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Over the past 25 years as a marketing academic, I have been fortunate to have collaborated with various researchers and firms and have contributed to the advancement of the marketing field. This is a review article that tracks my progress through these years that has led me to explore different areas of marketing, thereby shaping me as a researcher and an academic. As I see now, all of my research work can be viewed from a decision-making point of view – decisions that marketers can make either at the market, brand/firm/store, or the customer level. These decisions have in turn been transformed into strategies or tactics leading up to successful implementations and improved bottom-line results. The development of strategies/tactics and successful implementations can be seen in nearly 10 areas of research that I have involved myself in. This article also highlights how my research studies have contributed and advanced the creation of knowledge in each of these research areas.

Here, the present paper characteristics flow and heat transfer of non-Newtonian nanofluid over a stretching sheet. Energy expression is modeled subject to slip factor phenomenon. Consideration of chemical reaction characterizes the mass transfer mechanism.

The use of transformation variables reduces the PDEs into non-linear ODEs. The obtained nonlinear complex problems are computed numerically through RKF-45 technique. The effects of the different physical parameters on the temperature and concentration distribution are analyzed.

The nature of the reduced Nusselt number, reduced Sherwood number and skin friction coefficient also described as a function of different parameters arising in the problem. It is found that the rate of mass transfer enhances for enhancing values Brownian motion parameter and thermophoresis parameter.

The nature of the reduced Nusselt number, reduced Sherwood number and skin friction coefficient also described as a function of different parameters arising in the problem. It is found that, the rate of mass transfer enhances for enhancing values Brownian motion parameter and thermophoresis parameter.

This case can be used in the core course on entrepreneurship for Bachelor of Business Administration (BBA) and Master of Business Administration/Post Graduate Diploma in Management (MBA/PGDM) students. It will help them to understand the motivations and challenges of women entrepreneurs, strategies to manage challenges, interactive style of leadership and their contribution to the economic growth of the country.

Entrepreneurship.

Roopa Rani, co-founded a digital design company, DesignTheme Innoventics (DTI), with her husband Yoganand, in November 2007, on the first floor of their residence. Yoganand’s creativity and Roopa’s determination made them bootstrap, scale slow and steady. As a novice to the industry, the initial days posed many challenges. Roopa hired artists to be appointed as designers, which gave them a unique selling preposition. They progressed slowly from a team of 2 to 20, with a revenue of INR 0.3M per annum to INR 12M per annum. As the company grew, Roopa wanted Yoganand’s support in handling the responsibilities, and hence, converted DTI into a limited liability partnership in 2013 and the couple were directors. As the client base improved, the need for shifting to a bigger space became more evident. A calculative risk-taker, Roopa, was forced to move DTI to a bigger office space end 2017, with a rent of INR60,000 per month. Meanwhile, they became a team of 20, with revenue of INR12m. The shift from no rent to a rented space made DTI slip to break-even. However, after two years, they moved into a smaller space and it coincided with the COVID-19 outbreak. Although the backlog orders were processed during the first quarter of 2020–2021, the business for the next quarter was affected. Social distancing norms created a shift in the way of doing business, which was a boon for a designing company like DTI. Now, the task before this self-made woman entrepreneur was to formulate strategies to scale up the business.

After analysing the case, the students will be able to: i. Value the contribution of women entrepreneurs towards the economy. ii. Examine the motivational factors and challenges of women entrepreneurs. iii. Understand the importance of networking. iv. Appraise the socio-cultural factors in a patriarchal society and their impact on the work-life balance of a woman entrepreneur. v. Appreciate the interactive leadership style of women entrepreneurs. vi. Formulate strategies to scale up the business.

• Agarwal, S., & Lenka, U. (2015). Study on work-life balance of women entrepreneurs – review and research agenda. Industrial and Commercial Training, 47(7), 356–362. doi:10.1108/ict-01–2015-0006 • Amit, R., & Muller, E. (1995). “Push” And “Pull” Entrepreneurship. Journal of Small Business & Entrepreneurship, 12(4), 64–80. doi:10.1080/08276331.1995.10600505 • Buttner, E. H. (2001). Examining Female Entrepreneurs' Management Style: An Application of a Relational Frame. Journal of Business Ethics, 29(3), 253–269. doi:10.1023/a:1026460615436 • Carter, S.C. (1997). E. Holly Buttner and Dorothy P. Moore (1997), ‘Women’s Organisational Exodus to Entrepreneurship: Self-reported Motivations and Correlates with Success', Journal of Small Business Management, January, pp34-47. • Cohoon, J. McGrath and Wadhwa, Vivek and Mitchell, Lesa, Are Successful Women Entrepreneurs Different from Men? (May 11, 2010). Available at SSRN: https://ssrn.com/abstract = 1604653 or http://dx.doi.org/10.2139/ssrn.1604653 •Fletcher, J. (1998), Relational Practice: A Feminist Reconstruction of Work, Journal of Management Inquiry, 7(2), 163-186. • Kirkwood, J. (2009). Motivational factors in a push‐pull theory of entrepreneurship. Gender in Management: An International Journal, 24(5), 346–364. doi:10.1108/17542410910968805. • Malyadri, G., Dr. (2012). Role of women Entrepreneurs in the Economic Development of India. Paripex – Indian Journal of Research, 3(3), 104–105. doi: 10.15373/22501991/mar2014/36. Pal, N. (2016). Women Entrepreneurship in India: Important for Economic Growth. International Journal of Pure and Applied Researches, 4(1), 55–64. Pugazhendhi, D. P. (2019). Problems, Challenges and Development of Women Entrepreneurs. Emperor Journal of Economics and Social Science Research, 1(4), 48–53. doi:10.35338/ejessr.2019.1407. Shastri, S., Shastri, S., & Pareek, A. (2019). Motivations and challenges of women entrepreneurs. International Journal of Sociology and Social Policy, 39(5/6), 338–355. doi:10.1108/ijssp-09–2018-0146. Tende, S.B. (2016). The Impact of Women Entrepreneurs towards National Development: Selected Study on Taraba State. Information and Knowledge Management, 6, 30–43. Xheneti, M., Karki, S. T., & Madden, A. (2018). Negotiating business and family demands within a patriarchal society – the case of women entrepreneurs in the Nepalese context. Entrepreneurship & Regional Development, 31(3–4), 259–278. doi:10.1080/08985626.2018.1551792

CSS 3: Entrepreneurship.

This study aims to enhance the knowledge by offering perspectives from an emerging market by reviewing the existing literature on food tourism. This study applies a multimethod analysis, providing insights into the advancement of food tourism in India, the contributions, critical findings and emerging research themes.

The study adopted a multimethod analysis using descriptive, narrative and bibliometric analysis using VOSviewer to analyze research papers published on food tourism in India shortlisted from Scopus and Google Scholar.

Future research should focus on gauging the potential of food tourism in different regions of the country, applying theoretical frameworks that have not been used. “Culinary Diversity and Heritage,” “Sustainable and Responsible Food Tourism,” “Consumer Behavior and Food Tourism Experiences,” “Rural Development and Economic Impact,” “Technology and Digitalization,” “Stakeholder Collaboration,” “Food Safety and Hygiene” and “Policy and Regulation” were the identified future research themes. These findings are significant for emerging economies across the globe.

This study summarized the progress of food tourism research in India, the contributions and emerging themes, supplementing the need to study food tourism in India. This study contributed methodologically to the literature by adopting a multimethod review combining descriptive, narrative and bibliometric analysis. Finally, by proposing ideas and constructs for future research, this study provides directions for future food tourism research from an emerging market’s perspective.

Findings will assist managers and stakeholders in comprehending the factors influencing tourists, destination marketing and branding, aiding in effective planning and executing food tourism strategies to promote destinations. The identified themes and keywords can help academicians and researchers dwell upon the emerging research themes in food tourism.

To the best of the author’s knowledge, this is the first study analyzing food tourism research in India adopting a multimethod analysis. The study provides an in-depth analysis applying descriptive, narrative and bibliometric analysis, highlighting the critical trends and research themes. A framework for future studies was also proposed.

该研究旨在通过回顾有关美食旅游的现有文献, 提供来自新兴市场的观点, 从而强化现有的知识。本研究采用多方法分析, 深入了解印度美食旅游的发展、贡献、重要发现和新兴研究主题。

该研究采用了多种方法分析, 使用 VOSviewer 进行描述性、叙述性和文献计量分析, 以分析从 Scopus 和谷歌学术搜索中入围的关于印度美食旅游的研究论文。

未来的研究应侧重于衡量该国不同地区美食旅游的潜力, 应用尚未使用的理论框架。 “烹饪多样性和传统”、“可持续和负责任的美食旅游”、“消费者行为和美食旅游体验”、“农村发展和经济影响”、“技术和数字化”、“利益相关者协作”、“食品安全和卫生”, “政策与法规”是确定的未来研究主题。这些发现对全球新兴经济体具有重要意义。

本研究总结了印度美食旅游研究的进展、贡献和新兴主题, 补充了研究印度美食旅游的必要性。本研究采用结合描述性、叙述性和文献计量分析的多方法回顾, 在方法论上为文献做出了贡献。最后, 通过提出未来研究的思路和结构, 本研究从新兴市场的角度为未来的美食旅游研究提供了方向。

调查结果将帮助管理者和利益相关者理解影响游客、目的地营销和品牌的因素, 帮助有效规划和执行食品旅游战略以促进目的地。 确定的主题和关键词可以帮助院士和研究人员深入研究食品旅游中新兴的研究主题。

El estudio tiene como objetivo mejorar el conocimiento al ofrecer perspectivas de un mercado emergente mediante la revisión de la literatura existente sobre turismo gastronómico. Este estudio aplica un análisis de múltiples métodos, que proporciona información sobre el avance del turismo gastronómico en la India, las contribuciones, los hallazgos críticos y los temas de investigación emergentes.

El estudio adoptó un análisis multimétodo mediante un análisis descriptivo, narrativo y bibliométrico utilizando VOSviewer para analizar los artículos de investigación publicados sobre el turismo gastronómico en la India preseleccionados de Scopus y Google Scholar.

La investigación futura debería centrarse en calibrar el potencial del turismo gastronómico en las distintas regiones del país, aplicando marcos teóricos que no se han utilizado. “Diversidad culinaria y patrimonio”, “Turismo gastronómico sostenible y responsable”, “Comportamiento del consumidor y experiencias de turismo gastronómico”, “Desarrollo rural e impacto económico”, “Tecnología y digitalización”, “Colaboración de las partes interesadas”, “Seguridad e higiene alimentaria”, “Política y regulación” fueron los temas de investigación futura identificados. Estos hallazgos son significativos para las economías emergentes de todo el mundo.

Este estudio resumió el progreso de la investigación sobre turismo alimentario en la India, las contribuciones y los temas emergentes, complementando la necesidad de estudiar el turismo alimentario en la India. Este estudio contribuyó metodológicamente a la bibliografía al adoptar una revisión multimétodo que combina el análisis descriptivo, narrativo y bibliométrico. Por último, al proponer ideas y constructos para futuras investigaciones, este estudio proporciona orientaciones para futuras investigaciones sobre el turismo gastronómico desde la perspectiva de un mercado emergente.

Los resultados ayudarán a los gestores y a las partes interesadas a comprender los factores que influyen en los turistas, el marketing de los destinos y la creación de marcas, contribuyendo a una planificación y ejecución eficaces de las estrategias de turismo gastronómico para promocionar los destinos. Los temas y palabras clave identificados pueden ayudar a los académicos e investigadores a profundizar en los temas de investigación emergentes en el turismo gastronómico.

Se trata del primer estudio que analiza la investigación sobre turismo gastronómico en la India adoptando un análisis multimétodo. El estudio proporciona un análisis en profundidad aplicando un análisis descriptivo, narrativo y bibliométrico, destacando las tendencias críticas y los temas de investigación. También se propone un marco para futuros estudios.

This paper deals with numerical studies into combined conduction, convection and radiation from a heated vertical electronic board are provided here.

Here three inbuilt heaters with decrease in their heights were placed in the vertical electronic board. With respect to the non-heat portions, two configurations were studied. The first considers the non-heat portions to be adiabatic, while in the second, they are non-adiabatic. The heat that is produced in three heaters is conducted along the board and is dissipated either from the heater portions alone or from the whole board by convection and radiation. Air is considered as working medium, while the equations of heat transfer and flow of fluid are handled without boundary layer approximations. These equations were further solved using finite volume method with Gauss–Seidel iteration method.

Results of various comparative studies were discussed to bring out the relevance of thermal conductivity, modified Richardson number and surface emissivity on different heat transfer and flow results concerning this problem.

The optimum values of surface emissivity, thermal conductivity and modified Richardson number have also been notionally explored.

The purpose of this paper is to model the boundary layer flow and heat transfer of dusty fluid with suspended nanoparticles over a stretching surface. The effect of multiple slip and nonlinear thermal radiation is taken into the account. Adequate similarity transformations are used to obtain a set of nonlinear ordinary differential equations to govern formulated problem. The resultant non-dimensionalized boundary value problem is solved numerically using the RKF-45 method. The profiles for velocity and temperature, which are controlled by thermophysical parameters, are presented graphically. Based on these plots, the conclusion is given and the obtained numerical results are tabulated. Observed interesting fact is that the SiO₂-water nanoparticles show a thicker thermal boundary layer than TiO₂-water nanoparticles.

The governing partial differential equations are approximated to a system of nonlinear ordinary differential equations by using suitable similarity transformations. An effective fourth–fifth-order Runge–Kutta–Fehlberg integration scheme numerically solves these equations along with a shooting technique. The effects of various pertinent parameters on the flow and heat transfer are examined.

Present results have an excellent agreement with previous published results in the limiting cases. The values of skin friction and wall temperature for different governing parameters are also tabulated. It is demonstrated that the SiO₂-water nanoparticles show a thicker thermal boundary layer than TiO₂-water nanoparticles. It is interesting to note that the dusty nanofluids are found to have higher thermal conductivity.

This paper is a new work related to comparative study of TiO₂ and SiO₂ nanoparticles in heat transfer of dusty fluid flow.

The adoption of residential rooftop solar panel systems (SPS) in India is at a nascent stage. Therefore, this study aimed to examine the factors affecting consumers’ intention to purchase SPS by expanding the theory of planned behavior (TPB) with three environmental psychology factors. The study was targeted at potential users’ intention to purchase SPS, thus it further explored the moderating role of perceived government subsidy policy (PGSP) in determining consumers’ purchase intention of SPS.

Using G*power software, the minimum sample size of 189 was calculated; accordingly, 292 valid responses were gathered from potential users of SPS from three Indian states, namely Rajasthan, Punjab and Haryana, via an online questionnaire survey with the help of purposive sampling method. Structural equation modeling technique of partial least squares was employed to analyze the data.

Results demonstrated that attitude, subjective norms, perceived behavioral control, perceived consumer effectiveness (PCE) and PGSP significantly influence purchase intention of SPS. Green trust and green self-identity did not influence the purchase intention of SPS. Further, PGSP strengthens the effect of attitude, green trust, PCE on purchase intention of SPS while it weakens the effect of subjective norms on purchase intention of SPS.

This study contributes to the existing literature by integrating green trust, green self-identity, PCE and PGSP into the TPB model to better understand factors affecting consumers’ purchase intention towards SPS in India.

This paper aims to explore the consequence of chemical reaction on three-dimensional flow, heat and mass transfer of a Casson nano liquid over exponentially stretching surface. A numerical technique of RKF-45 method is applied to resolve the nonlinear ordinary differential equations, which are obtained by applying the similarity transformation to the nonlinear partial differential system.

Role of significant parameters on flow fields are observed graphically. Also, the strength of heat exchange (Nusselt number) and the strength of mass exchange (Sherwood number) are analyzed.

The results of numerical modeling showed that, the Prandtl number plays a key role in reducing the temperature of the system. Further, the radiation parameters manufacture a lot of heat to operating fluid and higher temperature exponent parameter and enhance the temperature of the fluid.

The results of numerical modeling showed that, the Prandtl number plays a key role in reducing the temperature of the system. Further, the radiation parameters manufacture a lot of heat to operating fluid and higher temperature exponent parameter and enhance the temperature of the fluid.

The purpose of this study is to stabilize the rotating speed of the permanent magnet direct current (PMDC) motor driven by a DC-DC boost converter under mismatched disturbances (i.e.) under varying load circumstances like constant, frictional, fan type, propeller and undefined torques.

This manuscript proposes a higher order sliding mode control to elevate the dynamic behavior of the speed controller and the robustness of the PMDC motor. A second order classical sliding surface and proportional-integral-derivative sliding surface (PIDSS) are designed and compared.

For the boost converter with PMDC motor, both simulation and experimentation are exploited. The prototype is built for an 18 W PMDC motor with field programmable gate arrays. The suggested sliding mode with second order improves the robustness of the arrangement under disturbances with a wide range of control. Both the simulation and experimental setup shows satisfactory results.

According to software-generated mathematical design and experimental findings, PIDSS exhibits excellent performance with respect to settling speed, steady-state error and peak overshoot.