Editorial Desk
Welcome to the inaugural issue.
Faculty of Management Studies, JAIN (Deemed to Be University) welcomes the inaugural issue. A peer-reviewed management journal focusing on the frontiers of management and emerging markets. The journal, launched by Jain University Press, aims to foster discussions and develop theories on emerging markets, specifically focusing on India. It seeks to move beyond replicating and confirming Western theories by theorizing from the unique contexts of emerging markets. While Asian management practices like Kanban from Japan and Guanxi strategy from China are well-documented, there remains a wealth of opportunity to develop theories from the diverse business practices across Asia, from the Far East to the Middle East.
Indian corporates such as TATA, Reliance, and Birla groups adopt Western management concepts in some functional areas. However, their approach to human resources, financial management, and corporate social responsibility is deeply rooted in Indian philosophy and culture. This mindset also influences their finance and investment decisions, a perspective that also extends to SMEs. Notable studies have explored emerging market corporate phenomena such as Institutional Voids (Manikandan, 2015; Khanna & Palepu, 1997), marketing and branding (Basu et al., 2022), and applications of Indian Ayurvedic principles in personality studies (Fave et al., 2015).
Drawing from the vision and philosophical orientation of the Jain Group of Institutions, this journal strives to enhance understanding of Asian business practices and emerging market phenomena, with a specific focus on the Indian context. We warmly invite scholars to share their research and findings with us, aiming to distinguish this journal among the select few outlets in this field.
In the current dynamic business environment, advancements in technology, such as Generative AI platforms, are reshaping industries with a focus on automation and augmented decision-making. Additionally, the widespread adoption of AI technologies and the rise of virtual working environments post-COVID, facilitated by remote tools, have revolutionized business operations. To reflect these changes, the journal's inaugural issue emphasizes research articles that explore emerging areas in technology and their impact across various sectors as follows.
Sakthivel et al., in their review paper titled "Theoretical Lenses of Measuring the Impact of Social Media Stars on Influencing Consumer Purchase Intentions through a Proposed Research Model," find that with the pervasiveness of information technology and internet use, social media influencers have emerged as additional endorsers with a strong dynamic impact on people's decision-making. They extensively reviewed the roles of social media marketing and influencer marketing, proposing a model linked with various theoretical lenses that aim to elucidate the perceived characteristics of Social Media Influencers (SMIs) that may influence consumer Purchase Intention, namely: Brand Image, Self-Concept, Communication, Credibility, Attractiveness, Product Match-up, Information Quality, Trustworthiness, and Expertise.
Chaitra and Raja Sankaran, in their paper titled "A Study on Integrating Technology in Organic Farming: Revitalizing Modern Food Traditions for a Healthier Lifestyle through Organic and Traditional Approaches," explore the integration of technology into organic farming methods and its potential to contribute to a more contemporary and health-conscious society. The research seeks to understand how the evolution of food culture can be advanced by balancing traditional agricultural methods with technical improvements, thereby ensuring the production of wholesome and sustainable food.
Meera and Supriya Rai, in their paper titled "The Role of Artificial Intelligence in Enhancing Financial Literacy: Opportunities, Challenges, and Future Directions," explore the significant role of Artificial Intelligence (AI) in enhancing financial literacy. They examine both the opportunities and challenges, proposing future directions for leveraging AI to improve financial education and decision-making. This paper is a unique contribution linking AI with financial literacy.
Moovendhan, in his paper titled "Examining the Mediating Effect of Word of Mouth on the Linkages of Brand Awareness, Experiential Learning, and Purchase Intention - A Case Study of Patanjali," aimed at investigating the impact of Word of Mouth on Brand Awareness, trial, and purchase intention using a sample of 212 respondents in the context of Patanjali products. The results of the study assert the strong influence of Word of Mouth in inducing purchase, specifically in the linkages between Brand Awareness and Purchase Intention. The study also reveals that Indian consumers, especially when buying herbal products like Patanjali, rely heavily on Word of Mouth in their purchase decisions.
Shankar Prasad and Yub Bagadi's paper, "A Study on Implementation and Recent Trends in the Usage of Technology by FIFA in the Football Industry: A Brief History," investigates FIFA's use of technology, the challenges it has faced, and ethical considerations.
Finally, this issue includes a review of an article published by Veena Mani titled "Tech Gig Economy Grows, India to Have 23.5 Million Workers by 2030." The article, reviewed by Sana Saima, critiques the basic information provided about the Gig Economy and freelancers, highlighting the need for more comprehensive coverage. With the increasing demand for Gig Workers, there is a significant gap in terms of gig workers' protection policies and laws. Sana Saima further argues the necessity of addressing the negative aspects of the gig economy from both the perspectives of employers and gig workers, emphasizing the instability faced by gig workers in terms of job security and social benefits.
In closing this inaugural editorial, we extend our heartfelt gratitude to the Chancellor Dr. Chenraj Roychand, Vice Chancellor Prof. (Dr.) Raj Singh, Pro Vice Chancellor Dr. Dinesh Nilkant, and faculty members for their unwavering support in launching this journal. We also express our appreciation to our management team, associate editors, editorial board members, peer reviewers, and contributing authors whose collaborative efforts have made this inaugural issue possible. Special recognition is due to Dr. Supriya Rai, Dr. Chaya Bagrecha, and Ms. Rajani from the Editorial Desk for their swift turnaround in preparing this inaugural issue of the journal.
Reference
Palepu, K. G., & Khanna, T. (1998). Institutional voids and policy challenges in emerging markets. Brown J. World Aff., 5, 71.
Khanna, T., & Palepu, K. (1997). Why focused strategies may be wrong for emerging markets. Harvard business review, 75(4), 41-51.
Manikandan, K. S., & Ramachandran, J. (2015). Beyond institutional voids: Business groups, incomplete markets, and organizational form. Strategic Management Journal, 36(4), 598-617.
Delle Fave, A., Negri, L., Manohar, P. R., Morandi, A., & Bassi, M. (2015). The Ayurveda concept of Prak?ti and the Western construct of personality: A comparative pilot study. European Journal of Integrative Medicine, 7(4), 396-408.
Basu, S., Pereira, V., Sinha, P., Malik, A., & Moovendhan, V. (2022). Esoteric governance mechanism and collective brand equity creation in confederated organizations: Evidence from an emerging economy. Journal of Business Research, 149, 217-230.
