Published bi-annually by JAIN (Deemed-to-be University) since 2024, this peer-reviewed academic journal is dedicated to advancing scholarly discourse in the field of Management. It serves as a pivotal platform for original research articles that contribute transformative insights and thought leadership, shaping both the theory and practice of management globally.

The journal covers a broad spectrum of disciplines within management, including organizational behaviour, strategy, leadership, entrepreneurship, human resource management, international business, finance, marketing, economics, analytics, sustainability, and digital transformation. It fosters a comprehensive understanding of these fields, addressing complex challenges and advancing sustainable practices and digital innovations.

In addition to research articles, the journal features insightful book reviews and other scholarly contributions, maintaining a high standard of intellectual rigor and relevance. It is tailored for management scholars, social scientists, educational institutions, research facilities, policymakers, and all stakeholders invested in promoting societal well-being and driving progress in the corporate realm.

Founded on principles of intellectual precision and interdisciplinary exploration, the journal upholds a rigorous peer-review process to ensure the publication of high-quality research with significant impact. It embraces a range of methodological approaches, both qualitative and quantitative, fostering intellectual pluralism among its contributors.

As a trusted source of cutting-edge research and thought leadership, the journal not only informs current debates but also plays a pivotal role in shaping the future direction of management theory and practice. It explores emerging trends in sustainability, encouraging research that promotes environmental stewardship, social responsibility, and sustainable business practices. Moreover, it delves into digital transformation, examining how technological advancements reshape organizational strategies, operations, and customer interactions.

Beyond academic discourse, the journal aims to inspire innovation, foster collaboration, and catalyse positive change within organizations and societies globally through its influential publications. It is dedicated to advancing knowledge that supports sustainable development goals and empowers organizations to navigate and thrive in an increasingly digital and interconnected world.

It is with great pride that we introduce the inaugural edition of the CMS Business Review, a stand-alone research journal dedicated to fostering quality research and providing a platform for world-wide scholars and researchers. At Center for Management Studies, we recognize the pivotal role that rigorous, high-quality research plays in advancing management education and practice.

The CMS Business Review is designed to serve as a beacon of academic excellence, inviting contributions from the global research community. Our aim is to create a vibrant forum where seasoned academics and emerging scholars can share their insights, findings, and innovative ideas. This journal is a testament to our commitment to nurturing intellectual curiosity and promoting evidence-based management practices. Through the CMS Business Review, we seek to highlight the latest trends, challenges, and opportunities in the field of management, offering valuable perspectives that can shape policy, strategy and practice.

By providing a dedicated platform for young scholars and researchers, we hope to encourage fresh perspectives and innovative approaches to management research. The CMS Business Review will feature a diverse array of articles, case studies, and empirical research that address real-world business issues, fostering a deeper understanding of management theories and their practical applications.

As we embark on this exciting journey, we invite researchers, academics, and practitioners to contribute to the CMS Business Review. Together, we can advance the field of management education, inspire future leaders, and make a lasting impact on society.

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.