Journal of Asia Entrepreneurship and Sustainability
The Journal of Asia Entrepreneurship and Sustainability (JAES) is an international, peer-reviewed, open-access academic journal focused on advancing research at the intersection of entrepreneurship and sustainable development across Asia. The journal provides a scholarly platform for exploring how innovation, enterprise, and policy contribute to inclusive economic growth and environmental sustainability in diverse regional contexts. Publisher: Asia Academic Press Language of edition: English. Founded: 2005 ISSN: 1176- 8592 Frequency: Quarterly Open Access Peer-Reviewed
Identifying and Ranking Barriers to Electric Vehicle Adoption among First-Time and Second-Time Potential Buyers in India: A Delphi-AHP Approach
India’s push toward electric mobility is critical for addressing urban pollution, reducing carbon emissions, and achieving sustainable transportation goals. However, the transition to electric vehicles (EVs) faces substantial resistance due to multidimensional barriers varying across consumer segments. This study identifies and prioritizes these barriers by examining two groups: first-time and second-time potential EV buyers, providing actionable insights for differentiated policy and market interventions. A three-phase research design was employed. First, a comprehensive literature analysis identified 25 obstacles across five dimensions: technological, infrastructural, financial, social, and policy-related. Using the Delphi approach, expert evaluations from 30 participants—15 from each consumer segment—identified the top ten essential problems for each group. These were evaluated using the Analytic Hierarchy Process (AHP) to determine relative importance. Findings reveal that while range anxiety and inadequate charging infrastructure are universally critical, first-time buyers prioritize performance concerns and social influence, whereas second-time buyers are more influenced by economic factors, technological skepticism, and policy clarity. The study offers segment-specific recommendations—ranging from infrastructure enhancement and performance assurance to financial incentives and transparent policies—to accelerate India’s EV transition. It also provides implications for entrepreneurs and SMEs developing EV-related solutions. By identifying barriers across segments, the study supports innovation in sustainable business models—such as localized charging networks, battery leasing, and digital mobility platforms—strengthening Asia’s green entrepreneurial ecosystem and contributing to literature by integrating comparative consumer perspectives into a structured prioritization framework.
Electric Vehicle Adoption, Delphi Method, Analytic Hierarchy Process, EV Barriers, Sustainable Entrepreneurship, Indian EV Market
Copyright (c) 2025 https://creativecommons.org/licenses/by/4.0
Entrepreneurship And Economic Development: A Study Of Emerging Business Models In India
Entrepreneurship has emerged as a pivotal driver of economic development in India, particularly through innovative and inclusive business models that are reshaping traditional industry dynamics. With government initiatives like Digital India and Start-up India catalyzing structural transformation, the entrepreneurial ecosystem has expanded significantly across sectors such as fintech, agritech, digital handicrafts, and sustainability ventures. The study investigates how emerging business models contribute to India’s economic growth, employment generation, and regional inclusion. Using a qualitative exploratory research design, the study engaged 60 participants, including entrepreneurs, investors, policy advisors, and incubator managers, through semi-structured interviews. Thematic analysis was applied to identify critical patterns, supported by secondary data from policy documents and academic literature. Findings reveal that digital infrastructure, AI adoption, and policy support serve as key enablers of entrepreneurial success, particularly in urban centers. Conversely, challenges such as limited access to capital, regulatory complexity, and digital literacy gaps remain pervasive in rural and semi-urban contexts. Notably, the study highlights a rising trend in women-led ventures and grassroots innovation, emphasizing the growing inclusivity of India’s startup ecosystem. The study concludes that entrepreneurship in India is evolving toward a more inclusive, technology-driven, and regionally distributed model. To sustain and scale this momentum, targeted policy interventions, inclusive financial mechanisms, and regional ecosystem development are essential. The research contributes valuable insights into entrepreneurial strategies and policy recommendations, while also identifying areas for future academic inquiry.
Entrepreneurship, Emerging Business Models, Economic Development, Digital Infrastructure, Inclusive Innovation
Scalable and Ethical Artificial Intelligence for Sustainable Development Goals (SDGs): Insights from Multi-Stakeholder Engagement in the Global South
The study creates a scalable and ethical system of AI and investigates its implementation in the Asian market such as India and China with the emphasis on the potential of AI in fields such as education, health, and clean energy. The results note the transformative aspect of AI in promoting SDGs and the need to deal with such challenges as algorithmic bias and data scarcity. The fast growth of Artificial Intelligence (AI) is a disruptive prospect to develop the United Nations Sustainable Development Goals (SDGs) and in low- and middle-income countries (LMICs), in particular, but also issues of ethics, infrastructure, and social challenges remain. This research builds a scalable and ethical artificial intelligence framework based on a mixed-methods model, which combines 37 semi-structured interviews with policy makers, developers, NGOs and community leaders in India, Kenya, Bangladesh, Ghana and the Philippines, and secondary data analysis of global policy reports from UNESCO, OECD, UNDP and the World Bank. The results also reveal that AI innovation in education, healthcare, and clean energy is more efficient and more inclusive, but there is still algorithmic bias, lack of data, and digital exclusion. The study suggests a contextualized ethical approach based on fairness, transparency, and inclusivity, and relevant to the international standards. The study is able to emphasize the potential of AI to become antecedent to sustainable and equitable development instead of systemic disparity through its combination of ethical governance and stakeholder involvement. Keywords:
Artificial Intelligence (AI); Sustainable Development Goals (SDGs); Ethical AI; Global South; Low- and Middle-Income Countries (LMICs); Inclusive Innovation; AI Governance; Digital Ethics; Policy Framework; Sustainable Development.
Innovation Strategy and Sustainable Competitive Advantage in Asian SMEs: The Mediating Role of Knowledge Management
Small and medium-sized enterprises (SMEs) are essential to economic growth and innovation-driven expansion, but many of them find it difficult to stay competitive in quickly evolving markets. Knowledge management (KM) and innovation strategy (IS) are becoming more and more important to SMEs in Asia's emerging economies as industrial transformation, digitalization, and global integration pick up speed. Achieving Sustainable Competitive Advantage (SCA) in unstable and resource-constrained environments requires these two strategic facets. This study integrates knowledge from the resource-based and dynamic capabilities perspectives to investigate the mediating role of knowledge management (KM) in the relationship between IS and SCA among Asian SMEs. A quantitative, cross-sectional survey was conducted among 500 Indian SMEs representing manufacturing, services, information technology, and retail sectors. Data were analyzed using descriptive and correlational techniques within the mediation framework proposed by Baron and Kenny. The results revealed strong positive relationships among IS, KM, and SCA (r = 0.63, 0.68, and 0.56, respectively), indicating that KM strengthens the transformation of innovation into sustainable performance outcomes. The study concludes that embedding KM practices within innovation frameworks enables SMEs to convert creativity into enduring competitiveness, offering valuable implications for policymakers and business leaders across Asia’s dynamic SME ecosystem.
Asia, Dynamic Capabilities, Innovation Strategy, Knowledge Management, Sustainable Competitive Advantage
Integrating Marketing Strategy With Business Management: A Roadmap For Competitive Advantage
In today’s rapidly evolving business landscape, the strategic integration of marketing with business management has become a vital determinant of sustainable competitive advantage. While marketing has traditionally been treated as a functional domain, there is growing recognition of its potential as a core strategic enabler. Many organizations continue to struggle with aligning marketing activities with broader organizational goals. The research employed a qualitative, exploratory design using thematic content analysis of scholarly and applied literature sources. The study focused on identifying key strategic frameworks, integration barriers, and emerging trends. Secondary data were analyzed across four domains: theoretical alignment, organizational challenges, strategic contributions, and practice adoption. Findings revealed that frameworks such as the Resource-Based View, Dynamic Capabilities, and Integrated Marketing Communications dominate the discourse on integration. Key organizational barriers include siloed structures, digital skill gaps, and strategic short-termism. High integration positively impacts strategic planning, customer value creation, and sustainability initiatives. Emerging practices like data-driven marketing and cross-functional collaboration are increasingly adopted by firms seeking agile, aligned operations. The study underscores that marketing should be positioned as a strategic function central to innovation and value delivery. It recommends deeper structural integration, stronger digital capabilities, and future empirical validation to refine and operationalize integration frameworks across industries.
Strategic integration, marketing strategy, business management, competitive advantage, organizational alignment
Assessing the Role of Green Bonds, Interest Subsidies, and ESG Policies in Driving Private Climate Finance in India within Nationally Determined Contribution Targets
India's ambitious climate targets require unprecedented private sector investment, yet the mobilisation of finance for green start-ups and sustainability-driven SMEs remains underexplored. This study uses a secondary data analysis approach, synthesising existing literature, policy documents, and institutional reports from major stakeholders to assess the effectiveness of climate finance tools, including green bonds, interest subvention schemes, and ESG frameworks. The analysis shows that, while green bonds and established ESG frameworks have directed capital towards large-scale renewable energy and infrastructure projects, their full potential to support start-ups and SMEs is limited by low market awareness, high transaction costs, and inconsistent disclosure standards. By reducing capital costs, demonstrating project credibility, and encouraging sustainable innovation, these financial mechanisms hold significant promise for India's climate innovation ecosystem. Recommended targeted changes include unified green taxonomy, enhanced lending mechanisms, and specialized capacity-building programs to augment private sector involvement and generate new development prospects for budding green firms in accordance with India's NDCs.
Validation of Factors Affecting Customer Purchase Behavior in Digital Marketing: Insights from EFA and CFA
Purpose: The purpose of this study is to validate the key factors influencing customer purchase behavior in the context of digital marketing using Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA). Design/ Methodology/Approach: In this study sample size was 400 respondents and used Quantitative research design. Findings: The study employed Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), and Structural Equation Modeling (SEM) to validate and assess the impact of key digital marketing factors on customer purchase behavior. EFA identified five major dimensions—website design, price offerings, security and privacy, innovation, and delivery—as significant constructs influencing purchase decisions, while CFA confirmed the model’s validity, reliability, and goodness-of-fit. SEM results further revealed that all five factors positively and significantly affect customer purchase behavior, indicating that enhancing these digital marketing dimensions can effectively improve customers’ online purchase decisions. Research Limitations: Numerous factors of Digital marketing have been included in this study, but we can investigate other factors influencing both Digital marketing and purchase decision in the future. Practical Implications: With the Purpose to create the long term stability and competitive edge in the online marketplace, the findings also approach to focus on the customer requirement and fulfill the need as well. In addition to create the trust and also motivate the consumer to regularly interact with the Digital marketing platforms. Social Implications: It emphasizing the social dynamics of digital interactions, trust, and community influence. It also promotes the benefit of social media, online feedback, to motivate the purchase decision. Originality/Value: This study provide original contributions identifying the factors affecting the purchase decision via digital marketing using advanced analytical methods such as Structural Equation Modeling (SEM). Article Type: Research paper Funding Statement: No grant funding was received.
Accessibility, Consumers, Delivery, Digital marketing, Price Offerings, Purchase Decision.
Electric Vehicle Adoption in India: A Decade of Research Trends and Insights Through Bibliometric Analysis
The transition to electric vehicles (EVs) in India represents a pivotal shift in the nation’s sustainable mobility agenda, yet their adoption remains constrained by multifaceted challenges. This study offers the first comprehensive bibliometric analysis of electric vehicle adoption (EVA) research in the Indian context, tracing its evolution over the period 2014–2024. Drawing from a curated dataset of 153 Scopus-indexed journal articles, the study employs performance analysis, co-word analysis, co-citation mapping, and bibliographic coupling using Biblioshiny and vosviewer tools. The findings reveal a sharp acceleration in research output post-2020, driven by policy momentum, technological advancements, and rising environmental concerns. Thematic evolution analysis uncovers a progressive shift from early concerns around infrastructure and policy gaps to more recent emphasis on integrated adoption strategies, battery technology, and sustainable urban mobility. High-impact studies predominantly focus on consumer behavior, total cost of ownership, and policy effectiveness, with limited but growing international collaboration. This review highlights key research clusters, knowledge gaps, and emerging themes, offering valuable insights for academics, policymakers, and industry stakeholders. It also presents the direction of future research with a focus on consumer-centric models, renewable integration, and data-based policy frameworks to help speed up EV adoption in India.
EV adoption in India, Electric mobility ecosystem, Sustainable transportation, Co-citation and thematic evolution, Bibliometric analysis
From Cool to Committed: The Pathways Linking Brand Trendiness, Emotional Identity, and Behavioral Loyalty in the Indian Fashion Market
In the fast-paced Indian fashion industry, brand trendiness the belief that a brand is cool, modern, and breaking new ground has become a key factor in consumer engagement and loyalty – particularly among Gen Z and Millennial shopper segments. Based on the literature review and previous studies’ findings, secondary data are used to develop a conceptual framework using Aaker’s Brand Identity Model that links brand trendiness, emotional identity, and loyalty outcomes. In summary, the results indicate that if fashion brands are perceived as trendy and culturally relevant, they elicit emotions of identification within young adults and help them see the brand as an extension of their self-concept. In addition to the marketing implication, the study has a contribution to the body of sustainable entrepreneurship as it informs the debate on sustainability as a tool of innovation and responsible business development in the Indian fashion sector through brand trendiness. It points out the trend informed design and emotional branding through start-ups and small fashion enterprises to attain economic viability, social inclusion, and long-term sustainability. This places the study in the larger context of sustainable development and ethical entrepreneurship in emerging markets in Asia.
Sustainable Entrepreneurship; Brand Trendiness; Emotional Identity; Behavioural Loyalty; Fashion Entrepreneurship; Sustainable Development.
Copyright (c) 2025 Dr Partha Pratim Chakraborty, Dr. A.S.Suresh, Dr. Santhosh Joseph, Dr Prachi Jain, Dr. Govind Soni (Author) https://creativecommons.org/licenses/by/4.0
Role of Public Policy and State Capacity in Influencing Entrepreneurial Activity: A Cross Country Analysis
Entrepreneurship serves as a key catalyst of economic growth, driving innovation and creating employment opportunities across the globe. (Ács et al., 2018; Autio et al., 2014). By facilitating the creation and expansion of new ventures, entrepreneurship contributes to the dynamism and resilience of economies in an increasingly competitive and globalized environment (Sautet, 2023; Baumol, 1990). Governments and policymakers recognize entrepreneurship as a key lever for addressing structural economic challenges, including unemployment and technological disruption (Aidis et al., 2022; Bosma et al., 2024).
“Sustainable Stock Price Prediction through Pooled OLS Analysis: Integrating Fundamental and Volatility Indicators in India’s Automobile Sector”
Purpose: Stock price forecasting is still crucial to the emerging economies like India where the automobile industry is the engine of sustainable industrialization and entrepreneurship. This paper will analyze the combined effect of the basic indicators and market volatility in determining the movement in stock prices to make financial predictability a responsible investment and economic resilience tool. Design/Methodology: The Pooled Ordinary Least Squares (OLS) model of panel data regression was used in 20172024. The basic predictors are the Price-to-Earnings (PE) ratio, Price-to-Book (PB) ratio, and Return on Equity (ROE), and the proxy of volatility is the Standard Deviation (SD) of returns. To ensure that all variables were comparable, Z-scores were used to standardize them. Findings: The model describes approximately 52 percent of the stock price movements, indicating that PE, PB, and SD play a major role in price movements, whereas ROE has weak short-term effects. The integration of the valuation and volatility measures makes sustainable investment more predictable and the market more transparent. Originality/Value: The article bridges the gap between financial modelling and sustainable entrepreneurship and shows that the integration of valuation volatility can support ethical finance and industrial innovation in the new markets of Asia. Practical Implications: The finds give information to investors, analysts and policy makers who are concerned with responsible investment models that strengthen the stability of markets, financial literacy and inclusive economic development.
Sustainable Finance; Entrepreneurship; Green Investment; Volatility; Strategic Management; Automobile Sector; Corporate Responsibility; Asia
Mapping Electric Vehicle Research in Developing Economies: Insights into Sustainable Mobility and Green Transitions
Electric vehicles (EVs) represent a pivotal innovation in reducing greenhouse gas emissions and advancing sustainable mobility, particularly in developing economies where infrastructure, policy, and market readiness remain uneven. This study conducts a comprehensive bibliometric analysis to map the intellectual and thematic evolution of EV research in these regions, identifying key trends, influential authors, countries, and emerging themes that define the field. A total of 501 articles retrieved from Scopus and Web of Science databases were analyzed using VOSviewer and Biblioshiny, employing keyword co-occurrence and performance mapping techniques. The results reveal a sharp rise in EV-related research after 2020, reflecting growing academic and policy attention toward sustainable transport transitions. The thematic structure of the field highlights the importance of policy and incentive frameworks in driving adoption, the environmental and economic implications across the EV life cycle, the integration of renewable energy sources with EV infrastructure in thermally dependent economies, and the behavioral and socioeconomic factors influencing consumer adoption. Collectively, these research directions indicate a gradual shift from technology-centric approaches toward multidimensional strategies that combine innovation, governance, and consumer engagement. The study offers actionable recommendations for enhancing EV adoption through local manufacturing, renewable-powered infrastructure, and coordinated policy mechanisms. The findings provide valuable insights for policymakers, researchers, and industry stakeholders seeking to accelerate sustainable mobility and inclusive green development in emerging economies.
Electric Vehicles, Developing Economies, Bibliometric Analysis, Policy and Innovation, Vosviewer, Biblioshiny
Financial Cognition And Sustainable Fintech Adoption: Behavioral Insights From Data-Driven Payment Ecosystems In Bangalore
In India's fastest-developing digital centers, including Bangalore, the expansion of data-fueled payment systems is starting to transform the manner in which people conceptualize and handle money. The increasing adoption of mobile wallets, UPI-based transfers, and algorithmic payment interfaces is not just modifying transaction behavior but also shaping financial cognition — the cognitive processes that enable people to make judgments, reach decisions, and trust financial transactions. This research examines how city consumers understand monetary value, experience convenience, and navigate risks in these technologically facilitated spaces. It also addresses how concerns regarding privacy, digital literacy, and system openness influence user confidence and choice. The investigation indicates that although speed and access enhance financial ease, a sense of uncertainty regarding security and the use of data still influences user behavior. By placing financial cognition within the context of Bangalore's growing payment system, the paper provides insights for policymakers, fintech engineers, and educators looking to build payment platforms that are not only optimized but also psychologically inclusive. Fintech entrepreneurship is key to fuelling inclusive and sustainable digital economies through the provision of accessible financial services to unserved populations. Cognitive aspects, including financial literacy and online platform trust, can be used to guide strategies for the sustainable development of start-ups and SMEs in Asia in order to promote broad-based participation in the digital economy. Digital inclusion is inextricably interconnected with social and economic sustainability because equal access to financial services promotes collective empowerment and resilience.
Sustainable entrepreneurship, Fintech innovation, Inclusive business models, Corporate social responsibility, Digital inclusion, Asia, Financial cognition
Winning the Senior Market: Entrepreneurial Strategies for Success
This study examines the behaviour of senior consumers from the perspective of professionals in this market, who are considered to be entrepreneurial players in the fast-growing sector. A qualitative study was conducted through 15 case studies with companies from different industries targeting seniors, to determine the business tactics to be implemented by entrepreneurs in order to meet the changing demands of senior consumers. The tabular illustration of themes and sub-themes, developed by NVivo, provides a systematic summary of the results, ensuring a detailed understanding of the perspectives shared by market professionals. Mainly it is deduced that in the senior market, it will be necessary to take into account, customization and specific support, innovation and adaptation of technology, the long sales cycle, as well as regulations and security.
Generational entrepreneurship, Senior consumers, Strategic management Innovation and technological adaptation, Regulations and security.
Sustainable Entrepreneurship and Local Manufacturing: Consumer Perceptions of Branded and Unbranded Household Products in Tezpur, Assam
This study explores consumer perceptions of branded and unbranded household products in Tezpur, Assam, within the context of sustainable entrepreneurship and local manufacturing. Data were collected from 100 respondents representing diverse income, occupation, and age groups to examine how socio-economic variables influence purchasing behaviour. The findings show that 84 % of consumers prefer unbranded household products, 16 % purchase both branded and unbranded goods, and none depend solely on branded items. Among product attributes, 74 % of respondents rated durability as most important, 66 % prioritised price, and 41 % valued appearance. Nearly 97 % agreed that branded goods are overpriced, while 91 % preferred unbranded alternatives because of affordability and accessibility. These unbranded items, produced by small and micro enterprises, demonstrate how local entrepreneurship supports sustainable consumption through affordability, adaptability, and community trust. The analysis shows that such enterprises advance economic sustainability by generating local employment and maintaining low-cost supply chains, social sustainability by promoting inclusion and equitable access, and environmental sustainability by minimising transport emissions and encouraging reuse. The study concludes that sustainable entrepreneurship in semi-urban regions can flourish when local producers align their manufacturing and marketing strategies with consumer values of affordability, durability, and ecological responsibility, making unbranded local production a viable and sustainable business model.
Sustainable entrepreneurship, small enterprise innovation, local manufacturing, consumer perception, unbranded household products, sustainable consumption
Environmental Consciousness, Consumer Behavior, and Implications for Sustainable Entrepreneurship in India’s Organic Food Market
This study investigates the growing consciousness and trends in organic food consumption and green products, driven by increasing ecological awareness and concern for health. It explores how consumers' environmental knowledge influences their perception of organic food and the relationship between this knowledge, perception, and buying behavior. A total of 398 participants participated in the survey. The binary logistic regression analysis revealed that a higher knowledge score was significantly linked to the perception, suggesting the benefits of organic food for health and the environment, apart from being superior in quality. Perception, in turn, is closely associated with buying behavior. The research provides strategic implications for entrepreneurs and organic enterprises in India. This is beyond consumer insights. Demographic factors such as gender, income, and education were also found to significantly influence consumption patterns. Understanding demographic trends and environmental ethics can guide product positioning, market segmentation, and the growth of inclusive and sustainable business models. These findings contribute to the broader treatise on sustainable entrepreneurship and innovation in Asian green marketplaces.
Buying behavior, consumers’ perception, knowledge, and organic food products
The Role of Banking Institutions in the Growth and Sustainability in Start-ups
The start-up scene in India has become a major driver of technical innovation, job creation, and economic expansion. Even while government programs like start-up India have promoted entrepreneurship, many firms continue to have difficulties obtaining official financial backing. By providing loans, financial services, and advising help, banking institutions-as official financial intermediaries-play a crucial role in supporting the expansion of start-ups. The purpose of this study is to assess the contributions of financial institutions to the growth and success of Indian start-ups. Using primary data gathered from 312 banking experts in both public and private sector for start-ups. The report identifies many major obstacles, including high perceived risk, a lack of collateral, start-up poor financial history, and legal restrictions that banks have to conform to when providing credit facilities to new businesses. The results indicate that while banks recognize the potential of start-ups to spur innovation and job creation, their active involvement in start-up funding is constrained by a number of operational and risk-related constraints. The report makes insightful suggestions for enhancing the start-up funding landscape, such as enhanced credit guarantee procedures, banking awareness campaigns, and legislation changes. The findings of this study will be a valuable tool for financial institutions, legislators, and start-up entrepreneurs working to create a more welcoming and encouraging financial environment in India.
Start-up India, Start-up entrepreneurs, Banking Institutions, Growth of Start-up, Financial Support, Sustainability
Digital Transformation and Business Sustainability: A Study of Asian Startups in the Post-Pandemic Era
Digitalization has been changing the face of entrepreneurship in Asia very fast, particularly during the period of the COVID-19 pandemic. Companies in the region have been going digital to increase resilience, scalability, and sustainability in the irrepressible environment of startups. With a sample size of 5,065 startups in different countries, e.g., India, China, Japan, Pakistan, and Malaysia, the research relies on statistical approaches that incorporate SPSS in its study, including logistic regression and cross-tabulations that illuminate major trends of digital orientation and sectoral changes. According to the findings, the number of digital startups has increased significantly following 2020, and such direction as FinTech, SaaS, and AI become leading. The correlation of the findings indicates a strong negative relation of founding year with digital focus indicating that digital adoption is not a reactive feature but a structural feature. There are regional differences in which countries such as Japan and Singapore are digital intensity high and others such as Pakistan and Malaysia are low. Cluster profiling also identifies four kinds of startup archetypes using geography, industry and the time of founding. These observations reiterate the importance of policy, infrastructure and ecosystem maturity in defining sustainable and technology led entrepreneurial turnout in varied economies of Asia.
Digital transformation, Business sustainability, Asian startups, Post-pandemic entrepreneurship, Technological innovation
Bibliometric Insights into Leadership Skills and Their Influence on Diverse Team Performance
Purpose: This research employs a thorough bibliometric analysis to study the evolving context of leadership competencies in managing heterogeneous teams. By examining scholarly works from the past twenty years, this study provides insight into how scholars have investigated the significance of leadership skills in team diversity. Thematic mapping, bibliographic coupling, co-citation analysis, and performance evaluation are important analytical techniques. Design/methodology/approach: The Scopus database was the source of 176 academic publications in all. The study performed an exhaustive evaluation of performance and topic clustering using bibliometric tools like VOS viewer. To comprehend the field's intellectual structure, metrics like publishing trends, prominent authors and organizations, high-impact journals, keyword co-occurrence, and international research collaborations were looked at. Findings: The United States and the University of Iowa emerged as the top contributors to the highest research output in 2024. The International Journal of Organizational Behavior has been determined to be the most productive, and the Journal of Management was found to be the most influential. Research on diverse mindsets and meta-analyses on team design are significant works that impacted the area. Significant fields of scholarly interest were highlighted by the identification of 19 thematic groupings. Research implications: By mapping existing trends and highlighting gaps in the literature on leadership in diverse teams, this study offers academics with useful recommendations. It also provides the groundwork for further research in this expanding field of study. Originality/value: This happens to be the first study, as far as the authors realize, to provide a bibliometric review that focuses exclusively on leadership abilities in relation to varied team performance.
Leadership competencies, Team diversity, Bibliometric review, Co-citation, Scientific mapping, Literature analysis
Impact of Bihar Entrepreneurship Scheme on Migrant Worker Retention and Socio-Economic Development: A Comprehensive Analysis
Migration of skilled and unskilled workers from Bihar has been a persistent challenge hindering the state's development trajectory. This study examines the impact of the Chief Minister's Entrepreneurship Scheme (CMES) launched in 2017-18 as a strategic intervention to retain migrant workforce and foster entrepreneurial ecosystem development. Through exploratory factor analysis of primary data collected from 847 beneficiaries across multiple demographic categories, this research identifies four key motivational dimensions influencing entrepreneurial participation: Family-Centric Motivation, Programmatic and Social Support, Structural and Resource Factors, and Autonomy and Accessibility. The findings reveal that the scheme has effectively targeted marginalized communities, with Economically Backward Castes (EBC) showing the highest participation rates (42%), followed by Scheduled Castes/Scheduled Tribes (31%) and Youth categories (23%). The Kaiser-Meyer-Olkin measure of sampling adequacy (0.848) and Cronbach's Alpha reliability coefficient (0.867) validate the robustness of the analytical framework. These results demonstrate the scheme's potential as a replicable model for addressing migration-induced development challenges in similar economic contexts.
Migration, Entrepreneurship Policy, Socio-Economic Development, Bihar, Factor Analysis
Copyright (c) 2025 Dr. Ritu Narayan, Vibhash Ranjan, Dr. Savya Sachi (Author) https://creativecommons.org/licenses/by/4.0
Corporate Social Responsibility as a Strategic Tool for Sustainable Growth: A Comparative Study of Startups in India and Southeast Asia
Emerging market startups are increasingly turning to Corporate Social Responsibility (CSR) as a strategic means for sustainable growth. The increasing complexity of socio-economic contexts of India and Southeast Asia requires a greater understanding of CSR models are embedded into entrepreneurial ecosystems. The practices have moved from a compliance-based to an innovation-driven model that adds value to enterprises over the long term. This study used a mixed-methods design integrating structured surveys, semi-structured interviews, and secondary data analysis in 60 startups, 30 from India and 30 from Southeast Asia. The results were higher integration in Indian startups by virtue of regulatory requirements, and Southeast Asian startups exhibited varied CSR patterns shaped by socio-cultural and institutional contexts. Tellingly, some of the key metrics like employee retention, trust scores, and revenue growth were correlated positively with robust CSR alignment. Industry-wise, clean energy and healthcare turned out to be CSR leaders. CSR becomes a key driver of both social influence and business robustness.
Startups, corporate social responsibility, sustainable growth, emerging economies, Southeast Asia
Assessing the Influence of Digital Divide on Employees of Indian Financial Institutions
The pandemic accelerated the digitalization across various industries including financial sector. The banking industry had adopted digitalization selectively especially in consumer-facing transactions. Within the banking industry, Indian public sector banks (PSBs) have been slow in adopting the digital practices. However, the pandemic enforced lockdown led to increased digital engagement by the bank employees. The present study aims to research the impact of enhanced digital adoption by public sector bank employees during the covid-19 pandemic. Through the framework of Expectancy-Disconfirmation Theory, the authors showcase that while the information failure and the service failure create dissatisfaction among the employees, the functional failure of the technology was not the factor leading to the dissatisfaction among the employees. In the present study data has been collected from 326 bank employees across four different public sector banks, spanning eleven branches. Finally, the authors discuss the theoretical contribution and industry implications of the findings of the research.
Public sector bank employees, Expectancy- Disconfirmation Theory framework, digital divide, information failure, service failure, functional failure
Startups in God’s Own Country: A Study of Entrepreneurial Ecosystem in Kerala
This study examines the entrepreneurial ecosystem of Kerala, India, exploring its structural strengths, sectoral composition, funding patterns, enablers, and challenges. While Kerala has been widely recognized for its social development model, its emerging role as a startup hub has received limited scholarly attention. A mixed-methods research design was adopted, combining quantitative analysis of startup data with qualitative insights from surveys, interviews, and focus group discussions involving founders, ecosystem enablers, and policymakers. Secondary data was sourced from official reports, startup registries, and published literature. Analytical tools included descriptive statistics, SWOT analysis, comparative benchmarking, and thematic coding of qualitative responses. The results indicate a predominantly IT/ITES-driven ecosystem, supplemented by growing clusters in tourism-tech, healthcare, agritech, and fintech. Government-led initiatives, particularly through the Kerala Startup Mission, have played a pivotal role in incubation, grant funding, and infrastructure development. However, major challenges persist, including limited private investment, talent migration, constrained market access, and infrastructural gaps in semi-urban regions. The study suggests that attracting private capital, fostering industry–academia linkages, improving post-incubation support, and expanding market access initiatives are essential for sustaining growth. These recommendations hold significance for policymakers, investors, and entrepreneurs aiming to strengthen Kerala’s position within the national and global startup landscape. By integrating quantitative data with qualitative stakeholder perspectives, this research offers a comprehensive and context-specific evaluation of Kerala’s startup ecosystem. It contributes to the limited body of literature on state-level innovation ecosystems in India, highlighting how a socially developed state can harness its human capital and cultural strengths to build a competitive entrepreneurial environment.
Kerala, startup ecosystem, entrepreneurship, innovation, funding, incubation, government policy
Strategic Marketing Of Meghalaya Tourism: A Conceptual Framework For Sustainable Development
Meghalaya is a standout travel destination because of its exceptional fusion of rich cultural heritage and scenic beauty. It has great potential for boosting the economy of the state through tourism activities. Promotion of tourist attraction in the state calls for a strategic marketing approach that encompasses various marketing strategies. Further, a holistic marketing mix that includes vital elements should be carefully planned and implemented to ensure the successful effort in communicating tourism offerings of Meghalaya. The study will delve on the significance of adopting a critical marketing theories and depicting the appropriate marketing strategies, thereby incorporating it in the selling and communicating the tourism offerings in the state of Meghalaya.
Strategic Marketing, Tourism, Strategic Marketing Mix, Meghalaya Tourism, Sustainable Development
The Effectiveness of Sustainable Advertising in Emerging Markets: A Systematic Review
As sustainability becomes a central concern for consumers, companies in emerging markets are increasingly incorporating sustainability themes into their advertising strategies. This systematic review synthesizes research on sustainable advertising to explore two core questions: (a) What factors contribute to the effectiveness of sustainability advertising? and (b) What motivates consumers in emerging markets to engage in sustainable behaviors in response to such advertising? The review is structured around key dimensions including ad context, message framing, source credibility, along with consumer-related drivers such as environmental concern, values, and trust. By consolidating findings from diverse studies, this review provides a comprehensive framework for understanding how sustainable advertising functions in emerging markets and identifies critical gaps to guide future research in this evolving domain.
Sustainable Advertising, Advertising Effectiveness, Emerging Markets, Consumer Behavior
Family Dynamics, Mental Health, and Pathways to Inclusive & Sustainable Entrepreneurship among LGBTQ+ Youth in India
Purpose: to investigate how LGBTQ+ youngsters' involvement in inclusive and sustainable business in India is influenced by family dynamics and psychological health. The study highlights implications for social innovation, policy, and governance by establishing a connection between home surroundings and entrepreneurial intention/behavior, access to entrepreneurial ecosystems, and usage of digital platforms for revenue generation. Methodology: Five comprehensive case studies of LGBTQ+ youth were used in this qualitative multiple-case approach. A codebook that recorded (i) family acceptance/rejection and coping, (ii) resilience and mental health, (iii) entrepreneurial intention and self-efficacy, (iv) digital transformation in livelihood strategies (e.g., content creation, freelancing), and (v) ecosystem touchpoints (NGOs, incubators, finance, workplace policies) was used to thematically analyze the interviews. Findings: Long-term participation in micro- and digital entrepreneurship, improved mental health, and increased entrepreneurial confidence are all linked to supportive families, sometimes known as "chosen families." Higher levels of anxiety and disengagement from opportunity pipelines are associated with conservative or forceful family relations. Greater visibility and NGO/intermediary assistance are provided by urban ecosystems; yet, there are still enduring shortages in supplier access, inclusive funding, and mental health services within incubators and workplaces. When there are resources available, young people use their abilities to launch social-innovation projects and demonstrate early stages of sustainable or circular endeavors (e.g., repair, resale, eco-focused services). Practical implications: Ecosystem players could increase supplier diversity and inclusive procurement, implement impact-oriented microfinance and investment aimed at LGBTQ+-led businesses, and integrate anti-discrimination and mental health services into incubators. Local ecosystems can be strengthened by policymakers through inclusive credit structures, targeted grants, and legal safeguards. To increase market access, corporations should connect ethics and governance with DEI principles. Universities and non-governmental organizations can offer training in digital skills and entrepreneurship related to climate and cyclical opportunity areas. Originality/Value: The study combines research on families and mental health with inclusive/sustainable entrepreneurship. It provides a case-based model that shows how family acceptance leads to psychological well-being, which in turn leads to entrepreneurial self-efficacy and participation, with ecosystem supports and digital affordances acting as moderators. In an Indian setting, it offers practical levers for practice and policy.
Inclusive entrepreneurship; LGBTQ+ youth; Family dynamics; Mental health; Entrepreneurial ecosystem; Digital transformation.
Career Dilemma: Balancing Ambition and Workplace Culture
Rajiv, Operations Manager at FastBite, finds himself at a vital juncture in his career. He has an offer from one of the competitor companies, QuickDine, and he is challenged with a difficult choice that could meaningfully alter his expert path. QuickDine has given the position of Head of Operations a higher title and greater responsibility. The new title role comes with increased pay, better strategic expertise, exposure to progressive operational tools, and the role will allow him to lead innovation in a high-growth setting. With the Indian Q-Commerce industry valued at $300 million in 2021 and predicted to reach $5 billion by 2025, the chance seems tailor-made for somebody with Rajiv’s knowledge and determination. At FastBite, he has already established his competencies streamlining delivery procedures, handling multifaceted logistics, and reliably delivering results. However, the new offer carries its own set of tests. The QuickDine position emphasizes a lot of flexibility, extended hours of work, and he must work in a busy and high-stress area. Although Rajiv is not unfamiliar with hard work, it would be a leap into an arena where opportunities are out of the clouds and the direction ahead is still being carved. FastBite, however, is the figure of knowledge and eternity. Rajiv enjoys a good work-life balance, and he has, over the years, developed positive relationships with his team. The company has good employee benefits such as health insurance, stock options, and a team culture, which is encoded in mutual respect and faithfulness. Nonetheless, he has seldom been disregarded based on internal favoritism, which has created uncertainties regarding the prospects of long-term growth in the organization. The contrast between the two stances is as clear as it can be. QuickDine is a chance to scale rapidly, be creative, and be at the forefront of a successful industry. Nevertheless, it is also personally and professionally dangerous- burnout, cultural adaptation, and the uncertainty that comes with being a part of a fresher, more violent setup. FastBite, in its turn, offers stability, interpersonal connection, and emotional anchoring, yet at the cost of slower growth and periodical blockings in terms of meritocracy. When Rajiv is contemplating his options, he must consider what is important: Does he pursue the test, prestige, and perks that are part of the QuickDine offer? Or is he to be true to a business which, however faulty, has given him trust, belonging, and a stable platform? The life of Rajiv is metaphoric of the decisions most professionals make in the unstable world of Q-Commerce. It poses important concerns of ambition versus peace, economic prosperity versus expressive well-being, and the value that one has to pay in order to grow in a competitive marketplace. His decision does not only concern changing his job; it is necessary to know what success means to him.
Social Media Strategies and Brand Engagement Among Asian Entrepreneurs: A Digital Marketing Perspective
Social media has become an important medium for entrepreneurial growth and brand engagement in the rapidly evolving markets of Asia with the onset of the digital age. Entrepreneurs increasingly are turning towards social media platforms such as Instagram and Facebook to approach consumers, build trust, and gain visibility. The research employed a mixed-methods design with quantitative data from structured questionnaires supplemented with qualitative data from semi-structured interviews. The sample was 200 Asian entrepreneurs operating in different industries who were actively utilising social media for business. Descriptive statistics and thematic analysis were employed in data analysis to elicit patterns and findings. Instagram (85%) and Facebook (78%) were the most used channels for business engagement. Story-telling with a personal touch scored 9.2 out of 10 in terms of its effectiveness, followed by user-generated content at 8.7, video content at 8.0, and promotional discounts at 7.5. Micro-influencers (1K–100K followers) generated the highest average engagement rate of 6.5%, compared to 4.2% from macro-influencers and 2.9% from mega-influencers. These results determined the strong impact of authentic content and target audience segmentation on the engagement of consumers. Business leaders need to give precedence to relation-based content and platform-centric approaches in creating enduring brand interaction. Future studies should use longitudinal approaches and seek out regional-specific online habits to create a richer understanding.
Social media marketing, brand engagement, Asian entrepreneurs, influencer strategy, digital storytelling
Workplace Motivation And Job Satisfaction: A Comparative Study Of Public And Private Sector Employees
Workplace motivation and job satisfaction are pivotal in shaping employee performance and organizational effectiveness. The study presents a comparative analysis between public and private sector employees to explore sectoral differences in motivational drivers, job satisfaction, and organizational support. Using a mixed-methods approach, the research integrated quantitative data from 400 structured questionnaires (200 per sector) and qualitative insights from 20 in-depth interviews. Descriptive statistics, ANOVA, regression analysis, and thematic coding were employed to ensure analytical rigor. The results indicate that private sector employees reported significantly higher levels of intrinsic motivation (M = 4.2), extrinsic motivation (M = 4.5), and job satisfaction (M = 4.0), compared to their public sector counterparts. Regression models identified extrinsic motivation and career growth as the strongest predictors of job satisfaction, particularly in the private sector. Thematic analysis revealed that public sector employees prioritize job stability and work-life balance, whereas private sector employees emphasize leadership support, performance recognition, and advancement opportunities. The study concludes that sectoral culture, incentive structures, and leadership styles profoundly shape employee motivation and satisfaction. It recommends sector-specific HR reforms—public institutions should enhance recognition and career development mechanisms, while private organizations must address stress and security concerns. Future research should explore longitudinal dynamics and include rural or industry-specific populations for broader generalizability.
Workplace motivation, Job satisfaction, Public sector, Private sector, Organizational behavior, Employee engagement.
Green Escapes: Nurturing Positive Perceptions for Sustainable Nature-Based Tourism Marketing
In the realm of contemporary tourism marketing, harnessing the verdant allure of nature-based destinations stands as a strategic imperative. This research embarks on an odyssey to explore the nuanced interplay between the perceptual facets of such environments and the sustainability-focused narratives wielded in marketing strategies. By using a multidisciplinary approach that unites the fields of consumer perception psychology, strategic marketing, and sustainable tourism, this research reveals the significant influence of favourable views on the appeal of nature-based tourist products. A complex conceptual framework suggests that positive views, which are cultivated via well-constructed marketing narratives, operate as predecessors to intents of patronage and support for environmentally friendly behaviours. Employing a rigorous empirical approach, we delve into the perceptions of tourists, unravelling the latent motivations underpinning their choices, and scrutinizing the resonance of sustainability messages. This scholarly voyage holds implications not only for marketers seeking to allure the ecologically conscious traveller but also for policymakers tasked with safeguarding the fragile ecosystems that underpin the allure of green escapes. This study opens the door to a symbiotic connection where nature-based tourism thrives and nature itself finds sanctuary in sustainable stewardship by strengthening the marriage of perception and sustainability.
Green Escapes, marketing, strategic marketing, nature-based tourism, tourism.