driven advertising, consumer trust, e-commerce platforms, data privacy, transparency.

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