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Archives Volume-12, Issue-1 (Jan-June)

TABLE OF CONTENTS

Paper Title:
STUDY OF INCOME EARNED FROM SHORT TERM CAPITAL GAINS IN INDIA
Author Name:
Prasad Bhandari, Paresh Bora
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15469581
Page No.:
1-6
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STUDY OF INCOME EARNED FROM SHORT TERM CAPITAL GAINS IN INDIA
Author: Prasad Bhandari, Paresh Bora

Short Term Capital Gains Income is the income from the transfer of short-term capital
assets as computed in the return of income under the head Capital Gains. The Sum of
Short Term Capital Gains Income is the sum of Short Term Capital Gains Income of all
returns within the value range slab. The Average Short Term Capital Gains Income is the
average Short Term Capital Gains Income within the value range slab i.e. sum of short
term capital gains income divided by total number of returns within the value range slab.
Research tried to examine the income earned by the taxpayers from short term capital
gains in India. Study covered income earned from short term capital gains by the
taxpayers particularly during the assessment year 2018-19.
Keywords: Short Term Capital Gains, Income, Taxpayers, Income Tax.

Paper Title:
RECENT DEVELOPMENTS AND REFORMS IN BANKING SECTOR
Author Name:
Krishna Kumar
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15469650
Page No.:
7-14
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RECENT DEVELOPMENTS AND REFORMS IN BANKING SECTOR
Author: Krishna Kumar

The banking sector of India is vast; it handles all our financial transactions along with
different kinds of financial services. It consists of several banks, financial institutions, small
banks, foreign banks etc. An intensive change in banking sectors is seen by us, which is so
beneficial for people of India. Banking sectors started adopting various changes like UPI
based ATMs, Mobile banking facilities, Telephone banking facilities, Digital payments,
WhatsApp banking services, Digital modes of payment, pilot project in central bank digital
currency , Robotic process automation and many other things . As compare to past few years
we can see vast changes or development in Indian banking sector, like increasing in number
of ATMs, increasing the number of digital payment, increasing the number of bank accounts
etc, even the village people or rural people are more aware about digitalization.
KEYWORDS: UPI, ATM, Mobile Banking, Digital payment, Net Banking, QR Code,
WhatsApp banking

Paper Title:
BEHAVIORAL AND INSTITUTIONAL BARRIERS TO NET ZERO ADOPTION IN BANKING: A SYSTEMATIC REVIEW
Author Name:
Rajasekharan K., Arshdeep Singh, Tripti Sharma
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15469669
Page No.:
15-24
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BEHAVIORAL AND INSTITUTIONAL BARRIERS TO NET ZERO ADOPTION IN BANKING: A SYSTEMATIC REVIEW
Author: Rajasekharan K., Arshdeep Singh, Tripti Sharma

The global financial sector plays a crucial role in driving the transition to a net-zero economy.
However, banks and financial institutions face significant behavioral and institutional barriers
that hinder the effective adoption of net-zero commitments. This systematic review aims to
identify and analyze these barriers through a structured examination of academic literature,
policy reports, and case studies. The review categorizes barriers into cognitive biases,
organizational inertia, regulatory challenges, and stakeholder pressures. The findings
highlight the need for targeted interventions to overcome these barriers, thereby accelerating
the banking sector's transition toward sustainable finance.
Keywords: [Net Zero Banking, Institutional Barriers, Behavioral Barriers, Sustainable
Finance, Climate Change, Financial Institutions]

Paper Title:
THE ROLE OF FINTECH IN THE GROWTH OF BUY NOW, PAY LATER (BNPL) SERVICES: OPPORTUNITIES AND CHALLENGES
Author Name:
Anita, Sanjeet Kumar, Tripti Sharma
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15469690
Page No.:
25-32
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THE ROLE OF FINTECH IN THE GROWTH OF BUY NOW, PAY LATER (BNPL) SERVICES: OPPORTUNITIES AND CHALLENGES
Author: Anita, Sanjeet Kumar, Tripti Sharma

The rise of Buy Now, Pay Later (BNPL) services has transformed consumer finance by
offering short-term, interest-free installment payment options. This study explores the role of
fintech in the growth of BNPL services, highlighting the opportunities and challenges
associated with this financial model. The BNPL market has witnessed rapid expansion
globally, with fintech companies driving innovation and increasing accessibility to credit.
While BNPL enhances affordability for consumers and boosts sales for merchants, it also
raises concerns about overspending, regulatory scrutiny, and financial sustainability. This
paper examines BNPL adoption trends, market growth in India, key industry players, and the
implications for financial inclusion. Additionally, it evaluates potential risks, such as debt
accumulation and regulatory challenges, while proposing strategies to balance consumer
protection with innovation in financial technology.
Keywords: [Buy Now Pay Later (BNPL), FinTech, Consumer Finance, Short-Term Credit,
Financial Inclusion, Regulatory Challenges, Digital Lending, Market Growth]

Paper Title:
ROLE OF 3RD PARTY PRODUCTS IN INDIAN BANKING
Author Name:
Sourabh Khurana
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15469713
Page No.:
33-37
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ROLE OF 3RD PARTY PRODUCTS IN INDIAN BANKING
Author: Sourabh Khurana

Indian Banking has undergone a significant revolution over the past few decades, where the
major focus of bankers has shifted to third-party products, which include insurance and
mutual funds, to name a few (Sahu, 2019). Historically, banks have focused on their core
products, i.e., Savings A/C, Current A/C, FD, RD, etc., but recently they have shifted to
third-party products (Nair & Radhakrishnan, 2020). Banks tie up with insurance and mutual
fund companies to sell their products on a commission basis (KPMG, 2017). This paper aims
to explore different types of third-party products, their benefits, challenges, and the road
ahead (Patel & Sharma, 2021).
Keywords: Indian banking, third-party products, bancassurance, mutual funds, financial
services, revenue diversification, regulatory compliance, digital platforms, customer
retention, insurance products.

Paper Title:
EVALUATING GREEN INVESTMENT AWARENESS AMONG SALARIED WOMEN: A CASE STUDY OF LUDHIANA
Author Name:
Ravneet Kaur
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15495968
Page No.:
38-46
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EVALUATING GREEN INVESTMENT AWARENESS AMONG SALARIED WOMEN: A CASE STUDY OF LUDHIANA
Author: Ravneet Kaur

This study investigates the awareness, preferences, and investment behavior related to green
investments among salaried female individuals in Ludhiana, India. With the global emphasis
on environmental sustainability and the increasing relevance of green finance, understanding
the factors that influence green investment decisions is essential. Utilising a quantitative
research design, primary data were collected through structured questionnaires, supplemented
by secondary data from credible sources. The study examines the impact of demographic
variables such as age, education, income, and occupation on awareness and willingness to
invest in green financial instruments. Results indicate a generally favourable disposition
toward green investments; however, significant barriers persist, including limited
information, perceived risks, and lack of accessible investment avenues. The findings
highlight the need for targeted financial literacy initiatives, supportive policy frameworks,
and increased institutional engagement to promote sustainable investment practices. This
research contributes to the literature by offering empirical evidence on the gender-specific
dimensions of green investment in the context of a developing economy.
Keywords: green investment, sustainable finance, financial literacy, gender, India,
environmental sustainability.

Paper Title:
COMPARATIVE ANALYSIS OF PROFITABILITY RATIOS AMONG INDIA'S TOP PHARMACEUTICAL COMPANIES
Author Name:
Charu Watts, Gursimran Singh, Sandeep Kohli
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15607205
Page No.:
47-52
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COMPARATIVE ANALYSIS OF PROFITABILITY RATIOS AMONG INDIA'S TOP PHARMACEUTICAL COMPANIES
Author: Charu Watts, Gursimran Singh, Sandeep Kohli

This document studies the success levels of Indian pharmaceutical companies in the years
2019 to 2024 through the analysis of key profitability ratios such as the Operating Profit
Ratio (OPR) ratio, Gross Profit Margin, (GPM), Operating Profit Margin (OPM) and Net
Profit Ratio (NPM). The research finds considerable differences, in the level of profitability
across the companies, which is a function of the market, the regulation, and management.
Results indicate Sun Pharmaceutical and Divi's Laboratories were ranked approved due to
successful strategies for reducing cost and innovation.

Paper Title:
EVALUATING WORK-LIFE BALANCE INITIATIVES: A CASE STUDY OF AXIS BANK
Author Name:
Lovely Prajapati, Lal Chand Punjabi
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15680538
Page No.:
53-61
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EVALUATING WORK-LIFE BALANCE INITIATIVES: A CASE STUDY OF AXIS BANK
Author: Lovely Prajapati, Lal Chand Punjabi

Work-life balance (WLB) is a critical factor influencing employee productivity, job satisfaction, and overall organizational efficiency. In the banking sector, where employees often face high workloads, tight deadlines, and demanding customer interactions, achieving a balanced work-life dynamic is particularly challenging. This study aims to analyze work-life balance practices in Axis Bank, evaluating their effectiveness, challenges, and impact on employee well-being and organizational performance. The research adopts a analytical approach, utilizing surveys and interviews with Axis Bank employees across various branches. Key aspects examined include flexible work arrangements, remote work opportunities, leave policies, workload distribution, stress management initiatives, and the role of leadership in fostering a supportive work environment. The study also explores gender-specific challenges and the impact of technological advancements on work-life integration. The findings reveal that while Axis Bank has implemented several initiatives to enhance work-life balance, challenges such as long working hours, high job pressure, and limited flexibility remain prevalent. Employees who experience a better work-life balance report higher job satisfaction, reduced stress, and increased productivity. However, gaps in policy implementation and cultural barriers often hinder the full effectiveness of these initiatives. The study concludes by offering recommendations to improve work-life balance in Axis Bank, such as introducing more flexible work options, enhancing mental health support, improving workload management strategies, and fostering a culture that prioritizes employee well-being. By strengthening these initiatives, Axis Bank can not only enhance employee satisfaction and retention but also improve overall organizational performance.
Keywords: Work-life balance, Axis Bank, employee well-being, workplace flexibility, banking sector, organizational productivity.

Paper Title:
INTEGRATING DIGITAL INNOVATION AND SUSTAINABLE PRACTICES IN SMES: A DECADE OF INSIGHTS AND EMERGING DIRECTIONS
Author Name:
Mona, Naveen Kumar
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15704531
Page No.:
62-77
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INTEGRATING DIGITAL INNOVATION AND SUSTAINABLE PRACTICES IN SMES: A DECADE OF INSIGHTS AND EMERGING DIRECTIONS
Author: Mona, Naveen Kumar

This study aims to examine the bibliometric characteristics of previous literature concerning digital innovation and sustainability in small and medium enterprises (SMEs), which further aims to identify the most influential and productive contributors in terms of documents, authors, countries, sources, affiliations, etc. The bibliographic data of 332 documents is extracted from the Scopus database by applying a systematic search strategy with defined inclusion and exclusion criteria. R software and VOS viewer software were used to analyze and visualize the bibliographic data to gain insights into the leading authors, key sources, relevant affiliations, research clusters, and influential publications in this particular field.
For clustering, co-occurrence of keyword analysis was used, which further depicts three clusters and themes around which the research related to digital innovation and sustainability in small and medium enterprises. The findings of the study showed a growing trend of publication reflecting the evolving landscape of research in this particular domain. This study represents a novel attempt in the research landscape, as it bridges the gap between two critical areas- digital innovation and sustainability within the context of small and medium enterprises (SMEs). The study's findings could act as a spark for policymakers, industry leaders, and academics to gain a deeper understanding of the current landscape and emerging trends within this domain.
Keywords – Digital Innovation, Sustainability, Small and Medium Enterprises (SMEs), Bibliometric analysis

Paper Title:
RATIONAL INVESTORS TO BOUNDED RATIONALITY: A BEHAVIOURAL FINANCE PERSPECTIVE ON TRADITIONAL FINANCIAL MODELS.
Author Name:
Yashkant Teotia, Suksham Rani Aneja
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15728066
Page No.:
78-88
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RATIONAL INVESTORS TO BOUNDED RATIONALITY: A BEHAVIOURAL FINANCE PERSPECTIVE ON TRADITIONAL FINANCIAL MODELS.
Author: Yashkant Teotia, Suksham Rani Aneja

The field of behavioural finance is currently being developed into a robust framework within the finance industry. It integrates elements of traditional finance while supplanting others, and establishes connections between theory, empirical findings, and real-world application. Behavioural finance replaces rational people in standard finance with normal people. It replaces mean variance portfolio theory with behavioural portfolio theory and the CAPM and other models where expected returns are determined only by risk with the behavioural asset pricing model. The development of contemporary behavioural finance theories from the conventional framework is examined in this paper & it represents the contribution of behavioural finance to closing the gaps between conventional finance theories and real-world market dynamics. This entails replacing conventional theories of finance with more grounded behavioral theories, such as prospect theory (Kahneman & Tversky, 1979). The goal of this behavioral finance review will directly benefit anyone working in corporate finance, investment management, or personal financial planning. The various subtopics of behavioral finance will also be analysed, which include loss aversion, corporate finance, and momentum/contrarian investing. Section I of the present study introduces the Rationality, Bounded Rationality and emphasises on the importance of Behavioral finance. Section II focuses on the literature evaluation to comprehend the ideas of earlier scholars on the subject. Section III explains the Traditional finance theories, Assumptions & their evolution & contribution. Section IV deals with Behavioural finance theories, their evolution & brief introduction to different type‘s Behavioral biases particularly Heuristic driven biases & how it can impact on the decision making. Section V deals with key findings & conclusions of the study.
Keywords: Behavioural Finance, Traditional Finance Theories, Decision Making.

Paper Title:
MEASURING THE LEVEL OF AWARENESS OF INDIVIDUAL ASSESSES TOWARDS THE VARIOUS TAX SAVING INSTRUMENTS AVAILABLE UNDER THE INCOME TAX ACT
Author Name:
Ankush Jain, Sandeep Kumar
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15761025
Page No.:
89-96
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MEASURING THE LEVEL OF AWARENESS OF INDIVIDUAL ASSESSES TOWARDS THE VARIOUS TAX SAVING INSTRUMENTS AVAILABLE UNDER THE INCOME TAX ACT
Author: Ankush Jain, Sandeep Kumar

This study investigates the level of awareness among individual taxpayers regarding various tax-saving instruments available under the Indian Income Tax Act, 1961. With tax planning becoming increasingly important in personal financial management, understanding taxpayers’ knowledge can inform policymakers and financial educators. A structured questionnaire was administered to a sample of 400 individual assessees across urban and rural areas of Gujarat, covering demographics, awareness of provisions such as Section 80C (PPF, ELSS, NSC, LIC), Section 80D (health insurance), Section 80E (education loan), Section 80G (donations), and Section 80EEA (housing loan interest). Statistical analysis—including descriptive statistics, awareness index scoring, and inferential tests—reveals substantial variation in awareness levels. While 85% of respondents are familiar with mainstream instruments like PPF and LIC premiums, awareness significantly drops below 50% for categories such as ELSS equity funds, Section 80EEA benefits, and charitable donation deductions. Demographic factors such as age, education level, and income significantly influence awareness scores (p < 0.05). Urban respondents consistently outperform rural respondents, indicating persistent geographic inequality in financial literacy. Regression analysis shows education level (β = 0.37, p < .01) and financial advisory access (β = 0.29, p < .05) as strong predictors of awareness. The study concludes by recommending targeted awareness campaigns, simplifying messaging by financial institutions, and incorporating tax-planning modules into financial education curricula. These measures aim to enhance equitable and strategic tax utilization, thereby improving financial wellbeing and voluntary compliance.
Keywords: Tax-saving instruments, financial awareness, Income Tax Act, individual taxpayers, financial literacy.

Paper Title:
EVALUATION OF GOVERNMENT SCHEMES FOR UPLIFTMENT OF GIRL’S CHILD EDUCATION: AN EMPIRICAL STUDY
Author Name:
Suganthi Priya, Meena Kumari
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15803869
Page No.:
97-105
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EVALUATION OF GOVERNMENT SCHEMES FOR UPLIFTMENT OF GIRL’S CHILD EDUCATION: AN EMPIRICAL STUDY
Author: Suganthi Priya, Meena Kumari

This study assessed the effectiveness of government initiatives designed to promote girls’ child education in India. Employing a mixed-methods approach, this study analyses data from various sources, including government reports, surveys, and interviews with stakeholders. This study evaluates the implementation, reach, and impact of key initiatives, such as the Beti Bachao Beti Padhao campaign, Sukanya Samriddhi Yojana, and the Mid-Day Meal Scheme. The findings reveal both successes and challenges within these programs, highlighting improvements in enrolment rates and literacy levels among girls, while also identifying persistent barriers such as socioeconomic factors and cultural norms. This research provides evidence-based recommendations for policymakers to enhance the efficacy of existing schemes and develop new strategies to further advance girls’ child education in India.
Keywords: Girl's Child Education, Sukanya Samriddhi Yojana, Upliftment, Challenges.

Paper Title:
A STUDY ON AMALGAMATION OF REGIONAL RURAL BANKS IN INDIAN BANKING SECTOR
Author Name:
Sumiran Kumar Rajak
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15803938
Page No.:
106-113
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A STUDY ON AMALGAMATION OF REGIONAL RURAL BANKS IN INDIAN BANKING SECTOR
Author: Sumiran Kumar Rajak

Regional Rural Banks (RRBs) are in existence for more than five decades in Indian economy. A large number of RRBs were established to ensure balanced distribution of financial products in rural regions of the country. However, it adversely affected the viability of RRBs. In compliance with recommendation of Vyas Committee (2004), Government of India reduced the number of RRBs in a phased manner from196 to 43 as on 31st March 2025. The fourth phase of amalgamation will become operational from 1st May 2025 in which 26 RRBs are proposed to be amalgamated in order to achieve the goal of “One Nation One RRB”. There is need to review the amalgamation of RRBs since states with large geographical area and dominant rural population may be adversely affected.
Keywords: Regional Rural Bank, Amalgamation, Economy, Gramin, Committee

Paper Title:
VIRTUAL REALITY MARKETING STRATEGIES IN AUTOMOTIVE INDUSTRY; LITERATURE REVIEW AND RESEARCH AGENDA
Author Name:
M. Mekala, K. Arun Ganessh
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15812634
Page No.:
114-122
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VIRTUAL REALITY MARKETING STRATEGIES IN AUTOMOTIVE INDUSTRY; LITERATURE REVIEW AND RESEARCH AGENDA
Author: M. Mekala, K. Arun Ganessh

The integration of Virtual Reality (VR) technology in the automotive industry has transformed marketing strategies by offering immersive and interactive customer experiences. VR enables potential buyers to explore vehicle features, test-drive simulations, and customize models in a virtual environment, significantly influencing purchase decisions. The literature review synthesizes existing research on VR marketing applications in the automotive sector, highlighting key trends, technological advancements, consumer behavior insights, and strategic marketing implications. The review also identifies gaps in current research, particularly in areas such as long-term customer engagement, return on investment (ROI), and cross-cultural effectiveness of VR campaigns. Based on the literature, a future research agenda is proposed, emphasizing interdisciplinary approaches, performance measurement frameworks, and integration of VR with other emerging technologies like AR, AI, and IoT. The article serves as a foundation for scholars and practitioners seeking to understand and optimize VR-driven marketing strategies in the evolving automotive landscape.
Keywords: Virtual Reality (VR), Automotive Marketing, Immersive Technology, Consumer Behavior, Digital Marketing Strategies, Customer Experience, Vehicle Simulation, Technological Innovation, Research Agenda and Literature Review

Paper Title:
STRATEGIES FOR FINANCIAL SUSTAINABILITY: COMPARING FUNDRAISING MODELS IN INDIAN AND U.S. NONPROFITS
Author Name:
Madhav Dutt
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15826277
Page No.:
123-138
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STRATEGIES FOR FINANCIAL SUSTAINABILITY: COMPARING FUNDRAISING MODELS IN INDIAN AND U.S. NONPROFITS
Author: Madhav Dutt

This study provides a comparative analysis of fundraising models employed by nonprofit organizations (NPOs) in India and the United States, with the goal of identifying strategies that contribute to long-term financial sustainability. While both countries exhibit a growing reliance on nonprofits to address societal challenges, they differ significantly in their institutional infrastructure, digital readiness, and donor behavior. Using a qualitative comparative case study approach, the research analyzed secondary data from six leading nonprofits—three from India (Goonj, Akshaya Patra Foundation, Pratham) and three from the U.S. (American Red Cross, charity: water, Feeding America)—for the fiscal year 2023–2024. The study examined six key parameters: revenue source diversity, fundraising mode (digital vs. offline), cost-efficiency, technology integration, donor segmentation, and transparency in reporting.
Key findings reveal that U.S. nonprofits lead in digital fundraising, CRM implementation, and grassroots donor mobilization, while Indian nonprofits rely more heavily on CSR funding and demonstrate stronger cost-efficiency. Despite their strengths, Indian nonprofits face challenges in donor diversification and digital capacity. U.S. organizations, although technologically advanced, may benefit from India’s cost-effective and CSR-anchored strategies. The study fills a crucial literature gap by offering side-by-side insights and identifying adaptable best practices across regions. It concludes with recommendations for nonprofit leaders and policymakers to enhance cross-cultural learning and optimize funding strategies for resilient nonprofit operations.
Keywords: Nonprofit fundraising, finan

Paper Title:
“STUDY OF INCOME EARNED FROM SHORT TERM CAPITAL GAINS IN INDIA”
Author Name:
Prasad Bhandari, Paresh Bora
Country:
India
DOI:
https://doi.org/10.5281/zenodo.15878095
Page No.:
139-145
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“STUDY OF INCOME EARNED FROM SHORT TERM CAPITAL GAINS IN INDIA”
Author: Prasad Bhandari, Paresh Bora

Short Term Capital Gains Income is the income from the transfer of short-term capital assets as computed in the return of income under the head Capital Gains. The Sum of Short Term Capital Gains Income is the sum of Short Term Capital Gains Income of all returns within the value range slab. The Average Short Term Capital Gains Income is the average Short Term Capital Gains Income within the value range slab i.e. sum of short term capital gains income divided by total number of returns within the value range slab. Research tried to examine the income earned by the taxpayers from short term capital gains in India. Study covered income earned from short term capital gains by the taxpayers particularly during the assessment year 2018-19.
Keywords: Short Term Capital Gains, Income, Taxpayers, Income Tax.

Paper Title:
AMBIDEXTROUS INNOVATION IN IT FIRMS: AN EMPIRICAL ANALYSIS OF THE IMPACT OF CAPEX ON BALANCING EXPLORATION AND EXPLOITATION USING DATA ENVELOPMENT ANALYSIS (DEA)
Author Name:
Namrata Chugh
Country:
India
DOI:
https://doi.org/10.5281/zenodo.16015615
Page No.:
146-153
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AMBIDEXTROUS INNOVATION IN IT FIRMS: AN EMPIRICAL ANALYSIS OF THE IMPACT OF CAPEX ON BALANCING EXPLORATION AND EXPLOITATION USING DATA ENVELOPMENT ANALYSIS (DEA)
Author: Namrata Chugh

The ability of firms to balance exploration (innovation and experimentation) with exploitation (efficiency and productivity) has become crucial for sustaining competitive advantage in dynamic markets. This study explores the concept of ambidextrous innovation and examines the impact of organizational structure, specifically capital expenditure (CAPEX), on the simultaneous pursuit of exploration and exploitation activities within IT firms. Using a sample size of 22 IT companies, secondary data were collected from the ProwessIQ database to empirically analyse the relationship between CAPEX and firm performance, measured through Return on Assets (ROA) and Return on Investment (ROI). Data Envelopment Analysis (DEA) was employed as the primary technique for this analysis, with DEAP software facilitating the evaluation of the firms’ operational efficiency. This comprehensive analysis provides valuable insights into the ambidextrous capabilities of firms, shedding light on how investment in capital can influence both innovative initiatives and efficiency-driven outcomes. Through this study, the structural alignment of IT firms is assessed, offering a deeper understanding of how these companies balance their innovative efforts with performance-driven results.
Keywords – Ambidexterity, Innovation, Exploration, Exploitation, IT Firms

Paper Title:
THE DIMENSIONS OF SERVICE QUALITY: A COMPARATIVE STUDY IN BANKING SECTOR
Author Name:
Meher Sekhon, Savita Nanda
Country:
India
DOI:
https://doi.org/10.5281/zenodo.16436874
Page No.:
154-162
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THE DIMENSIONS OF SERVICE QUALITY: A COMPARATIVE STUDY IN BANKING SECTOR
Author: Meher Sekhon, Savita Nanda

The real value of performance measurement comes from the action that it follows. A bank can have the best measurement system in the world, but until and unless appropriate and timely action is taken based on information provided, the impact of performance cannot be determined. The information provided by the performance measurement system allows the banks to underpin the strategies and practices. The transparency in the system helps the banks to frame and revise the strategies and programs as per the requirements. Measures of central tendency such as mean, standard deviation etc. were calculated to study the nature and distribution of items in the dimension of customer perspectives. Independent t-test was used to compare the mean perception of respondents for measuring employees‟ performance. Appropriate performance measures are integral part of the banking sector and of course essential for the employees too. Therefore, it is essential to understand the value of customers‟ perspective in service sector.
Keywords: Employees‟ performance, Empathy, Reliability, Tangibles, Responsiveness, Criteria, Service quality, SERVQUAL Model.

Paper Title:
GLOBAL FINANCIAL CRISIS & INDIA -PROBLEMS AND RECOMMENDATIONS
Author Name:
Sachin A. Palande
Country:
India
DOI:
https://doi.org/10.5281/zenodo.16719584
Page No.:
163-172
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GLOBAL FINANCIAL CRISIS & INDIA -PROBLEMS AND RECOMMENDATIONS
Author: Sachin A. Palande

ABSTRACT
India an emerging market economy thought it be different this time and they be able to
escape the scar, also got affected though to a lesser extent . But the lesson to be learnt is we
are living in a global villages, and our sustainable growth as well as our challenges is linked,
though to a larger or smaller extent depending upon internal as well as external macros. This
is mainly due to the inter linkages between various economies that any such crisis takes
global shape and can only be redressed by managing together . Collective efforts of larger
number of regulators and governments worldwide are needed for the rescue during the times
of crisis. This leads us to the conclusion that globalization and hence the financial market
liberalization has converted the job of regulators to proactively manage macroeconomic
policies rather than to controlling or regulating markets. The role of regulator is to keep a
close watch on internal as well as external macro-economic developments and manage
proactively its foreign trade policies, foreign exchange reserves and fluctuations in currency
values , fiscal policies , monetary policies etc. to take the economy on the desired level of
economic growth which is sustainable in long run and manage the short term hiccups arising
in the way of doing so.
Keywords: Global Financial Crisis, economies, macroeconomic policies.

Paper Title:
THE SHIFT FROM CELEBRITY ENDORSEMENTS TO MICRO-INFLUENCERS- A TURNING POINT IN CONSUMER TRUST
Author Name:
Poonam Shrivastava & Sushama S Patil
Country:
India
DOI:
https://doi.org/10.5281/zenodo.16719761
Page No.:
173-179
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THE SHIFT FROM CELEBRITY ENDORSEMENTS TO MICRO-INFLUENCERS- A TURNING POINT IN CONSUMER TRUST
Author: Poonam Shrivastava & Sushama S Patil

ABSTRACT
This study examines whether there is a significant difference in consumer trust and purchase
intention between micro-influencers and celebrity endorsers. While traditional marketing has
long trusted on celebrity endorsements to enhance brand credibility, the rise of microinfluencers has introduced a new dynamic in consumer behavior. Using both primary and
secondary data, this research analyses consumer perceptions, engagement levels, and
purchasing decisions influenced by these two groups. The findings aim to analyze if microinfluencers truly offer a competitive advantage or if celebrity endorsements remain equally
effective. The results contribute to the growing address on influencer marketing and provide
insights for brands to optimize their promotional strategies.
Keywords- Micro-influencers, Celebrity Endorsements, Consumer Trust, Purchase Intention,
Influencer Marketing, Brand Engagement, Digital Marketing, Consumer Behavior.

Paper Title:
IMPACT OF DIGITAL BANKING ADOPTION ON THE PERFORMANCE OF PUBLIC AND PRIVATE SECTOR BANKS: A COMPARATIVE ANALYSIS
Author Name:
Preeti Jain, Gunmala Suri & Deepak Kapur
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17200645
Page No.:
180-188
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IMPACT OF DIGITAL BANKING ADOPTION ON THE PERFORMANCE OF PUBLIC AND PRIVATE SECTOR BANKS: A COMPARATIVE ANALYSIS
Author: Preeti Jain, Gunmala Suri & Deepak Kapur

ABSTRACT
This study investigates the impact of digital banking adoption on the performance of public
and private sector banks in India. Using secondary data from 2019 to 2024, the research
examines digital adoption indicators, such as the number of digital users, share of digital
transactions, and IT investments, alongside key performance metrics, including Return on
Assets (ROA), Return on Equity (ROE), cost-to-income ratio, and non-performing assets
(NPAs). Findings reveal that private sector banks outperform public sector banks in terms of
profitability, efficiency, and competitiveness due to higher digital adoption rates (Chaluvadi,
Raut, & Gardas, 2018; Kumar & Gulati, 2009). Public sector banks, although benefiting from
extensive customer reach, face operational constraints such as legacy systems and higher
NPAs, limiting efficiency gains (Karunakar, Vasuki, & Saravanan, 2008; Mukul et al., 2022).
The study provides policy and managerial recommendations to promote digital
transformation across the banking sector and bridge the performance gap between public and
private banks.
Keywords: ROA, ROE, non-performing assets, public sector banks, private sector banks

Paper Title:
EXPLORING DIMENSIONS OF CUSTOMER IN-ROLE AND EXTRA-ROLE BEHAVIOUR: A CONFIRMATORY FACTOR ANALYSIS APPROACH IN SELECTED BANKS OF PUNJAB
Author Name:
Surbhi Dhir, Mandeep Kaur & Nidhi Aggarwal
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17455350
Page No.:
189-204
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EXPLORING DIMENSIONS OF CUSTOMER IN-ROLE AND EXTRA-ROLE BEHAVIOUR: A CONFIRMATORY FACTOR ANALYSIS APPROACH IN SELECTED BANKS OF PUNJAB
Author: Surbhi Dhir, Mandeep Kaur & Nidhi Aggarwal

ABSTRACT
The present research explores the complex dynamics of customer involvement through an indepth analysis of activities that take place both within and beyond the defined role. Although
voluntary customer activity (extra-role) stands apart from normative expectations and
provides valuable information on client satisfaction and involvement, participation behaviors
(in-role) follow expected activities. The study attempts to fill the existing gap and indicate the
manner in which consumers interact within both their defined roles and extraneous activities
by comparing both aspects of interaction. The findings suggest that extra-role behaviors can
act as an important bridge between companies and customers, hence strengthening
relationships. Customers actively involved in extra-role behaviors indicate a greater sense of
commitment and concern for the development of the organization, hence generating value
and benefits for both. This research has the capacity to increase the understanding of
managers and act as a standard document for formulating strategies to promote positive
customer interactions. In general, the findings of this research indicate the importance of
recognizing and taking advantage of the entire spectrum of customer behaviors,
encompassing expected in-role activities and voluntary extra-role contributions. By doing so,
businesses can create more meaningful and mutually beneficial relationships with their
customers, ultimately driving long-term success and sustainability.
Key words: In-Role, Extra-Role, Customer, Participation, Voluntary

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