Township development
Customer research, market assessment and value-proposition evaluation grounded in published market research case study.
EVIDENCE & APPLICATIONS
Practical results backed by peer-reviewed research.
Business applications, empirical research publications, and scholarly evidence connecting rigorous analysis to practical decisions.
SELECTED APPLICATIONS
Practical problem-solving cases.
Real-world business applications spanning customer research, analytics, and strategy.
Cybersecurity business
Customer-segment prioritisation and positioning in a competitive technology market.
Partner performance
Assessment of channel-partner performance and revenue-growth opportunities.
Service support
Identification of service gaps and opportunities to strengthen customer satisfaction.
Product returns
Empirical analysis of return patterns and customer evidence informing operational responses (IEEE 2024).
Digital co-creation
Design of customer participation and co-creation mechanisms.
Fashion e-commerce
Assessment of customer expectations, competition and start-up growth strategies (IJGBC 2025).
Enterprise CRM
Conditions influencing enterprise CRM solution success in business ecosystems (JITTC 2025).
ACADEMIC EVIDENCE & PUBLICATIONS
Peer-reviewed research grounding business practice.
Empirical studies published in international journals, IEEE proceedings, and scholarly literature.
Factors influencing acceptance of augmented reality in retail: insights from thematic analysis
International Journal of Retail & Distribution Management 48 (1), 18-34
Analysis of the literature on political marketing using a bibliometric approach
Journal of Public Affairs 20 (1), e2019
Mapping the intellectual structure of artificial neural network research in business domain: A retrospective overview using bibliometric review
Business Domain Bibliometric Review
Investigating return behavior in e-commerce: A data-driven study
2024 IEEE International Conference on Interdisciplinary Approaches in Technology & Management
Recent trends in digital infrastructure in India
Infrastructure Planning and Management in India: Opportunities and Challenges
Leveraging the role of social media platform data in enhancing the effect of cause-related marketing
Contemporary Issues in Social Media Marketing 2, 277-293
Identifying key predictors of airline passenger satisfaction: A comparative model evaluation study
2025 IEEE International Conference on Interdisciplinary Approaches in Technology & Management
Eudaimonia: Concept, review and research agenda
Acta Psychologica 266, 106771
Applying design science to develop a systems framework for securing digital learning: Insights from resource-constrained educational settings
International Journal of Technology Management & Sustainable Development 25
Beyond bricks and mortar: market research in township development
Emerald Emerging Markets Case Studies 16 (1), 1-18
Enhancing student well-being using structured leisure curriculum: a curriculum development and impact assessment study
World Leisure Journal
Beyond implementation: Driving CRM solution success in the enterprise ecosystem
Journal of Information Technology Teaching Cases, 20438869251360807
Navigating the Indian Fashion E-Commerce Landscape: Challenges and Opportunities for Emerging Start-Ups
International Journal of Global Business and Competitiveness
A marketing educator, researcher and business advisor whose work spans strategy, customer experience, CRM, analytics, digital marketing and applied AI. Academic research, software experience and empirical data analysis support a practical, evidence-led approach for growing organisations.
LET'S BEGIN WITH THE PROBLEM