This book edited by Prof. Dr. Uday Salunkhe, Dr. V. Kumar, Prof. Dr. D.N. Murthy, and Bharath Rajan brings together critical and up to date analysis by more than 30 experts on business and management research in India. The editors offer a scoping review management research in the Indian context and reflect on ways in which this strand of research can help better understanding and solving business and societal challenges. Herein, twelve chapters presented in the volume collectively illustrate the emerging research insights for business and society as seen from the perspective of India. Along with some key insights identified, authors also explore possible avenues for future research in three key areas, namely, diversity and inclusion, employee engagement, and the implementation of sustainable practices.

Contents:

CHAPTER 1

MANAGEMENT RESEARCH IN INDIA: NEWER INSIGHTS. 13

Bharath Rajan and V. Kumar

CHAPTER 2

THE CHANGING PROGRAMMATIC ADVERTISING ECOSYSTEM IN INDIA  25

D. Narasimha Murthy and Fathima Raj Kilimas

CHAPTER 3

CAN ASSORTMENT AND CUSTOMER SERVICE BE DETERMINANTS OF CUSTOMER LOYALTY? AN EMPIRICAL STUDY OF THE ONLINE GROCERY INDUSTRY  49

Malabika Purkayastha and Chandra Sen Mazumdar

CHAPTER 4

AN ANALYSIS OF GEN Z'S PERCEPTIONS OF TECHNOLOGY-BASED GIG JOBS 69

Asha Mathew, Ishani Chakraborty, and Rajakumar Alagar

CHAPTER 5

UNDERSTANDING CREATIVITY: A STUDY OF THE INDIVIDUAL TRAITS OF NOBEL LAUREATES AND THEIR ECOSYSTEMS AND THE IMPLICATIONS ON CORPORATE INNOVATION.. 87

Kaustubh Dhargalkar

CHAPTER 6

COGNITIVE BIASES THAT INFLUENCE AND IMPACT THE DECISION-MAKING OF INVESTORS. 113

Arnita Sur , Joseph Durai Selvam , Nagendra BV, and Ganesh. L

CHAPTER 7

EXPLORING THE ROLE OF SOCIAL MEDIA INFLUENCERS IN SHAPING TOURIST MOTIVATION FOR RURAL TOURISM... 143

Mahalakshmi S and Bharath. H

CHAPTER 8

IMPACT OF CHATGPT ON THE SERVICE SECTOR AND STUDENTS IN INDIA  159

Manushree NK Shah and Kamini Khanna

CHAPTER 9

INFLUENCE OF TECHNOLOGICAL INNOVATIONS ON COMPANIES’ MARKETING STRATEGIES. 171

Vijaya Kumar Bhima Rao, Dakshina Murthy, Kiran. G, and Madhava Murthy

CHAPTER 10

STOCHASTIC FRONTIER PRODUCTION FUNCTION OF MINOR MILLETS FOR SUSTAINABLE AGRICULTURE IN MAHARASHTRA DISTRICTS. 197

Vandana Panwar, Sujitsinh Subhash Dubal, and Deepak Gajanan Deshmukh

CHAPTER 11

CLUSTERING OF STATES AND UNION TERRITORIES IN INDIA BASED ON CYBERCRIMES 231

Manas Shrivastav, Muthulakshmi Subramanian, Tejaswi Harsh, Vanee Subramanian, Ankit Ajay, Rijan Gaha, Nagendra BV, Joseph Durai Selvam, and Ganesh. L

CHAPTER 12

EXPLORING THE GENDER GAP IN VOTER TURNOUT IN THE 2022 GUJARAT ASSEMBLY ELECTION.. 263

Ashutosh Dutt, Ashima Mahto, and Aditya Basu

CHAPTER 13

GREEN BANKING: INITIATIVES BY THE INDIAN BANKING SYSTEM TOWARDS A SUSTAINABLE FUTURE.. 283

Aniket Subhash Sakhare, Jinal Mukesh Soni, and Shubham Pradip Badgujar