Editor's Message

International Journal of Business Research and Excellence (IJBRE) by IMS Ghaziabad (University Courses Campus) aims to amalgamate the best of academic thought from both industry and academia providing research direction for new insights to develop. Each journal issue brings to the table, new ideas and research indications that can have both conceptual and implementation based practical understanding. The new world belongs to sustainability and technology where researches aim to integrate both of them together leading to more attractive options for the world to follow. The latest issue of the journal is an outcome of the research taking place in the rising sectors and how the research outcomes pave the new direction. It is a continuous effort of IJBRE to choose and select the right manuscripts that can generate the interest and curiosity of the reader towards these new and novel areas. The seventh issue of International Journal of Business Research and Excellence provides the right platform for the amalgamation of various thoughts and ideas for the future development of the world and mankind.

The first paper “Bridging the gap: how digital marketing operations transform business” aims to evaluate the importance of digital marketing in the current business environment that is bridging the gap between traditional ways of working and modern thinking. Organizations are aiming at digital marketing operations in order to leverage the highest potential and customer delight. The second paper on “NEP 2020: A Much Awaited CHANGE!!!! Challenges in Acceptance and Execution” discusses the role and transformation that has taken place in the adoption of NEP into education and research that is creating a complete transformation into the system. It evaluates the challenges that are guiding the adoption of the system creating higher level of acceptance among the academic leaders. The third research is “Akineet Overseas Pvt. Ltd: An Entrepreneurial Fiasco” is a case study on the success and failure of an entrepreneurial journey and how it should be managed. The entire case study undergoes the research and implementation of entrepreneurial learning that can be used for better classroom discussion. Fourth paper highlights “Impact of culture on luxury consumption behaviour of Indian consumer: a case of luxury men’s apparel brands” explains how the consumer buying behavior is changing for luxury products for men and which factors are playing the main role in this. In the case of after the pandemic, luxury buying has changed that needs to be thought over again. The fifth paper on “Enhancing Customer Satisfaction and Loyalty in E-Commerce through AI-Based Chatbots: A Study on Flipkart” has provided the information on the changing nature of E-commerce sector and how Artificial Intelligence has changed the way Flipkart is dealing with the customers in this segment.

We thank each author and reviewer for their valuable contribution and making this collaboration to accelerate knowledge creation and sharing.

Paper 1: BRIDGING THE GAP: HOW DIGITAL MARKETING OPERATIONS TRANSFORM BUSINESS

Paper 2: NEP 2020: A MUCH AWAITED CHANGE!!!! CHALLENGES IN ACCEPTANCE AND EXECUTION

Paper 3: AKINEET OVERSEAS PVT. LTD: AN ENTREPRENEURIAL FIASCO

Paper 4: IMPACT OF CULTURE ON LUXURY CONSUMPTION BEHAVIOUR OF INDIAN CONSUMER: A CASE OF LUXURY MEN’S APPAREL BRANDS

Paper 5: ENHANCING CUSTOMER SATISFACTION AND LOYALTY IN E-COMMERCE THROUGH AI-BASED CHATBOTS: A STUDY ON FLIPKART