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: e-1176- 8592, p-1177-4541 Frequency: From 2005-2025:- Quarterly but From 2026:- Monthly Open Access Peer-Reviewed
Emerging Financial Scams In The Indian Banking Sector: Challenges And RBI’s Preventive Framework
The digital transformation of India’s banking sector has significantly enhanced convenience, financial inclusion, and efficiency. However, this evolution has been accompanied by a sharp rise in emerging financial scams such as UPI frauds, phishing attacks, account takeover frauds, and deceptive digital lending platforms, which pose systemic risks to customers and financial institutions alike. Recent data indicates a surge in digital frauds, including UPI scams reported at ₹485 crore in a half-year period and substantial cyber fraud losses of over ₹11,000 crore in nine months of 2024, underscoring the prevalence of technology-driven frauds. (AajTak)1 These scams have eroded customer trust and highlighted vulnerabilities in authentication, cyber security, and financial literacy. This article investigates the rising incidence and nature of financial scams, assessing their negative impact on banking stability, customer confidence, and digital adoption. It further examines the Reserve Bank of India’s (RBI) preventive framework, including regulatory reforms such as mandatory cyber security measures, real-time fraud monitoring, zero-liability norms for prompt reporting, and domain authentication for banks. (The Economic Times)2. Through a critical review of policy responses and literature, the paper identifies gaps in current fraud prevention mechanisms, particularly in customer awareness and coordinated industry reporting systems. The study proposes enhanced technological solutions, regulatory coordination, and financial literacy initiatives to bolster fraud resistance. The findings contribute to a deeper understanding of evolving fraud patterns and provide actionable insights for regulators, banks, and policymakers to strengthen resilience and preserve trust in India’s digital banking ecosystem.
Digital Banking Fraud, UPI Scams, Phishing, RBI Regulatory Reforms, Cybersecurity, Customer Trust
Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
Bridging The Intention–Action Gap: Psychological And Contextual Determinants Of Social Entrepreneurial Intention Among University Students
Despite increasing interest in social entrepreneurship, many students who express prosocial values do not translate intention into venture creation. Drawing on the Theory of Planned Behavior (TPB) and Social Cognitive Theory, this study examines psychological and contextual antecedents associated with Social Entrepreneurial Intention (SEI)-related dispositions among 713 university students. Exploratory factor analysis identifies four constructs: Empathy, Moral Obligation, Self-Efficacy, and Perceived Support. The overall scale demonstrates good reliability (α = .833), though factor-level reliability varies. Students report strong moral obligation (M = 3.984) and self-efficacy (M = 3.917), but lower perceived support (M = 3.459). Correlation analysis shows moderate positive associations among all constructs, indicating theoretical coherence but construct distinctiveness. Findings reveal a clear intention–action gap, where internal motivation is not matched by perceived environmental support. The study contributes by positioning perceived support as a critical environmental enabler within SEI models and offers implications for entrepreneurship education, institutional design, and youth policy.
Entrepreneurial Marketing Strategies and Business Innovation: A Study of Market Orientation and Opportunity Recognition in Emerging Economies
Entrepreneurial firms operating in emerging economies increasingly rely on adaptive marketing strategies to navigate market uncertainty and resource constraints. This study examines the influence of entrepreneurial marketing strategies on business innovation, with a specific focus on the roles of market orientation and opportunity recognition. Drawing on established entrepreneurship and marketing theories, the study adopts a quantitative research design using secondary data derived from the Entrepreneurship Decision Dataset and the Federated Startup and Entrepreneurship Dataset. Relevant variables from both sources were integrated to construct a combined dataset comprising 25 entrepreneurial firms operating in emerging market contexts. Market orientation was operationalized through indicators capturing competitive awareness and market responsiveness, while opportunity recognition was measured using growth and investment-related indicators. Business innovation was assessed through innovation level and business model strength. The empirical analysis employed descriptive statistics, correlation analysis, and regression-based techniques to test the proposed relationships. The findings reveal that market orientation has a significant positive effect on business innovation and opportunity recognition. Furthermore, opportunity recognition were found to positively influence innovation outcomes and to mediate the relationship between market orientation and business innovation. These results underscore the process-oriented nature of entrepreneurial marketing, demonstrating that market-driven strategies enhance innovation primarily when firms are able to recognize and exploit emerging opportunities. The study contributes to the entrepreneurial marketing literature by empirically integrating market orientation and opportunity recognition within a unified framework, offering valuable insights for entrepreneurs and policymakers seeking to foster innovation-driven growth in emerging economies.
Adoption of Industry 4.0 Technologies in E-Retailer Supply Operations and its Implications for Customer satisfaction and Sustainability
The rapid expansion of e-commerce across Asian markets has intensified operational and environmental pressures on e-retail SMEs, particularly within last-mile logistics. This study examines how Industry 4.0 (Quality 4.0) technologies influence operational efficiency and sustainability performance in supply chain management. Positioned within the broader discourse on digital innovation and sustainable enterprise development, the study conceptualizes technology adoption as a strategic capability that enables SMEs to enhance competitiveness while advancing environmentally responsible practices. A quantitative research design was employed using survey data collected from 60 professionals engaged in e-retail supply chain operations. Reliability analysis, exploratory factor analysis, and multiple regression were conducted to evaluate the relationships between digital transformation practices and performance outcomes. Four key dimensions of Industry 4.0 adoption were identified: delivery and demand planning improvements, last-mile delivery enhancements, tracking and monitoring systems, and reliability and delivery quality improvements. The findings reveal that operational efficiency is primarily driven by demand planning and digital visibility mechanisms, whereas sustainability performance is significantly influenced by last-mile delivery optimization, tracking systems, and delivery reliability. The results indicate that digital technologies support dual performance objectives, but through differentiated operational pathways. The study contributes to the understanding of how technology-enabled innovation strengthens both efficiency and sustainability in SME-led e-retail ecosystems, offering strategic implications for entrepreneurs and managers seeking to balance competitiveness with green supply chain practices.
Assessment of Private Banking Sector’s ESG initiatives towards Sustainable Entrepreneurship in India
Sustainable Entrepreneurship is emerging as a crucial approach for the Asian emerging economies to achieve sustainable development. The emerging Asian Economies are mandating the banks including private sector banks (PvSBs) to balance profitability with sustainability issues. The banks are also shaping the capital innovation and long-term business sustainability. This study examines the sustainability practices of PvSBs towards environment, social, and governance (ESG) mandates towards sustainable entrepreneurship (SE) and small and medium enterprises (SME). This research selected the sample of six leading private banks and evaluates the impact of ESG indicators on profitability indicators viz. Return on Assets (ROA) and Return on Equity (ROE) relevant to SE and SME for inclusion. The ESG indicators are examined using nine indicators aligned with SEBI’s Business Responsibility and Sustainability Report (BRSR). The regression modelling is utilized to analyse the relationships. The analysis reveals that governance and social dimensions strengthen inclusive growth SE and SME lending. While, environmental performance, depicts a negative impact due to higher compliance costs. These findings suggest that ESG for private banks is no longer peripheral and these are reshaping dynamics of banks. The private banks internalizing ESG as part of their core strategy are better positioned as they are able to mitigate risks and attract investors customers.
Private Sector Banks, ESG, Financial Performance, emerging, Asian Economies, Sustainable entrepreneurship
Post-mortem of Digital Wealth Platforms: A Synthesis and New Framework for User Engagement and Value Creation
Moderate research has been done on the financial advisory and wealth management robo-integrated platforms and apps ever since the AIs invasion. Of all those investigations, only the relevant ones are chosen to critically examine gaps and highlight determinants followed to understand the user engagement. Through a systematic review, it is identified that platform user engagement was treated as either static and short-term behaviour, or an evolving process, happens with implicit parameters. The paper adopted a hybrid review approach that combines the rigor of a PRISMA-guided (Page, et al., 2021) systematic search with deeper meta-theoretical critique and constructive theory-building. For this purpose, 1,456 records from Scopus and Web of Science were initially screened and after due filters final number got settled at 126 high-quality (Q1/Q2) studies that were published between 2015 and 2025. The analysis reveals six key thematic clusters: adoption and trust barriers, personalisation and algorithmic efficiency, gamification and nudges, human-AI integration and anthropomorphism, explainability and ethical concerns, and the rising concern for sustainability. Furthermore, four core meta-theoretical fractures ontological (individual Vs. relational views of value), epistemological (positivist Vs. interpretivist leanings), axiological (efficiency Vs. empowerment Vs. societal benefit), and consistent evidence were scanned. In addition, a new integrated framework is proposed to delve on the value engagement and value creation for such platforms in future. This model is likely to unify hitherto theoretical dichotomy and guide in designing transparent, hybrid, and sustainable platforms while underscoring the need for standards and responsible nudge practices.
Digital wealth platforms, Robo-advisors, User engagement, Value creation, Value Engagement Model (VEM)
Copyright (c) 2025 https://creativecommons.org/licenses/by/4.0
MODELLING INTENTION AND TRUST IN AI-BASED DIGITAL PAYMENTS FOR SUSTAINABLE RURAL ENTREPRENEURSHIP AND FINANCIAL INCLUSION: A SEM STUDY IN RURAL DELHI NCR (ASIA)
Adoption of AI-based digital payment systems plays a crucial role in advancing sustainable rural entrepreneurship, financial inclusion, and inclusive economic participation in emerging Asian economies. This study investigates the factors influencing the adoption of AI-enabled digital payments in rural Delhi NCR by extending the Technology Acceptance Model to include trust and perceived security as key socio-psychological determinants. AI-based digital payments are examined as an essential component of entrepreneurial infrastructure supporting rural microenterprises, informal entrepreneurs, and resilient economic activity. Using Partial Least Squares Structural Equation Modelling (PLS-SEM), the study analyses survey data collected from 453 rural respondents who were users or had awareness of digital payment platforms. Findings indicate that trust particularly trust in AI-driven payment security has a strong and significant influence on attitudes and intentions to adopt digital payment systems, highlighting its importance for rural entrepreneurial transactions and microenterprise sustainability. Perceived security emerges as the most influential driver of adoption, while knowledge and awareness of AI technology do not directly affect intention to use, suggesting that practical usability and experiential confidence outweigh awareness alone in rural contexts. Results further demonstrate the role of secure and user-friendly digital payment systems in strengthening financial inclusion, enterprise resilience, and sustainable digital economic development across rural Asia. Policy and managerial implications are drawn for policymakers, financial institutions, and fintech providers seeking to design entrepreneur-friendly AI-based digital payment ecosystems that promote sustainable rural entrepreneurship and inclusive growth in emerging economies.
Sustainable Entrepreneurship, Financial Inclusion, AI-Based Digital Payments, Rural Innovation, Trust and Security, Emerging Economies (Asia)
Integrating AI into Human Resource Management: Implications for Recruitment and Retention
Artificial Intelligence (AI) is increasingly transforming Human Resource Management (HRM) by enabling data-driven, automated, and predictive decision-making across the employee lifecycle. This review article examines how the integration of AI into HRM reshapes recruitment and employee retention, two critical functions for organizational sustainability and competitive advantage. Drawing on an extensive body of interdisciplinary literature, the review synthesizes conceptual, empirical, and ethical perspectives on AI-enabled HR practices. The analysis highlights how AI applications such as algorithmic screening, automated interviews, people analytics, and predictive retention models enhance efficiency, consistency, and strategic alignment in HR decision-making. At the same time, the review identifies significant challenges related to fairness, transparency, algorithmic bias, employee perceptions, and human autonomy. The findings emphasize that the effectiveness of AI in HRM depends not only on technological sophistication but also on human-centered implementation, ethical governance, and contextual sensitivity. By integrating insights across recruitment, retention, and algorithmic management, this review addresses fragmentation in existing research and identifies key theoretical, methodological, and contextual gaps. The article concludes by outlining future research directions aimed at advancing responsible, sustainable, and human-centric AI adoption in HRM.
Artificial Intelligence, Human Resource Management, Recruitment, Employee Retention, Algorithmic Decision-Making
Mapping Private Sector Engagement in Climate Finance: A Systematic Review and Topic Modelling Analysis
Private sector actors are increasingly recognised as critical contributors to climate finance, particularly as public funding alone remains insufficient to meet global climate goals. While governments and international organisations promote green and sustainable finance frameworks, academic research on private sector climate finance remains fragmented. This article analyses the existing literature on private sector climate finance to identify dominant research themes and uncover gaps for future investigation. A Systematic Literature Review (SLR) was conducted on 27 peer-reviewed journal articles selected from the Scopus database. The review reveals a rapid growth in scholarly interest since 2022, with most studies relying on quantitative secondary data. Topic-modelling using orange software identifies four major themes: corporate and capital-market-based climate finance instruments, private investment mobilisation for climate action, public–private interactions in climate finance, and governance and institutional determinants. The findings show strong emphasis on mitigation-oriented finance and risk–return considerations, while climate adaptation, local-level finance, and distributional outcomes remain underexplored. Future research should focus on adaptation finance, firm-level behavioural drivers, and the role of institutional quality in mobilising private capital. Policymakers are encouraged to strengthen governance frameworks and de-risking mechanisms to enhance private sector participation in climate finance.
Climate Finance, Private Sector Engagement, Green Financial Instruments, Mitigation and Adaptation, ESG Performance, Systematic Literature Review, Topic Modelling
Sustainable Governance And Cooperative Federalism: Fostering Innovation And Growth In India's Entrepreneurial Ecosystem
This paper explores the role of federal governance in fostering sustainable entrepreneurship in India. With a focus on the relationship between the Union and State governments, the paper examines how India’s federal system enables businesses to align with national sustainability goals while adapting to local conditions. The paper discusses the growing importance of green enterprises, social enterprises, and inclusive business models in addressing India’s environmental, social, and economic challenges. By analysing the strategic role of SMEs in driving sustainable growth, the paper highlights the critical contribution of small and medium-sized enterprises (SMEs) to both economic development and environmental sustainability. The paper also investigates federal policies that support sustainable business practices, such as corporate social responsibility (CSR) mandates, green energy incentives, and inclusive innovation schemes. Through case studies of successful SMEs that have integrated sustainability into their operations, the paper provides practical insights into how businesses can contribute to sustainable development. Further, the paper examines how Centre-State dynamics affect policy decisions on business ethics and CSR, emphasizing the need for greater coordination between the Centre and States to create a cohesive framework for promoting sustainable entrepreneurship. The S.R. Bommai jurisprudence and other judicial interpretations are explored to understand their role in shaping a cooperative federal environment for sustainable economic development. In conclusion, the paper argues that strengthening cooperative federalism and fostering collaboration between the Centre and States will be key to driving India’s green economy, ensuring that entrepreneurial ecosystems thrive while contributing to both economic prosperity and sustainability.
Sustainable Entrepreneurship; Federal Governance; Corporate Social Responsibility (CSR); Green Business Models; Small and Medium-Sized Enterprises (SMEs)
Conventional Marketing: The Unconventional Way- Reconceptualising Guerrilla Use of Traditional Media
Sustainable entrepreneurship has become a critical concern for small and medium-sized enterprises (SMEs), particularly in Asian and emerging-market contexts where firms operate under severe resource constraints and institutional complexity. Conventional marketing approaches are often financially prohibitive for such firms, limiting their ability to achieve visibility, growth, and long-term sustainability. Against this backdrop, this study reconceptualises guerrilla marketing as a sustainable entrepreneurial strategy rather than a set of unconventional promotional tactics. Adopting a conceptual research design, the study synthesises practitioner insights, contemporary academic literature, and illustrative cases to develop a sustainability-oriented guerrilla entrepreneurship framework. The results identify three interrelated dimensions-economic, social, and ethical sustainability-embedded within guerrilla marketing practices. The framework further demonstrates how conventional media channels, including print, direct mail, and outdoor advertising, can be transformed through guerrilla principles to generate engagement, brand differentiation, and entrepreneurial resilience without disproportionate resource expenditure. By advancing propositional linkages between guerrilla strategies and sustainable SME outcomes, the study contributes to entrepreneurship and sustainability literature by integrating marketing innovation with ethical and inclusive growth. The findings are particularly relevant for Asian SMEs seeking cost-efficient, context-sensitive, and responsible pathways to sustainable competitiveness. The study offers theoretical insights and practical implications for entrepreneurs, policymakers, and scholars concerned with innovation-driven sustainability in resource-constrained environments.
Sustainable entrepreneurship, Guerrilla marketing, SMEs, Innovation, Asia, Ethical marketing
DIGITAL PLATFORM SUSTAINABILITY IN ASIA’S OTT ECOSYSTEM: THE MEDIATING ROLE OF SATISFACTION BETWEEN IS SUCCESS AND MULTI-STAGE LOYALTY (IMPLICATIONS FOR DIGITAL ENTREPRENEURSHIP AND PLATFORM-BASED INNOVATION)
Over-the-top (OTT) is a streaming service for video and media content, such as films, shows, web series, personalized television, and documentaries, delivered to customers via the Internet. OTT platforms constitute a central component of Asia’s platform-based entrepreneurial ecosystem, operating through subscription-driven digital business models that rely on user retention for their long-term sustainability. In the Indian OTT market, global platforms such as Netflix and Amazon Prime Video coexist alongside regional and language-focused ventures such as JioHotstar, Zee5, aha, and Hoichoi. It is poised to grow exponentially, creating an innovation- intensive, highly competitive platform economy, making it critical for digital platform entrepreneurs to retain customer loyalty for sustainability. An overarching theoretical framework of Stimulus-Organism-Response (SOR) was applied to examine the user satisfaction as a mediator to study the impact of OTT quality success attributes (D&M IS success model, DeLone & McLean, 2003) and price value on attitudinal and behavioral loyalty towards OTT services. Loyalty is conceptualized as a retention-oriented performance outcome that is critical to the sustainability of subscription-based digital platforms. This study evaluated the distinct impact of satisfaction on the four phases of loyalty (Oliver, 1997). A sample size of 440 respondents was finalized for the study using purposive sampling. The respondents for the study were Subscription Video-on-demand (SVOD) OTT service users in India who had been using at least two OTT platforms for a minimum of three months, excluding platforms that host user-generated content. PLS-SEM was used to test the data. The findings demonstrate that satisfaction functions as a differentiated evaluative mechanism driving retention-oriented loyalty, thereby supporting the long-term viability of OTT platforms and offering insights into platform entrepreneurship and sustainable digital business models.
Digital Entrepreneurship; Platform Sustainability; Digital Services Ecosystem; Emerging Asian Markets; Subscription Loyalty; Sustainable Business Models; Digital Innovation; Resilience; Engagement; Competitive Positioning; Intention-Driven Loyalty
Personalized Meal Planning for Fitness Goals Using Linear Programming and Machine Learning
Now a days young ones are more health conscious and hence they prefer to go to gym for body workouts to achieve their fitness goals. In order to achieve these goals, they need a balanced diet which consist of macro nutrients, micronutrient, and caloric intake. The proposed research uses Simplex Method which is a linear programming optimization technique along with machine learning model to create enhanced model which is scalable and customized dietary framework for gym-freaks. The proposed model works with Simplex Method which helps in optimizing meal plans under constraints like caloric needs, cost, and dietary preferences and machine learning model will help in predicting user-specific requirements based on various factors like BMI, activity levels, and fitness goals.
machine learning, optimization, simplex method, balanced diet.
Mindfulness As A Human Capital Capability For Sustainable Service Entrepreneurship: Evidence From Healthcare Enterprises In India
Healthcare enterprises in emerging economies operate under sustained service pressure, where workforce well-being and service quality are closely interrelated. In public healthcare settings, physicians often experience high workloads that contribute to burnout, which may influence service interactions and patient perceptions of care. Prior research has identified mindfulness as a capability that supports attention, emotional regulation, and engagement; however, empirical evidence linking physician mindfulness to service interaction quality within Indian healthcare enterprises remains limited. This study examines mindfulness as a human capital capability and its relationship with patient-perceived quality of care in public healthcare in India. Data were collected from 50 specialist gynecologists and 50 patient caregivers at a government hospital using convenience sampling. Physician mindfulness was measured using the Five-Facet Mindfulness Questionnaire, which captures observing, describing, acting with awareness, non-judgment, and non-reactivity. Patient-perceived service interaction quality was assessed using the general communication subscale of the Personal Processes of Care Instrument. The statistical analyses included reliability testing, correlation analysis, and multiple regression. The findings indicate that the proposed model explains 72.4% of the variance in patient-perceived-care quality. The dimensions of experience and non-reactivity were significantly associated with perceived service quality, whereas acting with awareness showed a significant inverse association. Physician experience was not significantly associated with mindfulness levels. Overall, the results highlight mindfulness as a human capital capability that shapes service interactions and contributes to sustainable service performance in healthcare enterprises.
Government hospital, Mindfulness, Physicians, Satisfaction.
Strategic Cost Management and Financial Value Creation: A Sectoral Analysis of Manufacturing Firms in Developing Countries
The strategic management of costs, particularly through compliance and research and development (R&D) expenditures, plays a critical role in the financial performance of manufacturing firms in developing economies. This study examines the relationship between strategic cost management (SCM) practices and firm performance, focusing on Return on Equity (ROE) and Net Profit Margin. Using a comprehensive panel dataset that spans from 2013 to 2023, comprising over 1.1 million firm-year observations from industries such as electronics, automotive, pharmaceutical, textile, and steel, the study employs fixed-effects panel regressions to address firm-level heterogeneity and macroeconomic shocks. Key independent variables include compliance cost intensity and R&D intensity, while control variables such as firm size, market share, and technological readiness are also incorporated. The results reveal that compliance and R&D expenditures have a complex relationship with financial performance: compliance costs show a short-term negative effect on ROE but positively impact Net Profit Margin in the long term. In contrast, R&D intensity negatively impacts ROE but enhances profitability margins, suggesting delayed financial returns from innovation. These findings underscore the importance of strategic SCM investments, especially in highly regulated and innovation-driven sectors. The study offers policy implications for industrial upgrading and guides firms in navigating regulatory costs while fostering innovation.
Strategic Cost Management , Return on Equity (ROE), Net Profit Margin, Compliance Cost Intensity, R&D Intensity
Deficiencies In Existing Curriculum Models and Entrepreneurial Intentions in Ghana: The Mediation Roles of Students’ Intrinsic Motivation and Risk Tolerance.
In this paper, the implications of the deficiency of the current curriculum models on the entrepreneurial intentions of Ghanaian university students will be examined with specific emphasis on the mediating influence of risk tolerance and intrinsic motivation. A quantitative approach was adopted for this investigation with a corresponding use of structural models among 370 final-year university students of various Ghanaian universities located at the Bono region of Ghana including the Valley View University, University of Energy and Natural Resources, Catholic University College of Ghana, Sunyani Technical University, and Anglican University. From the results, there was a negative influence of the entrepreneurial propensities among the university students as a result of perceived deficiencies among undergraduate curricular models of these students. In addition, these deficiencies positively and indirectly worked through intrinsic motivation and risk tolerance but with contrasting manners; background motivation was found to enhance entrepreneurial intentions whereas risk tolerance diminished them. The effect of curricular deficits on entrepreneurial intentions is further investigated here as a complex relationship with their influence on entrepreneurial ambitions and reveals that though their implications may retard university students' entrepreneurial intentions at the moment, there may be specific psychosomatic reactions from these implications which may counter or further accentuate them respectively. It provides imperative information for learning professionals and developers wishing to make up for the gap between the entrepreneurial potentials and the practical manifestations among Ghanaian university students as entrepreneurial entities themselves.
Entrepreneurship, curriculum models, deficiencies, undergraduate education, entrepreneurial intentions, risk tolerance, motivation
Green Startups and Sustainable Finance: An Indian Perspective
A developing nation as India has seen to have been offering answers to various environmental issues with ease through systematic strategies that focuses on waste management, renewable energy, sustainable agriculture, environment friendly consumer goods and a significant investment on green startups. For assuring the latter grows, it is ideal to provide access to sustainable finance or other funding options which provides reasonable return without compromising on considering the environmental and social governance (ESG) factors. With the help of a combination of case studies on Green Startups, review of literature and comparatives studies with similar international ventures, this research evaluates the interrelations between Green Startups and Sustainable finance in India. India’s sustainable finance sector is currently still in its infancy stage mainly due to the complications with respect to its regulatory control, high capital requirements and a sever dearth in investor confidence in eco-friendly projects even in the aftermath of the country procuring tools like impact investing and green bonds. Inspite of actions in the form of the standards established by SEBI for green boards and the regulations of the National Action Plan on Climate Change (NAPCC), they still have recurring alignment issues and lack adequate coherence. They have not been integrated to fully capitalize on the potential of Green Startups as a mainstream financial source. Obstacles with respect to lack of collateral, lack of proof of ownership, and a public perception of being on the high-risk end hinders initial funding for any related projects. Despite these hindrances, there are still opportunities that need to be taken advantage of due to the rise in consumer demand for environmentally friendly products and the expanding global trends in sustainable investments. For an assured success of these ventures, this research study suggests integrated policy frameworks with goals and strategies that are in par with the international practices. Such a framework should allow a coordinated effort that joints other private and public sectors to help bring down the investment risk. In summary, green startups play an important role on the pathway towards sustainable development for India, however, they will only succeed if the financial systems at large and standards align with the environmental goals. In order to support green startup innovation and help build a more sustainable and inclusive Indian economy, financiers, entrepreneurs, and legislators must work together to develop an ecosystem. In order to guarantee future success, the study suggests collaborative policy frameworks with broad objectives and methods in line with international practice. These frameworks should be developed with consideration for how collaborating with others in the public and private sectors can help reduce investment risk. In summary, green startups play an important role on the pathway towards sustainable development for India, however, they will only succeed if the financial systems at large and standards align with the environmental goals. In order to support green startup innovation and help build a more sustainable and inclusive Indian economy, financiers, entrepreneurs, and legislators must work together to develop an ecosystem.
Green Startups, Sustainable Finance, Environmental Innovation, India, Renewable Energy, Waste Management, Sustainable Development, ESG (Environmental, Social, and Governance), Green Bonds, Impact Investing, Clean Technology, Eco-Friendly Products, Financial Ecosystem, Policy Frameworks, Public-Private Partnerships
Mapping University-Led Environmental Citizenship and Its Implications for Sustainable Entrepreneurship: A Bibliometric Analysis
Universities are increasingly expected to promote environmental values and civic responsibility while also serving as anchors of innovation and entrepreneurial ecosystems. Yet, research on university-led environmental citizenship and sustainability-oriented entrepreneurship has largely developed in parallel, limiting clarity on how citizenship-based values translate into entrepreneurial outcomes. This study maps the evolution and intellectual structure of university-led environmental citizenship scholarship and evaluates how far it engages with sustainability-oriented entrepreneurship, innovation, and SME development. A longitudinal bibliometric analysis was conducted on 98 peer-reviewed journal articles and review papers indexed in Scopus from 1985–2025. Using performance analysis and science-mapping techniques (co-authorship, co-citation, keyword co-occurrence, and thematic evolution), the study identifies publication trends, influential contributors, collaboration patterns, and dominant thematic clusters. Findings show three phases of development, with rapid expansion after 2011. The field is primarily anchored in environmental science and education, with a cohesive conceptual core around environmental/ecological citizenship, sustainability education, pro-environmental behaviour, and identity-based determinants. However, entrepreneurship-, innovation-, and economic transformation-related themes remain peripheral within dominant clusters. The results position environmental citizenship as an underutilised institutional foundation for sustainable entrepreneurship. Sustainability-oriented innovation and SME/start-up development can be strengthened by combining citizenship programs with entrepreneurship education and university incubation. This is especially important for Asian and emerging economies, where universities influence local entrepreneurial ecosystems.
environmental citizenship, sustainable entrepreneurship, entrepreneurial ecosystems, SME development, bibliometric analysis
Systematic Literature Review on the Relationship between Employee Engagement and Artificial Intelligence
This paper is a Systematic Literature Review (SLR) where we look at the complex relationship between Employee Engagement (EE) and Artificial Intelligence (AI), specifically Generative AI (GenAI) and the objectives. In this review, the study has examined 133 scholarly works, including studies based on experiments and concepts, to come up with the dynamic research landscape in this field. Outcomes indicate a steep increase in the field of research on relationship between Artificial Intelligence and Human Resource from 2016, with a significant increase on research in this area after the COVID-19 pandemic. This literature review is based on the Job Demands–Resources (JD-R) framework, analysing the increase in engagement, productivity, and satisfaction, by increasing efficiency and GenAI adoption as job resources. In parallel we also look at AI-induced technostress as a job demand that contributes to exhaustion and work–life imbalance. This study looks at how the evolution of Generative AI has helped in transforming the impression of HR from being administrative to more strategic by automating repetitive tasks, facilitating HR professionals focus on engagement of employees and building organizational culture. Employee Experience has increased over time and sustained engagement have been reinforced by useful applications of AI in areas like predictive analytics for attrition forecasting, structured learning programs and instantaneous feedback mechanisms. This review also emphasises current ethical challenges like reduction in algorithmic bias, maintenance of data transparency and privacy, and addressing employee anxieties regarding job security and trust thereby ensuring a human touch in deployment.
Artificial Intelligence, Employee Engagement, Human Resources
EVOLVING TOWARD IMPACT: A THEMATIC SYNTHESIS AND CONCEPTUAL MODEL OF SUSTAINABILITY MATURITY IN BUSINESS
Purpose: This study examines the changes in sustainability as a compliance-based corporate social responsibility (CSR) activity to a strategic, impact-focused strength. It aims to synthesise two decades of literature (2006-2026) on sustainability and business-impact maturity, integrating fragmented research across CSR, ESG, and digital transformation into a cohesive conceptual framework. Design/methodology/approach: A qualitative thematic review of forty peer-reviewed Scopus-indexed articles was conducted using Braun and Clarke’s (2006) six-phase approach. R Studio was employed for co-occurrence mapping and thematic visualisation to identify key research clusters and maturity patterns, integrating insights from institutional, stakeholder, and dynamic capability theories to conceptualise sustainability maturity progression. Findings: The review identifies four dominant themes shaping sustainability maturity: (1) technology-enabled business transformation, (2) policy, governance, and institutional alignment, (3) sustainability performance measurement and reporting, and (4) strategic integration and CSR. Together, these themes indicate a shift from operational enablers toward strategic integration and business impact. Building on these insights, the study proposes the Institutional–Stakeholder–Innovation Maturity Model (ISIMM), which frames sustainability maturity as a recursive process of sensing, seizing, and transforming capabilities. Originality/value: The study presents a new integrative paradigm (ISIMM) where the conceptual models of maturity are connected to actual business outcomes. It contributes to the overall knowledge of the ways organisations can transition to the data-driven and impact-oriented approaches to sustainability, including a diagnostic framework and roadmap on how organisations can become more sustainable. Practical implications: The findings offer actionable insights for business leaders, policymakers, and sustainability officers by linking sustainability initiatives to measurable performance outcomes and strategic competitiveness. Future research directions: It is suggested to further empirically prove the ISIMM model in the industry and at the institutional level, with a specific focus on digital sustainability measures, ESG innovation, and longitudinal maturity.
Sustainability maturity, ESG, CSR, thematic analysis, business impact
CUSTOMER ENGAGEMENT FOR SUSTAINABLE ENTREPRENEURSHIP: DRIVING LONG-TERM SME GROWTH IN EMERGING ASIAN ECONOMIES
Increasingly volatile and digitalized markets, Customer Engagement (CE) has emerged not merely as a marketing approach but as a strategic capability that enables sustainable entrepreneurship, long-term value creation, and business resilience. This relevance is particularly pronounced for small and medium-sized enterprises (SMEs) and startups operating in emerging Asian economies, where sustained customer relationships, trust, and innovation capacity determine survival and growth. Despite the growing importance of CE, a comprehensive synthesis of its intellectual structure and sustainability-oriented implications remains limited. This study addresses this gap by systematically mapping the CE research landscape.The study employs bibliometric and co-word analyses of 803 CE-related articles retrieved from the Dimensions database, covering the period from 2003 to July 2023, using the VOSviewer tool. Bibliometric performance, co-citation patterns, and keyword co-occurrence networks are analyzed to uncover influential contributors and dominant research themes.The results reveal a substantial and sustained growth in CE research, with emerging themes emphasizing digital engagement, customer trust, value co-creation, and experiential interactions. These themes underscore CE’s role in fostering innovation, enhancing customer retention, and building organizational resilience critical drivers of sustainable SME growth in emerging Asian contexts.The findings provide actionable insights for entrepreneurs, SME managers, and policymakers by demonstrating how CE can be leveraged as a long-term strategic resource to support sustainable business success in dynamic Asian markets.This study advances CE scholarship by explicitly linking bibliometric evidence to sustainable entrepreneurship and SME growth in emerging Asian economies.
Sustainable Entrepreneurship, Customer Engagement, Digital Innovation, Emerging Asian Economies, Sustainable Marketing
Strategic Entrepreneurship in the Digital Era: Integrating Innovation, Technology Adoption, and Sustainable Business Practices for Competitive Advantage
This study develops a unified conceptual framework for strategic entrepreneurship in the digital era by integrating three mutually reinforcing pillars: digital innovation, technology adoption, and sustainable business practices. Positioned within the realities of emerging Asian markets, the framework explains how digital innovation enlarges the opportunity set, technology adoption enables reliable operationalization, and sustainability embeds resilience, legitimacy, and long-term value creation. Methodologically, the article is conceptual and theory-driven, synthesizing contemporary scholarship to specify constructs, clarify mechanisms, and articulate their interdependencies. The integrated model advances the literature by moving beyond siloed treatments of innovation, adoption, and sustainability, and by detailing a sequencing logic entrepreneurs can use to translate ideas into durable competitive advantage. The core novelty lies in advancing a sequencing perspective, showing how innovation creates opportunities, adoption enables their execution, and sustainability institutionalizes long-term advantage, thereby offering sharper theoretical clarity than prior fragmented models. Managerially, the framework guides small and medium-sized enterprises to invest in organizational readiness, digital capabilities, and sustainability routines that reinforce one another. Policy implications include the importance of targeted support for digital readiness, collaborative infrastructures, and incentives that align private returns with societal goals. The article concludes with an agenda for empirical testing across sectors and countries to assess boundary conditions and the persistence of advantage over time.
strategic entrepreneurship, digital innovation, technology adoption, sustainable business practices, competitive advantage, small and medium-sized enterprise
Workforce Sustainability as a Strategic Resource for Retail Enterprises in Emerging Asia: A Systematic Review of Generational Retention and Well-Being Drivers
Workforce sustainability has emerged as a critical strategic resource for retail enterprises operating in emerging Asian economies, where high labour intensity, demographic shifts, and competitive pressures challenge long-term enterprise viability. This study conducts a systematic literature review (SLR) to synthesize empirical evidence on how generational workforce drivers influence employee retention, well-being, and organizational resilience within the retail and service sectors. Guided by the PRISMA 2020 framework, a rigorous screening process identified 15 peer-reviewed studies published between 2010 and 2024 from leading academic databases. The findings reveal that workforce sustainability is shaped by a combination of work environment quality, work–life balance practices, and transparent compensation systems, with notable differences in expectations between Millennials and Generation Z. Flexible scheduling, structured career pathways, equitable reward mechanisms, and resilience-focused well-being initiatives emerge as central drivers of workforce stability and sustainable enterprise performance. The review further highlights that retail enterprises adopting sustainability-oriented human resource strategies are better positioned to enhance employee commitment, reduce turnover, and support long-term growth. From a regional perspective, the findings underscore the importance of workforce skilling, retention-oriented labour policies, and institutional support mechanisms in strengthening service-sector stability across India and emerging Asia. By positioning workforce sustainability within the broader domains of strategic management, entrepreneurship, and sustainable development, this study contributes to advancing theory and practice relevant to sustainable enterprise growth in Asia.
Workforce sustainability, Retail enterprises, Generational workforce, Employee retention, Emerging Asia
Social Entrepreneurship: A Pathway to Inclusive Growth and Social Change.
Social entrepreneurship (SE) not only profit-inclined activities but also initiatives dedicated to social and Economical justice, Social innovation and influence. The concept of social entrepreneurship has emerged beyond traditional boundaries of entrepreneurship where society is the main center of interest of an organization. Social entrepreneurship (SE) has been developed by integrating economic principles the objective to address burning societal issues and become a critical force in the endorsement of positive social change. This research paper observes the theoretical, historical, and contemporary underneath of social entrepreneurship through 05 Indian case studies. The study provides literary concepts to examine the role of social entrepreneurship in tackling some burning societal issues such as poverty, inequality, livelihood and the whole empowerment of marginalized communities. The study yields an inclusive analysis of prominent social firms and impact evaluation techniques to explicate the revolutionary potential of social entrepreneurship in bringing inclusive growth and socio-economic development. The study also emphasizes the significance of creative and cooperative solutions to challenging social issues, highlights the correlation between social entrepreneurship, rural economic development, and environmental stewardship and finally the social changes. Because of its social centric nature, Social entrepreneurship is a rapidly emerging field that plays vital role in the empowerment of the poor, marginalized and vulnerable marginalized people. Social entrepreneurship is an endeavor that has been establishes to discover innovative solutions to economic and social problems prevailing in the society. It has also observed during study that venture of social entrepreneurship can be either profit or non-profit making. The social entrepreneurs may be establish in the field of rural development, women empowerment, educational development, children welfare, health care, agricultural development, farmers welfare, environment protection etc., Social entrepreneurship can provide us an egalitarian society. Social entrepreneurs are one kind of entrepreneurs who are passionate and focused towards society’s wellbeing. Their passion is not only making the profit but also conscious towards social and economic upliftment of the marginalized people. The main motive of this paper is to highlight, the social entrepreneurship as one of the best strategies through which inclusive growth of society can be achieved. Finally we may prove that inclusive growth of society is inclined towards social change and social justice.
Social Entrepreneurship, Social Development Impact, Social Enterprises, Socio-Economic Outcomes, Social change, Inclusive Socio-Economic growth, Social Movements.
Psychological Biases in Entrepreneurial Investment Decision-Making: Evidence from Individual Investors in Vietnam
The research examines how psychological factors influence the investment choices of individual investors in Vietnam's stock market from 2023 to 2024, with a particular focus on entrepreneurial and entrepreneurial-oriented investment decision-making in an emerging Asian economy. The purpose is to help individual investors and entrepreneurially active individuals refine their investment strategies and support more informed, long-term, and sustainability-oriented financial decision-making, thereby enhancing the market’s overall quality. Using a comprehensive analytical model grounded in behavioral finance and entrepreneurial decision theory, the research examines the effects of herding behavior, anchoring bias, regret aversion, and over-optimism on investment decisions. The results indicate that these psychological factors influence decisions positively, with herd mentality having the greatest impact, followed by anchoring bias, regret aversion, and over-optimism in descending order. Additionally, the study reveals significant differences in decision-making among investors from various occupational sectors, age groups, and levels of investment experience. These findings provide valuable insights for entrepreneurial finance, investor education, and sustainable investment decision-making, and contribute to the development of a more robust and resilient financial environment supporting entrepreneurship and sustainable economic development in Vietnam. In this study, entrepreneurial investment decisions are understood as opportunity-driven and risk-bearing financial decisions made by individuals who may also engage in entrepreneurial, self-employed, or small business activities.
Psychological Factors; Entrepreneurial Investment Decisions; Vietnam Stock Market; Individual Investors; Emerging Economy
GENERATION Z, HR POLICY ADAPTABILITY, AND EMPLOYEE ENGAGEMENT: IMPLICATIONS FOR SUSTAINABLE ORGANIZATIONS IN INDIAN CORPORATES
The increasing number of workers in the Indian labour force that are classified under the Gen Z has presented strategic and structural difficulties to companies that are geared towards making sure growth and innovation take place in a sustainable way. The present paper is anchored on the Social Exchange Theory (SET), the Self-Determination Theory (SDT) and the Person-Organization (P-O) Fit Theory to determine the impact of the attributes of Gen Z workforce on the effectiveness of human resource (HR) policies and the outcomes of employee engagement in the Indian corporate spectrum. Based on the secondary survey data gathered via crawler of IT and FMCG firms in India and then global comparison, this study incorporates Structural Equation Modeling (SEM) to test the hypothesized relationship between HR policy dimension, employee engagement and HR outcomes. The findings show that flexible work practices, ongoing feedback mechanisms, and HR policies that are developmentally oriented play a key role in improving the levels of engagement in Gen Z employees. The relationship between HR policies and retention outcomes and productivity outcomes is found to have a partial mediation role that of employee engagement. In addition to immediate HR performance indicators, the results indicate that the adaptability of HR policies adjusted to the trends of Gen Z promotes innovation preparedness, intrapreneurial orientation, and long-term organizational sustainability in the circumstances of the emerging economy. The study has a contribution role to the literature of the generational workforce and HRM by offering empirical evidence of India as an emerging Asian economy and presents practical implications of the research to organizations that have to design future-oriented, innovation-driven and sustainable workplaces in the multi-generational workforce. The proposal would appear as follows. Gen Z Workforce Characteristics ↓ HR Policy Dimensions (Flexibility, Feedback, & Purpose) ↓ Employee Engagement (Energy, Value driven, Exceed output) ↓ HR Outcomes (Retention & Productivity)
Generation Z Workforce; Sustainable HRM; Employee Engagement; Intrapreneurship; HR Policy Adaptability; Indian Corporates; Emerging Economies
ENGLISH AS A BUSINESS LINGUA FRANCA IN DIGITAL ENTREPRENEURSHIP: A DISCOURSE-ANALYTICAL STUDY OF ASIAN BUSINESS COMMUNICATION
The expansion of digital entrepreneurship in Asia has intensified the use of English as a shared medium for online entrepreneurial communication, particularly on social media platforms. While English used for international business communication has been extensively examined in corporate and institutional settings, limited discourse-analytical research has explored how English functions in digital entrepreneurial contexts using secondary social media data. This study investigates the linguistic and pragmatic patterns of English used in digital entrepreneurial communication in Asian online environments. The analysis is based on a secondary dataset comprising 800 English-language business- and technology-oriented social media texts. A qualitative discourse-pragmatic approach was employed to examine lexical, pragmatic, and discourse features. The results show a high frequency of business-related lexical items, with terms such as technology (35 occurrences) and business (33 occurrences) appearing most prominently. Pragmatic analysis reveals frequent use of modal verbs for stance-marking, particularly could (29 occurrences) and should (27 occurrences), indicating a preference for mitigated and inclusive communication. Persuasive engagement strategies were also prominent, with calls-to-action such as join and discover each occurring 29 times. At the discourse level, the findings demonstrate consistent construction of entrepreneurial identity through inclusive language and solution-oriented messaging. Overall, the study shows that English is used flexibly and functionally in digital entrepreneurial communication, with communicative effectiveness and audience engagement prioritized over formal linguistic accuracy, thereby extending research on English used for international business communication into social-media-based digital entrepreneurship.
Digital entrepreneurship, Business communication, English linguistics, Discourse analysis, Social-media
Strategic Leadership and Organizational Behavior as Drivers of Sustainable Entrepreneurship in Emerging Asian Markets
This study investigates the role of strategic leadership and organizational behavior in shaping sustainable entrepreneurship outcomes across emerging Asian markets. As sustainability challenges intensify in developing regions, understanding the internal drivers that support environmentally and socially responsible entrepreneurial activity has become increasingly critical. Drawing on firm-level data extracted from two validated entrepreneurship datasets, the study examines the influence of transformational, ethical, and visionary leadership, as well as organizational culture, employee engagement, and learning orientation, on multiple sustainability indicators including sustainable innovation, environmental practices, social impact, and sustainable business performance. Using descriptive, correlation, and cross-country comparative analyses, the results reveal that organizational behavior variables exhibit strong, positive associations with sustainability outcomes, highlighting the central role of organizational culture and learning orientation in fostering sustainability-oriented innovation. Leadership variables also demonstrate moderate but meaningful positive relationships with sustainable business performance, suggesting that leadership remains a critical enabler of sustainability in entrepreneurial contexts. Country-level comparisons indicate substantial variation across Asian markets, reflecting differences in institutional support and cultural priorities. Overall, the findings underscore that sustainable entrepreneurship in emerging Asian economies is shaped by the dynamic interplay between leadership behaviors and organizational capabilities. The study contributes valuable empirical evidence to the sustainability and entrepreneurship literature and offers practical insights for policymakers and organizations seeking to strengthen sustainability-driven innovation and performance across the region.
Strategic leadership, organizational behavior, sustainable entrepreneurship, emerging Asian markets, sustainable innovation, sustainability performance
Till date moderate research has been done on the financial advisory and wealth management robo-integrated platforms and Apps ever since the AIs invasion. Of all those investigations, only the relevant ones are funnelled to critically examine gaps and highlight determinants followed to understand the user engagement. Through a systematic review, it is identified that platform user engagement was treated as either static and short-term behaviour, or an evolving process, by considering implicit parameters. The paper adopted a hybrid review approach that combines the rigor of a PRISMA-guided (Page, et al., 2021) systematic search with deeper meta-theoretical critique and constructive theory-building. For this purpose, 1,456 records from Scopus and Web of Science were initially screened and after due filters final number got settled at 126 high-quality (Q1/Q2) studies that were published between 2015 and 2025. The analysis reveals six key thematic clusters: adoption and trust barriers, tailored and systemic efficiency, gamification and prompts, human-AI integration and anthropomorphism, intelligibility and ethical concerns, in coherence with sustainability. Furthermore, four core meta-theoretical fissures viz., ontological (assumption Vs. real), epistemological (positivist Vs. interpretivist), axiological (efficiency Vs. empowerment), and methodological (qualitative Vs quantitative) evidence underwent an exhaustive scrutiny. Accordingly, a new integrated framework is proposed to delve on the value engagement and value creation for such platforms in future. This model is likely to unify hitherto theoretical dichotomy and guide in designing transparent, hybrid, and sustainable platforms while underscoring the need for standards and shove for better practices.
The Influence of Social-Media Marketing on Brand Equity and Financial Success in Women-Owned Micro-Businesses
Due to the COVID-19 epidemic, the business environment is in an extremely challenging scenario. A decline in revenues causes the existence of small and medium-sized businesses in danger on a worldwide scale. When micro-SMEs are run by women entrepreneurs, the situation becomes significantly worse. Therefore, micro-SMEs, especially those run by women entrepreneurs, must reinvent themselves in order to overcome the present challenges that might result in the demise of their companies and, therefore, their professional lives. Using the evolution of technology is one approach to do this. In the modern era, social networking sites and digital marketing have emerged as crucial tools for company growth, especially for women-owned businesses. Therefore, this study aims to identify the impact of social media marketing factors on the brand equity and financial success of women-owned micro-businesses. Also, inspect the outcome of trust as a moderating indicator between these relationships. The research chose a diversified sample of 516 women-owned micro-businesses from across a variety of industries, including fashion, beauty, healthcare, and education, using purposive sampling. The data was analysed using structural equation modeling. The research result shows that Reputation and Conversation have a positive impact on both Brand Equity and Financial Success, whereas Trendiness has a negative or non-significant impact. Furthermore, Trust has a strong moderate effect on the association between Brand Equity and Financial Success, hence its pivotal role in female entrepreneurs' micro-businesses. These findings establish the foundation for further studies on sustainable business development while highlighting the potential of digital technologies to support women-owned businesses in environments with limited resources.
Social-Media Marketing; Brand Equity; Financial Success; Women-Owned Micro-Businesses; Structural Equation Modeling; Moderating Variables